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Capture social lead from mention or dm or lead ad

When a mention that matches a rule with the action Create lead, an X direct message to a brand account, or a submission from a provider's native lead ad form comes from someone the CRM does not know, the system creates a Lead with social attribution. A lead goes to the owner the rule or the form's mapping names, or else to the Unassigned queue.

When this happens: UC-13.4 ingestion fires a rule's Create lead action, or a lead ad webhook arrives (Meta's leadgen, LinkedIn's or TikTok for Business's lead notification).

How it works

  • After ingestion runs the rule's Create lead action. If the author's profile is already confirmed on a contact or lead, or suggested for one (the person is likely there already), no lead is made. If a mention by the same author on the same network made a lead in the last 30 days, the new mention is attached to that lead, or to the contact it became, and no lead is made, even when the profile link has been removed since.
  • EasyCRM creates a Lead: FirstName and LastName from the display name (the first word and the rest; the @handle when there is no name), (for example Social:X), SourceDetails {provider, externalUserId, externalHandle, mentionId, ruleId}, status New, the rule's campaign (the lead joins it as Responded), consent not given (a public post is no consent). No provider exposes an email or phone, so the lead has none.
  • Links the author's profile to the lead (Auto, : the author is the same identity by definition; UC-13.2) and attaches the mention to it.
  • EasyCRM records the mention's Social activity on the lead's timeline (UC-13.4 BR-3).
  • Gives the lead to the owner the rule names, who gets the usual lead-assigned notification, or leaves it in the Unassigned queue. EasyCrm has no lead-assignment rules.
  • EasyCRM fires the outbound events lead.created and social.lead.captured.

Other paths

Existing contact or lead (lead ad)

The submission's email belongs to a contact (not anonymised). No lead is made; the submission's Social activity goes on the contact's timeline and social.lead.captured fires with created false. The email belongs to an open, unconverted lead. That lead gains the submission's values for its empty fields, the activity goes on its timeline, and no new lead is made.

Instagram placement

Instagram lead ads arrive through the Facebook Page connected in the Inbox: the submission names the placement ig, and the lead's source is SocialAd:Instagram.

If something goes wrong

Lead ad mapping missing

The submission is for a form with no mapping, or an inactive one. It is kept with its answers as Unmatched, and the holders of the Manage Lead Ad Forms permission are told once per form while it waits. Open Marketing — Lead ad forms, chooses Map this form (the mappings dialog opens with the forms keys and suggested fields), then replays the submission through the mapping, or dismisses it. Importing or dismissing drops the answers. Unmatched submissions are deleted after 90 days.

Account needs reconnecting

A Facebook Page connected before lead ads were built lacks the lead permissions and the leadgen subscription, and a LinkedIn or TikTok brand account may be refused a subscription. The Lead ad forms page shows Reconnect or the refusal and its last check; the system retries a refusal at the next daily check.

Invalid webhook signature

EasyCRM returns HTTP 400 and logs a security event; an unknown provider gets 404.

Good to know

  • Author identity is the dedupe key: the same (Provider, ExternalUserId) never produces two leads within 30 days of the first, and an author already linked to or suggested for a record makes none.
  • Lead Source and SourceDetails are populated; the existing reporting filters group by social provider with no schema change. A rule creates a lead or a ticket, not both.
  • PII collected via lead ads is subject to the same consent flags as web form submissions; a mention's author, who gave no consent, is recorded without it.
  • A backfilled mention (a brand account's first seven days) never makes a lead.
  • Facebook and Instagram direct messages are Inbox conversations that make contacts (FR-17, FR-18), not leads; LinkedIn has no messaging API; only X direct messages to a brand account that allowed reading them are captured here.