Lead Ads and Conversion Leads¶

With Lead Ads, people fill in a form inside the Facebook or Instagram ad, without visiting your website. Odoo receives each lead in real time in the CRM, with its ad and its campaign. Then, with Conversion Leads, Odoo reports to Meta what happens to these leads (qualified, won, lost), so that Meta shows your ads to the people who are most likely to become customers.

Prerequisites¶

A Meta connection with the leads retrieval and pages permissions.
The Meta webhooks enabled and subscribed to the leads of your pages.
Administrator access for the first setup. The people with the Sales: Administrator access right manage the forms afterwards.

Receive the leads¶

Go to Meta ‣ Configuration ‣ Settings. In the Lead Ads block:

Enable Lead Ads. This setting applies to the whole company.
Click Load Pages. Odoo reads the Facebook pages that the Meta connection can manage and saves their access.
Open the Pages (also in Meta ‣ Lead Ads ‣ Pages). For each page whose leads you want, click Subscribe to Leads. The Subscribed to Leads box is checked when Meta confirms.
Click Sync Forms on the page to load its lead forms.

screenshot: meta-settings-lead-ads

menu: Meta ‣ Configuration ‣ Settings
shows: The Lead Ads block of the Meta settings with the Lead Ads setting enabled: the Load Pages, Pages, and Lead Forms links, then the Lead Ads Leads setting with the Lead Tracking Rules link.
highlight: The Lead Ads setting and its Load Pages link (red frame).
data: Throw-away page.
notes: English UI, light theme, 1440px width, crop to the block.

From then on, every lead sent through a form of a subscribed page creates a lead in the CRM within a few minutes. A form that Odoo does not know yet is added automatically, with the default settings.

Lead forms¶

The lead forms are in Meta ‣ Lead Ads ‣ Lead Forms (and in CRM ‣ Configuration ‣ Meta Lead Forms). Open a form to set what happens to its leads:

Field	Description
Import Leads	Creates a CRM lead for each lead of the form. Uncheck it to ignore the form.
Create As	Lead or Opportunity.
Sales Team, Salesperson, Tags	Applied to the new leads.
Default Campaign	The campaign of the leads when Meta gives none (organic leads).
Website	The website whose Meta settings apply to the lead events (Conversion Leads).

In the Field Mapping tab, choose for each question of the form the field of the lead that receives the answer (email, phone, mobile, contact name, company name, job position, street, city, ZIP, state, country, website, lead title, or notes). The answers that you do not map (Ignore excluded) are added to the notes of the lead. Click Sync Questions if you changed the questions in Meta.

screenshot: meta-lead-form

menu: Meta ‣ Lead Ads ‣ Lead Forms ‣ (a form)
shows: A Meta lead form with the Sync Questions button, the Meta group (page, form ID, language, Import Leads), the Leads group (Create As, sales team, salesperson, tags, default campaign), the Leads smart button, and the Field Mapping tab with questions mapped to lead fields.
highlight: The Field Mapping tab (red frame).
data: Form "Free quote" with email, phone, and company questions.
notes: English UI, light theme, 1440px width.

Import past leads¶

In the Import Past Leads tab of a form, choose a date and click Import Leads. Odoo imports the leads received since this date and tells how many are new. Meta keeps the leads for 90 days. Leads already imported are not duplicated.

The leads in the CRM¶

Each lead is created once (a notification repeated by Meta is ignored). It contains:

the contact details from the form, and the other answers in its notes;
the source Facebook or Instagram, the medium Lead Ads, and the campaign of the ad;
the Meta Lead Ads group with the Meta lead ID, the form, the platform, the ad, and the campaign.

Filter the leads with Meta Lead Ads in the search bar of the CRM.

Note

The person gave their data to you in the Meta form, with the consent screen of Meta: no cookie consent is needed for these leads.

Conversion Leads¶

Conversion Leads tell Meta which leads become customers. Enable CRM Lead Events in the Conversions API block, then manage the events in the lead tracking rules (CRM ‣ Configuration ‣ Lead Tracking Rules). Each rule has a Meta group:

Send to Meta: reports the stage to Meta (enabled by default).
Meta Event Name: the name of the stage as it is configured in Meta Events Manager (for example Qualified or Converted). If empty, the name of the rule is used.

The Lead Ads Leads setting (enabled by default) sends the events of the leads that come from Lead Ads without cookie consent (they gave their consent in the Meta form), with their Meta lead ID. This is what lets Meta optimize the campaigns for the leads that convert. Uncheck it if you prefer to send only the leads whose consent you collected yourself.

Test Lead Ads¶

In the Lead Ads Testing Tool of Meta (Tools > Lead Ads Testing), select your page and your form, and click Create lead.
In Odoo, open the CRM. The test lead appears within a few minutes, with the source Facebook.
If it does not appear, open Meta ‣ Webhook Notifications: the notification should be there, in the status Processed. See Webhook troubleshooting.
Change the stage of the lead to a stage that has a rule, and check in Meta ‣ Server Events that the event is sent.

The most frequent problems are a page that is not subscribed, the Lead Ads setting disabled, a form with Import Leads unchecked, and an expired Meta connection.