Lead campaigns: instant forms or conversion events
Collect leads with an instant form or send people to a page that tracks a conversion.
A lead campaign collects contact details. People either fill in an instant form without leaving Facebook or Instagram, or go to your page, where your pixel records the lead as a conversion.
Before you start
- For instant forms on Meta, create the form in Meta first (see below). Koast lets you pick existing Meta forms. It doesn't create them.
- For instant forms on a Koast ad account, you can build the form in Koast while you set up the campaign. See Build a lead form.
- For conversion events, your pixel needs to be on the page and firing the event you'll optimize for.
Set up a lead campaign
Open Campaign Settings and set Campaign Objective to Lead Generation.
Go to Assets & Tracking and pick your Facebook Page.
Choose how to collect leads with USE INSTANT FORMS:
- ON: pick the form under Lead Form. The list shows the forms on the page you picked. On a Koast ad account it also shows the forms you built in Koast, and Build a new form here opens the form builder.
- OFF: pick your Pixel and the Conversion Event that counts as a lead.
Finish the rest of the settings and publish.
Instant forms and the lead form are set on the campaign, because the ad platform needs every ad set in a campaign to use the same kind of destination. With instant forms on, Destination URL becomes optional: the form collects the lead inside the ad, so a landing page isn't needed.
Instant forms or conversion events
| Instant forms on | Instant forms off | |
|---|---|---|
| Where people sign up | A form inside Facebook or Instagram | Your own page |
| What you pick | Lead Form | Pixel and Conversion Event |
| Attribution on Meta | 1 Day Click only | Any Attribution Setting |
| Works on | Meta and Koast ad accounts | Meta and Koast ad accounts |
| Where the form comes from | Meta: made in Meta. Koast ad account: built in Koast, or one already on the page. | No form |
Build an instant form on a Koast ad account
Koast ad account Select Build a new form here next to Lead Form, set your questions and privacy policy, and select Save form. Koast picks the new form for the campaign, and the form is created with the first ad that uses it when you launch. You don't need a page picked to build one. The full steps are in Build a lead form.
Create an instant form in Meta
Meta manages its forms, so you make them in Meta Ads Manager. In short:
- In Meta Ads Manager, start a new ad with the Leads objective.
- At the ad set level, set the conversion location to Instant forms.
- At the ad level, select Create form. Name it, pick the form type, choose the fields to ask for, and add your privacy policy link, which Meta requires. Set up the thank-you screen.
- Publish. The first time, you may have to accept Meta's lead ads terms and add a payment method.
Once the form exists, it shows under Lead Form when you pick its page. For the full steps, see Meta's own help on creating instant forms.
Your leads
Koast doesn't read or download the people who fill in your Meta forms. Get your leads from Meta, where the forms live.
Good to know
- Koast ad account Koast ad accounts take instant forms too. Build the form in Koast, or pick one already on the page.
- The form builder isn't offered on a Meta ad account. Make the form in Meta, then pick it.
- On the Creatives page, the same choice is the Leads Campaign objective. See Launch from the Creatives page.
- If no forms show on Meta, check that you picked the page the form belongs to.