Fire a Lead event when someone becomes a lead

Send Meta a standard Lead event from your thank-you page or form-success callback so Madder can optimise toward real leads instead of clicks. About ten minutes, or five with the no-code route.

Before you start#

• The pixel base code is on every page and PageView shows in Test events (Install the pixel code).
• You know what "a lead" is on your site: a thank-you page URL, or a form that shows success without changing the page.

1. Pick the moment#

A lead is the moment a person finishes — not when they land on the form. Choose one of:

• A thank-you page (/thanks, /demo-booked) that only successful submissions reach. Easiest and most reliable.
• A form-success callback when the page does not change (single-page sites, embedded forms).

Fire the event once per lead, and only there.

2. Add the event (code route)#

On the thank-you page, after the base code, add:

<script>fbq('track', 'Lead');</script>

For a form-success callback, call the same line inside your form tool's "on success" hook, or send it through Google Tag Manager as a Custom HTML tag on a form-submission trigger. Lead is one of Meta's standard events, so Meta and Madder both recognise it without configuration. Optional value and currency parameters are allowed but not needed for lead campaigns.

3. Or use a custom conversion (no-code route)#

If you cannot add code, let Meta count visits to the thank-you URL as leads. As of September 2026:

1. Events Manager → Custom conversions → Create custom conversion.
2. Name it, choose your dataset as the data source, and select All URL traffic as the event.
3. Under rules choose URL → contains and type the unique part of the thank-you path, e.g. /thanks. Set the standard event to Lead, then Create.

Rules cannot be edited afterwards — create a new one instead. Make sure the thank-you URL is unreachable except after a submission, or you will count curious visitors.

4. Check it#

Open Test events, submit your own form, and look for Lead (or the custom conversion name) within a minute. Chrome's Meta Ads Data Advisor extension shows the same on the thank-you page.

5. What Madder does next#

Madder keeps the campaign running on its lead form or link-click setup until Lead events actually arrive in the dataset. Once they do, the pixel appears as a live signal on the campaign, cost per lead starts using site-reported leads, and Madder proposes switching the optimisation to website leads. That switch is an approval in your queue — nothing changes silently, and you can decline it.

If it doesn't work#

• Lead fires on every page — the fbq('track', 'Lead') line was pasted into the site-wide header; move it to the thank-you page only.
• Lead never appears but PageView does — the form redirects somewhere without the pixel, or the success callback never runs; test in a private window with ad blockers off.
• Counts are far higher than real leads — the thank-you URL is reachable directly or from search; block it from indexing, or switch to the code route.
• Custom conversion shows "no activity" — the URL rule does not match (check www, trailing slash, query strings) — create a new one with a shorter contains fragment.
• Madder still shows cost per lead from the lead form — expected until the first Lead events land; the switch waits for them.