Ad Manager - Meta lead gen: Website & Hybrid Conversion Locations

Modified on Wed, 11 Mar at 5:21 AM

What’s New?

Added
Conversion Location
selection at Ad Set level:

Instant Forms (default)
Website
Website and Instant Forms

Introduced
Dataset (Pixel)
selection (required for Website & Hybrid).
Added
Conversion Event
dropdown for both website and Hybrid(Instant form and Website).
Added
Destination URL field
at Ad level (required for Website & Hybrid).
Hybrid support now allows both
Lead Form + Website URL
in the same ad.

How It Works:

Select Objective: Lead Generation.
At Ad Set level, choose Conversion Location:

Instant Forms
> Lead form only (existing behaviour).
Website
> Requires Dataset + Conversion Event.

Website & Instant Forms
> Requires Dataset + Conversion Event.

At Ad level:

Website > Destination URL required.

Instant Forms > Lead Form required.
Hybrid > Both required and then Meta optimises which one to show to users as per their optimisation engine rules.

Publish is blocked if required fields are missing.

Why It Matters:

Brings HL closer to
Meta Ads Manager parity
.
Enables
website-based lead optimization
using Pixel events.
Supports
hybrid lead collection
(Website + Instant Forms).
Improves performance flexibility for advanced advertisers.

Notes:

Conversion Location cannot be changed after publish (Meta limitation).
Instant Forms remains default for backward compatibility.
Reporting adapts dynamically based on selected conversion location.