How to send leads from every channel to your CRM via Make
The most reliable way to collect leads from Facebook forms, TikTok and your website in a CRM is Make: one scenario per source takes the request, normalises the fields, checks for duplicates and creates a contact and deal. Make can write a lead to two CRMs at once if your teams work in different systems. TikTok and website leads arrive instantly via webhook, Facebook forms on a schedule, for example every 15 minutes.
At an online academy, leads came from Facebook and TikTok lead forms and from Tilda and WordPress sites. Some went into one CRM, some into another, and some were exported to Excel and entered by hand. Leads got lost, and nobody knew how many.
I set up a separate Make scenario for each source that writes the lead into both CRMs at once and into the right course. Since then 17,124 leads have reached the CRM without a single manual step.
Every minute between a request and a call costs money
The person who just left a request is most interested right now. An hour later they are comparing you with competitors. When leads are exported by hand or land in different places, some are lost before the first call.
You need this if…
- Leads come from several channels: lead forms, website, TikTok
- Someone exports requests from ad accounts by hand
- Your teams work in different CRMs
- You're not sure no lead gets lost
What automatic lead routing gives you
- No lost leads. Every request from every channel reaches the CRM, even at night and on weekends.
- Fast response. The team sees a lead within minutes, not after the morning Excel export.
- Clean analytics. Source, campaign and form are recorded in the card.
- No manual work. Exports, copying and moving between spreadsheets disappear.
Where it usually breaks
- Different field formats. Facebook, TikTok and websites name fields differently, and phone numbers come in different formats. Without normalisation the CRM gets duplicates and empty cards.
- Duplicates. One person submits twice or through two channels. Check by phone or email before creating a deal.
- Silent failures. An access token expires and the scenario stops receiving leads. Without error alerts this is noticed a week later.
- Two CRMs out of sync. If teams work in different CRMs, leads drift apart and nobody sees the full picture.
- Make plan limits. An inefficient scenario burns operations, and with a high lead volume the plan runs out mid-month.
The path of one lead
Three approaches compared
Manual Excel exportcheap but leaky
Someone downloads leads daily and moves them to the CRM. Slow, error-prone, and on weekends leads just wait.
Built-in CRM integrationssimple but limited
Some CRMs connect to Facebook directly, but TikTok and website forms often aren't supported and routing can't be configured.
Make scenarios per sourcemost flexible
Separate scenarios for Facebook, TikTok and websites: field normalisation, duplicate checks, writing to one or several CRMs and error alerts.
17,124 leads reached the CRM with zero manual steps
For an online academy I set up Make so leads from Facebook forms, TikTok and Tilda and WordPress sites go into two CRMs at once. Before that, requests got lost and leads were exported to Excel by hand.
Read the full case study →FAQ
How do I automatically send Facebook Lead Ads leads to a CRM?
The most reliable way is Make: a scenario connects to your Facebook page and forms, takes new requests and creates a contact and deal in the CRM with source, campaign and form.
Can one lead go to two CRMs at once?
Yes. A Make scenario can write a lead to several systems at once, for example NetHunt for the calls team and SendPulse for the chat team.
How fast does a lead appear in the CRM?
TikTok and website leads arrive instantly via webhook. Make checks Facebook forms on a schedule, for example every 15 minutes.
What about duplicate leads?
Before creating a deal, the scenario searches the CRM by phone or email. If the person exists, the request is attached to them.
How much does Make cost for lead routing?
Make has a free plan and paid plans from a few dollars a month. The cost depends on the number of leads and steps, so scenarios should be built efficiently.
Want no lead to ever get lost?
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