How to Create Facebook Ads Conversions for Calls and Form Submissions

In today’s digital landscape, businesses rely on Facebook Ads to generate leads, increase conversions, and drive customer engagement. If you want to track and optimize conversions for phone calls and form submissions on your website, you need to set up Meta Pixel and Conversion API correctly. In this guide, we’ll walk you through the steps to set up and optimize Facebook Ads for call and form conversions.

Step 1: Install Meta Pixel & Conversion API

Before running Facebook Ads, you need to install Meta Pixel on your website. This tool tracks user interactions, such as clicks on phone numbers and form submissions.

How to Install Meta Pixel:

  1. Go to Facebook Events Manager → Meta Business Suite
  2. Click Data Sources → Pixels
  3. Click Add to create a new Pixel (if you haven’t already).
  4. Connect it to your website domain.
  5. Copy the Pixel ID and install it on your website manually or via Google Tag Manager.

Set Up Meta Conversion API (CAPI):

Meta’s Conversion API (CAPI) helps track conversions more accurately. This is useful for privacy-focused tracking and improving attribution.

  • Set it up via Meta’s Conversions API Gateway.
  • Alternatively, you can use server-side scripts to track form submissions and phone call clicks.

Step 2: Set Up Event Tracking for Calls & Form Submissions

(A) Track Call Button Clicks

To track when a user clicks on a phone number, you can use Meta’s Event Setup Tool or manually add tracking code.

Method 1: Using Meta Event Setup Tool
  1. Go to Events Manager → Select your Pixel.
  2. Click Add Events → From the Pixel.
  3. Select Open Event Setup Tool and enter your website URL.
  4. Click on the phone number button and choose Track as a Contact Event.
Method 2: Manually Add Event Code

For a manual setup, add this script inside the <head> section of your website:

<script>
document.addEventListener("DOMContentLoaded", function() {
    var phoneLinks = document.querySelectorAll("a[href^='tel:']");
    phoneLinks.forEach(function(link) {
        link.addEventListener("click", function() {
            fbq('track', 'Contact', { event_category: 'Phone Call', event_label: this.href });
        });
    });
});
</script>

✅ This script tracks when a user clicks on a phone number link (tel:).

(B) Track Form Submissions

Tracking form submissions ensures that leads are properly recorded in Facebook Ads.

Method 1: Using Meta Event Setup Tool
  1. Go to Events Manager → Select your Pixel.
  2. Click Add Events → From the Pixel.
  3. Open Event Setup Tool and select your form submission button.
  4. Choose Track as a Lead Event.
Method 2: Manually Add Event Code

For forms that redirect to a Thank You page, add the following script inside the <head> of that page:

<script>
fbq('track', 'Lead');
</script>

✅ This fires a Lead Event when users land on the Thank You page.

For AJAX-Based Forms (No Redirect)

If the form does not redirect, use this JavaScript inside your form’s submit function:

<script>
document.querySelector("#yourFormID").addEventListener("submit", function() {
    fbq('track', 'Lead', { event_category: 'Form Submission' });
});
</script>

✅ Replace #yourFormID with your actual form ID.

Step 3: Create a Custom Conversion in Facebook Ads

To optimize your Facebook Ads for these events, set up Custom Conversions.

How to Create a Custom Conversion:

  1. Go to Events Manager → Custom Conversions.
  2. Click Create Custom Conversion.
  3. Name it “Call Conversion” or “Form Submission Conversion”.
  4. Select Meta Pixel as the source.
  5. Choose the Event:
    • Calls: Contact
    • Form Submissions: Lead
  6. Click Create.

Step 4: Create Facebook Ads Optimized for Calls & Forms

Once tracking is set up, create a Conversion-Optimized Facebook Ad.

How to Set Up a Conversion Ad:

  1. Go to Facebook Ads Manager.
  2. Click Create Campaign → Choose Conversions as the campaign objective.
  3. Name your campaign: “Call Conversion Ads” or “Lead Generation Ads”.
  4. Under Ad Set, select:
    • Website as the conversion location.
    • Choose your Custom Conversion (Call or Lead).
    • Set your Budget & Audience Targeting.
    • Choose Placements (Facebook Feed, Instagram, Stories, etc.).
  5. In the Ad Level, add a compelling image or video ad.
  6. Set up the CTA Button:
    • Call Now (for phone call conversions).
    • Learn More / Sign Up (for form submissions).
  7. Click Publish.

Step 5: Test and Verify Tracking

Before running ads, test your conversion tracking.

How to Test Events:

  1. Go to Events Manager.
  2. Click Test Events.
  3. Open your website and submit a form or click the call button.
  4. Check if the event fires in Event Manager.

Final Thoughts

By setting up Facebook Ads conversion tracking for calls and form submissions, you ensure accurate data collection and ad optimization. This process improves lead generation, enhances ad targeting, and maximizes return on investment (ROI).

✅ Key Takeaways:

  • Install Meta Pixel & CAPI for accurate tracking.
  • Use Event Setup Tool or manual scripts to track calls and form submissions.
  • Set up Custom Conversions to optimize ads.
  • Launch Facebook Ads optimized for calls and form leads.
  • Test your setup using Facebook’s Event Manager.

By following this guide, you can create high-converting Facebook Ads that drive more leads and sales. 🚀

Would you like assistance in writing ad copy or setting up retargeting ads? Let us know in the comments!