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 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.
- 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 | 1 Day Click only | Any Attribution Setting |
| Where the form comes from | Made in Meta | No 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 doesn't build Meta forms. 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.