What is Lead Ads?

Facebook Lead Ads creates an automatic connection between your Facebook forms and your Emarsys account, allowing you to capture new leads from any Facebook form directly into your Emarsys database. These leads are added to a contact list for each form, so you can target them with tailored welcome programs.

The only pre-requisites are a working, connected Facebook Ads account and a form. You can connect to forms that are already active, or create new forms and activate them once your Lead Ads connection has been established. As soon as the form is active on Facebook and connected to a Lead Ads Subscription in Emarsys, all new registrations are passed directly to Emarsys.

Important note: Since the Facebook forms are publicly available and open for anyone to submit any contact details, new leads collected in Facebook are not automatically given an opt-in to your marketing campaigns. Therefore the first action you should take with new registrations is to secure a double opt-in.

Creating a new Leads Ads Subscription

Lead Ads subscriptions are created in the same way that you create new audiences. Before you start, please make sure that you have followed all the instructions in our Connecting to Facebook guide, or you may not be able to see all of the pages and forms you expect. Then proceed as follows:

  • On the Assets tab, click Create New Asset and then click Facebook Lead Ad Subscription.


  • Select the Ad account, then the page where the form is hosted, and finally the form itself. The name you define as the Subscription name will be used for the contact list that collects the new leads from the form.


  • Once you have selected your form, map the fields in the form to your Emarsys database fields.
  • The fields email address, first name and last name are automatically mapped. Any other fields in the Facebook form should be mapped to existing Emarsys database fields.


  • Click Save. Your Lead Ads subscription is now displayed with this as the type in the Assets list.


A contact list with the same name as the subscription is also created. This will be visible in the Contact Lists page as soon as the first contact is added to it.

Note: If you delete a subscription and then recreate it using the same form, as long as you continue to use the same name as the original subscription, new leads will continue to be added to the original contact list.

Editing the field mappings

You can open a Lead Ads subscription to change the field mapping by clicking the edit-icon.png icon. This will apply the new mapping to all future registrations, but past registrations will not be affected.

Managing the new registrations

You can keep track of how many registrations your form has collected by checking the Size column in the Asset list. You can also check the size of the contact list with the same name as the Lead Ads subscription in the Contact Lists page.

You can now engage with these new registrations, for example by adding them to a welcome program, by using the contact list directly as a recipient source.

Tip: Since many of the features in Emarsys work with dynamic segments rather that lists, we recommend that you create a segment based on this contact list. You will need to define an pair of mutually exclusive contact criteria that will ensure every new lead is in the segment, regardless of the field values they submitted, for example email is empty OR email is not empty, as shown below:


Double opt-in

Facebook Lead Ads requires that all the leads you collect have a double opt-in (DOI) before you can start to market to them.

One easy way to do this is to set up two Automation Center programs. The first uses the New Contact entry point and follows that with a segment node which checks the contact against segment you created for the list, and then sends the contact an opt-in confirmation email.


The second program could start with a daily filter that checks for responses to the opt-in confirmation and then sends thoise contacts the first welcome email.


Frequently asked questions

  • What if an existing contact submits the Facebook form?
    If a contact that is already in your Emarsys database submits a Lead Ads form, this is ignored by Emarsys. The contact fields, even if they contain new values, are not updated.

  • **Why am I not getting as many new leads as I expect?

  • How does this affect my Facebook Ads budget?
    It doesn’t. Lead Ads is not connected in any way to your Ads budget or bidding strategies, and there are no additional costs based on traffic or conversions.

  • Do the new registrations have opt-in?
    No. You should not include an opt-in in your Facebook form because these are publicly available and there is no guarantee that the email address really belongs to the person submitting the form. Your first welcome email for these new contacts should contain a double opt-in request, i.e. a link that triggers a second email which contains an opt-in confirmation link. Only after the second link has been clicked should the new contact be regarded as having opted in.

  • What happens if I delete a subscription and recreate it using the same form? Will the new contacts be added to the previous contact list?
    Yes. As long as the list has not been deleted or renamed, Lead Ads will recognise it when it auto-generates the subscription name. All contacts previously added will stay in the contact list and new registrations will be added to it.

  • What if a an expected Facebook page is not listed on the Create Facebook Lead Ad Subscription wizard?
    If an expected Facebook page is not listed in the Facebook page dropdown on the the Create Facebook Lead Ad Subscription wizard then make sure your Facebook account has the proper permissions to access the Facebook page. You must have one of the following roles to see the Facebook page listed: Admin, Editor, Moderator, Advertiser or Analyst. However, an Advertiser or Analyst will lack the permission to create a Lead Ad subscription so the Admin, Editor and Moderator roles are recommended for Facebook pages.
    Read more about the different Page roles and what can they do in the Facebook documentation.