Invoca for Facebook: Integration Overview

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If your organization serves ads on Facebook, or across any other number of platforms under the umbrella of parent company Meta, you can easily add Invoca data to your Meta Business Tools to track phone call conversions, create new Custom Audiences and Conversions and Custom Conversions in Meta, and more. Taken together, this Invoca for Facebook integration can help you optimize ad targeting, decrease cost per action, and better measure results across your Meta technologies.

Why are there two different Invoca for Facebook integrations?

Currently, Invoca supports two different methods for integrating with Meta. First is our Invoca for Facebook Conversions API, which takes advantage of Meta's latest tools to deliver the richest integration experience possible. We also support a Invoca for Facebook Ads (legacy) integration, which remains powerful, but will not be able to receive the same support for new updates going forward.

You should only install one of these Invoca for Facebook integration options — not both! If your organization uses the legacy Invoca for Facebook Ads, we will still continue to support your integration for the time being — however, for the best service and access to a more robust feature set, we do recommend that you contact your Invoca Customer Success Manager or Core Account Manager to discuss upgrading to the newer Invoca for Conversions API integration at your earliest convenience!

About the Invoca for Facebook Conversions API

Meta's Conversions API is designed to create a direct and reliable connection between Invoca and Meta. Invoca sends call and conversation insights to a Meta Pixel. The event data can be used to create custom conversions and custom audiences to help power ad personalization, optimization and measurement so that your ads are shown to people who are more likely to be interested in them.
The Conversions API can help you:

• Improve measurement. Better measure ad performance and attribution across your customer’s full journey, from discovery to conversion. This helps you better understand how digital advertising impacts your call results.
• Optimize ads for actions that happen later in the customer’s journey. Send the data associated with your calls to ensure offline conversions make the AI behind Meta's targeting more powerful. This information helps Meta show your ads to customers who are more likely to be profitable and generate value for your business.

If you'd like a full guide to installing a new Invoca for Facebook integration, check out our full-service Invoca for Facebook: Conversions API Installation Guide — no technical experience required!

About the Invoca for Facebook Ads Integration (legacy)

Leveraging call intelligence, Invoca for Facebook gives marketers a complete view of inbound call activity driven from Facebook and Instagram marketing efforts. The integration allows marketers to:

• See calls and Invoca Signals in Facebook Ads Manager reports.
  ​Understand the Facebook Campaigns, Ad Sets, and Ads driving calls and conversions
  Get cost and revenue for calls alongside online actions for a more accurate return on ad spend calculation
  Create Custom Audiences and dynamically seed those Custom Audiences based on callers that meet selected Invoca Signals.
  Use the custom audiences for retargeting or to expand reach with Lookalike Audiences.
  ​Leverage Facebook Audience Insights to get a deeper understanding of segmented callers’ demographics and psychographics.

If you have a legacy Invoca for Facebook Ads connect app installed in your Invoca account, you can find the tools to service and troubleshoot your integration in our guide Invoca for Facebook: Facebook Ads Installation Guide (legacy) . If you have this legacy integration installed but you want to upgrade to the latest Invoca for Facebook integration instead, get in touch with your Customer Success Manager or Core Account Manager to start planning out a seamless transition.