5 formas de automatizar Meta's Conversions API tool con 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.

Saltar adelante

• What is Meta's Conversions API?

• How to set up the Conversions API with Zapier

• Enviar nuevos pedidos como eventos de compra

• Send CRM events to Meta Conversions

• Vincular envíos de formularios desde otras plataformas con Facebook

• Informar sobre eventos de clientes futuribles desde sus otras herramientas

• Utilice webhooks para informar eventos de conversión

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. 

Enviar nuevos pedidos como eventos de compra 

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. 

En su lugar, automatice el proceso con estos Zaps para registrar sus ventas como eventos de compra en tiempo real. De esa manera, podrá comprender qué anuncios generan ingresos reales y, al mismo tiempo, descubrir oportunidades para campañas de re-participación más inteligentes.

Send CRM events to Meta Conversions

Si necesita comprender qué hacen sus futuribles y cómo interactúan con su marca, su integración será un buen lugar para comenzar. Es probable que su equipo de ventas utilice esa plataforma como fuente central de verdad para cada participación. ¿Los clientes futuribles responden a correos electrónicos específicos, por ejemplo? ¿O simplemente cerraron un trato mediante una llamada de ventas? 

Pero comunicarse con su equipo de ventas o verificar periódicamente su integración para detectar estos eventos no es la mejor manera de hacerlo. Después de todo, las demoras y los errores humanos pueden distorsionar fácilmente esa información. 

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.

Vincular envíos de formularios desde otras plataformas con Facebook 

Muchas empresas captan clientes futuribles a través de múltiples canales, desde anuncios en redes sociales hasta libros electrónicos. Pero si esos clientes futuribles no se informan instantáneamente como eventos, se corre el riesgo de tener datos desactualizados, perder oportunidades y tener una segmentación publicitaria ineficaz. 

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.

Informar sobre eventos de clientes futuribles desde sus otras herramientas

Desde suscripciones a boletines de noticias hasta registros a eventos, su empresa utilizará muchas herramientas de marketing para captar y nutrir futuribles. Independientemente de cómo interactúen sus contactos con su empresa (desde hacer clic en una página de demostración hasta asistir a un seminario web), el informe de estos eventos a Facebook es una obviedad. 

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.

Utilice webhooks para informar eventos de conversión

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

La mejor forma de optimizar tus flujos de trabajo en Facebook es ir más allá de un simple Zap de dos pasos. Cuando comienzas con el panorama más amplio, puedes encontrar incluso más oportunidades de escalar y, al mismo tiempo, mejorar la eficiencia.  

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.)

Al desarrollar un proceso más amplio, puede ayudar a mejorar la precisión de la atribución y rastrear de manera eficaz los datos que provienen de muchas fuentes. En última instancia, sus equipos de marketing y ventas tendrán más posibilidades de llegar a una audiencia más amplia que ya está interesada en usted.   

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.