Tutorial Case Study : Send Conversions to Facebook CAPI from an Email Campaign

[CPV Lab Pro]

Hi everyone,

We want to present you a type of funnel that is quite common and that with a small optimization can be very much improved.

This is for you if you wondered how to get more out of your lead gen campaigns!

So, if you’re collecting leads with paid ads and promoting offers by email… but not tracking those email conversions back to Facebook Ads, you’re missing out on valuable optimization data.

What this case study shows:
- How to connect the dots from lead ➝ email ➝ conversion ➝ Facebook CAPI
- How to use CPV Lab to setup everything easily

Step1. Lead Generation campaign (with Facebook for this example)

The objective of this campaign is:

• Ads drive traffic to a lead capture landing page.
• Emails are collected.

What we have to do:

• Setup a Lead Gen campaign in CPV Lab
• Add the tracking code to the landing page
• Make sure we have the Postback / Facebook CAPI setup

Step2: Follow-up campaign

The objective of this campaign is:

• Follow-up emails promote affiliate offers.
• Users click the email links and go to the offer page.
• Track conversions

What we have to do:

• Setup an Email Follow-up campaign in CPV Lab
• Link it to the LeadGen campaign ( to assign conversions to the right leads from the first campaign)

• Use the Tracking links in the emails

Step3: Setup the Linking between the 2 campaigns

The objective of this linking is to:

• Generate unique click IDs.
• Conversions are tracked (Postback or Pixel).
• Conversion events are sent back to Facebook via CAPI.

What we have to do:

• Link the Email Follow-up campaign to the Lead Gen campaign
• Call the Postback URL from the first campaign when a conversion is happening
• Send the conversions to the ad network via CAPI

At the end of this process, the ad network (Facebook in our example) will know how to improve the type of traffic to the LeadGen campaign. Facebook needs conversion data to optimize, even if it comes after the ad click via email.

So, a short summary (I've created this summary with chatGPT, I admit!):

Step	Purpose	Tool Used
Collect Leads	Build a list via Facebook Ads	CPV Lab Tracking
Send Follow-Up Emails	Drive traffic to offer via email	Email Tool + CPV Lab
Track Conversions	Match sales to leads from ads	CPV Lab + Postbacks
Report Back to Facebook CAPI	Improve Facebook's optimization engine	CPV Lab + CAPI Integration

Hope It is useful!

Take care!

PS: you can check the entire guide, with more images here -> How to Link an email campaign with a lead gen campaign