A Facebook Lead ad directs prospects to a form hosted directly on Facebook, instead of sending them to an outside landing page. You can download the leads as a spreadsheet directly from Facebook and upload them into Salesforce or Pardot.
Facebook deletes leads that are older than 90 days so if you don’t check this for a while, you could be missing out on a lot of leads that you paid for.
But this is 2019 so no one should be downloading and uploading spreadsheets anymore. I’ve used Zapier to automate this entire process.
Each action in Zapier is called a Zap. Each Zap has a trigger and an action.
Choose Facebook Lead Ads as your Trigger App:
You’ll want this to trigger when a new lead is created:
Select a Lead Ads account (the one you’re an admin on) and then select the right Page. Don’t pick a specific Form, especially if you plan to have multiple campaigns:
Pick a sample lead to test the Zapier/Facebook connection and hit Continue:
Now you need an Action Step (what happens after your Trigger is set off):
Choose Pardot as your Action App:
Choose “Create Prospect” as your Pardot Action:
Select a Pardot account (most likely the one you’re currently logged into):
Now you map out what information from the Facebook goes into what field in Pardot (email is mandatory):
Click the Plus button on the right of each field to select what Facebook information will correspond with what Pardot field:
Also, instead of selecting something from Facebook, you can also type whatever you want into a field. I often do this to keep a clear track of who is a Facebook Lead and who is not in Pardot:
Send a test lead to Pardot to make sure everything’s working right:
Click “Finish” and you’ll come to this screen where you turn your Zap on:
Create a backup Google Sheet so you can collect the Facebook leads in another place, especially in case something goes wrong with Pardot. You should have a Google Sheet ready with the columns indicating what fields you want information populated.
Make a new Zap and do the same trigger actions (with Facebook) as described above but instead of choosing Pardot as your Action App, choose Google Sheets:
Choose “Create Spreadsheet Row” as your Google Sheets Action:
Select your Google Sheets account (you should already be logged into this Google account:
Select your spreadsheet, worksheet (tab in the Google Sheet), and map out the fields like you did with Pardot:
To make sure everything is working, Zapier will send a test lead to Google Sheets (like it did with Pardot). Once this is done, click finish and turn your Zap on like you did with Pardot: