Help: Send revenue value (for ROAS/CPA) in the “Facebook Conversions API for CRM” module

Questions
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Subject: How to pass revenue value (for ROAS/CPA) in the “Facebook Conversions API for CRM” module

Hi Make Support Team,

We are using the Facebook Conversions API for CRM module (not the standard Facebook Conversions API module) and need to understand how to pass a monetary value so that Facebook can calculate ROAS, CPA, and other revenue-based metrics.

Our Setup

  1. We run Facebook Lead Ads
  2. Make receives the lead and sends it to our custom CRM
  3. We confirm receipt back to Facebook using the Facebook Conversions API for CRM module
  4. Later, when a lead becomes a paying customer, we trigger another scenario that fires a follow-up event back to Facebook (e.g. “Purchase” or a qualified/converted status) — to train Meta’s algorithm

The Problem

We need to attach the actual revenue amount to the conversion event when a lead becomes a paying customer. Without this, Facebook cannot calculate ROAS or CPA, and we cannot use value-based bidding (Target ROAS).

What We’ve Tried / What We Can See

The Facebook Conversions API for CRM module has a Custom Data section with an “Add item” button. We want to know:

  1. Is this the correct place to pass value and currency?
    Can we use “Add item” to add custom key-value pairs like:

    • Key: value → Value: 1500.00
    • Key: currency → Value: AUD

    And will Facebook actually receive and use these for ROAS calculations?

  2. Does this CRM-specific module support revenue value passthrough at all?
    We’re concerned that because this module is designed for lead-based flows (not ecommerce), it may not support the value and currency parameters that standard purchase events use.

  3. If the CRM module does NOT support value passthrough, should we:

    • Use the standard Facebook Conversions API module instead for our “paid customer” event?
    • Or use an HTTP module to call the Meta Conversions API directly?

  4. What Event Name should we use when sending the “this person became a paying customer” event?
    Should it be Purchase, or can we use a custom event name — and if custom, how do we tell Meta what value it represents for ROAS reporting?

  5. Does the value field expect a decimal (e.g. 1500.00) or an integer in cents (e.g. 150000)?

Current Module Fields Visible to Us

For reference, here is what the Facebook Conversions API for CRM module shows us:

  • Connection
  • Event Name
  • Event Time
  • User Data (Lead ID, Email, Phone, Facebook Click ID components)
  • Custom Data
    • Lead Event Source (required text field)
  • Pixel ID

There is no explicit value or currency field visible — only the custom “Add item” option.

What We’re Trying to Achieve

Once we can pass revenue values, we want to track:

  • ROAS (Return on Ad Spend)
  • CPA (Cost Per Acquisition)
  • Value-based optimisation in Meta Ads Manager

Any documentation, a working example of the Custom Data structure, or a recommended alternative approach would be greatly appreciated.

Thank you!

Below is how our module is set up:

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Hi Make Community, still unsure how to set this up, if anyone knows it would be greatly appreciated!