In two lines: connect a lead ad and its forms feed your Prospect inbox on their own. From Configure source you map its fields, check the webhook, and run a backfill to bring in historical leads (the window depends on the platform) — and the backfill never creates duplicates.

A lead ad (a form ad on Facebook, Google, TikTok or LinkedIn) is one of the sources that feed your inbox. When you connect a page or ad account, its published forms start sending leads into CRM > Prospects. See The Prospect inbox: receive, qualify and convert into a deal for what happens once a lead arrives.

Connect the source and pick its forms

Connect the page or ad account and open it with Configure source (for example, Configure Facebook source).
In Forms, choose which forms you want to receive leads from. By default you get leads from all published forms; narrow it to a subset if you only want some.

Map the form fields

In Field mapping, automatic mapping already detects name, email, phone, website and country for you. Use Customize mapping to map additional form questions: the dropdown offers the standard CRM fields and your real custom fields (the ones you defined in CRM > Settings > Custom fields), grouped by entity — Person, Company, Deal or Prospect — with their type next to each one.

When you map a question to a custom field, the answer is saved typed on the entity the field belongs to (a number as a number, a selection matched against the field's options) and shows up in that entity's columns and filters — on Company, only fields that are still empty, so a lead never overwrites data you loaded by hand. If an answer doesn't fit the field's type, the typed field is simply left blank — the raw answer is never lost: every answer stays visible under Form answers on the prospect. The last option, Save as form answer, keeps a question only there, without a typed field.

If you delete a custom field in CRM > Settings, any mapping pointing to it keeps showing in the editor marked as deleted and stops writing a typed value. The answer is still saved under Form answers; re-point the mapping to another field to make it typed again.

Check the webhook (so leads keep coming in)

Webhook status shows whether the source is connected and its last verification. If it stopped receiving, use Re-subscribe webhook to reconnect it. From the same dialog you can also Pause the source (stop receiving new leads without deleting it) or Delete it.

If you disconnect the integration, its sources are paused

A lead source runs on the credentials of its integration. So when you disconnect Meta, Google Ads, TikTok Ads or LinkedIn from Settings > Integrations, every source that depended on that connection is paused automatically — instead of being left active and broken. Nothing is lost: the source keeps its forms, its field mapping and the leads it already brought in.

Before you confirm, the disconnect dialog lists exactly which sources will be paused — including those belonging to child Accounts that inherit the connection from the workspace. On the paused source you'll then see the reason: The {platform} connection was disconnected.

Reconnecting the integration does not reactivate the sources on its own. Once the platform is connected again, open each paused source with Configure source and use Reactivate so it starts receiving leads again.

It works this way only when you decide to disconnect. If it was the platform that cut off access (for example, you removed MB Suite from Facebook's app settings), the source isn't paused: it stays as is and starts receiving again once you reconnect.

Bring in historical leads (backfill)

In Historical leads, use the backfill button to import this source's past leads into your inbox. The button shows the exact window for that platform (for example, Run backfill (90 days) on Meta). How far back you can go is set by each platform — it's all they keep — not by MB Suite:

Meta (Facebook / Instagram): 90 days. Meta deletes the lead 90 days after the form was submitted.
Google: 60 days. That's the maximum the Google Ads API returns (the Google Ads UI only lets you download 30 — the API doubles it).
LinkedIn: 365 days. LinkedIn deletes the lead data from its servers automatically after 365 days.
TikTok: no backfill via API. TikTok doesn't expose past leads to us, so leads only arrive in real time through the webhook. To bring in earlier ones, export them from TikTok Ads Manager and import the CSV — see Import your current contacts and deals.

Does the backfill duplicate leads that already came in?

No. The backfill deduplicates by the unique ID Meta assigns to each lead. For every lead it checks whether a prospect or deal with that same ID already exists before creating anything. If it already existed — because it came in through the webhook, through a previous backfill, or because you pressed the button twice — nothing new is created: it's counted as updated, not as ingested.

Because of this, pressing backfill twice — or running it after leads already came in on their own through the webhook — is completely safe. You can also use it to repair older leads that never saved their attribution or their answers properly.

What happens to leads I edited by hand?

When the backfill finds a lead that already existed, it does touch it — but only in "system" fields. It never overwrites the name, email or phone, so your salesperson's manual corrections stay intact. What it does re-write is: the form answers (custom fields), the attribution (campaign / ad set / ad) and the raw answers; it also re-enriches the company and only sets the country if it was empty.

The flip side: if you manually edited a custom field or the attribution of a lead, a backfill will revert those to Meta's original version. Name, email and phone are always left untouched — but don't run a backfill expecting your hand-edited answers or attribution to survive.

Once leads are in your inbox, see the campaign that brought each one in Connect every closed sale to its campaign (attribution and ROAS). If leads aren't showing up at all, check Leads aren't arriving at the CRM: causes and fixes.

Still have questions?

Ask MIA, the MB Suite AI assistant: open it with the MB AI button (⌘J) in the top bar. MIA knows the section you're in, so you can ask it about what you see on screen — and it can also answer how-to questions about using MB Suite.

Lead sources: mapping, webhook and historical-lead backfill (without duplicates)