Integrate Facebook Lead Capture

  • Updated

Optimizely Data Platform's (ODP’s) Facebook Lead Capture integration allows you to identify and collect leads in 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.

Requirements

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:

  1. Navigate to the the Meta business suite and make sure the relevant business page is selected in the top left.
  2. Go to Settings > Business Settings > Integrations > Leads Access.
  3. Make sure the person authorizing is added under People.

Configure Facebook Lead Capture

  1. Go to the App Directory.
  2. Select the Facebook Lead Capture app.
  3. Click Install App.
  4. On the Settings tab, click Connect to Page(s) and log into 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 synchronize with ODP.

    integrate-facebook-lead-2.png

  5. To verify the authorization was successful, check 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.

    integrate-facebook-lead-3.png

  6. Expand the Lead Forms section, expand the Configure Lead Form dropdown list, and select a form you use for lead capturing in Facebook.

    integrate-facebook-lead-4.png

  7. 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.

    integrate-facebook-lead-5.png

  8. 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, you need to configure your fields in the Lead Form section of this app. In the following example, the Facebook question “Zip code” is mapped to the ODP field “Zip.” After selecting the customer field, click Done to complete the configuration.

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  9. 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.
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Add CRM in Meta business suite

Once you complete the configuration above, you need to add ODP's Facebook Lead Capture app as a CRM in the Meta business suite:

  1. Navigate to the the Meta business suite and make sure the relevant business page is selected in the top left.
  2. Go to Settings > Business Settings > Integrations > Leads Access > CRMs.
  3. Click Assign CRM and select Optimizely Lead Capture.

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 App Directory > Facebook Lead Capture > Settings > Lead Forms and click Reload from Facebook.

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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 and/or phone.
  • Opt-in each of the submitted identifiers (email and/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