Hi there,
Thanks for getting in touch! I'm happy to give you some initial thoughts and guidance on your conversion campaign setup with Meta and CRM integration.
We'll need to look at match rates...
It sounds like you're struggling with getting accurate attribution in Meta when sending appointment leads back from your CRM using the Conversion API. You're right, it's a pretty common issue and can be frustrating compared to how straightforward it is with Google Ads and gclid.
From what I can tell, the fbclid alone isn't always enough for Meta to reliably match conversions back to the originating campaign. Meta's matching algorithm relies on having enough data points to accurately identify the user and attribute the conversion, and the fbclid is just one piece of the puzzle. It sounds like you've allready got that setup, but its worth checking.
Let's explore some potential solutions to improve your match rates and get more accurate campaign data.
I'd say you should enrich the data...
The key to improving match rates is to provide Meta with as much identifying information as possible. The more data points Meta has, the higher the likelihood of accurately attributing the conversion. I know its a pain, but it's worth it.
Here's what I'd recommend:
1. Customer Information Parameters:
Ensure you're including all available customer information parameters when sending conversion data through the Conversion API. This includes:
-> Email: Hashed using SHA-256.
-> Phone Number: Hashed using SHA-256.
-> First Name: Hashed using SHA-256.
-> Last Name: Hashed using SHA-256.
-> Date of Birth: In the format YYYYMMDD.
-> Gender: If available.
-> City: If available.
-> State: If available.
-> Country: If available.
-> Zip Code: If available.
Hashing is crucial for privacy compliance. Meta provides tools and documentation for hashing data before sending it through the API. Make sure you're using these tools correctly.
2. CRM Integration:
Double-check your CRM integration with Meta. Ensure you're using the most up-to-date version of the integration. Some CRMs have native integrations with Meta that simplify the process of sending conversion data.
3. Third-Party Tools:
If your CRM doesn't have a native integration or if you're having trouble with the existing integration, consider using a third-party tool like Zapier or Make to connect your CRM to Meta. These tools can automate the process of sending conversion data and ensure that all the necessary parameters are included. Also, I'd double check how you're mapping your data and make sure it exactly matches what Meta wants.
You probably should verify domain...
Verifying your domain with Meta is essential for tracking conversions accurately. This helps Meta associate your website with your Business Manager account and ensures that conversion data is properly attributed. I'm assuming you've allready got this setup as its pretty basic, but its worth mentioning just incase!
You'll need to check your event setup...
Make sure that the conversion events you're sending through the Conversion API are properly set up in Meta Events Manager. Verify that the event names and parameters match what's expected by Meta's system. A typo or incorrect parameter can prevent Meta from accurately tracking conversions.
Event Deduplication:
If you're using both the Meta Pixel and the Conversion API to track conversions, you'll need to implement event deduplication. This prevents Meta from counting the same conversion twice. Event deduplication involves sending a unique event ID with each conversion event. Meta uses this ID to identify and deduplicate duplicate events.
I've detailed my main recommendations for you below:
| Recommendation | Action |
|---|---|
| Enrich Data | Include as much hashed customer information as possible (email, phone, name, etc.) when sending conversion data. |
| Verify CRM Integration | Ensure you're using the latest version of your CRM integration and that data mapping is accurate. |
| Consider Third-Party Tools | Use a tool like Zapier or Make if your CRM lacks native integration or if you're experiencing issues. |
| Verify Domain | Make sure your domain is verified with Meta. |
| Check Event Setup | Confirm that conversion events are properly set up in Meta Events Manager and that event names and parameters match Meta's requirements. |
I know its quite a bit to take in, and doing all this can be a bit technical and time-consuming, especially if you're not super familiar with the Conversion API or CRM integrations. You might want to consider getting some expert help to make sure everything's set up correctly. We've helped a few business's in a similar situation, and can usually sort it out pretty quickly.
We're happy to offer a free consultation to discuss your specific situation and see how we can help. I remember a software client where we aimed to reach B2B decision-makers using LinkedIn Ads, and we managed to achieve a cost per lead of $22.
Regards,
Team @ Lukas Holschuh
