Facebook Conversions API for CRM

7 min

With the Facebook Conversion API for CRM app in Make, you can create lead events in your Facebook Conversion API for CRM account.

From February 27th, 2026, until February 2028, the app will be free to use as part of a special promotion. During this period, any credits consumed by the Facebook Conversions API for CRM app in your Make scenarios will not be billed.

Requirements (applies to legacy setups)

To use the Facebook Conversions API for CRM app in Make, you must:

Create a Facebook account.

Create a Facebook Business Manager account at business.facebook.com.

Create a new pixel specifically for the lead events in your Facebook Event Manager. The pixel should be of type CRM.

Start sending simple "Lead" events with the Facebook Conversions API app immediately after you receive leads with Facebook Leads Ads app. More info can be found in the video below.

Start sending lead status change events via Make to Facebook with the Facebook Conversions API for CRM app. The Facebook account used during the connection creation should be the admin of the Facebook Ads account and the newly created pixel.

After a week or so, go to the Pixel's Settings and finish the configuration of your sales funnel to define the lead status that will be used for optimizing your Facebook Lead Ads Campaigns where the optimization is set to Facebook Conversions API for CRM.

To understand the above prerequisites, watch the video below before using the app.

https://www.youtube.com/embed/gJ4s9ryRh_0

Youtube Link Here

This video refers using Facebook Lead ID as a mandatory field for passing CRM events to the Facebook Conversions API for CRM. However, please note that as of October 2025, Facebook Lead ID is no longer mandatory when an email address is provided. That said, it is still recommend including the Facebook Lead ID whenever it is available.

To capture Facebook Lead ID, you can use the Facebook Lead Ads app on Make.

This app allows you to listen for new form submissions on Facebook and then pass the form data along with the Lead ID to your CRM. For more information, see the Facebook Lead Ads app.

Connect Facebook Conversions API for CRM and Make

To create the connection:

Log in to your Make account, add a Facebook Conversions API for CRM module to your scenario, and click Create a connection.

Optional: In the Connection name field, enter a name for the connection.

Optional: Switch on Show advanced settings and enter your Facebook Conversions API for CRM client credentials. For more information on how to obtain your credentials, refer to the Meta Conversions API for CRM developer documentation.

If requested, use the following Redirect URI when setting up your client credentials: https://www.integromat.com/oauth/cb/facebook-business-extension

Add the details as provided below to connect the app:

Field	Description
Your business name	Enter your business name.
Currency	Select the applicable currency for your business. For example, USD.
Timezone	Select the timezone applicable to your business.
External business ID	Enter a unique Business ID. The External Business ID is a unique identifier to distinguish multiple businesses. The ID can be any string of your choice but ensure the ID is unique for your different businesses if you run more than one business.
Client ID and Client Secret	Optional: Client credentials of your custom application.

Click Save.

If prompted, authenticate your account and confirm access.

You've successfully created the connection and can now use the Facebook Conversions API for CRM app in your scenarios. If you want to make changes to your connection in the future, follow the steps here.

Facebook Conversions API for CRM modules

After connecting to the Facebook Conversions API for CRM app, you can use the following types of modules to build your scenarios.

Create a Lead Event

Field	Description
Connection	Create a connection to your Facebook Conversions API for CRM account
Event Name	Name of the event to capture the stages you use within your CRM. Ensure to send all stages as they are updated, including the initial lead stage. For example, your stages may include the following types. If a lead reaches the final, Converted stage, all previous stages should have been sent beforehand. Initial Lead from FB Marketing Qualified Lead Sales Opportunity Converted Facebook recommends using a variable to pass in the stages from your database. Alternatively, you could create a separate API call for each stage.
Event Time	A timestamp that indicates when your CRM updates the lead stage update event. Facebook recommends using a variable to pass in the Unix timestamp values from your database. The event_time parameter value can be up to 7 days before you send an event to Facebook.
Lead ID	The FB generated ID for every lead, a 15 or 16-digit number. It is required to use Lead IDs instead of customer information for matching. Facebook recommends using a variable to pass in the ID values from your database. Lead ID associated with a lead generated by Facebook's Lead Ads. This means you can only use this module when your lead originally came from Lead Ads, and you saved its Lead ID.
Email	Enter the email address of the lead.
Phone number	Enter the phone number of the lead, including the country code, area code, and number. Use digits only (for example, 16505551212).
Subdomain Index	Enter the domain level where the cookie is defined. For example: com = 0 example.com = 1 www.example.com = 2 This value is used as part of the Facebook Click ID.
Creation Time	Enter the time in UNIX epoch (milliseconds) when the _fbc cookie was stored. If you don’t store the cookie, use the timestamp from when you first received the fbclid value.
Conversion Value	Monetary value of this lead, in the currency set below. For example, 142.54.
Conversion Currency	Currency of the conversion value. Must be a valid ISO 4217 three-digit currency code. For example, USD. Set this whenever you send a Conversion Value.
Click ID	Enter the value of the fbclid query parameter from the page URL.
Lead Event Source	Name of the tool where the leads are coming from. We suggest you use Make or anything regarding your business process. You can also use the name of the true source system. For example, CRMs such as Hubspot, Salesforce, Pipedrive, etc.,
Pixel ID	Select or map the Pixel ID of your Facebook account. To create and set up the Pixel ID, refer to Facebook help page. Leave this field empty for the pixel ID you picked when creating or reauthorizing the connection. If you want a pixel under a different Facebook Business Manager account, create a new connection instead.

Facebook Conversions API for CRM resources