5 ways to automate Meta's Conversions API tool with Zapier

You search for trail running shoes once, and suddenly they're everywhere—your feed, your apps, even your email. Spooky? Maybe. But for marketers, that's just smart data at work.

But the real magic happens when you close the loop between customer actions and your ad strategy. Every purchase, sign-up, or webinar registration is a signal, and feeding those signals back into Meta helps you double down on what's working and cut what isn't.

The catch? Doing this manually across tools is a nightmare. That's why Zapier's Facebook Conversions integration exists. It lets you automate your conversion tracking, so your ads get sharper without you lifting a finger. Here's how.

Jump ahead

• What is Meta's Conversions API?

• How to set up the Conversions API with Zapier

• Send new orders as purchase events

• Send CRM events to Meta Conversions

• Link form submissions from other platforms with Facebook

• Report lead events from your other tools

• Use webhooks to report conversion events

What is Meta's Conversions API? 

Meta's Conversions API is a server-side tool that allows advertisers and businesses to send information directly to Meta's servers without a standard tracking pixel. You can use it to send marketing data—like sales, form submissions, and messaging events—from your other apps to your Meta account. That way, you can optimize and target your Facebook and Instagram ads to the people most likely to respond to them.

How to set up Meta's Conversions API with Zapier

To get started using the Conversions API, go to the Meta Business Suite.

In the Meta Business Suite, click All tools in the left-hand menu and go to the Events Manager tab. Then click the big + sign in the Events Manager navigation toolbar.

Choose the kind of conversion data you want to track. From the Select a partner menu, click Zapier. Meta will prompt you to connect your Zapier account. From there, you can connect your CRM of choice with Meta.

Once you do this, you can set up Zaps to send different kinds of information to Meta's servers, which you can use to run hyper-targeted and extremely relevant ad campaigns. 

Zapier's Facebook Conversions integration lets you send data to Meta from your website and a variety of third-party tools so you can create stronger and higher-converting ad campaigns.

By accessing data you wouldn't otherwise have access to (or, at least, that Meta wouldn't have), you'll reach more audiences and deliver hyper-target ads that drive conversions.

How to use Zapier to send more information to the Conversions API 

Let's take a look at five high-value use cases for Zapier's Facebook Conversions integrations. 

Send new orders as purchase events 

If your campaigns are a success, you'll know it when you make a sale. Whether you're processing payments through Stripe or managing orders in Shopify, you'll want to report them as purchase events. But manually sending each new sale back to Meta isn't reliable or scalable—especially if you depend on manual data entry or constant monitoring. 

Instead, automate the process with these Zaps to log your sales as purchase events in real-time. That way, you'll be able to understand which ads are driving real revenue while unlocking opportunities for smarter re-engagement campaigns.

Send CRM events to Meta Conversions

If you need to understand what your prospects get up to—and how they're interacting with your brand—your CRM will be a good place to start. It's likely your sales team uses that platform as a central source of truth for every engagement. Are leads responding to specific emails, for example? Or have they just closed a deal over a sales call? 

But reaching out to your sales team or regularly checking your CRM for these events isn't the way to go. After all, delays and human error can easily skew those insights. 

Instead, you can use these Zaps to instantly send key CRM events—like new leads, email engagements, or deal updates—straight to Meta with our Facebook Conversions integration. That way, your ads are working with the most up-to-date data, helping you retarget prospects more effectively and fine-tune your ad spend.

Link form submissions from other platforms with Facebook 

Many businesses capture leads through multiple channels, from social media ads to gated eBooks. But if those leads aren't instantly reported as events, you risk outdated data, missed opportunities, and ineffective ad targeting. 

With these Zaps, you can automatically send lead form submissions from platforms like Facebook Lead Ads, Webflow, and Typeform straight to Facebook Conversions, so that all of your lead data is in one place. You can even add an extra step to add that prospect to your CRM, before sending that data back to Meta.

Report lead events from your other tools

From newsletter subscriptions to event registrations, your company will use many marketing tools to capture and nurture prospects. However your contacts interact with your business—from clicking on a demo page to attending a webinar—reporting these events to Facebook is a no-brainer. 

Previously, this had to be done manually—you'd have to track contact activity, then upload that list to Meta. With Zapier, however, you can sync your marketing tools with Meta using our Facebook Conversions integration and automatically track engagement and get a clearer (and more accurate) picture of how your campaigns are performing.

Use webhooks to report conversion events

With Zapier's Facebook Conversions integration, you can connect Meta to thousands of apps. Yet there may be times when you can't find the tool you're looking for—or the existing features (like an integration's triggers and actions) can't accomplish what you need them to do. 

In that case, you can use webhooks to capture data from virtually any platform (that supports webhooks) and send it to Meta as a conversion event. This means you can still automatically capture those all-important conversions that occur in your own custom app or platform. 

Advanced tips for automating Meta Conversions

The best way to streamline your Facebook workflows is to go beyond a simple two-step Zap. When you start with the bigger picture, you can find even more opportunities for scaling while improving efficiency.  

For example, here's a visualization (using Zapier Canvas) of how each puzzle piece we've described forms part of an end-to-end automated system. This process ensures every key action—from form submissions to purchases and beyond—is instantly tracked, synced, and reported to Meta as an event. (Click to see a larger image in a new tab.)

By building out a larger process, you can help improve attribution accuracy and effectively track data which comes in from many sources. Ultimately, your marketing and sales teams will have a better shot of reaching more of an audience that's already interested in you.   

This is just the start of what you can do with the Facebook Conversions integration. What will you automate next?

This article was originally published in December 2020, with previous contributions from Elena Alston. It was most recently updated in June 2026 by Hannah Herman.