Using Zapier to Send Offline Conversions from HubSpot to Facebook Ads

In the digital marketing landscape, understanding the complete customer journey is crucial for optimizing ad performance. While Facebook's pixel does an excellent job tracking online conversions, it can't see what happens after someone leaves your website—whether they call your sales team, visit your store, or convert through other offline channels.

This is where offline conversion tracking becomes invaluable. By connecting HubSpot to Facebook's Conversions API through Zapier, you can close the attribution loop and give Facebook's algorithm the complete picture it needs to optimize your campaigns effectively.

What Are Offline Conversions and Why Do They Matter?

Offline conversions represent customer actions that occur outside of your website but were influenced by your Facebook ads. These include:

• Phone inquiries and consultations
• In-person meetings or demos
• Sales qualified leads (SQLs) marked in your CRM
• Closed deals and purchases
• In-store visits and transactions
• Contract signings

The Business Impact of Tracking Offline Conversions

When you track offline conversions, you unlock several critical advantages:

1. Accurate ROI Measurement Without offline conversion data, you're only seeing part of the story. You might significantly underestimate the real value your digital advertising delivers when many conversions happen outside the digital realm.

2. Smarter Budget Allocation Understanding which advertisements drive real-world outcomes enables data-driven decisions to optimize ad creatives, bidding strategies, and marketing approach. You'll know exactly which campaigns deserve more budget and which need adjustment.

3. Enhanced Algorithm Performance Facebook's algorithm learns from conversion data. The more quality signals you send back, the better it becomes at finding similar high-value prospects. This creates a positive feedback loop that continuously improves your ad targeting.

4. Better Lead Quality By feeding Facebook information about which leads were valuable, the platform gets better at finding similar users, resulting in higher-quality leads over time.

5. Post-iOS 14 Resilience Apple's privacy updates have limited tracking capabilities, but setting up offline conversions enables businesses to view performance breakdowns by demographic, location, platform, and device once again.

Why Use Zapier for This Integration?

While HubSpot does offer a native Facebook Conversions API integration, many businesses find the Zapier route more reliable and flexible. Here's why:

• Greater Control: Customize exactly which HubSpot events trigger Facebook conversions
• Flexibility: Map specific lifecycle stage changes, deal updates, or custom properties
• Reliability: Zapier has established infrastructure for handling data transfers
• No Coding Required: Set up complex workflows without technical expertise
• Multiple Trigger Options: Connect various HubSpot activities to Facebook conversions

‍

If you're using HubSpot Marketing Hub Starter or need more granular control over which conversions to send, Zapier provides a flexible alternative.

When to Use Zapier

• You're on HubSpot Starter and can't access native offline conversion tracking
• You need to send custom conversion events not supported by HubSpot's native integration
• You want to apply additional logic or filtering before sending conversions
• You need to include custom data fields in your conversion events

Setting Up Zapier Integration

Step 1: Create a Zapier Account and Choose Your Trigger

1. Sign up for Zapier (starting at $29.99/month for the Professional plan)
2. Create a new Zap
3. Select HubSpot as your trigger app
4. Choose trigger event: Contact Property Change or New Deal in Stage
5. Connect your HubSpot account and authorize Zapier

Step 2: Configure Your Trigger Filters

Set up filters to specify exactly when conversions should be sent, for example:

• Trigger: When lifecycle stage changes to "Marketing Qualified Lead"
• Filter: Only if lead score is above 50 AND company size is greater than 50 employees (optional)
• This ensures you're only sending high-quality MQL conversions to Facebook

Step 3: Add Facebook Conversions as Your Action

1. Click Add a Step → Action
2. Select Facebook Conversions as the action app
3. Choose Send Offline Event
4. Connect your Facebook Business Manager account
5. Select your Offline Event Set (create one in Facebook Events Manager first)

Step 4: Map Your Data Fields

Configure the conversion event parameters:

• Event Name: "MQL" or "Lead" (use Facebook standard events when possible)
• Event Time: Use HubSpot's timestamp for when the lifecycle stage changed
• Email: Map to the contact's email address (Facebook will hash this)
• Phone: Map to phone number if available
• First Name / Last Name: Map from HubSpot contact properties
• External ID: Use HubSpot Contact ID for deduplication
• Value: Optionally include deal amount or estimated customer lifetime value
• Currency: Set to your default currency (USD, EUR, etc.)
• Custom Data: Include any additional fields relevant to your business

Step 5: Set Up Match Keys

Facebook uses match keys to attribute offline conversions to the right users:

• Email (required): Primary matching parameter
• Phone (recommended): Increases match rate
• First Name + Last Name + Zip Code (optional): Further improves matching
• FBC Cookie: If you can capture and store Facebook's browser cookie
• FBP Cookie: Facebook's browser pixel cookie

The more match keys you include, the higher your match rate will be (target 70%+ for optimal performance).

Step 6: Test and Activate Your Zap

1. Use Zapier's test feature to send a sample conversion
2. Verify it appears in Facebook Events Manager within 1-2 hours
3. Check the match rate in the Event Match Quality section
4. Once confirmed working, turn on your Zap
5. Repeat from Step 3 above if you need to create additional Zaps for when:
   
   1. New leads are added to your CRM from Meta.
   2. Leads status change and progress further into your sales process.
6. If you receive the error, you either can choose to connect Zapier using the Meta Events Manager onboarding flow (see this Business Help Center article for more). Or, if you prefer, you can can connect from the Zapier side by opening the datasource permission:
   
   Datasource -> Setting -> Conversions API -> Choose a partner -> Zapier -> Turn on permission
   
   
   

Please make sure there’s at least one customer information parameter chosen on the mapping sessions.

Also, if you choose to use the field mapping features, make sure the field has actual data attached to pass the test action. Screenshots below show error field mapping versus correct field mapping.

< Zapier Prerequisites 

Zapier Step 2: Verify Your Integration >

Advanced Zapier Workflows

For sophisticated B2B SaaS marketing operations, you can create multiple Zaps for different conversion events:

Zap 1: MQL Conversions

• Trigger: Lifecycle stage changes to MQL
• Filter: Lead score > 40
• Action: Send "Lead" event to Facebook

Zap 2: SQL Conversions

• Trigger: Lifecycle stage changes to SQL
• Filter: Sales rep has accepted the lead
• Action: Send "Schedule" (custom) event to Facebook with higher value

Zap 3: Customer Conversions

• Trigger: Deal stage changes to "Closed Won"
• Filter: Deal amount > $1,000
• Action: Send "Purchase" event to Facebook with actual revenue amount

Zap 4: High-Value Customer Flag

• Trigger: Deal stage changes to "Closed Won"
• Filter: Deal amount > $10,000 OR Annual contract value
• Action: Send custom "HighValuePurchase" event for specialized targeting

This multi-tiered approach allows Facebook's algorithm to optimize at different funnel stages.

Measuring Success: What to Track

Once your integration is live, monitor these key metrics:

In Facebook Ads Manager:

• Offline Conversions by Campaign: See which campaigns drive real business results
• Cost per Offline Conversion: Calculate true customer acquisition costs
• ROAS Including Offline Events: Get accurate return on ad spend figures
• Conversion Paths: Understand the touchpoints leading to offline conversions

In HubSpot:

• Original Source Attribution: Track which marketing channels sourced your best customers
• Deal Conversion Rates: Monitor how leads from Facebook ads progress through your funnel
• Revenue by Ad Campaign: Attribute closed revenue back to specific Facebook campaigns

In Zapier:

• Task Success Rate: Ensure your Zaps are running reliably
• Error Logs: Quickly identify and fix integration issues
• Task Usage: Monitor if you need to upgrade your plan

Comparison: Methods for Syncing HubSpot to Facebook Conversions

*Note: Based on community feedback, some users report inconsistencies with the native integration, making Zapier a more reliable alternative for many use cases.

The ROI Impact: A Real-World Example

Let's consider a B2B SaaS company that implemented HubSpot to Facebook offline conversion tracking:

Before Implementation:

• Facebook reported 50 leads per month at $80 cost per lead
• Total Facebook ad spend: $4,000/month
• Actual SQLs from Facebook (tracked in HubSpot): 15
• Closed deals from Facebook: 3
• Revenue attributed to Facebook: $15,000

Facebook's optimization was based on incomplete data, leading to suboptimal targeting and budget allocation.

After Implementation:

• Facebook now receives data on all 15 SQLs and 3 closed deals
• Algorithm optimizes for high-quality leads, not just form submissions
• After 60 days of learning:
  
  • SQLs increased to 25/month (67% increase)
  • Closed deals increased to 5/month (67% increase)
  • Cost per SQL decreased to $160 (previously $267 based on full funnel)
  • Revenue attributed to Facebook: $25,000
  • ROAS improved from 3.75x to 6.25x

The key insight: The algorithm had better data to identify patterns in high-value customers, leading to significantly improved targeting and conversion rates.

Future-Proofing Your Setup

The digital advertising landscape continues to evolve with increasing privacy restrictions. Here's how to keep your offline conversion tracking robust:

1. Combine Multiple Tracking Methods

Using both browser-based Pixel and server-side Conversions API tracking creates a more accurate, reliable, and future-proof system for your Facebook ads.

2. Implement First-Party Data Strategies

Build strong first-party data collection in HubSpot. This becomes increasingly valuable as third-party cookies disappear.

3. Stay Updated on Meta's Changes

Facebook regularly updates its Conversions API. Subscribe to Meta's developer blog and HubSpot's product updates to stay informed.

4. Consider Privacy Compliance

Ensure your data collection and sharing practices comply with GDPR, CCPA, and other privacy regulations. Always have proper consent for data sharing.

Conclusion

Connecting HubSpot to Facebook's Conversions API through Zapier bridges the gap between your CRM data and your advertising platform. This integration provides Facebook's algorithm with the complete picture it needs to optimize your campaigns effectively, leading to better targeting, higher quality leads, and improved return on ad spend.

While the initial setup requires some effort, the payoff in campaign performance and accurate attribution makes it worthwhile for any business running Facebook ads with offline conversion steps. The key is to start simple, test thoroughly, and expand your tracking as you see results.

By implementing offline conversion tracking, you're not just improving your current campaigns—you're building a sustainable competitive advantage in an increasingly privacy-conscious advertising ecosystem.

Begin with a single, high-value conversion event like closed deals or SQLs, validate that the data is flowing correctly, then expand to track your entire customer journey. Your future campaigns will thank you for the quality data you're feeding them today.


FAQ: HubSpot to Facebook Offline Conversion Tracking Using Zapier

1. What exactly are offline conversions?

Offline conversions are customer actions that happen outside your website but were influenced by your Facebook ads. Examples include phone calls, demos, sales meetings, SQL progression, closed deals, and in-store purchases. These actions are recorded in HubSpot but not visible to Facebook unless you send them back through the Conversions API.

2. Why should I track offline conversions?

Because Facebook only sees form fills—not the entire sales journey. Offline conversion tracking helps you:

• Measure true ROI
  
  
• Optimize budget based on real outcomes
  
  
• Improve lead quality
  
  
• Strengthen algorithm performance
  
  
• Recover attribution lost after iOS 14 privacy changes
  
  

3. What tools do I need to set up offline conversion tracking?

You need:

• A HubSpot account (Starter, Pro, or Enterprise)
  
  
• A Zapier account
  
  
• A Facebook Business Manager account
  
  
• An offline event set created in Facebook Events Manager
  
  

4. Why should I use Zapier instead of HubSpot’s native integration?

Zapier gives you significantly more flexibility:

• Trigger on ANY lifecycle stage change
  
  
• Filter leads before sending events
  
  
• Map custom fields
  
  
• Build multi-step workflows
  
  
• Add advanced conditions
  
  

For most businesses, Zapier is more reliable and customizable than HubSpot’s native Conversions API integration.

5. How does Zapier send my conversion data to Facebook?

Zapier listens for updates inside HubSpot (like “Lifecycle Stage → SQL”), prepares a structured payload with match keys (email, phone, name), and sends it to Facebook’s Conversions API in real time.

6. What match keys should I include for best performance?

Facebook recommends:

• Email (required)
  
  
• Phone number
  
  
• First & last name
  
  
• Zip code
  
  
• HubSpot Contact ID (as External ID)
  
  
• FBP/FBC cookies, if available
  
  

More match keys = higher match rate = better optimization.

7. How long does it take for offline conversions to appear in Facebook?

Typically 1–2 hours, but in some cases, up to 24 hours for the Event Manager dashboard to update.

8. What types of conversions should I send to Facebook?

You can track multiple high-value moments:

• MQL
  
  
• SQL
  
  
• Demo scheduled
  
  
• Opportunity created
  
  
• Closed won
  
  
• High-value customer
  
  

Each stage helps Facebook understand which users resemble your best buyers.

9. Can I send revenue data back to Facebook?

Yes. You can map:

• Deal amount
  
  
• Estimated LTV
  
  
• ACV / ARR values
  This allows Facebook to optimize for revenue—not just leads.
  
  

10. What if my Zap shows an error while sending events?

Most common reasons:

• Missing customer identifiers
  
  
• Incorrect field mapping
  
  
• Facebook permissions not enabled
  
  
• Offline event set not connected
  
  

Solution:
Turn on Zapier permissions inside Business Manager → Data Sources → Conversions API → Choose Partner → Zapier.

11. Do I need coding knowledge to set this up?

No.
Zapier allows completely no-code automation. Everything is done with guided steps.

12. How do I know if my offline events are working properly?

Monitor:

• Match rate under Event Match Quality
  
  
• Offline conversions inside Ads Manager
  
  
• Zap run logs inside Zapier
  
  
• Deal progression inside HubSpot
  
  

You should see offline events tied back to campaigns, ad sets, and ads.

13. Will this help after iOS 14 tracking restrictions?

Absolutely.
Offline conversions restore:

• Age & gender breakdowns
  
  
• Device & platform insights
  
  
• Location reporting
  
  
• Conversion lift accuracy
  
  

It is one of the strongest post-iOS tracking solutions.

14. What plan do I need in Zapier?

To run multi-step Zaps and use premium triggers like HubSpot, you typically need Zapier Professional or above (starts at $29.99/month).

15. Do I need to send every conversion stage to Facebook?

No.
Start with one high-impact event like SQL or Closed Won. Once validated, expand to multi-stage conversion tracking for better optimization.

16. Will sending offline conversions reduce my Facebook cost per lead?

Indirectly, yes.
Facebook’s algorithm learns which leads convert down the funnel, not just who fills out a form. Over time, this leads to:

• Better targeting
  
  
• Lower junk leads
  
  
• Higher-quality MQLs and SQLs
  
  
• Improved ROAS
  
  

17. What’s the biggest mistake companies make with offline conversion tracking?

Sending too many low-quality events.
Your offline events should reflect meaningful progress in the buyer journey, not just minor property changes.

18. Can I automate multiple conversion types with Zapier?

Yes.
You can create:

• One Zap for MQL
  
  
• One Zap for SQL
  
  
• One Zap for Closed Won
  
  
• One Zap for High-Value Purchases
  
  

This gives Facebook tiered data across your sales funnel.

19. How does this impact my Facebook campaign strategy?

You can shift optimization from Leads to Value-driven Events, making your campaigns smarter and more profitable.

20. Is offline conversion tracking compliant with GDPR/CCPA?

Yes—if you:

• Collect consent before tracking
  
  
• Hash customer data (Zapier & Facebook do this automatically)
  
  
• Follow your region’s data governance laws
  
  
  

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