Leads from Facebook, Instagram and Google ads, and what they cost

When someone fills in a lead form on one of your Facebook, Instagram or Google ads, Solstral can add them as a contact by itself, with the campaign, ad set and ad they came from. Set it up in Settings ▸ Ad leads (owners and admins).

1. Facebook and Instagram lead ads

Connect your Facebook Page in Social. Leads from that Page's lead ads then arrive by themselves, usually within a minute. Instagram lead ads run through the same Page.

2. Google lead forms

Click Make a webhook address and key and copy both (the key is shown once). In Google Ads, open the lead form, choose Webhook integration, paste them, and press Send test data: a test lead appears under Latest leads, marked test. Making a new pair stops the old one working.

What happens to each lead

• It is matched to a contact by email (only empty fields are filled, nothing is overwritten) or added as a new one.
• The contact gets Ad: campaign, Ad: ad set and Ad: ad (the latest ad they came from), and counts as paid social or paid search in where they came from.
• It shows on their timeline, and a flow can start from Lead from an ad.
• What the form's consent boxes said is kept with the lead. Only if you pick a list under Leads who tick a consent box join is anyone added to marketing, and only those who ticked one.

3. Spend and results

Under Spend and results, each campaign shows its spend, leads, cost per lead, won deals, cost per won deal and return (revenue divided by spend). Choose the period at the top.

• Facebook and Instagram spend: type your ad account ID (the number under the account's name in Ads Manager, with or without act_), press Save, then Read now. After that the last seven days are read every day. If Meta refuses, the reason shows under the box.
• Google Ads spend: in Google Ads, download a campaign report by day with the columns Day, Campaign ID, Campaign, Cost and Currency code, then paste it (header included) and press Add spend. Include Campaign ID so Google leads match their campaign. Pasting a day again replaces it.

How the numbers are worked out. Cost per lead is the period's spend divided by the leads that arrived in it (test leads never count). Won deals are records linked to those leads that are in a won stage now, each counted once, with their amount as revenue. The return is shown only when the spend is in your workspace's currency.

On a dashboard

In Reports, the library has Cost per lead by ad campaign and Ad leads by campaign. Like any report, they can go on a dashboard and be changed.

LinkedIn lead forms aren't supported: LinkedIn only offers this to its partners.