How Conversion works with Meta Ads
Conversion connects to Meta Ads to sync audiences, bring lead ad submissions in as contacts, and show campaign performance in the Ads dashboard. Members of a linked Conversion audience upload to a Custom Audience, and each lead from a synced form creates or updates a contact by email. Meta's API only accepts tracking parameters on individual ads, so you add Conversion's parameters in Ads Manager for ad-level attribution.
What you can do
Custom Audiences from any segment
Link a static or dynamic Conversion audience to a Custom Audience. Current members upload when you link it, and new members upload as they join, whether they match its filters or a workflow adds them.
Lead ads as contacts
Each lead from a synced form creates or updates a contact and records a form submission, so it can start a workflow like any other form fill. The form's own settings decide whether new leads are subscribed and synced to your CRM.
Attribution through URL parameters
Paste Conversion's parameter string into the URL parameters field in Ads Manager, and Meta fills in the campaign, ad set, and ad IDs on each click for the Conversion tracking script to record.
Performance next to contacts
The Ads dashboard charts impressions, clicks, cost per click, and click-through rate alongside the contacts Conversion has tied to each campaign, ad set, and ad.
What syncs
| Data | Direction | Details |
|---|---|---|
| Audiences | Out of Conversion | Members of a linked Conversion audience upload with email, first and last name, phone, city, state, zip code, and country. Admins can change which field fills each one. |
| Lead ad submissions | Into Conversion | Leads submitted after you sync a Page's lead form create or update a contact, matched on email, and record a form submission. Enabled per workspace. |
| Campaigns and performance | Into Conversion | Campaigns, ad sets, and ads appear in the Ads dashboard with impressions, clicks, cost per click, and click-through rate. |
How to connect Meta Ads
- 1 In Settings > Ads, connect Meta with a user who is an admin on the ad account, then link the ad accounts you want to use. If an account hasn't accepted Meta's Custom Audience terms, accept them first.
- 2 For ad-level attribution, set Conversion's URL parameters as the ad account's default in Ads Manager, and paste them into the Tracking section of each existing ad.
- 3 Open a Conversion audience, go to the Ads audiences tab, and link it to a Custom Audience in a linked ad account.
- 4 Once lead gen forms are enabled for your workspace, choose New form > Sync a Meta form, pick the Page and form, and map the question that holds the email.
