Make Integration Now Built Directly Into Meta Events Manager.

Make has deepened its partnership with Meta by embedding its automation platform directly into Meta's Events Manager, allowing advertisers to build Conversions API workflows without leaving the Meta interface.

The integration enables businesses running lead generation campaigns on Meta to sync lead data back to the platform and optimize their ad targeting, all while working inside the same dashboard they use to manage campaigns. Previously, setting up these workflows required switching between Meta and Make's platform, adding friction to a process that many advertisers found complex.

Users can now create Conversions API for CRM scenarios directly within Meta Events Manager. The scenarios come prebuilt but remain fully editable within Make's platform if customization is needed.

The update addresses a common pain point for performance marketers: the gap between ad spend and conversion tracking. When leads from Meta ads flow into a CRM but that conversion data never makes it back to Meta, the platform can't optimize delivery. This integration closes that loop by automating the sync process.

Make supports over 100 CRM integrations, including Airtable, HubSpot, Salesforce, and Pipedrive. The Conversions API functionality is available across all Make pricing tiers, including the free plan.

Make is waiving credit costs for the Facebook Conversions API for CRM app through February 2028. Users on any plan can run these workflows without consuming their monthly operation credits, a significant cost advantage for businesses running high-volume lead campaigns.

The move positions Make as a more accessible option for small businesses and agencies managing multiple client accounts. Previously, heavy use of API-based automations could quickly eat into a user's monthly credit allowance, making cost management a concern for teams running dozens of scenarios.

This pricing strategy mirrors Make's broader approach to accessibility. As previously reported, the platform has been expanding its AI capabilities while keeping core automation features available at lower tiers.

The Conversions API allows advertisers to send web and offline events directly to Meta, bypassing browser-based tracking limitations. With third-party cookies being phased out and iOS privacy features limiting pixel tracking, server-side event tracking has become essential for accurate campaign measurement.

For businesses using CRMs to manage leads, the challenge has been bridging the gap between form submissions and Meta's ad optimization. This integration automates that bridge, ensuring that when a lead converts in a CRM, Meta's algorithm learns from it and adjusts targeting accordingly.

The setup is designed to be accessible to non-technical users. Because the scenarios are prebuilt, advertisers can connect their CRM and start syncing data without writing code or understanding API documentation. For teams that need more control, the scenarios can still be opened in Make's visual builder for customization.

The integration is live now and available to all Make users through Meta Events Manager.