Integrate Facebook Lead Capture
6 min
Identify and collect leads in Optimizely Data Platform (ODP) generated by your brand’s Facebook ads. You can then target them with omnichannel messages that push customers further down the funnel to purchase.
This integration provides the following values and benefits:
- Send subscribe leads captured in Facebook to ODP lists and automatically set their marketing content statuses to opted-in.
- Compare leads from Facebook Ads to leads from other sources and evaluate the effectiveness of your ads based on the quality of leads:
- Are these leads more valuable than others?
- Are they spending more with your brand?
- Are they becoming loyal customers at higher rates?
- Use data points captured by Facebook in your ODP campaigns as triggers for behavioral campaigns or for advanced personalization in other campaigns.
Prerequisites
You must have a Facebook Business marketing account to use this integration and the user who authorizes the app in ODP needs to have Facebook leads access:
- Go to the the Meta business suite and make sure the relevant business page is selected in the top left.
- Go to Settings > Business Settings > Integrations > Leads Access.
- Make sure the person authorizing is added under People.
Enable the integration
- Go to Data Setup > App Directory.
- Select the Facebook Lead Capture app.
- Click Install App.
- Click Connect to Page(s) on the Settings tab and log in to your Facebook account. Follow the prompts to authorize the connection between your Facebook Business and ODP accounts. If you have multiple Facebook pages, select the one you want to sync with ODP.
- Verify the authorization was successful by checking that your Facebook page displays under Authorization > Connected Pages. This app does not import historical data; ODP collects leads captured in Facebook starting after authorization.
Add CRM in Meta business suite
After you authorize the app, you need to add ODP's Facebook Lead Capture app as a CRM in the Meta business suite:
- Go to the the Meta business suite and make sure the relevant business page is selected in the top left.
- Go to Settings > Business Settings > Integrations > Leads Access > CRMs.
- Click Assign CRM and select Optimizely Lead Capture.
Complete app settings in ODP
- Go to Data Setup > App Directory > Facebook Lead Capture > Settings.
- Expand the Lead Forms section, expand the Configure Lead Form drop-down list, and select a form you use for lead capturing in Facebook. After you select a form, the integration automatically detects standard contact information, such as name, email address, and phone number, to map to the corresponding ODP customer fields.
- Configure additional field mappings using the Question and Customer Field drop-down lists if your lead form includes custom questions that are not auto-detected by ODP, and you want to store those values on the customer profile. In the following image, the Facebook question Zip code is mapped to the ODP field Zip. After selecting the customer field, click Done to complete the configuration.
- Select a target list from List Subscription for each lead form. ODP automatically captures the submission of a Facebook form as an opt-in to marketing communications. ODP does not select a list by default.
Best practices
- Capture your customers' email addresses and phone numbers to have more impactful lead form submissions.
- Update your connection if you make any changes to your lead capture forms in your Facebook accounts, like updating the fields captured. Go to Data Setup > App Directory > Facebook Lead Capture > Settings > Lead Forms and click Reload from Facebook.
Data captured in ODP
When a new lead is submitted, ODP does the following:
- Create or update a customer profile with the fields mapped from the lead form questions. At a minimum, this contains email or phone.
- Opt-in each of the submitted identifiers (email or phone).
- event_type = consent
- action = opt-in
- event_email or event_phone = Submitted email or phone (one event per identifier)
- value = Raw submission as a JSON-encoded object
- ts = Timestamp of the submission
- consent_update_reason = Facebook Lead Form: <Form Name>
- Subscribe the customer to the configured list (if selected).
- event_type = list
- action = subscribe
- list_id = Configured list
- value = Raw submission as a JSON-encoded object
- ts = Timestamp of the submission
- Provide data source information:
- data_source_type = app
- data_source = facebook_lead_capture
- data_source_version = Installed app version
- data_source_details = Facebook lead form name
- data_source_instance = Facebook page name