Salesforce offline conversions to Facebook and Google Ads: how to send opportunity stages

"Salesforce Facebook offline conversions integration" is one of the searches we see most. So let me answer it properly, including the part where I tell you what we don't have.

The pattern has three parts.

Part one: capture the click ID when the lead is created. On your web-to-lead form or your landing page form, add hidden fields for the click IDs you care about: gclid for Google, fbclid for Meta, ttclid for TikTok, li_fat_id for LinkedIn. Store them on the Lead, and make sure they carry over to the Contact and the Opportunity when the lead converts. This is the step people skip, and it decides how well everything else matches.

Part two: decide which stages to send. Salesforce opportunity stages are usually too many and too custom. Pick a few that separate buyers from form fillers: a qualified opportunity, a meeting held, a closed-won with its amount. Ignore the rest.

Part three: send each stage when it changes. A Salesforce Flow can make an HTTP callout when the stage changes, or you can pass the event through a tool like Zapier, Make or n8n. The message carries the event name, the person's email or phone, the value and currency, an order ID, and any click IDs you stored.

On our side, the receiving end is a private webhook URL. It takes those fields, finds the ad click, and sends the stage to the platforms you've connected. The order ID means a resend of the same stage counts once, so retries are safe.

A made-up example of the mapping. Stage "Qualified" becomes a lead event. Stage "Meeting held" becomes a scheduled or showed event. Stage "Closed Won" becomes a purchase event with the amount. "Closed Lost" is not sent.

Some Salesforce-specific pitfalls that catch teams out.

Lead conversion. When a lead converts into a contact and an opportunity, custom fields don't always carry across automatically. Map your click ID fields explicitly, or they'll be empty on the opportunity, which is where the stage change happens.

Several opportunities per contact. A person with two opportunities can trigger two events for what's really one customer. Decide what counts, and use an order ID that's unique to the sale you mean.

Stage names. Salesforce stages are customised in every org, and someone will rename one. Map by a stable value where you can, and keep a written list of what each stage means.

Testing. Use a sandbox or a test record, and use the test flag on the receiving end so nothing reaches your ads until you've checked the payload.

Ownership. Somebody in your team has to own this flow. An unowned flow is the same as no flow after six months.

Are you on Salesforce? Which stages are you thinking of sending?