Manage leads with Leads & CRM

Leads & CRM collects prospects from Meta Instant Forms and gives your team one place to follow up. The pipeline separates new prospects from people you’ve contacted and those you’ve qualified.

A form submission records interest; it doesn’t mean someone is ready to buy.

For related setup tasks, read Connect your Meta account and Create a campaign.

What’s in Leads & CRM

Tab	Use it to
Pipeline	Move leads through stages as you follow up
Leads	Scan all leads in a table and find specific records
Instant Forms	Create and manage lead forms for a Page
Settings	Control lead intake, retention and feedback to Meta

Before you start

• Connect Meta and select the right advertiser and Facebook Page.
• Decide what the form offers and how your team will respond.
• Collect the contact details that response needs: an email address for email updates, a phone number for a call.
• Have your real privacy policy URL and follow-up page ready.

Plan your form

Ask only questions whose answers change what you do next.

Lead type	Ask	Use the answer to
New-release interest	Which collection or colour interests you?	Send a relevant launch update
Promotion interest	What type of offer interests you most?	Tell bundle, shipping and discount interest apart
Product enquiry	Which product, and what would you like to know?	Prepare a useful answer
Restock interest	Which colour and size are you waiting for?	Know which variant they want
Wholesale enquiry	What business, and what quantity?	Decide if it fits your wholesale offer
Consultation or demo	What do you need help with?	Prepare the conversation

Keep the first form short. Use separate forms when the offer or follow-up differs, so leads are easy to filter later.

Create an Instant Form

1. Start a new form

Open Instant Forms, check the Page, and click Create form.

2. Basic info

Give it a descriptive Form name (avoid names like Test Form) and choose the Language / locale.

3. Questions

Add contact fields, then custom questions. Use multiple choice when a few fixed answers will guide follow-up, and short answer for details that don’t fit a list.

4. Privacy & legal

Enter your Privacy policy URL and link text, a follow-up / website URL, and a thank-you title and message that says what happens next.

5. Review and create

Preview the full form, then click Create form.

Warning: Published forms can’t be freely edited or deleted. Changes go through Edit or Duplicate, so check everything on the Review step first.

Tip: Match the contact field to your promise. If the thank-you message says you’ll email updates, include an email field. A phone-only form won’t give you an address.

Answers don’t automatically send messages, assign owners, change pipeline stages or create audiences.

Follow up through the pipeline

The pipeline has three working stages. Drag a lead card to move it.

Stage	Means
New	Waiting for first review
Contacted	Your team has made the intended contact
Qualified	You know enough to say the prospect fits your offer

Turn on Show won/lost to see closed leads, and drop a card on Won or Lost to close it.

• Agree as a team what “Qualified” means for each lead type, so stages stay consistent.
• Move a card after the action happens. Changing a stage doesn’t send a message or make a call.
• A promotional signup may not need the same workflow as a sales enquiry.

Find leads

Use the date filters (Created or Last updated) and the stage, owner, form and source filters. Under More, you can search by exact email or phone. Switch to the Leads tab to scan records in a table.

If expected leads are missing, clear or widen your filters before investigating intake. Also check the Sync leads status on the board.

Review processing settings

In Settings, review the acceptance version, Retention (days), privacy contact and policy URL, then Enable ingestion for lead intake. Enable explicit Meta feedback is a separate control; confirm what feedback it sends rather than assuming every pipeline move reports back to Meta. Click Save settings.