---
title: "Leads"
description: "Marxx captures Meta lead ads by webhook, enriches each record with the submitted answers and the ad that produced it, routes the follow-up, and writes downstream lead statuses back to Meta as conversion events through each ad account's own pixel."
canonical_url: "https://marxx.ai/features/leads"
---

# Leads: captured in seconds, enriched, routed, and tied back to the ad.

For lead-generation accounts, Meta lead ads arrive by webhook the moment the form is submitted, come back with the real answers and the ad that produced them, then trigger the follow-up. As the lead moves through your pipeline, the stages that matter are written back to Meta as conversion events.

**Recorded first, enriched second.** The webhook is acknowledged immediately and the answers are fetched after, so a slow or blocked fetch never loses a lead.

**The creative comes with it.** Every lead carries the ad that produced it, so lead quality rolls up by hook, angle and format alongside cost per lead.

**Real outcomes back to Meta.** Your own pipeline stages map to conversion events on the ad account's own pixel, so optimisation sees qualified, not just submitted.

## Questions

### How does Marxx capture leads?

Meta lead ads arrive by webhook the moment the form is submitted, so the record exists in seconds rather than at the end of a nightly export. Nothing has to be downloaded from Ads Manager as a CSV.

### Why is capture split from enrichment?

Because the webhook does not contain the answers. It carries identifiers only: the lead id, the page, the form, the ad and the time. Marxx records that immediately and acknowledges it, then fetches the submitted answers in a second step. Splitting the two means a slow, rate-limited or permission-blocked fetch delays a lead rather than losing it.

### What happens if a permission is missing when a lead arrives?

The lead is still recorded and still listed, marked as waiting on permission rather than silently dropped. When the connection is reauthorised, the parked records fill in on their own. That is what makes the feature safe to turn on before every account has been reconnected.

### Are duplicate webhooks a problem?

No. Meta re-sends a lead notification if it does not get a clean acknowledgement, and Marxx treats a repeat of the same lead as a no-op rather than a second record, so retries cannot inflate your lead count.

### What does enrichment add to a lead?

The record comes back with the answers the person submitted and the ad that produced it, so whoever follows up knows which creative, hook and offer the lead responded to before they open the conversation.

### What happens after a lead arrives?

Routing fires: trigger the follow-up email and notify the owner. From there the lead moves through the statuses you have defined, and the statuses that represent a real outcome are sent back to Meta as conversion events.

### Why does writing conversions back to Meta matter?

Meta optimises against the signal it receives. If it only ever sees form submissions, it will find more form submissions, including bad ones. Sending back the stages that represent a real outcome, a qualified conversation or a closed deal, moves optimisation toward the result you actually want rather than the one that is easiest to produce.

### How do my pipeline stages map to Meta events?

You define the statuses your team uses and map each one to the conversion event it represents. Standard event names are offered, and a custom name you have used before stays available. The first status is deliberately mapped to nothing by default, because Meta already counts a lead when the form is submitted and sending a second event there would double-count it.

### Is the conversions setup shared across my ad accounts?

No, and this matters most for agencies. Each ad account holds its own pixel, its own credentials, its own status set and its own status-to-event map. Nothing is shared and nothing is inherited: an account without credentials sends nothing rather than borrowing another client's setup. A conversion is always resolved from the lead's own ad account, never from whichever account you happen to be looking at.

### What happens if a send to Meta fails?

It retries. A status change attempts the send immediately so the interface can tell you what actually happened, and anything still outstanding is picked up by a sweep and retried on a backoff, so a temporary outage does not quietly cost you a conversion signal.

### Can I see which creative produced which leads?

Yes. Because every lead carries the ad that produced it, lead volume and lead quality roll up by hook, angle and format alongside cost per lead. That is what lets you judge creative on downstream outcomes rather than on the cheapest form fill.

### Does this replace a CRM?

No. Marxx captures, enriches, routes and reports back to Meta, then hands the lead onward. The point is that the lead reaches your systems immediately and arrives with the creative context attached, not that Marxx becomes the place your sales team lives.

[Book a demo](https://marxx.ai/book-a-demo)