Facebook (Meta) integration

CallRail's Facebook integration allows you to track the calls, texts, and form submissions that came from your Facebook ads. Use this data to prove the ROI of your services, refine your social media marketing, and help people connect with your business or your clients.

Getting started

To use this integration, you must be an administrator of both a Facebook Business Manager account and a Facebook ad account.

The below instructions cover detailed setup information for this integration using your Facebook Pixel. For information on how Facebook attributes and displays your customer interactions, please see this article.

Verify permissions in Facebook

First, you'll need to verify that the following items are present.

  1. The Facebook account you log in with must have Manage-level access to both the Facebook Ad Account and Pixel. This can be confirmed on the People tab in Facebook Ads.


  2. The Pixel your events will report to must be connected to your Facebook Ad Account. You can confirm this on the Connected Assets tab within the Pixel.


  3. You must be an Administrator on the Business Manager account used for this integration. This Business Manager account must have the Facebook Ad Account at least shared with it (ownership is not necessary). You can confirm this on the People tab in the Business Manager settings (as seen in Step 1).

For more information on Facebook Business Manager settings, see Facebook's help article.

Activate the integration in CallRail

  1. Click Settings icon on the left navigation bar.

  2. Choose the company you’d like to integrate with Facebook.

  3. Click Integrations at the top of the page. 

  4. Choose Facebook from the list of integrations.

  5. Click Log in with Facebook and follow the login instructions.

  6. When you are returned to the integration page, choose the Facebook Business Manager Account and Facebook Ad Account you'd like to use.


  7. By default, your integration settings will be set to Pixel Setup. Do not alter this if you intend to continue using these instructions.

  8. If you see the alert shown below, click the link to accept the terms and proceed with setup.


  9. Select the Pixel your events will be sent to, and then select which events will be sent to Facebook.

  10. Click Activate to complete setup.

Viewing CallRail data in Facebook

CallRail sends Facebook information about each call, text message, and form submission that comes into your business.  You'll need to verify your CallRail events in Facebook before you can use them.

Verifying CallRail events

  1. Log in to your Facebook Business manager account and navigate to Meta Events Manager.

  2. Click on the Verify your custom website event(s) alert and click Verify.

  3. You'll see a screen with information about the event(s).

  4. Click Verify for each website events that you recognize and want to send.

  5. Don’t click Verify if you don’t recognize the event.

Viewing your CallRail events in Facebook

Once you've verified your events, you can use the following instructions to access your CallRail data in your Facebook Business Manager account.

  1. At the top of the page, click More Tools.

  2. Select Events Manager from the drop-down menu.

  3. Choose the Pixel used in the integration from the Data Sources menu to the side.

  4. View your Event Manager screen for results. They will display as either Calls, Form Submissions, or Text Messages. Events will show automatically upon being posted, which should register in Facebook within 30 minutes of their occurrence. 


Use the following instructions to see which Facebook campaigns specifically led to Pixel events. This data does not indicate whether the conversion came from a call, form, or text message.

    1. In your Facebook Business Manager account, click More Tools.

    2. Select Ads Reporting from the the drop-down menu.

    3. Choose whether to look at your Pixel events from the Campaigns, Ad Sets, or Ads view.

    4. Enter "Custom Events" into the Customize Pivot Table search field and check the resulting box.

    5. Your CallRail events will appear in the Custom Events column next to the corresponding ad or campaign.

Facebook for CPL reporting 

To properly set up your Facebook ads to receive cost per lead data, you'll need to add URL tracking parameters to each Facebook ad that you're currently running.

Use the instructions in this help article to properly set up your Facebook ads for the Multi-Touch CPL report.

Deactivating Facebook integration

Deactivating a company's Facebook integration will prevent your call data from reporting to your Facebook account. We'll keep your integration credentials saved in case you'd like to reactivate your integration in the future.

  1. Click the Settings icon on the left navigation bar.

  2. Choose the company where you'd like to deactivate the integration.

  3. Click Integrations at the top of the page.

  4. Choose Facebook from the list of integrations.

  5. Select Deactivate Integration on the right side of the page.


How can I filter which events are sent to Facebook?

You can customize which calls are sent through your Facebook integration using integration triggers. For example, you can choose a minimum duration for calls sent or add tags to events using responsive routing and only send events with certain tags. 

Learn how to tag calls.

Learn more about creating integration triggers.

What about white label accounts?
Only administrators can activate integrations that require an account authorization (such as Facebook and Google Ads) for white-labeled accounts since this step requires the knowledge of CallRail to connect.

Additionally, white-labeled accounts can only be integrated using Ad Accounts owned by the selected business manager. Shared Ad Accounts cannot be used by white-labeled accounts for this integration.

In order to integrate, administrators will need to log into the correct Facebook account before authorizing the integration. After the integration is active, it will function like normal and there won't be any visibility issues for other user levels in your white-labeled CallRail platform.

Learn more about white labeling for CallRail.
How does the California Consumer Privacy Act affect the Facebook integration?
As of July 2020, Facebook has made changes to comply with the California Consumer Privacy Act (CCPA). If we determine a lead to come from California, the event we post for it via the integration will be processed with Limited Data Use as a result.

This change on Facebook's end may affect campaign performance, specifically retargeting and campaign measurement. Again, this only affects leads originating in California.


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