01 / Summary
- Leads are arriving and the main automations work. Facebook and website leads are captured, tagged, emailed and posted to Slack.
- Nobody moves leads through the pipelines. Only 8 of 1,456 MCC Pipeline cards were ever moved by hand, the last one in August 2024. Lead quality is tracked with tags instead.
- Facebook only hears about the form fill. The Meta Conversions API sends one event when a lead arrives and nothing after that, so Facebook cannot tell a real prospect from spam.
- A booked call is not proof of quality. Recent bookings include vendor sales pitches, so a booking alone should not be reported to Facebook as a good lead.
- A few automations overlap. One website form starts two workflows, and 14 email campaigns share the same trigger.
02 / Account at a Glance
03 / How Leads Come In
| Source | Handled by | What happens | Status |
|---|---|---|---|
| Facebook lead form "Mycloud Form 2026" | Facebook Lead Form Submitted-Aug-2026 | Card in PPC pipeline, tag, Meta event, team email, customer thank-you email, Slack post | Working |
| Facebook lead form "2024-02 Business Lead Capture" | Same workflow | Same as above | Working |
| Facebook lead form "2025 Firerock Campaign" | Same workflow, then the Hot Lead workflow | Card in PPC pipeline, tag "new_lead-hot", thank-you email, Slack post, SMS to the on-shift rep | Working |
| Website Enquiry Form V2 | Facebook workflow and 2024 Landing Page Inquiry | Both workflows run, so each enquiry gets two PPC cards | Overlap |
| Discovery call booking (website, meeting link, claim offer) | 3 "Customer Booked Appointment" workflows | Card in MCC Pipeline at "Booking Requested", confirmation and reminders | Working |
| Google Ads leads (tag "google ads") | TAG: Google Ad Campaign Pipeline | Card in PPC pipeline, welcome email, Slack post | Working |
| Landing pages (SEO, marketing, VA download) | 2024 landing page workflows | Card in PPC or email pipeline, email, Slack post | Working |
| LinkedIn lead form | Website & LinkedIn Form Submitted | Card in MCC Pipeline at "New Lead" | Live |
Changed with this build
This table shows the account as audited. Since October 1, the three Facebook forms create their card in MCC Pipeline instead of the PPC pipeline. See the Build Plan.
Fixed on September 23
Leads from the "Mycloud Form 2026" and "2024-02 Business Lead Capture" Facebook forms were not getting the customer thank-you email or the Slack post. Both are now added and were tested live with Meta's lead testing tool: the email was delivered and the Slack step ran.
04 / Pipelines
| Pipeline | Cards | Fed by | Manual stage moves |
|---|---|---|---|
| MCC Pipeline | 1,456 | Call bookings, LinkedIn form, older Facebook forms | 8 ever, last in Aug 2024 |
| PPC Ads Campaign | 412 | Facebook, Google Ads, website forms | None. All moves are automated |
| MCC Email Campaign | 6,000+ | Industry email campaigns | Automated |
| Cold Call Pipeline | 6,000+ | Cold call list | Automated |
| Soft Close Pipeline | 12 | Soft close form | Its workflows are drafts |
| Test | 1 | None | Unused |
MCC Pipeline stages today
| Stage | Cards | How cards get there |
|---|---|---|
| New Lead | 1,272 | LinkedIn form and older lead forms |
| Email Opened | 22 | Older email automation |
| Called / Booking Link Clicked | 0 | Not used |
| Booking Requested | 61 | Automatic when a discovery call is booked (26 in 2026) |
| Booking Completed | 2 | Manual, last used 2024 |
| Booking No Show / Soft Close / Lost | 5 | Manual, last used 2024 |
| Bad Lead | 94 | Manual, last used Feb 2024 |
What this means
The team rates leads with tags ("bad lead", "booking confirmed", "spam likely") and not with pipeline stages. Facebook leads also land in the PPC pipeline, while their booked calls land in MCC Pipeline, so one lead can have up to three cards across two pipelines.
05 / Facebook Conversions API
| Item | Finding |
|---|---|
| Connection | Connected The Meta pixel and access token are set up and events send successfully |
| Events sent | Only at lead intake (4 Facebook branches send a lead-stage event, the website branch sends a standard Lead event) |
| Quality signal | Missing No event is sent when a lead turns out to be real, books, or signs |
| Lead matching | Ready Facebook leads store their Facebook Lead ID, which Meta uses to match later events |
How Meta learns lead quality
Meta does not accept a "bad lead" penalty. You choose one good stage (for example, a qualified call) and send it back. Meta compares the leads that reach that stage with the ones that do not and shifts ad delivery toward the good ones. Meta's guidance: the stage should happen within 28 days of the lead and convert at between 1% and 40%.
06 / Team Notifications
| Channel | Where | Status |
|---|---|---|
| Slack | #mcc-sales-leads, from 6 live workflows (Facebook, Hot Lead, Google Ads, landing pages) | Live |
| Team email | Facebook branches email the sales team for each new lead | Live |
| SMS to rep on shift | Hot Lead workflow texts Laurence, Murali, Sameer or Von by time of day | At risk SMS registration (A2P) was rejected in June |
07 / Findings
1. No quality signal goes back to Facebook
Facebook optimizes for anyone who fills the form, including spam. This is the main gap the build fixes.
2. Pipeline stages are not being worked
Cards sit where automation drops them. Without a simple stage routine, there is nothing reliable to report to Facebook.
3. Facebook leads are split across two pipelines
The Facebook form creates the card in the PPC pipeline, and a booking creates a second card in MCC Pipeline. Reporting from one place is not possible today.
4. Website Enquiry Form V2 starts two workflows
Each enquiry gets two PPC cards and two sets of messages. One of the two workflows should stop listening to that form.
5. SMS registration (A2P) rejected
The carrier rejected the campaign on opt-in wording, and the sample messages still contain a placeholder company name. Text alerts and customer SMS may be blocked until it is resubmitted.
6. 14 email campaigns share one trigger
Fourteen industry email campaigns (hospitality, real estate, travel and others) all start on the same condition: an "insurance" tagged contact added to the email pipeline. If that happens, the contact would enter all 14 at once. The pipeline is quiet now, but the triggers should be corrected before it is used again.
7. Housekeeping
22 draft workflows, 3 unnamed empty workflows, duplicate tags (e-commerce / ecommerce, fin tech / fintech), and a Zoho Social connection on the Facebook page that fails because its admin was removed. None of these block the build.
08 / Recommendation
- Make MCC Pipeline the one pipeline for Facebook leads, from first contact to signed client.
- Give the sales team a short stage routine so every lead is marked real, no-show, bad or won.
- Send Facebook a quality event only when a real call happens or a client signs, and never for bad leads.