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meta_ads_conversions_send_lead

Send a Lead event to Meta Conversions API for non-purchase conversions such as form submissions, trial signups, or demo requests. Include user data; receive Meta's events_received confirmation.

Instructions

Sends a single Lead event via the Meta Conversions API. Returns Meta's events_received acknowledgement. Mutating on Meta's side. Use for form submissions, trial signups, demo requests — anything where a prospect identifies themselves but no money changes hands. For money-moving events use meta_ads_conversions_send_purchase. For non-standard event names use meta_ads_conversions_send.

Input Schema

TableJSON Schema
NameRequiredDescriptionDefault
account_idNoMeta Ads account ID in the format 'act_XXXXXXXXXX' (e.g. 'act_1234567890'). Optional — falls back to META_ADS_ACCOUNT_ID from the configured credentials. The leading 'act_' prefix is required.
pixel_idYesMeta Pixel ID the event is attributed to. Find via meta_ads_pixels_list. CAPI events flow into the same pixel as browser events; dedupe happens on event_id if one is supplied in user_data / custom_data.
event_timeYesUNIX timestamp (seconds) the lead occurred. Must be within the last 7 days.
user_dataYesUser identifying fields for attribution. Supported keys: em (email), ph (phone), fn (first_name), ln (last_name), zp (zip), ct (city), st (state), country, external_id, client_ip_address, client_user_agent, fbc (click ID), fbp (browser ID). mureo hashes em / ph / fn / ln / zp / ct / st / country / external_id with SHA-256 before sending — pass raw PII; do not pre-hash.
event_source_urlNoFully-qualified URL where the event occurred. Required by Meta for action_source='website' events; recommended for any browser-triggered CAPI event to improve attribution match rate.
test_event_codeNoMeta Events Manager test_event_code. When set, the event is routed to the test event stream visible in Events Manager instead of production reporting. Use for validation; drop the field once verified. Get the code from Events Manager → Test Events tab.
Behavior3/5

Does the description disclose side effects, auth requirements, rate limits, or destructive behavior?

States mutating nature and deduplication behavior via event_id, but does not disclose rate limits, permission requirements, or detailed side effects. With no annotations, more behavioral context would be beneficial.

Agents need to know what a tool does to the world before calling it. Descriptions should go beyond structured annotations to explain consequences.

Conciseness5/5

Is the description appropriately sized, front-loaded, and free of redundancy?

Concise and well-structured: purpose, acknowledgment, mutation note, usage guidance, examples, all in a few sentences. No redundant information.

Shorter descriptions cost fewer tokens and are easier for agents to parse. Every sentence should earn its place.

Completeness4/5

Given the tool's complexity, does the description cover enough for an agent to succeed on first attempt?

Covers purpose, usage, and parameters thoroughly, but lacks description of the return format beyond 'events_received acknowledgement'. With no output schema, stating the response structure would improve completeness.

Complex tools with many parameters or behaviors need more documentation. Simple tools need less. This dimension scales expectations accordingly.

Parameters5/5

Does the description clarify parameter syntax, constraints, interactions, or defaults beyond what the schema provides?

All 6 parameters have schema descriptions, and the description adds valuable context: account_id fallback, pixel_id dedupe, event_time 7-day constraint, user_data hashing and supported keys, event_source_url requirement, test_event_code usage.

Input schemas describe structure but not intent. Descriptions should explain non-obvious parameter relationships and valid value ranges.

Purpose5/5

Does the description clearly state what the tool does and how it differs from similar tools?

The description clearly states the tool sends a single Lead event via Meta Conversions API, distinguishing it from siblings 'meta_ads_conversions_send_purchase' (money-moving events) and 'meta_ads_conversions_send' (non-standard event names).

Agents choose between tools based on descriptions. A clear purpose with a specific verb and resource helps agents select the right tool.

Usage Guidelines5/5

Does the description explain when to use this tool, when not to, or what alternatives exist?

Provides explicit guidance: use for form submissions, trial signups, demo requests (non-monetary), and explicitly excludes money-moving events (use purchase) and non-standard events (use send).

Agents often have multiple tools that could apply. Explicit usage guidance like "use X instead of Y when Z" prevents misuse.

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