How to Use Hubspot to Create and Sync Facebook Ad Conversion Events
Using Hubspot with Facebook Ads lets you create, sync, and optimize ad conversion events so you can track which campaigns are truly driving leads and customers. This step-by-step guide shows you how to configure conversion events, send them to Facebook, and keep reporting aligned between both platforms.
Before you begin, you should already have your Facebook Ads account connected to your Hubspot account and the necessary permissions for both tools.
What Are Facebook Ad Conversion Events in Hubspot?
In Hubspot, a Facebook ad conversion event is a rule-based action that tracks important outcomes, such as form submissions or lifecycle stage changes, and syncs them to Facebook so your ad account can optimize delivery.
These events are built from your CRM data and are tied to a specific Facebook Ads account. When configured correctly, Hubspot sends event data to Facebook so you can improve optimization, audience targeting, and reporting.
Benefits of Managing Conversions in Hubspot
- Aligns Facebook optimization with your real CRM outcomes.
- Uses first-party data tracked in your Hubspot portal.
- Helps improve ad delivery toward high-value contacts.
- Reduces manual setup of conversions inside Facebook Ads Manager.
Key Requirements for Hubspot Facebook Conversion Events
Before setting up events, confirm you meet the requirements for using conversion events in Hubspot with Facebook Ads.
Account and Permission Requirements in Hubspot
- You must have a connected Facebook Ads account in Hubspot.
- You need the appropriate Hubspot user permissions to manage ads and tracking settings.
- The Facebook business assets (ad account and pixel or conversions API setup) must be properly configured in Facebook Business Manager.
Supported Event Types in Hubspot
Facebook ad conversion events can be based on different CRM-driven actions. Within Hubspot, you can typically create conversion events that rely on:
- Form submissions tracked in the CRM.
- Lifecycle stage changes (for example, from Lead to Customer).
- Deal-related milestones, such as a closed-won deal.
- Other contact property changes, where applicable.
These actions are converted into standardized events that Hubspot can send to Facebook, helping the platform optimize toward your most meaningful outcomes.
How to Create a Facebook Ad Conversion Event in Hubspot
The core of the setup is creating a conversion event and mapping it to your Facebook Ads account. Follow these steps inside your Hubspot portal.
Step 1: Open the Ads Tool in Hubspot
- Sign in to your Hubspot account.
- Navigate to Marketing > Ads in the main navigation menu.
- Confirm that your Facebook Ads account is already connected and active.
Step 2: Access Conversion Events Settings
- Within the Ads tool, go to the settings or configuration menu.
- Locate the section labeled Conversion events or similar wording in Hubspot.
- Choose the connected Facebook Ads account where you want conversions to sync.
Step 3: Create a New Conversion Event in Hubspot
- Click Create conversion event (or equivalent option).
- Select Facebook as the ad network you want to send the event to.
- Choose the type of event you want to track, for example:
- Form submission
- Lifecycle stage change
- Deal-based outcome
- Define the conditions that must be met for the event to trigger. For example:
- Form equals “Contact Us” and lifecycle stage equals “Lead”.
- Deal stage equals “Closed won”.
Hubspot will use this rule to detect when contacts meet your criteria and then send the event to Facebook.
Step 4: Configure Event Details for Facebook
- Give your conversion event a clear, descriptive name inside Hubspot.
- Map the Hubspot event to a Facebook event category, such as:
- Lead
- Complete Registration
- Purchase
- Other Standard Event Types
- Review attribution and revenue settings where available. Some conversions may allow you to associate a value, such as deal amount.
These mappings help Facebook understand how to classify and optimize around the events coming from Hubspot.
Step 5: Save and Activate the Conversion Event
- Review the event rules and mappings one more time.
- Click Save or Save and activate in Hubspot.
- Confirm that the new conversion event appears in your list of events for the connected Facebook Ads account.
Once activated, Hubspot begins sending matching contact events to Facebook as they occur.
How Syncing Facebook Conversions Works in Hubspot
After a conversion event is created and enabled, Hubspot continuously checks for contacts that meet the event criteria and syncs the relevant data to Facebook.
Data Flow from Hubspot to Facebook
- A contact performs a tracked action (for example, submitting a form or reaching a new lifecycle stage).
- Hubspot evaluates the contact data against your conversion event rules.
- If the criteria match, an event is generated and transmitted to Facebook.
- Facebook Ads Manager records this as a conversion tied back to the relevant ad interactions, helping optimize delivery and reporting.
Depending on your configuration, events may be sent either through pixel-based tracking or via the conversions API that Facebook provides.
Viewing Performance of Facebook Conversions in Hubspot
You can review how conversion events perform directly in the Ads tool in Hubspot. Typical reporting views allow you to:
- See how many conversions are attributed to specific Facebook campaigns, ad sets, and ads.
- Analyze cost per conversion and return on ad spend.
- Compare which events or campaigns are producing higher quality contacts.
This reporting uses your CRM data as the source of truth, which gives more reliable insights than ad clicks alone.
Managing and Editing Facebook Conversion Events in Hubspot
As your strategy evolves, you may need to update or refine your conversion events within Hubspot.
How to Edit Existing Events in Hubspot
- Go to Marketing > Ads in your Hubspot portal.
- Open the Conversion events area.
- Select the event you want to edit.
- Adjust the conditions, mappings, or naming as needed.
- Save your changes so Hubspot can apply the new rules going forward.
Edits typically affect future events; past conversions already sent to Facebook will not be retroactively changed.
How to Disable or Remove Events in Hubspot
- Navigate to the conversion events list in Hubspot.
- Locate the event you want to pause or delete.
- Use the toggle to deactivate it, or choose the delete option if you no longer need the event.
When you disable or remove the event in Hubspot, new conversions will stop syncing to Facebook for that event, though existing data will remain in Facebook Ads Manager.
Best Practices for Facebook Conversions in Hubspot
To get the most from your integrated reporting and optimization, apply these best practices when working with Hubspot conversion events for Facebook Ads.
- Use clear naming conventions so events are easy to understand for everyone on your team.
- Limit the number of very similar events to avoid confusing optimization signals in Facebook.
- Align events with business outcomes, such as qualified leads or revenue-related milestones.
- Regularly audit events in Hubspot and Facebook to ensure mappings remain accurate.
Additional Resources
For the official product documentation, you can review the original instructions on the HubSpot Knowledge Base here: Create and sync ad conversion events with your Facebook Ads account.
If you need strategic help implementing advanced tracking or scaling campaigns that rely on Hubspot data, you can consult a specialized partner such as Consultevo.
By properly configuring and maintaining Facebook ad conversion events in Hubspot, you unify ad performance data with your CRM, making it far easier to measure what truly drives growth and to optimize your campaigns for meaningful results.
Need Help With Hubspot?
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