Setting up a Facebook Leads integration

Facebook lead ads is a paid service that Facebook offers to help marketers gather new leads and information about their contacts. 

Ometria’s integration with Facebook lead ads works by automatically importing contact data into Ometria, so you don’t need to upload manually via CSV. 

This integration gives you the ability to personalise your campaigns and uncover new insights that will inform your wider marketing strategy. 

Before you begin

You’ll need a Facebook business account. 

Create an API key in Ometria to use while setting up your connection with Facebook Leads.

Setting up your integration with Facebook leads 

In Ometria, go to Settings and select the Connections tab:

Click Add new connection, then select Facebook Leads.

The Ometria authentication screen displays. 

Click New authentication. 

Change Your authentication name if you wish. This name will help you identify your multiple API keys in case you add more than one.

Enter the API key you created at the beginning of the process:

Select Create. The Facebook authentication pop up displays. 

The Facebook authentication screen displays.

Click New authentication.

Change Your authentication name if you wish. This name will help you identify your multiple Facebook accounts in case you add more than one.

This is the name you entered when you added your original Facebook connection.

If you don't have an existing Facebook connection in Ometria, you'll see the name [account number] user's Facebook account.

Select Create. The Facebook authentication pop up displays. 

Log into your Facebook account to proceed:

Choose the Facebook pages you want to connect to Ometria:

The next screen lists permissions for this integration - if you uncheck any of the items here your connection to Ometria will not work correctly.

Select Done.

A pop up displays letting you know that the authentication was successful:

Next, select the page you want to connect your account to:

Select Finish.

Your Facebook leads connection is set up:

You can check your connection is working correctly in the Meta for Developers site. Please refer to Facebook's documentation for guidance on this site.

Create your custom fields

Once your Facebook leads connection is setup in Ometria, you'll need to create three custom fields for retrieving the data.

Follow the steps in Create a custom field to set up the following:

Data passed to Ometria

Ometria retrieves two types of data from Facebook lead ads:

• Custom fields - fields you create manually in Ometria.
• Default fields - fields which already exist in Ometria's database

Custom fields

You need to manually create these fields once you've set up your Facebook leads connection in Ometria.

Default fields 

Data mapping in Facebook leads

You can use any of these fields when setting up your segments in Ometria, e.g. use the country field to create a different segment for your contacts in different countries:

Make sure your Facebook Leads field names match the below: 

Example: By default the “First name” field is configured as “first_name” in Facebook Leads, and that is how Ometria maps the data. If you change the first name field from “first_name” to “firstname” that field will stay blank in Ometria and you won't receive first name information for your leads. 

Use cases

Lead conversion is the percentage of leads who go on to make a first order. 

The goal is to increase the percentage and maximise the number of leads who go on to purchase.

Read on for some ideas and suggestions on how to improve your lead conversion rate in Ometria.

Welcome campaign

Your Facebook leads enter your welcome campaigns automatically and you can use the custom fields, e.g. sign-up source, campaign name, etc. to segment the campaign further.

When considering which campaigns to put in place, you will need to be mindful of your contacts' customer journey so far. 

By signing up for emails, they have already shown an initial interest in the brand. This is the time to make a great first impression with them, as they are already engaged. 

Key tactics: 

• Tell your brand story - What makes your brand unique?
• Set the expectations for receiving your emails - e.g. exclusive offers, inspirational content, sneak peeks into new launches.
• Highlight core unique selling propositions (USPs) - e.g. free delivery and returns. These could be the differentiator between a customer placing an order and not. 
• Use incentives to further entice that conversion alongside your USPs - You can use segmentation to target leads only. Including a discounted offer can really help to drive up your lead conversion rates, but you can also try other incentives such as leveraging their community through customer reviews, free gifts, UGC (user-generated content), or special perks if they become customers (e.g. place your first order and get early access to our sale or VIP previews).

Segmentation 

You can apply further segmentation to your automation campaigns for warm and cold leads. 

• Warm leads are customers who have clicked on any content in your emails or visited your website in a set time frame (which you can determine).
• Cold leads are customers who have not clicked on any content in your emails or visited your website in a set time frame (which you can determine).

The timings you set will depend on the type of products that you sell, i.e. if it is a considered purchase like jewellery or a consumable. 

By segmenting in this way, you can use personalised product recommendations such as ‘recently viewed’ for warm leads and try other tactics such as leveraging your product data for first time shoppers and featuring products that resonate most with leads to assist a conversion.

SMS

You can add SMS sends into your welcome campaigns to target customers that are opted-in for SMS. 

For opted-in customers who do not engage with your emails, you can use SMS as a final push to drive urgency and remind them of your welcome incentives.

Paid social

As your leads have been acquired through Facebook, this may well be their preferred channel. 

If your privacy policy covers it, you can push non-opted email customers and unengaged customers back to paid social ads to drive urgency on your welcome incentive.

Reporting 

Report on your Facebook leads using the customer filter in Ometria's segment explorer, cohort report and products report.

In the customer filter, use the Facebook Leads campaign name condition to select any/all of your Facebook leads campaigns:

How do critical metrics look for Facebook leads vs. non-facebook leads? 

In the segment explorer check the Customers repeat rate and the Revenue per customer (CLV) metrics for your selected campaigns.

These metrics are for all time, unless specified otherwise in the customer filter.

Are your lead campaigns generating customers? 

Go to the cohort report and group by Date subscribed to email and Customer gained to see if your campaigns are actually generating you customers:

Are your lead campaigns generating repeat customers? 

Go to the cohort report and group by Date subscribed to email and Customer repeated: 

Are your Facebook leads buying different products when compared to non-Facebook leads? 

Go to the Products report  and use:

• the customer filter to look for contacts who came from Facebook vs. those who didn't, and;
• The orders filter by Order customer sequence = 1.

You can then Group by Product or Group by Category/Attribute to analyse your metrics further.

Using Facebook Lead Ads Testing Tool

You can use the Facebook Lead Ads Testing Tool to test and troubleshoot your Facebook leads integration with Ometria.

Go to the Lead Ads Testing Tool here: https://developers.facebook.com/tools/lead-ads-testing

You should log in using the same Facebook Business account you used to configure the connection with Ometria.

Use Meta's documentation to navigate the tool and create a test lead: Testing and troubleshooting.

No webhook subscription

If there is no webhook subscription with Lead Ads for the selected page, you'll need to re-authenticate your connection with an Ometria API key.

CRM access revoked

If you see the error message "CRM access has been revoked", you'll need to go to your settings dashboard in your Meta business account and assign leads access to Ometria as a CRM.

See Meta's documentation: Assign or remove permissions in Leads Access Manager