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Meta Lead Ads

Instant reception of Facebook / Instagram leads in a betool pipeline, via betool's managed Meta app or your own app.

The Meta Lead Ads channel connects your Facebook Pages to betool, enabling real-time processing of leads submitted through your Lead Ads forms (Facebook, Instagram).

Why this channel

Meta leads are traditionally processed in batches — exported to CSV, imported into a CRM, then manually qualified. The result: a 30-minute to several-hour delay between form submission and first contact.

By connecting Meta Lead Ads directly to a betool pipeline, you bring that delay down to a few seconds — and the first contact (email, WhatsApp, phone call) can be fully automated.

Two connection modes

  • Managed mode (recommended) — you connect your Facebook Page through betool's Meta app, already configured on the platform side. betool keeps the Page token and automatically subscribes it to leads (leadgen): nothing else to configure.
  • Personal app mode (advanced) — you use your own Meta application: in the receiver you enter your verify_token, your app_secret (verification of the X-Hub-Signature-256 signature) and a long-lived page_access_token, then you declare the callback URL provided by betool in your Meta app's Webhooks (page object, leadgen field).

Setup (managed mode)

  1. Settings → Services → Facebook, Accounts tab — click Connect a Facebook Page, authorize the app in the Facebook window, then choose the Page whose leads you want to receive.
  2. In the model editor, configure the Start node with a Facebook Lead Ads receiver and select the connected Page.
  3. Each lead submitted on a form of this Page triggers the pipeline.

What the pipeline receives

For each submitted lead, betool retrieves the full lead via the Graph API, then creates an exchange with:

  • lead.fields — normalized standard fields: full_name, first_name, last_name, email, phone, company, job_title, city, country, state, zip_code
  • lead.custom — the form's other questions, with their answers
  • lead.metadata — leadgen_id, form_id, page_id, created_time (Meta timestamp)
  • lead.raw — the raw Graph API response

Meta receives its acknowledgement immediately; the pipeline is then executed from a durable queue (with retries), which avoids exceeding the response deadline imposed by Meta.

Typical use case

[Start · Facebook Lead Ads]──▶[agent: qualify]──▶[filter: hot lead?]
                                               ├─▶[CRM connector: create the record]
                                               └─▶[send: immediate follow-up]

The agent qualifies the lead from lead.fields and lead.custom; deterministic filters then route qualified leads to the CRM and hot leads to an immediate email / WhatsApp follow-up.

Limitations

  • Meta rate limits — the Graph API has rate limits. For high volumes, plan for a buffer.
  • Permissions (personal app mode) — your app must have the leads_retrieval permission, which Meta can revoke if the app is not validated. Follow Meta's App Review process.
  • No retroactive fetch — betool does not retrieve leads submitted before the webhook was set up. For that, export and load them via a one-time script.