Lead Ads

Capture leads in Facebook ads. Lead ads provide people with a quick and privacy-safe way to sign up to receive information from your business.

How it Works

Lead ads make forms simple for people and more valuable for businesses. Set up a Lead ad where prospective customers can sign up for what you're offering, and you'll get accurate contact information to follow up.

The form is mobile-device friendly and uses information people already shared with Facebook. It's easier and faster for people to reach you – and advertisers gets accurate, actionable information. Learn more about Lead Ads.


  • Facebook Page - Gives your business a presence on Facebook, and helps you connect with customers. See Facebook for Business or create a new page. All leads generated via a lead ad belong to the Page.

  • Instagram Account - Optional, if you want to run a lead ad on Instagram. The leads generated via the ad still belong to the Facebook Page.

  • Facebook App - Any third-party app, such as a website, mobile app, or script. The Marketing API apps enable integration with Facebook. Each app has an app ID you use whenever you use one of our SDKs or Open Graph tags for sharing. Find your app ID in your apps dashboard. Learn more about how to create an App and App ID.

  • Test App - Optional. Quickly creates Facebook App IDs for use during development, testing, staging, or QA phases. Test apps have their own app ID and independent settings, and are helpful in pre-production, see Test Apps.

  • App Review - To retrieve lead data, your app must undergo an App Review. You must include leads_retrieval and pages_manage_ads login permissions in your submission —check our Submission Guide for details. After approval, you will be asked to complete Business Verification.


Starting in v9.0, you will not be able to retrieve leads if your app is in Dev Mode. For testing purposes, Dev Mode app users can access leads submitted by someone with a role in that same app. See App Roles.

Apps in Live Mode continue to have access to all leads.


All apps that access Facebook need an access token. Or, you get a token when you create your new app on Marketing API. An access token is an opaque string that identifies a user, app, or page and can be used by the app to make graph API calls. Access tokens are obtained via a number of methods; see access tokens Docs. Access tokens can be short or long lived. Short-lived tokens usually have a lifetime of about an hour or two, while long-lived tokens usually have a lifetime of about 60 days. You should not depend on these lifetimes remaining the same - the lifetime may change without warning or expire early.

User access tokens are rate-limited based on active users on the app, which is usually ONE for lead ads integrations.

We strongly recommend using page access tokens because they're rate-limited based on active users on the page.

Integrating CRMs

With Facebook lead ads, you can set up your leads to be instantly updated into your CRM system. Your options include:

  • CRM Partners supporting Lead Ads.
  • Custom integration - Using Webhooks and Facebook Graph API. A WebHook is an HTTP callback that occurs when something happens which in turn invokes a simple event-notification via the HTTP POST call. See Lead Ads Webhooks
  • Graph API - Which is the primary way to get data in and out of Facebook. It's a low-level HTTP-based API that you can use to retrieve new lead ads in real-time. Read more about the Graph API

Create a New Lead Ad

  1. Create a form to use for the lead ad.
  2. Create the ad in Ads Manager or Marketing API and associate the form ID. See Lead Ads, Creating.

Retrieve Leads

To read lead data, you need Page Admin access or flexible permissions. With the latter, you retrieve leads without Page Admin access.

Ways to Retrieve Leads

  • Ads Manager — See Download Your Leads Data from Ads Manager for more information.
  • Bulk read with the Graph API — Retrieve the Leads as JSON objects, making it easy to integrate and map data. This is suitable if you want to fetch new leads a few times a day. For more frequent updates, use Webhooks. Learn more about Bulk read.
  • Webhooks — Good for CRM integration with Facebook to receive leads in real time. Retrieve every new Lead in real time. Every time a new lead is submitted, we send an update to your endpoint to notify you that a new Lead is available. You can fetch the information of the lead by accessing the API. Webhooks enables you to query our Read API to retrieve the lead information only when you know there are new Leads. See How to use our Webhooks.