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Meta Lead Ads

Instant reception of Facebook / Instagram leads in a betool pipeline.

Meta Lead Ads

The Meta Lead Ads channel connects your Facebook Business app 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.

Prerequisites

  • A Meta application (Facebook for Developers) with the leads_retrieval permission.
  • A Facebook page approved for Lead Ads.
  • At least one active Lead Ad form.

Setup

  1. Administration → Meta → Applications — connect your Meta app with its App ID and App Secret.
  2. On the Meta Developers side, add the webhook provided by betool on the page object with the leadgen field.
  3. Select the relevant page(s) and authorize the app.
  4. On the betool side, map each form to a target pipeline.

What the pipeline receives

For each submitted lead, an exchange is created with:

  • lead.full_name, lead.email, lead.phone — standard fields (normalized)
  • lead.form_fields — all form questions with their answers
  • lead.form_id, lead.ad_id, lead.campaign_id — for attribution
  • lead.created_time — Meta timestamp (UTC)

Typical use case

[facebook_leads]──▶[agent: enrich]──▶[condition: quality]
                                        ├─▶[operator: create CRM]
                                        └─▶[agent: immediate follow-up]

The enrichment agent calls an email verification tool + an HTTP operator to query your history database. The condition routes qualified leads to the CRM, and hot leads to an immediate WhatsApp / email response.

Limitations

  • Meta rate limits — the API has rate limits. For high volumes, plan for a buffer.
  • Permissions — Meta can revoke the leads_retrieval permission if your 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.