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Meta Business Leads ​

Meta Business Leads are leads generated from Facebook and Instagram lead forms. Leadbehavior automatically receives these leads via webhook, scores them using the AI Form Submission Agent, and sends conversion events back to Meta via the Conversions API.

Business Plan Required

Meta Business Leads require a Business Plan subscription. Upgrade your plan to enable this feature.

How It Works ​

  1. A user submits a lead form on Facebook or Instagram
  2. Meta sends the submission to Leadbehavior via webhook
  3. Leadbehavior retrieves the full lead data from Meta's Graph API
  4. The Form Submission Agent scores the lead using your custom AI prompt
  5. Based on the score and your threshold, a conversion event with the appropriate value is sent to Meta via the Conversions API

Unlike Website leads, Meta Business Leads are scored and processed in real-time — there's no daily batch delay.

Prerequisites ​

  • A Business Plan subscription
  • A Meta Business Manager account
  • Admin access to at least one Meta Page
  • A leadgen form created on your Meta Page
  • The Meta Connector connected in Account Settings
  • A Form Submission Agent prompt configured (for AI scoring)

Setup Steps ​

1. Connect Meta ​

If you haven't already, connect your Meta account:

  1. Go to Account → Meta Connector
  2. Click Connect To Meta and complete the authorization
  3. Select the Meta Page with your lead forms

See Meta Connector for detailed instructions.

2. Configure Your AI Prompt ​

Meta Business Leads are scored by the Form Submission Agent. Make sure your prompt is configured:

  1. Go to Agents → Form Submission Prompt
  2. Write a prompt describing your ideal customer profile
  3. Test with sample data and iterate
  4. Click Update Prompt to save

See Form Submission Agent for prompt writing tips and testing guidance.

3. Create a Meta Business Lead ​

  1. Navigate to Leads and click Create Lead
  2. Enter a Lead Name (e.g., "Instagram Lead Form — Demo Requests")
  3. Select Meta Business Lead as the lead type
  4. Select a Meta Leadgen Form from the dropdown — Leadbehavior pulls available forms from your connected Meta Page
  5. Set your Currency Code and adjustment values:
    • Positive Adjustment Value — value for leads scoring above the threshold
    • Negative Adjustment Value — value for leads scoring below the threshold (Business Plan)
    • Score Threshold — cutoff between positive and negative adjustments (default: 0.5)
  6. Click Create Lead

No Forms Showing?

If no leadgen forms appear in the dropdown, create a lead form in Meta Business Manager Leads Center. Leadbehavior pulls forms from your connected Meta Page.

4. Test the Flow ​

  1. Submit a test lead through your Facebook or Instagram form
  2. Check the lead's dashboard in Leadbehavior for incoming data
  3. Verify conversion events are appearing in Meta Events Manager

Differences from Website Leads ​

FeatureWebsite LeadsMeta Business Leads
Where conversions happenYour websiteFacebook/Instagram lead forms
Scoring methodreCAPTCHA Enterprise + browser fingerprintAI Form Submission Agent
Processing timingReal-time scoring, daily batch adjustmentsReal-time scoring and processing
Tag installationRequired (GTM or JavaScript)Not required — webhook-based
Google Ads adjustments✓—
Meta conversion events✓ (via daily batch)✓ (via real-time webhook)

Troubleshooting ​

No leadgen forms appear when creating the lead

Leads not being scored

No conversion events in Meta Events Manager

  • Allow a few minutes for events to propagate
  • Verify the lead has received submissions (check the lead's dashboard)
  • Ensure your Meta connection is active — try reconnecting if needed

Next Steps ​

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