Facebook

There are two C's when properly integrating Facebook; connect and configure. Learn how to successfully do both and integrate Facebook Ads with SegMetrics to track campaign performance, attribution, and connect your ad spend to actual revenue across your entire marketing funnel.

SegMetrics gives you the ability to analyze your Facebook campaign performance and connect it to other data sources. With this integration, you can segment data into leads, find automation triggers that convert to customers, and understand where your most valuable leads come from.

SegMetrics takes spend data from Facebook and purchases from your payment processor, then connects them to email addresses in your email marketing platform. You don't need to import orders or tag people in a special way - contacts just need to be in your CRM account.

Integration Benefits:

Track the complete customer journey from Facebook ad click to purchase
Connect ad spend to actual revenue, not just immediate conversions
Analyze campaign performance across multiple touchpoints
Build comprehensive reports combining Facebook data with CRM and email marketing data

What you'll need:

Active SegMetrics account
Facebook Ads Manager access
Facebook Business account with active campaigns

Connecting Facebook to SegMetrics

Step 1: Access SegMetrics Integrations

Click the gear icon in the top right corner of SegMetrics
Select "Integrations" from the menu
Scroll down or search for the Facebook integration
Click "Connect" next to Facebook

Step 2: Authorize Facebook Connection

This opens the Activation window where Facebook will ask you to confirm the connection. Follow the authorization prompts to link your Facebook Ads account.

Configuring Facebook Ads for Tracking

To track your ad spend effectively, you need to add URL parameters to each of your ads. SegMetrics requires the ad_id={{ad.id}} parameter for proper attribution.

Basic Ad ID Parameter

Add this to the URL Parameters section of each ad:

ad_id={{ad.id}}

Complete UTM Tracking (Recommended)

utm_campaign={{campaign.name}}&utm_source=fb&utm_medium=cpc&utm_content={{ad.name}}&utm_term={{adset.name}}&ad_id={{ad.id}}

Setting Up URL Parameters in Facebook Ads Manager

Log into Facebook Ads Manager
Navigate to the Ads tab
Check boxes for all ads you want to track
Click "Edit" in the top bar and select "Tracking"
Select all ads you're configuring
Choose "URL parameter" and paste the UTM parameters

Alternative Method (Updated Interface): Facebook has updated their interface for some accounts. You may need to:

Click the Edit button for individual ads
Assign parameters for each UTM option manually
Add ad_id={{ad.id}} manually since there's no existing option

Individual URL Parameters Setup

If using the updated Facebook interface, configure each parameter separately:

utm_source=fb
utm_medium=cpc
utm_campaign={{campaign.name}}
utm_content={{ad.name}}
utm_term={{adset.name}}
ad_id={{ad.id}}

If you receive the below warning message that is okay, you can proceed.

Critical: To ensure your ads don't lose likes and comments, make sure you update URL Parameters in the TRACKING section of the ad, not the main URL.

Facebook continually updates their algorithm regarding social proof retention. We cannot guarantee that likes and comments will be preserved after changing tracking parameters. For high-engagement ads, refer to our guide on Updating Facebook Ads Without Losing Social Proof.

Carousel Ad Configuration

Facebook has a known issue where URL parameters aren't applied to each image in carousel ads - only the main button.

Solution: Add ad_id={{ad.id}} directly to your landing page URL:

Example:

https://example.com/my-page/?ad_id={{ad.id}}

Facebook Lead Ads Configuration

Facebook Lead Ads require special setup since users never leave Facebook. You'll need to use Zapier or Leadsbridge to send lead data to SegMetrics.

Using Zapier (Recommended)

Prerequisites: Existing Zap sending Facebook leads to your email marketing platform.

Add SegMetrics as a second action in your existing Zap
Select "SegMetrics" as your App
Choose "Track Page View" as the event
Configure the URL:

Enter: https://facebook.com/leads/
Add: ?ad_id= followed by the Ad ID field from Facebook

Set Email field to the email from Facebook Lead Trigger
Set Referrer field to facebook.com

For detailed Facebook Lead Ads setup, see our dedicated guides on Zapier integration or Leadsbridge integration.

URL Shortener Warning

Important: Most URL shorteners remove UTM and ad tracking parameters, breaking tracking in SegMetrics, Google Analytics, and other systems.

Test your shortener:

Add ?utm_campaign=test to your shortened URL
If the final destination loses the parameter, avoid that shortener

Recommendation: Use full URLs in your ads or a custom redirection service that preserves tracking parameters.

Historical Data and Syncing

When you first connect Facebook to SegMetrics:

We import the last month of ad spend, clicks, and impressions for all currently active ads
Lead attribution starts immediately once ads are configured for tracking
Data is stored in our database, allowing for historical reporting over time

Pro Tip: Facebook data syncs in UTC, but SegMetrics reports in your account's timezone setting.

Building Reports with Facebook Data

Step 1: Access Ad Reporting

Click "Ad Reporting" in SegMetrics
Save your report with a memorable name

Step 2: Configure Filters

Select your desired filters based on:

Date ranges
Campaign tags
Specific touchpoints
Customer segments

Step 3: Save and Share

Save your report to:

Return to it later
Include data in custom dashboards
Share with team members

How long does it take my Facebook Campaigns to reach my target ROI?

How can I find the ROI of my Facebook leads over time?

Frequently Asked Questions

Q: Why am I seeing clicks but no leads in SegMetrics?

A: This usually indicates a tracking setup issue. Verify: (1) Tracking pixel is installed on all pages including landing pages, (2) ad_id={{ad.id}} is correctly added to URL parameters, (3) Leads are entering email addresses on pages with tracking pixels, (4) Leads are being added to your email marketing system.

Q: What timezone is Facebook data synced in?

A: Facebook data syncs in UTC, but SegMetrics reports based on your account timezone setting. You can adjust this in Account Settings.

Q: Do I need tracking links to get Facebook Ads data?

A: No, you don't need to create tracking links. SegMetrics will gather UTM data automatically. Tracking links provide additional detail for specific link performance analysis.

Q: Can I connect multiple Facebook ad accounts?

A: Yes, you can connect multiple Facebook ad accounts as separate integrations. Each account will be tracked independently in SegMetrics.

Q: What should I do about URL shorteners?

A: Most URL shorteners remove tracking parameters. Test yours by adding ?utm_campaign=test to see if it's preserved. If not, use full URLs or a custom redirection service that maintains parameters.

Q: Why is my ad spend blank?

A. There may be times when you look at reports from Facebook ads and the names you assigned to them are missing. You may need to reconnect SegMetrics with Facebook.

Unfortunately, the authorization is never suppose to expire however we've noticed it only lasts for around 60 days give or take. You should have received an email asking you to re-authorize the account. If you don't see the email in your main inbox, check your spam or other folders that may have filters set up. You can re-authorize the account here:

https://app.segmetrics.io/a/integration/create/facebook

Even if the authorization expires, SegMetrics still tracks all the clicks and leads coming in from the ads, so you don't lose any data. As soon as you re-authorize, all the data should come right back in.

Need additional help? Contact our support team at support\@segmetrics.io