How to send conversions to Facebook CAPI from an email campaign?

I want to present you an interesting funnel we got asked about by one user.

He wanted to do the following:

• Run a campaign with traffic from Facebook Ads (Meta Ads)
• To collect emails through this campaign (a lead capture campaign)
• A new email campaign where he sent emails to the collected emails to present them an offer
• The final goal: he wanted to get the conversions from the second campaign marked back at the traffic source, in Facebook via CAPI

And we were asked how he can complete this process by using CPV Lab ad tracker.

The difficult part with this setup is that visitors from Facebook (Meta) ads are tracked in the first campaign, but they convert in the second campaign.

So, conversion details will be passed from the second campaign to the first campaign in the tracker.

Below you will get the case explained and the solution proposed by our team to this funnel.

Note: the same process applies for CPV One, cloud-hosted ad tracker, as well.

Create the lead capture campaign

First, we had to create a lead capture campaign in CPV Lab.

As you know, CPV Lab has 6 campaign layouts, already predefined for you to easily create any funnel with ease:

1. Direct Link and Landing Pages
2. Landing Page Sequence
3. Lead Capture & Opt-Ins
4. Multiple Options
5. Multiple Paths
6. Email Follow-Up

For this case, we needed a Lead Capture campaign.

Step1: Add the Lead Capture campaign

For this funnel we need to go to Campaigns -> Add Campaign and select “Lead Capture Campaign“.

Now you have to click on “create your campaign” and you will go to the campaign setup page.

Step2: Select the traffic source to be Facebook

For each campaign you have to fill some important information:

• General settings : like campaign name, custom tracking domain, etc
• Tracking settings: what data options you want to track (mobile, GEO, ISP, etc), etc
• Traffic source: select what traffic source you want to use. If you track your organic traffic, then leave it as it is.

For this case study, you need to complete all the mandatory fields: campaign name, custom tracking domain, tracking data options, etc. and get to the “Macros & Tokens” section.

Select your traffic source to be Facebook and choose the tokens you want to capture in your tracker from Facebook.

These “tokens” are actually some values that Facebook will return to the tracker, like Ad Set, Ad id, Campaign ID (in Meta Ads), etc.

This information is saved in the tracker from Facebook for each visitor (and to that we add the the information CPVLab tracks internally and you get a lot of data you can use to optimize the campaign).

Step3: Add our landing page

After selecting the traffic source (Facebook in this case), we need to add the landing page where the lead capture form is included.

The easiest way to do this is:

• Go to “LPs & Offers” section
• Select “Landing Page management” and add our landing page there
• Go back to our campaign and select the landing page from the list of landing pages in the “Landing page” section.
• Select the Landing page we want to use for this campaign (the one added above)

Each landing page will have:

• a name
• URL
• ID (is automatically added)
• Shares (for this Facebook campaign the share should be 100% as Facebook doesn’t allow redirects).

Save the campaign.

Get the tracking code for the landing page

In order for the tracker to be able to track what is happening on our landing page, you need to add the tracking code specified on the “Links & Pixels” section from our campaign page.

As Facebook doesn’t accept redirects, you need to have the “Direct Traffic Code” added to our landing page.

• Click on the campaign name to edit it.
• Go to the Links and Pixels section
  • Go to “Step2 Code” and select our landing page from the dropdown
    • Copy the code provided and place it in our landing page
  • If you do split testing and you have multiple landing pages, then you will select the landing page and copy the code for each of them.

We need to copy the code from Step 2 and add it to our landing page source code.

• For that we need to access the source code of our landing page and add it there.

If you are using a landing page builder, like Clickfunnels, then use this guide to add the code there.

And if you are using WordPress to create your landing pages, we have an article that could help you add the tracking code to it.

Step 4. Fill the Facebook CAPI information

On the “Tracking Pixels” section of your campaign, you need to fill the information to connect to Facebook via API.

This is setup at campaign level in order to allow different facebook accounts connected with your campaigns,

Fill the API Key and save the campaign.

Step 4. Save the campaign

We now should save our campaign in CPV Lab and send traffic to it. That means, we need to send traffic from Facebook to it.

Once traffic is coming, we will capture the emails within our lead capture campaign.

Create the Email Follow-up Campaign

Now we have a list of emails from the first campaign and we want to send emails to the people who optin in the previous campaign.

We want to send them emails with an affiliate offer and capture the conversions happening after these emails are sent.

The difficult part here is how to make sure you send conversions back to the first campaign so that it can send them back to Facebook via CAPI?

Short recap:

• you have a lead capture campaign where you get emails
• now you want to run an email campaign where you send emails with an offer to the emails previously captured and track everything.
• then you want to send information about conversions to Meta Ads to optimize the attribution algorithm.

Let’s setup the Email follow-up campaign in CPV Lab:

Step1: Add a new email follow-up campaign

The “Email follow-up” campaign doesn’t allow a traffic source to be selected.

Step2: Setup the Offer and the other elements of the campaign

Very important: We need to select as “Assign to” the Lead capture campaign (created before) as the assigned campaign from where to get leads.

For the Additional Pixel on this campaign we need to use the Traffic source Postback URL from the initial campaign (and to make sure it has the right Subid assign).

1. First we need to edit the Lead Generation Campaign and take the General Postback URL from there:

2. We will paste this Postback URL in our Email Follow up campaign to so that every time a conversion is happening, that conversion is sent back to our Facebook Lead Generation campaign.

• We select Subid to be added as a parameter
• In this way the tracker will know for which visitor to send conversions

The following funnel will happen:

• when a conversion is happening on the Email Follow up campaign
• The postback URL is called and the conversion is also marked in the first campaign (the lead capture campaign)
• Then, in the initial campaign we will call the Facebook CAPI and send the conversions back to the traffic source (in this case, to Facebook).

This kind of funnel can work with other traffic sources as well (Bing Ads, Native Ads, Google Ads, etc).

Conclusion

So, by using CPV Lab (or CPV One) you can get leads, send them emails, track conversions and send those conversions back to the Facebook to optimize their attribution algorithm.

All you have to do is:

• 1. Create lead capture campaign – where you send traffic to collect emails.
• 2. Use an Email follow up campaign to track your email campaign.
• 3. Use Server To Server Postback URL to send conversions from the second campaign to the first campaign.
• 4. Call Facebook CAPI from the first campaign to send conversions back to Facebook Ads.

And that’s it!

You now have the entire funnel tracked, from the first click on the ad to the final conversion coming from your email.

By using the powers of the Postback URL that is already predefined for all CPV Lab campaigns, you can easily setup even complex funnels like the one above: lead capture, email and send the information back to Facebook via CAPI to optimize your audience.

Author: Radu Draghici

Radu is the CTO of CPV One & CPV Lab ad tracker. He has 20+ years experience in software development and 10+ years experience in affiliate marketing. Combining these 2 fields, he started developing an ad tracking platform that helps marketers with multiple reports and relevant stats in order to optimize their campaigns.

---