Send Meta Lead Ads to LeadCentre Through Zapier or Make
Facebook and Instagram Instant Form leads reach LeadCentre today through a Zapier or Make account of your own. Each new lead starts a Zap or scenario, which posts it to your LeadCentre webhook URL, and you get the new lead alert in the app.
Via Zapier/Make: Connect it through a Zapier or Make account of your own. A direct connection is built and awaiting Meta App Review.
What This Does
Meta holds your Instant Form leads until something collects them. On this route, Zapier or Make collects each one and posts it to a webhook URL on your LeadCentre account. The lead then sits in your Leads list with Call, Text, WhatsApp and Email buttons, ready to work through your pipeline.
A direct connection has been built and is awaiting Meta App Review. Customers can't use it until that review is complete, and we can't give a date. You may see a Meta section at the top of your Connections screen. Until the review is done, use the Webhook section below it, as this guide describes.
What you need
- A LeadCentre login with the Admin role.
- Admin access to the Facebook Page that owns the forms. Instagram lead ads use Instant Forms too, and those leads belong to the linked Facebook Page, so they travel the same way.
- A paid Zapier plan, because Webhooks by Zapier isn't on the Free plan, or a Make account. Make's plans are measured in credits, and each lead uses some.
What this route doesn't do
- It only carries leads that arrive once your Zap or scenario is on. Older leads stay in Meta, and LeadCentre has no CSV import.
- It adds a step. How quickly a lead arrives depends on Meta and your automation tool as well as LeadCentre.
- Nothing goes back to Meta. Conversion feedback to Meta is Coming Soon.
Vendor guides worth keeping open
Useful For
- A roofer or plumber running Facebook lead ads who wants each enquiry on their phone, without downloading a spreadsheet from Meta
- An in-house marketer with several Instant Forms on one Page who wants them all in one Leads list
- A freelance media buyer or agency setting up one Zap or scenario per client, because each client account has its own URL
- Anyone already paying for Zapier or Make who needs Meta leads flowing now
How Leads Flow Into LeadCentre
Step 1
Someone submits your Instant Form
On Facebook or Instagram. Meta stores the lead against your Facebook Page.
Step 2
Zapier or Make picks it up
The Facebook Lead Ads trigger in your Zap or scenario fires for the new lead.
Step 3
The answers are posted to LeadCentre
A POST goes to your webhook URL, with each answer under a name you chose when you built the step.
Step 4
LeadCentre creates the lead
Your saved field matching puts each answer in the right field. Name, phone or email is enough to create a lead.
Step 5
You act on it
A push notification goes to the app. Open the lead, tap Call and set a follow-up if you don't reach them.
How to Set It Up
- 1
Create a key in LeadCentre
Go to Settings > Connections. Under "Add another key", type a name such as Meta Lead Ads and press "Create". Press "Copy" and paste the URL somewhere safe, because it's only shown once. The key's name becomes the lead's source unless you send your own.
- 2
Let Zapier or Make read your leads
You need to be an admin of the Facebook Page. For Zapier, open the Page settings, go to Integrations, then Lead access, and check that Zapier is listed under CRMs. Facebook lists Zapier and Zapier Inc. separately, and Zapier's guide says it needs to be Zapier. Use Add CRMs if it's missing. For Make, open Meta's business settings, go to Integrations, then Leads Access, open CRMs, press Assign CRMs and choose Make. Meta moves these menus from time to time, so check its help pages if yours look different.
- 3
Add the trigger
In Zapier, start a Zap with Facebook Lead Ads and the New Lead event, then choose your Page and form. In Make, start a scenario with the Facebook Lead Ads app's trigger for new leads (Make's guide lists New Lead and Watch Leads) and follow its prompts for the webhook and connection. Make won't load a form that has never been submitted.
- 4
Create a sample lead in Meta
Open Meta's Lead Ads Testing Tool on Meta for Developers, choose the Page and form, and create a lead. Each form can only hold one test lead at a time, so delete the last one before making another. If you're in Zapier, go straight back and press Test trigger, because Zapier can miss a sample if you wait too long.
- 5
Add the step that posts to LeadCentre
In Zapier, add Webhooks by Zapier and choose POST. Paste your URL, set Payload Type to JSON, and add one Data row per answer: a name on the left, Meta's answer on the right. In Make, add the HTTP app's Make a request module, paste your URL, set Method to POST and the body content type to application/JSON, then add the same names. Use the names in the table further down, so Smart Match can recognise them.
- 6
Send test data
In LeadCentre, open your key and press "Listen for test data". Then run the test on your POST step in Zapier, or in Make press Run once and create another sample lead. The fields appear under "2. Match the fields" a few seconds later. The response in Zapier or Make should include results with the word test.
- 7
Match the fields
Check what Smart Match has suggested. Choose a LeadCentre field for each row you want to keep, type a new name to create a custom field, or leave it on Do not use. Press "Save field matching".
- 8
Stop listening and go live
Press "Stop listening", because anything sent while listening is treated as test data, including a real lead. Turn the Zap on, or switch the scenario on. In Make, turn on storing incomplete executions in the scenario settings as well (the FAQ below explains why). Create a fresh test lead in Meta's tool and check it appears in your Leads list, then archive it.
Supported Fields
You choose the names on the left when you build the POST step, so keep them short. Smart Match recognises the names below. Zapier and Make show Meta's own labels for each answer, which come from your form, so yours may read a little differently.
Answers to custom questions usually fit a custom field. You can create one on the matching screen by typing a name beside the row.
| Field sent | Usually matched to |
|---|---|
| full_name (Full name answer) | Full name |
| first_name and last_name, if your form splits them | First name and Last name |
| phone (Phone number answer) | Phone (mobile or landline) |
| postcode (Post code answer) | Postcode |
| city | Town / city |
| service (your "what do you need?" question) | Enquiry type |
| message (a free text question) | Enquiry / Message |
| id (Meta's ID for the lead) | Unique ID (stops duplicates) |
| created_at (Meta's created time) | Date received |
| lead_source (campaign or form name) | Lead source |
| Any other custom question | A custom field you name on the matching screen |
Common Problems
Test data isn't showing in LeadCentre
Press "Listen for test data" first. It lasts 15 minutes, and the screen updates itself while it's on. Then test the POST step, not only the trigger: testing the trigger just brings Meta's sample into Zapier or Make. Also check you have the page open for the key whose URL you pasted, as each key has its own page.
Sample leads work but live leads never arrive
This is usually lead access in Meta. Zapier's guide says live leads can fail while tests work if Zapier has no CRM access to the Page, which is separate from being a Page admin. Check Integrations > Lead access on the Page, or Leads Access in business settings for Make. In Zapier's case you can use Restore Default Access beside Zapier, then reconnect Facebook in the Zap.
It stopped working after I edited the form
Zapier's guide notes that Facebook gives an edited form a new ID, so the form chosen in your trigger no longer applies. Open the trigger and pick the updated form again. New questions will reach LeadCentre only once you add them to your POST step.
A lead shows "Waiting for field matching"
It reached LeadCentre before any fields were matched on that key, so it's being held. Open the key, match the fields and press "Save field matching". Held leads then join your inbox, and the banner tells you how many were added.
A real lead came in while listening was on
Recent activity will show it as Test data, and it won't become a lead. It's still in Meta, so download it from there and call them. Then press "Stop listening" to avoid catching any more.
The Zap or scenario has switched itself off
Zapier can turn a Zap off after errors, and Facebook logins can expire, so reconnect Facebook if asked and turn the Zap back on. Make deactivates a scenario with an instant trigger on its first error unless storing incomplete executions is on. Check its history to see which response caused it.
I lost the webhook URL
It's shown once, and LeadCentre only keeps a scrambled copy, so nobody can look it up for you. Open the key, press "Replace this URL", copy the new one and paste it into your POST step. Your field matching stays.
I need to rotate the key
Press "Replace this URL" with your Zap or scenario open in another tab, as the old URL stops working straight away. Paste the new one in and publish the change. Anything sent to the old URL in between is refused with a 401 and shows as an error in Zapier's or Make's history, so check there and rerun those leads.
Questions About This Connection
When will the direct Meta connection be available?
It's built and awaiting Meta App Review. The timing is Meta's, so we can't give a date. If you want Meta leads in LeadCentre now, Zapier or Make is the way to do it.
Do Instagram leads come through as well?
Yes, when the Instagram ad uses an Instant Form. Those leads belong to the linked Facebook Page, so the same trigger picks them up.
Can I bring in leads from before I set this up?
Not through this route. Only leads that arrive once the Zap or scenario is on will come through, and LeadCentre doesn't have a CSV import. Meta only keeps leads for a limited time, so download older ones from Meta if you still need them.
Why turn on storing incomplete executions in Make?
Make's documentation says a scenario with an instant trigger is deactivated on its first error. With storing incomplete executions on, a failed run is parked so you can fix the problem and finish it, and the scenario stays on.
I have several forms. Do I need several keys?
Not if you use the same names in each POST step. Forms can then share a key and one set of field matching. Use separate keys if you want each form to show as its own lead source without sending one. In Zapier, choosing a specific form in the trigger also avoids a permissions error Zapier documents for its any form option.
Get Your Leads Flowing.
Set up your LeadCentre account, connect this source and see your next enquiry arrive on your phone.