How Synthesia automates Facebook Conversions to optimize ad performance

Synthesia, an AI-powered video platform, faced challenges in optimizing its Meta ad campaigns due to a lack of conversion-driven insights, prompting performance marketing manager Lewis Treleaven to seek a solution beyond the existing tech stack. By integrating Zapier, Synthesia significantly enhanced its ad strategy, automating 43 actions that improved ad performance and tracking, reduced testing time by 75%, and saved up to 10 hours weekly on manual data tasks. The integration allowed Synthesia to connect CRM data with Facebook Conversions, enabling the platform to prioritize leads that scheduled demos or became paying customers, thereby refining ad targeting and budget allocation. This approach not only provided real-time visibility into effective ad spend but also facilitated faster decision-making and stronger budget justifications, with Treleaven managing the Zapier setup without technical support.