Yan Ashrapov (yashrapov@shield-legal.com)
2025-06-12 13:36:31

Hi @Fabian De Simone Hope you've been well! While working with closely with Nitido we've been also contacted by the Meta team regarding the Conversions API for CRM Integration. Following a back and forth with them it is our understanding that to have an optimal way to have a final bottom event optimization is to have a single pixel for each ad account, while having a single tort per ad account as well. As having multiple torts per ad account is very much sup optimal for performance and multiple pixels per ad account can hinder us as well. We want to understand our long term solution to this predicament and would love the Nitido's team input. Adding @Cameron Rentch to have a streamlined communication between us.

Fabian De Simone (fds@nitido.com)
2025-06-12 15:23:18

Hey Yan! I’m good, hope you guys are as well!

We’ve been in touch with Nick over the past few weeks and built a fantastic system that will give you all the flexibility you need while automating several steps of the process. All the friction you have at the moment should go away (hopefully) and the signal quality will increase noticeably, theoretically allowing the system to lower the CPA and achieve stability in the CPAs.

The system supports both webforms and the CRM integration, so both cases will work out of the box. The media buyers will have a UI to tell us the dataset ID and matching token which gets configured and mapped automatically for new accounts so CAPI works out of the box. I’m very excited about it!

On Meta’s Recommendations What I’ve come to learn over the past few years is that Meta reps and engineers are highly theoretical, and what they believe works is not necessarily what actually works later in the platform.

However, we do know that simpler ad account structures seem to do much better. On the other hand, when you talk to some engineers at Meta, they tell you that the pixel optimizes at the adset level so campaign structure doesn’t matter as much.

My point and recommendation would be that any theory brought to the table should be tested against your KPIs to find out what works for you specifically.

It’s important to keep in mind the current flow of how the media buyers are working: when they request an ad account, we share it with the Business Manager they tell us to share it to. My understanding is that these Business Managers actually belong to the media buyers. Then they create the datasets (pixels) in their BMs and share them with the ad account.

At this point it’s the media buyer’s decision which dataset to use in which ad account, which is fine if you want it that way. If you want to set guidelines like one dataset per new ad account, they would have to create a new one (account and pixel), fill out the form at NMG (where we map dataset and token) and that’s it, it will be this simple. Whatever structure you want to test or implement, we can support it!

We have clients that use the same pixel across hundreds of ad accounts (not in the legal space) and it works for them. We also have clients doing the 1:1 relationship and it works for them. They all come with their pros and cons.

For example, if you use a single dataset across several accounts and that dataset goes down (gets flagged for example), ALL the ad accounts using it will stop working at once. If you’re using the 1:1 approach that doesn’t happen, but then you need to think about which BM you’re creating these datasets in. If you create them all in a single BM and the BM goes down, then all your pixels get affected and you end up with the same problem as the client that uses one pixel for their entire infrastructure.

It’s all about hedging risks with Meta.

There’s no good or bad setup tbh, just the one that truly fits your needs.

One thing I would invite you to consider is pixel ownership. If, as of now, the pixels are created in third-party BMs and you lose that BM or media buyers or whatever, that pixel - which is a very valuable asset (assuming my analysis is correct) - you lose access to it, and I would argue it’s quite a valuable one.

If you guys allow me to give you my opinion on testing once we have the system deployed: your current accounts which have spent millions are definitely much better accounts, even with torts mixed, than new accounts that need to get that optimization via new spend. With this I’m trying to say that whatever road you want to take, I think the way to do it is to slowly test new accounts with defined setups (single torts with new pixels, single torts with old pixels, whatever combination) and measure every test.

Whatever works, you scale it and slowly end up with what’s working without neglecting where your scale is right now.

Going back to the beginning, the theory might be quite different from what actually happens in the platform.

(btw, we continued the discussion directly with Nick because it was super technical and didn’t want to drown you guys in tech emails. Once all the tech stuff is polished, should be a couple of days) I’ll resume the regular email thread and keep everyone in the loop again!

Yan Ashrapov (yashrapov@shield-legal.com)
2025-06-13 02:07:59

@Fabian De Simone appreciate the quick and thorough feedback regarding this important issue. Looking forward for the follow up email!

Yan Ashrapov (yashrapov@shield-legal.com)
2025-06-16 10:49:33

@Fabian De Simone Hope you had a great weekend! Following up, Meta has offered us a call with their business engineer to provide a more concrete view of the CRM integration, and we would very much like to have someone from the Nitido team join to assist. As demonstrated, the experience and perspective that Nitido has would be valuable on this call. We're looking to schedule it for Thursday, 6:00–6:30 PM CET. Do you think someone from your team would be able to join?

Fabian De Simone (fds@nitido.com)
2025-06-16 13:07:27

Hey @Yan Ashrapov! Hope you’re doing great and in good health, my friend!

As always, we’re fully committed to supporting you and the team in every way we can. That said, I wanted to quickly touch base because I’m a bit puzzled by this recent meeting with Meta regarding their CRM suite.

It might be on me—terminology tends to get mixed up across teams—but I feel it’s worth recapping what we’ve built for you over the past month and a half, especially with Nick’s collaboration and Meta’s own technical input.

We’ve developed a complete attribution suite tailored for your operation, both current and future. Without diving too deep into the technical weeds (I’ll follow up via email with details after a few confirmations today), here’s what’s already live: • Frictionless lead data flow: We’ve streamlined how datasets/pixels are implemented, how leads are sent to Leadspedia, and how event tracking flows from your internal CRM back to Meta. • Dual-form compatibility: The tool supports both webforms hosted on your landing pages and native Meta lead forms (aka their CRM integration). • Full-cycle event sync: We capture the lead data, pass it to Leadspedia, then wait for your CRM to confirm specific conversion events (which are fully configurable)—and we relay that info back to Meta in real time. This system wasn’t just us—it’s been a close collaboration between your team, our engineers, and Meta’s own support engineers. That’s why the idea of Meta proposing a CRM integration seems a bit… redundant?

Are you considering a parallel or alternative integration to what we’ve already built? Or is this meeting more about better understanding what Meta’s CRM suite offers in general?

Happy to support in any direction you’re exploring—just want to make sure we’re all aligned and avoid any duplication of effort.

Cheers!

Yan Ashrapov (yashrapov@shield-legal.com)
2025-06-16 13:23:30

@Fabian De Simone This meeting is really about understanding the optimal path forward—whether it's the Conversions API for CRM integration being offered by our direct contacts at Meta, or the solution described above, which to be honest, now appears significantly stronger. In short, we’re just looking to get a clear picture of all the options, so nothing slips through the cracks and we can stay in sync on next steps and timelines.

Fabian De Simone (fds@nitido.com)
2025-06-16 13:27:58

Sounds good! Yeah they're pushing the CRM solution globally (all teams have the same directive it seems :))

We see the CRM integration as just another inflow of leads, meaning, you should definitely support it (which you do know) and any others your own web forms, outbound calls (if you ever do them), etc.

I'll check about the hour. I'm in Madrid now and the time difference has me all over the place!

🙏:skin_tone_4: Yan Ashrapov
Yan Ashrapov (yashrapov@shield-legal.com)
2025-06-16 13:31:33

@Fabian De Simone appreciate it! I feel confident that the tailored complete attribution suite is everything we would wish for! Also, please feel free to email/slack me and Cam updates regarding we're we at with this solution anytime as we are excited to test it soon🙏:skintone4:

Fabian De Simone (fds@nitido.com)
2025-06-16 13:34:06

Absolutely! I’m excited as well, it’s pretty robust!

Btw Yan, quick question for you: of the event map you guys shared with us.

(document attached). Which of these events is the actual signature of the contract?

Yan Ashrapov (yashrapov@shield-legal.com)
2025-06-16 13:36:28
Screenshot 2025-06-16 at 21.35.39.png
Fabian De Simone (fds@nitido.com)
2025-06-16 13:57:32

Perfecto!

Fabian De Simone (fds@nitido.com)
2025-06-16 13:59:23

Thanks!

Fabian De Simone (fds@nitido.com)
2025-07-11 17:12:28

Hey guys!

As we wrap the week, I have some great news! Everything is fully set up now. Full support for both Meta’s Native Forms and web forms, fully integrated with Leadspedia and Meta’s CAPI. It’s super robust.

Next step is setting up a test with a real campaign! I would recommend we do a full clean setup (new ad account, new fan page, new Leadspedia campaign (if possible) so we start fresh (in case there are any issues, we can safely pinpoint them and fix them).

Since we did some internal testing with Nick, I’m assuming everything is ready to go form your side (the test were successful) but it would be a good idea to double check before starting.

To set up the attribution tool, is extremely easy: the media buyers would have to click on a custom link we give them, they perform what is called an oauth (they log in with their Meta credentials) and that’s it! From that point on everything should work without any other intervention from any participant.

If you like, I can coordinate with the media buyers via Telegram (I’m sure they will need to hear from you guys that is ok to perform the test first of course) and handhold them in setting up these first times so that we can ensure everything is on point.

I’m very excited about this (apologies it took longer than we expected) and it will allow us to get better signals inside meta! (apart from relieving any technical burden and friction when setting attribution which is always a headache).

Have a great weekend guys, and please let me know when can we start pushing forward with a live test. We are ready!

Cameron Rentch (cameron@internetthings.com)
2025-07-11 22:07:37

@Fabian De Simone thank you this is great! Appreciate you guys!

❤️ Fabian De Simone
Yan Ashrapov (yashrapov@shield-legal.com)
2025-07-12 15:47:08

@Fabian De Simone awesome! We will discuss internally which tort to test first and circle back to you with the details. Thank you and have a great weekend as well!

💯 Fabian De Simone
Fabian De Simone (fds@nitido.com)
2025-07-14 02:43:13

Absolutely!

Yan Ashrapov (yashrapov@shield-legal.com)
2025-07-22 02:40:18

Hi @Fabian De Simone hope that's everything good. Can we hop on a brief video call this week to discuss testing? let me know what what time frame works for you. Thank you!

Fabian De Simone (fds@nitido.com)
2025-07-22 09:44:56

Hey Yan! Absolutely! Tomorrow I'm free from 9:30 until 11am AST and then from 12 onwards (but I think that might be late for you)

Fabian De Simone (fds@nitido.com)
2025-07-22 09:48:39

Let me know, looking forward to it!

Yan Ashrapov (yashrapov@shield-legal.com)
2025-07-22 12:30:03

@Fabian De Simone 10:30 AST will do. Let me know if that works

Fabian De Simone (fds@nitido.com)
2025-07-22 13:08:40

Sure thing!

👍:skin_tone_4: Yan Ashrapov
Yan Ashrapov (yashrapov@shield-legal.com)
2025-07-22 13:09:55

Can you please send an invite?

Fabian De Simone (fds@nitido.com)
2025-07-22 18:05:55

Sent!

Fabian De Simone (fds@nitido.com)
2025-07-22 18:06:03

Apologies, I was driving and just got home!

Yan Ashrapov (yashrapov@shield-legal.com)
2025-08-04 09:15:42

@Fabian De Simone happy Monday! In terms of next stages we discussed on our call, when it would be possible to open a new ad account + fan page, etc. to beta test the integration with a real campaign?

Fabian De Simone (fds@nitido.com)
2025-08-04 09:22:54

Hey Yan! Happy Monday to you as well my friend!

Ad accounts are created instantly. For the fan page we can have the media buyers create it directly in their BM or we can do that in our own BM, whatever you prefer! In either case I can sync up directly with them (with your permission of course once you guys organize who will do it) to set it up. Also with Nick so our IT guys are on it as well so we can monitor for any issues

Yan Ashrapov (yashrapov@shield-legal.com)
2025-08-21 15:13:36

Hey @Fabian De Simone hope you've been well! Just wanted to make sure we’re aligned on the upcoming Meta testing, as I’ve received some internal feedback that seems to differ from what we discussed previously. As confirmed via email, all testing will begin once the Hernia campaign is live, and Jack will be running the test. Please let me know if you have any questions or if anything needs further clarification.

Fabian De Simone (fds@nitido.com)
2025-08-21 15:13:55

Hey Yan!

Fabian De Simone (fds@nitido.com)
2025-08-21 15:14:39

Hope you guys have been great! Can you please help understand about the feedback you received and the differences?

Yan Ashrapov (yashrapov@shield-legal.com)
2025-08-21 15:16:25

Sure. Part of our team met with some of your team regarding native form testing?

Fabian De Simone (fds@nitido.com)
2025-08-21 15:18:14

they did yes

Fabian De Simone (fds@nitido.com)
2025-08-21 15:18:37

We have been interchanging emails and a couple of meetings with both our IT teams

Fabian De Simone (fds@nitido.com)
2025-08-21 15:18:54

We have been interchanging emails and a couple of meetings with both our IT teams

Yan Ashrapov (yashrapov@shield-legal.com)
2025-08-21 15:19:33

OK. So the goal of this was to start testing with one of our accounts?

Fabian De Simone (fds@nitido.com)
2025-08-21 15:20:04

When you say one of your accounts, you mean a Meta acc?

Yan Ashrapov (yashrapov@shield-legal.com)
2025-08-21 15:20:09

correct

Fabian De Simone (fds@nitido.com)
2025-08-21 15:20:19

(btw, I can jump in a call if you prefer)

Fabian De Simone (fds@nitido.com)
2025-08-21 15:20:25

Yes

Yan Ashrapov (yashrapov@shield-legal.com)
2025-08-21 15:20:28

Sure. I'm free

Fabian De Simone (fds@nitido.com)
2025-08-21 15:20:54

https://meet.google.com/wtw-vspu-vtz