Hello! So I just upgraded to the business plan so I can integrate with Facebook and Google Analytics. I have multiple Facebook Ads running. I was hoping by integrating with Facebook, I would Be able to track which Facebook Ad a specific form submission(lead) is coming from. I am already tracking how many conversion an Ad is getting on facebook, but want to make sure which ad is actually getting us the serious submissions. Thank you!
Question
Facebook Ads and TypeForm Submission Tracking
+5
+5I'm also tagging
Everyone you meet is fighting a battle you know nothing about. Be kind. Always. =)
+2I know it’s been quite some time since this discussion started, but I didn’t want to leave Liz hanging. I unfortunately don’t have any experience with Facebook integrations.
Hopefully this post can bump the conversation so that
+1The native integration often only sends a basic signal that a lead converted, but lacks the granular data you need to know which specific ad drove the quality submission.
The most robust and future-proof solution for this kind of detailed attribution involves a server-side setup using Typeform's data capabilities in combination with the Facebook Conversions API.
The ideal setup involves a few key components working together: Typeform's ability to capture data and its API, a powerful data layer manager like Google Tag Manager (GTM), and a server-side solution like Stape or a self-hosted Google Cloud Platform (GCP) tagging server to implement the Facebook Conversions API (CAPI).
First, you need to ensure you are capturing the source data, which is most effectively done using UTM parameters appended to the destination URL in your Facebook Ads.
Facebook Ads Manager allows you to set up dynamic URL parameters like utm_source={{site_source_name}}, utm_campaign={{campaign.name}}, utm_adset={{adset.name}}, and crucially, utm_content={{ad.name}}.
This last one, {{ad.name}}, is what lets you differentiate between submissions from Ad A versus Ad B.
On your landing page, you need a mechanism - often an on-page script or a dedicated marketing attribution tool - to read these UTM parameters from the URL and push them into hidden fields within your Typeform.
This is a common practice, and Typeform supports the use of URL parameters to populate hidden fields.
Once the Typeform is submitted, all the lead data, including the hidden UTM data, is captured.
Now comes the server-side solution.
Instead of relying solely on the browser-based Facebook Pixel, which is vulnerable to ad blockers and browser privacy restrictions (like ITP), you use the Facebook Conversions API.
Typeform has its own API, which can be leveraged, but often it is more flexible to centralize all event handling through Google Tag Manager, specifically with a server-side container hosted on a platform like Stape.
When the Typeform submission event fires (which can be detected by GTM on your page using the standard TypeformSubmit event or via a webhook from Typeform's API), the GTM web container collects the captured UTM parameters and the user's data (like email or phone number for better CAPI matching).
It then sends a server-side data request to your Stape/Google Cloud Platform tagging server.
The tagging server, using the Facebook Conversions API tag, receives this rich data packet.
Crucially, it sends a server-to-server event to Facebook using the Lead standard event (or a custom conversion event).
Because this event is sent from your server, it bypasses browser limitations, resulting in much more reliable and complete conversion tracking.
When sending the event, you can pass the specific ad source information (from your captured UTM data) as custom parameters, which allows you to analyze in Facebook Ads Manager not just the volume of conversions, but also which specific ad (based on the utm_content) is leading to higher quality, "serious" leads.
This combined flow gives you the highest level of tracking accuracy and attribution control from your Facebook Ads.
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