Server to server over the CRM's integration API, deliberately not through
MCP. MCP is for an agent deciding to do something; leads have to reach the
CRM on a schedule whether or not anyone is talking to the agent, and a
lead that arrives only when someone asks for it arrives too late.
Leads are re-sent for a trailing window on every run rather than tracked
as new-since-last-time. Meta's lead id is the external id, so the CRM
ignores one it already has — which makes a half-failed run heal itself on
the next cycle with no bookkeeping.
Meta returns form answers as a list under names the form's author chose,
so mapping is best-effort against aliases: full_name or first/last, phone
or phone_number or mobile. Unrecognised answers are kept in metadata
rather than dropped, and a lead with a phone but no name still gets
through — the CRM requires a first name, and losing a real enquiry to
satisfy a validator would be the wrong trade.
Campaign figures come from stored insights, not Meta: this runs every few
minutes and re-reading Meta would spend the quota on numbers that change
hourly. They go through an upsert rather than the idempotent create used
for leads, because a campaign's figures change every time they are read.
One care point, learnt the hard way and now commented and tested: stored
metrics are already in minor units, so summing them with the raw-row
normaliser reports spend a hundredfold.
Co-Authored-By: Claude Opus 5 <noreply@anthropic.com>
