Facebook / Instagram Lead Ads

This guide explains how the Facebook / Instagram Lead Ads integration works, how to set it up, and how to use the captured lead data in your campaigns.

The integration captures leads directly from your Facebook and Instagram ad campaigns and syncs them into your Bloomreach project. It enriches your Single Customer View (SCV) with Lead Ads form data, expands your marketing reach, and powers personalized campaigns across all channels.

What are Facebook Lead Ads?

Facebook Lead Ads let people express interest in your products or services by filling out a form directly within an ad — no website visit required. Facebook prefills form fields using information from users' profiles, which reduces friction and increases submission rates.

You can run Lead Ads across the following placements:

• Facebook News Feed
• Instagram Feed
• Instagram Stories
• Facebook Instant Articles

The integration captures all form submissions and creates customer events in your project, giving you a complete view of your leads and their responses.

Watch this short video to see how the feature works:

For more background on Facebook Lead Ads, visit the official Facebook business page.

Why use this integration

Use cases

• Acquiring retargeted lead ads.
• Acquiring look-alike audiences.
• Collecting custom responses for actionable queries (for example, preferred appointment slot or shoe size).
• Retargeting specific customers to gather additional information about them.

Benefits

• Facebook prefills form fields with data from a person's Facebook profile, reducing drop-offs and making submissions faster.
• Lead Ads are shown to people who are likely to complete and submit the form.
• You can gather contacts and additional data for campaigns without requiring prospects to visit your website.

Combine Bloomreach with Facebook Lead Ads

Connecting Bloomreach with Facebook Lead Ads unlocks capabilities that Facebook alone doesn't support:

• Advanced segmentation and predictions from your Single Customer View, used to build Facebook pixel or custom audiences.
• A/B testing via Facebook pixel or custom audiences.

Lead Ads enable advanced audience segmentation that you can use for further targeted campaigns.

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Important

Your instance must have a Facebook app set up with the correct permissions for the integration to function. For single-tenant instances, the integration may not work until the approval process is complete.

You also need at least one Facebook page under the Facebook account you use to create the integration.

Set up the integration

Before you begin, confirm that you meet all role and permission requirements:

• You must hold the Project Admin role in Bloomreach and be an administrator of the Facebook page using Facebook Lead Ads.
• You must be designated as a System User in Meta Business Manager. See Meta's documentation for instructions.
• If the Lead Access Manager is enabled for your Meta Business Account, confirm that the Bloomreach Application has the required leads permissions assigned. See the Meta documentation for configuration details.

Once you meet these requirements, follow these steps:

1. Go to Data & Assets > Integrations.
2. Create a new Facebook Lead Ads integration.
3. Authenticate with a Facebook login.
4. Select the page to use for gathering leads from the dropdown.
5. Optional: Select a data mapping to assign leads to the correct ID.
6. Click Save.

Configure data mapping

If you don't select a data mapping and leave the field blank, the system generates a new anonymous cookie for each lead. If you choose to map program IDs, you can do so using email, phone, work email, or work phone — all collected through customer responses. Make all ID-mapped fields mandatory in your lead ads to ensure consistent mapping.

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Important

Campaign settings now have permission access. Any change to mapping can only be made after a discussion with Account Managers.

After you save the integration, all leads from all Lead Ads for the selected page are gathered as events into your project.

One page can be integrated into only one project.

Campaign settings

To learn how to create forms to acquire leads and integrate lead form data with your customer system, visit the official Facebook Blueprint certification page.

Event structure

• All standard Lead Gen Form fields are copied as event properties of the facebook_lead event with a type of standard_form.
• Each custom question generates its own facebook_lead event with a type of custom_question. These events include question and answer attributes, respectively.
• form_name, form_id, page_name, and page_id are copied from the integration.
• lead_id is unique to each individual lead response.
• The event timestamp is taken from the created_time of the lead.
• Customer ID mapping is configured in the integration.
• The event type is facebook_lead.

Example

type: "standard_form"
form_name: "My Form"
form_id: "333"
page_name: "My Page"
page_id: "111"
lead_id: "2739831366061736"
full_name: "John Doe"
email: "[email protected]"
phone_number: "+421444444444"
street_address: "Street 23"
date_of_birth: "03/26/1998"
job_title: "My job title"
company_name: "My company name"
gender: "non-binary"

In general, one event is created per question, just as each custom question has its own independent event.

Consent events

Facebook Lead Ads lets you create custom disclaimers. These are transferred into your project as facebook_lead events with the type attribute set to disclaimer_response. You can then transform them into consent events.

Event structure

• checkbox_key contains the name of the disclaimer the user agrees to.
• is_checked indicates whether the user agreed or disagreed with the disclaimer (boolean true/false).

Create consent events from facebook_lead

Bloomreach uses a strict pre-defined consent event structure. You can use the facebook_lead event type disclaimer_response to create consent events using either of the following methods:

1. Create an on-event triggered scenario with an add-event node for consent accept/reject. Learn more in the Scenarios article.
2. Create a scheduled import from the Bloomreach report, using facebook_lead events as the source. Learn more in the Imports article.

For more details on how consent is tracked, see the Consent tracking article.

Use cases with Facebook Lead Ads

• (Basic) Automated follow-up on acquired Facebook leads — for example, sending a welcome message with a discount on a customer's first purchase.
• (Advanced) Use first-party data to create predictions for custom audiences. For example, predict which customers have the highest probability of subscribing and target them with Lead Ads so they can sign up with a single tap.
• (Advanced) Identify customers with the highest probability of purchasing or highest customer lifetime value (CLTV), send them to Facebook, and create look-alike audiences for your Lead Ads campaign. Target them with a specific welcome campaign to improve conversion rates.
• (Advanced) Use Lead Ads to ask customers what type of incentive motivates them to purchase (discounts, free delivery, gifts, and so on). Use the collected answers to run predictions and identify which customers from your base would respond similarly — then target each customer with the incentive most likely to convert them.

  

Related resources

• Ad audiences
• Ad audiences hashing
• Ad audiences — use cases
• Best practices for ad audience management