# Connections

> Connecting Meta, TikTok, Google, Snapchat, Microsoft Ads, NewsBreak and AppLovin accounts, and keeping them working.
> Source: https://www.eventsiq.io/docs/connections


A connection is your login to an account somewhere else, borrowed so EventsIQ can act on your
behalf: a Meta account whose Pages run lead ads, a TikTok account with advertisers, a Google
account with Google Ads accounts, a Snapchat or Microsoft Ads account with ad accounts, or the token
or keys of a NewsBreak or AppLovin account. It can also be an **API account**: the address and key
of a CRM or other system your routing posts to.

You'll find them under **Acquire → Connections**.

:::note{title="Looking for Integrations?"}
This page used to be called Integrations. The app now uses that word for something else: where
conversions are sent and where spend is read from. That has its own page,
[Integrations](https://www.eventsiq.io/docs/integrations).
:::

:::tip{title="Where it fits"}
One connection is shared by everything that uses it. The same Meta connection reads your lead
forms, reads your ad spend and sends your conversions. Reconnect it once and all three carry on.
:::

## The list

![The Connections list](https://www.eventsiq.io/docs-media/connections/01-list.png "Acquire, Connections, with the Meta, TikTok and Google groups showing and every account Working.")

Connections are grouped by network: Meta, TikTok, Google, Snapchat, Microsoft Ads, NewsBreak, AppLovin, and your API accounts. Each row
shows:

| On the row       | What it tells you                                                                          |
| ---------------- | ------------------------------------------------------------------------------------------ |
| **Name**         | The account's name. **Rename** it from the row's menu                                      |
| **Status**       | **Working**, **Needs you**, **Reconnect needed**, **Not checked yet** or **Off**            |
| **First line**   | What to know now, for example **Login good until 11 Dec.**, or what is wrong and what to do |
| **Second line**  | What it reaches (Pages, advertisers or ad accounts), what uses it, and when its last lead came |

The chips at the top filter the list by status, and **All networks** narrows it to one network.
**Needs you** collects every row that wants something from you, such as a login that ends within
seven days or a missing permission.

Each row has a menu (**⋮**) with what you can do to that connection. **Open details** shows
everything it reaches and everything that uses it.

## What each network's connection is used for

| Network      | Used for                                                                                     |
| ------------ | -------------------------------------------------------------------------------------------- |
| **Meta**     | Reading Facebook and Instagram lead forms, sending conversions and CRM events, reading spend |
| **TikTok**   | Reading TikTok lead forms, sending conversions, reading spend                                |
| **Google**   | Reading spend, sending conversions, adding people to customer lists                          |
| **Snapchat** | Snapchat lead ads, sending conversions and CRM events, adding people to customer lists, reading spend |
| **Microsoft Ads** | Reading spend, sending conversions and CRM events, adding people to customer lists. See [Microsoft Ads](https://www.eventsiq.io/docs/microsoft-ads) |
| **NewsBreak** | Reading spend, sending conversions and CRM events, adding people to custom audiences. Connected with an Access Token, not a sign in. See [NewsBreak](https://www.eventsiq.io/docs/newsbreak) |
| **AppLovin** | Reading spend, sending sales to your pixel as `generate_lead`. Connected with keys from AppLovin Ads Manager, not a sign in. See [AppLovin](https://www.eventsiq.io/docs/applovin) |

Google lead forms do not need a connection at all. They deliver by webhook, with a key you paste
into the form. See [Google Ads lead forms](https://www.eventsiq.io/docs/google-lead-forms).

## Connecting an account

1. Click **Connect an account** and pick the network. To add a second account on a network you
   already use, click **Connect another** on that network's group.
2. The network's sign in opens **in its own window**, so nothing you were doing is lost.
3. Sign in with an account that has admin access to the Pages, advertisers or ad accounts you need.
4. Approve every permission it asks for. When the window closes, the list refreshes on its own.

NewsBreak and AppLovin have no sign in window. You paste an **Access Token** for NewsBreak, or the
**Report Key**, **Conversion API key** and **Event Key** for AppLovin. See
[NewsBreak](https://www.eventsiq.io/docs/newsbreak) and [AppLovin](https://www.eventsiq.io/docs/applovin).

You can also connect on the way through other screens. The capture wizard and the
[Integrations](https://www.eventsiq.io/docs/integrations) sheet both offer **Connect a new account...**, which does the
same thing.

:::warning{title="Approve everything it asks for"}
Meta, TikTok and Snapchat all let you untick some of the permissions they ask for, and none of them
treats that as a failure. The connection then succeeds and quietly cannot do its job: leads arrive
as notifications EventsIQ cannot open, or spend comes back empty.

This is the most common way a setup goes wrong, because it does not look like an error. If a
connection's row says it is missing permissions, open the row's menu, pick **Reconnect** and approve
everything.
:::

### Google: refreshing the account list

EventsIQ reads the list of Google Ads accounts you can reach when you connect. If somebody shares
another account with you later, pick **Refresh accounts** in the row's menu to pick it up. Manager
accounts are not listed, because conversions and spend belong to the accounts underneath them.

Microsoft Ads and NewsBreak connections have **Refresh accounts** too, for an ad account added later.

### TikTok: turning on lead delivery

TikTok only sends new leads to EventsIQ for advertisers that have lead delivery turned on. Once you
have connected a TikTok form, pick **Turn on lead delivery** in the row's menu. If an advertiser
with forms is not covered, the row moves to **Needs you** and says how many advertisers leads
arrive from, for example **leads arrive from 1 of 2 advertisers**.

## API accounts

An API account holds the address and credentials of a system your routing posts to, so you type
the key once and every destination and event that uses it picks it up. Click **Connect an
account** and pick **API account**, under **Your CRM or another tool**.

| Field                                         | What to put                                                                      |
| --------------------------------------------- | -------------------------------------------------------------------------------- |
| **Name**                                      | Name the account, not the vendor. Routing shows this name                        |
| **Service**                                   | Pick one from the list or type any name                                          |
| **Web address**                               | The start of every address you will call, for example `https://api.example.com` |
| **How it signs in**                           | Where the token goes: the standard place most CRMs use, a header you name, or the web address |
| **Header name** / **Name in the web address** | The name the token goes under, for example `X-API-Key`                           |
| **Token**                                     | The key itself. It is saved encrypted and never shown again                      |
| **Extra headers**                             | Anything else every request needs, under **Request format and extra headers**    |

Pick **Test** in the row's menu to check that the address answers. It calls the address once and
sends no lead.

## Keeping a connection alive

A connection is borrowed access, and it can be taken away without telling you. EventsIQ keeps each
connection signed in by itself, so routine expiry never needs you.

It stops working when the permission itself is gone: somebody removed the app from
the account, or changed a Page role so the person who connected it no longer manages it. The row
then shows **Reconnect needed** with the reason, and you are alerted.

:::caution{title="A lapsed connection is quiet"}
Leads do not error when a connection dies. The network still tells EventsIQ a lead arrived, and the
fetch that follows is the part that fails. So the symptom is an absence: lead volume drops, spend
stops updating, and nothing announces why.

If lead volume falls off a cliff, check this page before you look in [Logs](https://www.eventsiq.io/docs/logs).
:::

### Snapchat renews itself

You will never be asked to reconnect Snapchat just because time passed. You only hear about it
when the access itself is withdrawn. A short Snapchat outage or a busy minute does not count: the
connection stays **Working** and EventsIQ tries again.

There is a second Snapchat difference. Meta and TikTok let EventsIQ go back and fetch leads it
missed. **Snapchat does not.** It delivers each lead once, so a Snapchat lead that was not delivered
cannot be recovered.

## Reconnecting

Pick **Reconnect** in the row's menu. It replaces the stored token in place and changes nothing else,
including the name you gave it. For NewsBreak and AppLovin, you paste the new token or keys.

Your forms, field mappings, routing, integrations and destinations all point at the connection, not
the token inside it, so none of them need touching. For Meta and TikTok, leads that arrived while
the connection was broken are picked up once access is back. For Snapchat they are not.

## Removing a connection

Pick **Disconnect** in the row's menu (**Delete** for an API account). It checks what uses the
connection first:

-   **Lead forms still use it.** It names each one and does not disconnect. Move them to another
    account, or remove them, then try again.
-   **Only other things use it**, such as integrations, routings or global CRM events. It lists
    what stops straight away and asks you to confirm.
-   **Nothing uses it.** It goes at once.

An API account that anything still uses cannot be deleted: it lists where it is used, so you can
point each one at another account first.

Either way you get a few seconds to **Undo** before anything is removed. The leads already captured
stay exactly where they are.

## Related

-   [Integrations](https://www.eventsiq.io/docs/integrations): where a connection's conversions and spend are set up.
-   [Facebook Instant Forms](https://www.eventsiq.io/docs/facebook-instant-forms): connecting a Meta lead form.
-   [Set up paid traffic](https://www.eventsiq.io/docs/guide-paid-traffic): the whole setup, step by step.