FM Meta Conversions API

Documentation

What it does

Connects EspoCRM to Meta (Facebook & Instagram) through the Conversions API. Whenever a lead moves in the CRM (created, contacted, converted to a customer), the event is sent server-to-server to Meta, so the algorithm learns who actually converts and finds more people like them. It also syncs CRM segments daily to Meta Custom Audiences for lookalikes and exclusions.

Main features

• Lead status to Meta event mapping: a table that reads your own lead statuses; pick the event to send for each one (Lead, Contact…) or leave it empty.
• Conversion event: when a lead is converted into an Account, a ConvertedLead event is sent — the event to optimize campaigns for.
• Opportunity events: an event per stage, optionally with amount and currency (e.g. Closed Won → Purchase).
• 3 self-updating Custom Audiences: Customers (lookalike source & exclusion), Open Leads (retargeting) and Dead Leads (exclusion). Leads are added and removed automatically as their status changes.
• Phone normalization: new numbers are saved in international format (01012345678 → +201012345678), plus a one-click tool to fix existing numbers and merge duplicates.
• Hashed data: email, phone and name are SHA-256 hashed before leaving the server.
• Full event log: every event and sync with its status and Meta's response, a Failed filter, and 3 automatic retries.
• Side panel on Lead and Opportunity showing the latest events sent (admins only).

How to use

• 1. Go to Administration → Meta Conversions API → Settings, enter the Pixel / Dataset ID and Access Token, tick Enable Conversions API and save.
• 2. To test: enter a Test Event Code from Events Manager → Test Events and click Test Connection. Clear the code and save when done.
• 3. In Lead Events pick an event for each status and keep Send Event When Lead Is Converted to Account enabled.
• 4. (Optional) In Opportunity Events map your closing stage and enable sending the value.
• 5. Click Normalize Existing Phones once to clean existing numbers (take a backup first).
• 6. In Customer Audience enable syncing, enter the Ad Account ID, save, then click Create Audiences and Full Resync.
• 7. In Ads Manager build a Lookalike from the Customers audience and exclude Customers and Dead Leads from campaigns. Once volume allows, create a Custom Conversion on ConvertedLead and optimize for it.

Settings & permissions

• All settings live on one admin page; the access token is stored so that no user can read it.
• The event log and side panel are visible to admins only.
• The daily audience sync runs at 03:00 as a Scheduled Job; change it in Administration → Scheduled Jobs.
• The Action Source is configurable: CRM, phone call, WhatsApp/Messenger, and more.

Notes & limits

• Cron must be running, as events are sent in the background.
• Audience sync needs a System User token with the ads_management permission.
• Meta generally rejects events older than 7 days, so past events are not sent; historical data is used through the audiences instead.
• A lookalike needs at least 100 people in the source audience; 1,000+ is better.
• Imported leads do not send events.