Meta Ads Lead Follow-up

Meta Ads lead follow-up helps your business respond while a prospect’s interest is still fresh. A new connection can schedule a Voice Agent callback, email, or WhatsApp message when someone submits a Facebook or Instagram Instant Form. Choose a first task and an optional fallback for each form. For example, a quote-request form can schedule a call, then an email only if that call fails.

This works after a person completes a lead form. Clicking an ad without submitting the form does not create a callback.

Navigation: Open General → Integrations, then expand Ads Platforms.

Before you begin

Make sure you have:

an active Voice Agent and an outbound-enabled number under Phone → Phone Numbers if you will schedule callbacks;
an active Email Agent with a sending mailbox if you will schedule email;
an active Messaging Agent with a connected WhatsApp channel if you will schedule WhatsApp messages;
a Facebook Page with a Facebook or Instagram Instant Form that asks for the contact fields your selected tasks need;
the personal Facebook account that manages the business Page used by your ads. It must be allowed to connect apps for that Page and access its leads.

If the Page belongs to a Meta Business Portfolio, confirm that your personal Facebook account is assigned to the Page and has lead access in Meta Business Settings. Meta may describe Page access as Facebook access with full control or task-based access rather than using the older Admin role name.

Your lead form should clearly explain that the person may be contacted. Your organization remains responsible for its consent, privacy, and calling requirements.

Connect Meta Ads

Open General → Integrations.
Expand Ads Platforms and select Connect ads platform.
Keep Meta Ads selected.
Choose First task for each lead: Schedule Call, Send Email, or Send WhatsApp. You can choose a fallback for each Instant Form after connecting.
If the first task is a callback, choose the Callback Voice Agent and outbound Caller number, then review the phone-field and working-hours settings.
Review the follow-up and consent requirements for your selected channels.
Confirm the consent notice, then select Continue with Meta.
Sign in with the personal Facebook account that manages the Page. When Meta asks, approve access to the relevant Business Portfolio and Page.
Return to Versafy and select the Page.
Select the Ad account containing this Page’s ad. The account name and Business Portfolio are shown together so Open Ads Manager later opens the correct account instead of your personal default.
Choose All Instant Forms or Selected Instant Forms. If you choose selected forms, pick one or more from the list.
Review the readiness badges. If your task uses a phone number, Versafy compares Phone field with the actual questions on every form in scope.
Select Save Page and continue. Versafy subscribes the Page and verifies that it can retrieve leads.
In Choose the first task and fallback, configure the first task and optional fallback for each Instant Form. Save each form’s agent, sender, field mapping, and timing.
Resolve any remaining form action shown as Step 1 or Step 2.
In Step 3, open Meta Business Settings for the displayed Business Portfolio and Page. Under Integrations → Leads Access → CRMs, select Assign CRM, choose Versafy, and save. Return to Versafy and select I Assigned Versafy.
For callback-only routing, Step 4 offers Send test lead, which may place a real outbound call. For Email or WhatsApp, submit your own details through the live Instant Form to test; the built-in test lead supplies only a phone number.

If you close the setup window before finishing, Versafy asks for confirmation. After the Page has been saved, closing does not remove the connection; any unfinished readiness steps remain available when you select Reconnect.

If your connection was created before the Ad account choice was available, select Reconnect once and choose the account that contains the live ad. Versafy will then open that account directly from readiness actions.

Versafy completes the Page webhook and form-readiness checks automatically. A business admin must approve Versafy once in Meta Business Settings because Meta does not let an external app grant that CRM approval to itself.

If you have questions or get stuck, click Ask AI in the bottom-right corner.

Choose which forms create tasks

Choose All Instant Forms when every current and future form on the connected Page should create a callback. This is useful when the Page is dedicated to one business and every form represents a sales or service enquiry.

Choose Selected Instant Forms when only particular enquiries should be called. For example, select Request a quote and Book a consultation, but leave a newsletter sign-up form unselected. You can select one or several published forms.

To change the selection later, open General → Integrations → Ads Platforms and select Reconnect. Leads from unselected forms are ignored and do not appear on the Agent Tasks board.

Configure follow-up for each form

Use Choose first task and fallback on the Meta Ads card when Instant Forms need different responses. Choose an active form and one Primary action: Schedule Call, Send Email, or Send WhatsApp. Optionally choose one action under If the primary action fails. The fallback runs only after the first task fails; Versafy never schedules both at the same time. Configure the agent, sender, instructions, delay, and working hours for each selected channel, then select Save follow-up. Forms you have not changed keep the connection’s existing Voice callback, if one was configured. A new connection without a Voice callback does nothing for forms until you save their tasks. To stop follow-up for a form, choose Do not follow up and save.

For email, select an active Email Agent with a connected sending mailbox. In that agent’s General → Category Settings, its delivery modes must be Send; agents set to Dry Run or Create Drafts cannot be assigned an email task. The Instant Form needs a valid email field and a contact disclosure that clearly requests email from your named business.

For WhatsApp, select an active Messaging Agent with a connected WhatsApp channel and an approved template. Create and submit the template for approval in WhatsApp Manager first, then refresh the template list in Versafy. Map template variables to form fields in the order they appear. The form must collect the person’s phone number and clearly say that the named business will send messages about the enquiry. Versafy records that form submission and its exact disclosure as the person’s contact consent. A phone number without that disclosure does not enable WhatsApp follow-up. Later opt-outs stop the send.

The Meta Ads card shows Recent lead actions for the primary and any fallback task. Task created means the action was scheduled; open General → Agent Tasks to inspect delivery and activity. If a form field, agent, mailbox, WhatsApp channel, template, or disclosure changes, update the form’s follow-up settings before the next lead arrives.

Understand form readiness

Versafy checks each current form after Meta authorization:

Shared links and ads ready means paid-ad, organic, preview, and shared-link submissions are available to the connection.
Targeted ads only means the form remains valid for leads produced when Meta delivers the paid ad to its targeted audience. Shared-link, organic, preview, and testing-tool submissions may not create callbacks.
Phone field ready means the configured phone key exists on that form.
Phone field missing means the form cannot create a callback with the current mapping.

A targeted-only form does not mean the live paid campaign is broken. You can keep it unchanged when paid-ad submissions are all you need.

If your live-ad leads already meet your needs, select No, use live ads only. If the form must also work outside the live ad—for previews, test submissions, or shared links—select Create Unrestricted Copy. Versafy creates a second form that accepts those submissions and keeps the original form and live ad unchanged. If Meta already has a form with the same name, including an archived form, Versafy adds a number such as (2) and shows the exact new name to select.

After the copy is created:

Step 2 shows one clear Current form in the ad → New Versafy form row for each form you need to replace. If you created more than one copy of the same form, Versafy shows only the newest copy.

Select Open Ads Manager. Versafy opens the ad account selected during setup directly on the Ads tab. If it is not the account containing the live ad, select Reconnect first and correct the Ad account choice.
If the ad is editable, select it and choose Edit. Find Instant Form, choose the displayed Versafy-ready copy, and select Publish.
If the campaign is completed, duplicate the campaign and set a new schedule in the duplicated Ad set. Open its duplicated Ad, choose Edit, select the Versafy-ready copy under Instant Form, and publish it. The completed campaign stays unchanged.
Return to Versafy and select I Updated My Ad. If several different forms are listed, this button confirms all displayed replacements together. Older copies of the same original form are cleared automatically.

The pending handoff remains visible on the Meta Ads integration card if you close the setup window. Meta may review the replacement ad, so keep the original form connected until the new ad is active.

Give Versafy CRM lead access

After the forms are ready, Step 3 opens the selected Business Portfolio’s Lead Access settings. Select the displayed Page, open Integrations → Leads Access → CRMs, select Assign CRM, choose Versafy, and save. Return to Versafy and select I Assigned Versafy to continue directly to the connection test.

This Meta-side approval is required because Versafy cannot assign itself as a CRM through Meta’s API.

Match your lead form fields

Versafy needs to know which submitted answer contains the prospect’s phone number.

Phone field is required. Its value must match the field name used by your Instant Form, commonly phone_number.
Service interest field is optional. Map it when you want the Voice Agent to know which service or product the prospect selected.
Default phone country helps interpret a local number that does not include a country code. Select the country where most of your leads are located. New connections default to Germany, and international numbers that already include their country code are not changed.

If the phone field is missing or the number cannot be interpreted safely, Versafy does not create a callback task for that submission.

Choose when callbacks happen

Enable Keep callbacks inside organization working hours when you do not want new leads called outside your team’s normal schedule. A lead received outside those hours is moved to the next available opening.

Clear the option when leads may be called as soon as they are processed, including outside the configured schedule. You can change the time zone and working hours under General → Account Settings → Organization → Organization info. See Profile and organization working hours.

Every accepted lead appears as a Voice callback on the Agent Tasks board. Meta may resend the same lead notification, but Versafy creates only one callback task for it.

Open the callback task to see Meta lead source details. Versafy records the campaign, ad set, ad, and Instant Form reported by Meta, making it easier to identify which promotion produced the enquiry. When Meta supplies only an ID, the ID is shown instead of a name.

Test the connection

You can test the complete lead-to-callback flow without activating an ad or spending an advertising budget:

Test connection submits a phone number for the original callback check. To test an email or WhatsApp action, submit a controlled lead to the specific configured form using your own email address and phone number, then review Recent lead actions and Agent Tasks. Sending actions can contact those destinations, so use addresses and numbers you control.

Open General → Integrations → Ads Platforms.
Select Test connection on the Meta Ads card.
Enter a phone number you control, including its + country code. Spaces, parentheses, and hyphens are accepted; for example, +351 916 820 847.
Read the real-call warning and select Send test lead.
Keep the page open while Versafy shows Test in progress. The result changes to Connected and tested only after Meta delivers that exact lead and Versafy creates its callback task.
Open General → Agent Tasks to review or cancel the resulting task.

The selected form must be published, contain the configured phone field, and be available to shared/test submissions. If every selected form is Targeted ads only, use Create Unrestricted Copy, put the copy on the ad, and reconnect or update the form selection before testing.

When you select Send test lead, Versafy replaces any existing synthetic test lead that Meta reports for the selected form. If Meta exposes a stale test lead but will not let Versafy delete it, Versafy automatically tries another eligible Versafy-ready form. This works even when Meta’s Lead Ads Testing Tool shows no entry. This cleanup never queries or deletes real campaign leads. The Agent Task and its activity history remain available.

Manage the connection

Use Check connection to confirm that the Page authorization, callback Voice Agent, outbound number, and lead delivery are still available. Use Reconnect if the Meta authorization expires, required access changes, or you need to select another Page.

Disconnect permanently deletes all Meta Ads integration data stored in Versafy. This includes the connection, lead and source history, form setup records, and every Agent Task created from Meta Ads with its activity history. The deletion cannot be undone, so review the confirmation before selecting Disconnect and delete.

Disconnecting does not delete campaigns, ads, Instant Forms, Facebook Pages, or other assets in Meta. It also does not delete Agent Tasks created manually or through another Versafy source.

Troubleshooting

If Versafy asks you to reconnect Meta Ads, select Reconnect and approve the same Facebook Page again. This refreshes the secure authorization needed to read new form submissions; your selected Voice Agent and callback settings can then be confirmed during setup.

Connection errors stay visible inside the Meta Ads setup window so you can review them while correcting the problem. Submitting again clears the previous message; closing and reopening the setup window starts with a clean message.

Confirm that you signed in with the personal Facebook account assigned to the Page. The account must be allowed to connect apps for the Page and access its leads. If the Page belongs to a Business Portfolio, review both its Page assignment and lead access in Meta Business Settings, then approve that Business Portfolio when reconnecting. If access was recently changed, close the connection window and select Continue with Meta again.

Meta says a permission is unavailable

Your account may not have enough access to the Page or its leads. Ask the Page’s administrator to grant the required Page and lead access, then reconnect. If you are participating in an early-access pilot, also confirm that the Facebook account invited to the pilot accepted its invitation.

Versafy shows Action required in Meta

The Page owner has customized which CRMs may retrieve leads. Ask a business admin for the named Page to open Meta Business Settings → Integrations → Leads Access → CRMs, approve Versafy, then return to the setup window and select Check again. This is the only normal setup step Versafy cannot complete on the Page owner’s behalf.

A test lead does not create a task

If the test times out before a webhook arrives, ask a business admin to open Meta Business Settings → Integrations → Leads Access → CRMs and assign Versafy to the Page. Meta requires this manual approval when the Page owner uses customized Lead Access; reconnecting cannot grant it automatically.

If Meta delivered the lead but task creation failed, run Check connection. Confirm the form’s phone field name matches Phone field, the Voice Agent is active, and the caller number supports outbound calls, then select Test again.

A callback is scheduled later than expected

If Keep callbacks inside organization working hours is enabled, Versafy moves submissions outside your configured schedule to the next opening. Review the task’s requested and effective times, then check your organization time zone and working hours.

The connection needs attention

Select Check connection. If the issue remains, choose Reconnect and approve the Page again. Do not email passwords or private account credentials to support. You can click Ask AI in the bottom-right corner for guided help.