Connect Meta Lead Ads to Appalix

What you'll need

• An Appalix account on the Pro plan or above
• A Meta Business account with at least one Facebook Page
• At least one Meta Lead Ad created on your Page or a connected Instagram account
• Access to Meta for Developers (developers.facebook.com) — free to join

How it works

Meta Lead Ads use a native webhook integration. When a user submits your lead form on Facebook or Instagram, Meta sends the leadgen_id to your webhook URL. Appalix receives it, uses your stored Page Access Token to fetch the full lead details (name, email, phone, and any custom questions) from the Meta Graph API, then normalises the fields, scores the lead, and stores it in your Forms dashboard.

There are three credentials involved: a verify token (for webhook setup), an app secret (for request signature validation), and a page access token (for fetching lead data). All three are stored encrypted in Appalix.

Step 1 — Get your webhook URL and verify token from Appalix

1. Log in to Appalix and navigate to Forms → Sources in the left sidebar.
2. Find the Meta card and click Connect.
3. Your unique webhook URL is shown at the top of the form — it looks like:
   https://appalix.ai/api/webhooks/meta-leads/YOUR_WORKSPACE_ID
4. Below the URL you'll see a Verify Token field. Enter any string you like — for example appalix-meta-2026. Note it down — you'll paste this same value into Meta in Step 2.
5. Keep this tab open. You'll return to it in Step 4.

Step 2 — Create a Meta App and configure the webhook

1. Go to developers.facebook.com and click My Apps → Create App.
2. Select Business as the app type, give it a name (e.g. "Appalix Lead Sync"), and click Create app.
3. On the App Dashboard, find Webhooks in the left menu and click Set up.
4. Under Page subscription, click Subscribe to this object, then fill in:
   • Callback URL — paste your Appalix webhook URL from Step 1
   • Verify token — paste the verify token you chose in Step 1
5. Click Verify and save. Meta will call your webhook URL to confirm it returns the challenge. If it succeeds, you'll see a green checkmark.
6. After saving, find the leadgen field in the subscription list and toggle it on.

Step 3 — Connect your Facebook Page to the app

1. In the left sidebar of your Meta App, go to Facebook Login → Settings.
2. Under Valid OAuth Redirect URIs, add your Appalix domain (https://appalix.ai) and save.
3. Now go to Graph API Explorer (top-right menu → Tools → Graph API Explorer).
4. In the Graph API Explorer:
   • Select your app from the Application dropdown
   • Click Generate Access Token and log in with the Facebook account that manages your Page
   • Grant the pages_manage_metadata, pages_read_engagement, and leads_retrieval permissions
5. You'll receive a short-lived User Access Token. Exchange it for a Page Access Token:
   • In the Graph API Explorer, run: GET /me/accounts
   • Find your Page in the response and copy the access_token value — this is your Page Access Token

Step 4 — Paste credentials into Appalix

1. Return to the Appalix Forms → Sources tab you kept open.
2. Fill in the three fields on the Meta card:
   • Verify Token — the string you chose in Step 1
   • App Secret — found in your Meta App under Settings → Basic, click the eye icon next to App Secret
   • Page Access Token — the long-lived token from Step 3
3. Click Save & Connect. The Meta card will show a green Connected badge.

Step 5 — Send a test lead and verify

1. Go to the Meta Lead Ads Testing Tool at developers.facebook.com/tools/lead-ads-testing.
2. Select your Page and lead form, then click Preview form and submit it with test data.
3. Go to Forms → All Leads in Appalix. You should see the test lead appear within seconds with a Meta Ads platform badge.
4. If the lead doesn't appear, check:
   • The Meta App webhook is verified (green checkmark in Webhooks → Page subscription)
   • The leadgen field is subscribed (toggle on)
   • The App Secret and Page Access Token in Appalix are correct
   • The Page Access Token has the leads_retrieval permission

What happens after a lead submits

• Instant delivery — Appalix receives the lead within seconds of the Meta form submission.
• Full field data — Appalix fetches name, email, phone, company, job title, and all custom question answers from the Meta Graph API using your Page Access Token.
• Auto-scored — Leads are scored High, Medium, or Low based on how many contact fields are filled.
• Deduplication — If a lead with the same email or phone already exists, Appalix updates the existing record instead of creating a duplicate.
• Campaign data captured — The campaign name, ad name, and form name from Meta are stored alongside the lead for analytics.
• One-click to CRM — From Forms → All Leads, click Pipeline on any lead to create a Sage Contact and Deal in your first pipeline stage automatically.

Tips & best practices

• Always include phone number — Leads with phone numbers score Higher in Appalix and are significantly easier to follow up with quickly. Add phone as a required field in your Meta lead form.
• Keep form questions to 3 or fewer — Meta's own research shows conversion rates drop sharply beyond 3–4 fields. Ask only what you'll actually use in your follow-up.
• Renew your Page Access Token before it expires — Long-lived tokens last 60 days. Set a calendar reminder to reconnect in Forms → Sources before the token expires to avoid interruption.
• Check Forms → Analytics — The analytics page shows leads by campaign name so you can see which Meta campaigns are generating the best quality leads.
• Subscribe at the Page level, not the app level — If you have multiple Pages, each Page subscription fires independently. The Appalix webhook handles leads from all subscribed Pages automatically.

Frequently asked questions