Facebook Lead Ads: Support Contact Merge by Name for Lead Form Submissions

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We have enhanced the existing Facebook contact merge functionality to now support Facebook Lead Form submissions, in addition to Messenger conversations. :rocket:

Previously, the setting:

Merge Facebook contacts by name: supported contact merging solely for Facebook Messenger conversations.

With this enhancement, the functionality has been expanded and divided into two dedicated settings under:

Sub-account View > Settings > Business Profile > General

The available options are now:

  • Merge Facebook contacts by matching contact names from Messenger conversations (renamed from the former “Merge Facebook contacts by name” setting)
  • Merge Facebook contacts by matching contact names from Facebook Lead Form submissions

This enhancement enables users to independently manage the merging behaviour for Messenger-based contacts and Facebook Lead Ads submissions.

Group 2135 (1)

We have received numerous customer requests to support merge functionality for Facebook Lead Ads submissions, particularly in scenarios where leads may not always contain consistent phone numbers or email addresses.

With the introduction of name-based matching for Lead Form submissions:

  • Duplicate contacts can be reduced
  • CRM records remain cleaner
  • Lead continuity improves
  • Contact management becomes more reliable across Facebook sources

Moreover, separating Messenger and Lead Form merge behaviours into dedicated settings offers greater flexibility, clarity, and control for users handling Facebook contact deduplication workflows.