Facebook is one of the few sources that behaves more like Google than like a standard path-based review platform. That means it is more operationally useful than most secondary review sources.
If a business still gets meaningful recommendation activity on Facebook, it is worth connecting.
How to connect Facebook
#Go to Connect -> Integrations -> Sources, click Facebook, then click Continue with Facebook. After you grant the requested permissions, search for the page and confirm the connection.
Steps and details
Facebook has no Public Access option. Grant Access or a customer connect link are the two ways to connect a page.
If the page owner does not want to sign in to your dashboard, you can also send a Customer Connect Link instead. They sign in to Facebook from a page with your logo and brand colours, pick the right Page, and the connection completes in the background. The end result is the same full Facebook integration.
This is a customer-side screen. Because you are in your agency account, you can reach it two ways: go to Business -> Customers -> Manage Customers and click Open dashboard on the customer: you go into their dashboard with nothing locked, even features their plan hides, and a bar at the top shows whose dashboard you are in (handy for done-for-you setups or granting access beyond a plan); or choose View as customer on the same page to see their dashboard exactly as they see it, with their plan's limits. If your sidebar shows the Agency / Customer switcher, the Customer tab plus the location switcher is a shortcut to the same place.
What Facebook supports
#Steps and details · includes a table
| Feature | Supported |
|---|---|
| Sync reviews automatically | Yes |
| Deep linking | Yes |
| Mobile deep linking | Yes |
| Direct reply from dashboard | Yes |
| Auto Respond | Yes |
| AI review response | Yes |
| Feedback form support | Yes |
Feature · Supported
- Sync reviews automatically
- Yes
- Deep linking
- Yes
- Mobile deep linking
- Yes
- Direct reply from dashboard
- Yes
- Auto Respond
- Yes
- AI review response
- Yes
- Feedback form support
- Yes
Deep linking and recommendation logic
#Desktop users can be sent to the page review area. On mobile, the deep link can open the Facebook app directly when it is installed.
Steps and details
Facebook no longer uses a classic star system. Recommendations are mapped into rating-style logic inside the dashboard so the platform can still handle reporting and workflows consistently.
- Recommended responses appear as positive review activity
- Do not recommend responses are treated like the low end of the rating spectrum
Why the EMR count can look lower than the Facebook page
#Facebook does not give any third-party tool access to every recommendation shown on a page. When we sync a page, Facebook decides which recommendations it will share with outside tools and which ones it will keep private. The number you see inside EMR will almost always be lower than the number shown on the public Facebook page, and in some cases the gap can be significant.
Steps and details
This is a Facebook-side restriction that applies to every review platform on the market, not just EMR. We pull everything Facebook is willing to release, and then stop. There is no setting, permission level, or reconnection step that will return the missing recommendations, because Facebook is the one holding them back.
- Recommendations from profiles that were later deleted, deactivated, or restricted are usually excluded
- Older star-style ratings from before Facebook switched to Recommendations in 2018 are often not released through the connection
- Recommendations that Facebook has hidden, flagged, or moderated are still counted on the page but are not shared with outside tools
- Recommendations from users who no longer follow or check in to the page may drop out over time
- Recommendations without written text are usually not shared through the connection, even if they still appear in the page total
If a client asks why a number is missing, the short answer is that Facebook only releases the subset of recommendations that meet its current privacy and content rules. That set moves over time. No other tool can pull the rest either.
Other things to watch for
#Reviewer names and profile pictures are not always included by Facebook. When a profile picture is missing, the dashboard falls back to a neutral avatar. This is normal and does not mean the review is broken.
Steps and details
Most replies work directly from the dashboard, but Facebook has some API limitations around older review types. If a specific reply cannot be posted, the platform should make that visible.
If the connection errors after a password change, permission change, or expired session, re-authenticate the page and the setup should recover cleanly.