It takes a minute, once per ad account.
Before you start#
- A Meta ad account connected and in use (Settings › Sources).
- A seat that may manage sources (owner or admin).
- Madder has read the account at least once. That happens within a few minutes of connecting.
1. Why Madder asks#
Meta has no single "lead" number. A lead can be a form sent on Facebook or Instagram, a Lead event from the pixel on your site, a message conversation someone started, a call from the ad. Which of these is an enquiry worth paying for depends on your business. Madder does not guess: counting everything that looks like a lead counts the same person twice.
Until you answer, Madder shows no leads and no cost per lead for the account. It says "not counted yet". It never shows a zero as if it had counted.
2. Open the choice#
Go to Settings › Sources, open the Meta account and press Say what counts as a lead. The list shows only what this account recorded in the last 30 days that could be a lead, each with how many there were. Clicks, views and likes are not on the list; they are never leads.
3. Tick what is a real enquiry#
Tick each line that is someone asking about what you sell.
- Leads, as Meta counts them is Meta's own total of form leads and site leads. If you tick it, the two lines it already contains are greyed out so nobody is counted twice.
- Message conversations started is separate. Tick it if people enquire by message.
Press Count these as leads.
4. What happens next#
At the next sync, within a few minutes, Madder recounts the last 30 days under your answer. Leads and cost per lead appear on Home and Analytics, and the agent uses them when it reviews the account. You can change the answer at any time with Change what counts as a lead; the last 30 days are recounted again.
If it doesn't work#
- The list is empty — the account recorded nothing in 30 days that could be a lead. If people do contact you from your ads, the tracking is not reaching Meta: check that the pixel is on your site or that the ad uses a form. Ask the agent to help.
- "Madder has not read this account yet" — the first sync has not finished. Open the choice again in a few minutes.
- The button is missing — your seat cannot manage sources, or the account is not in use. Ask the workspace owner.
- Leads still say "not counted yet" — another Meta account in this workspace is in use without an answer. Each account needs its own.