Overview:

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

What’s New?

Previously, the setting:

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

With this enhancement, the functionality has now been expanded and split 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 earlier “Merge Facebook contacts by name” setting)
• Merge Facebook contacts by matching contact names from Facebook Lead Form submissions

This enhancement allows users to independently control merge behavior for Messenger-based contacts and Facebook Lead Ads submissions

Why Does This Matter ?

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

With support for 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

Additionally, separating Messenger and Lead Form merge behaviors into dedicated settings provides better flexibility, clarity, and control for users managing Facebook contact deduplication workflows.