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Python
Hybrid

meta_ads_conversions_send_lead

Send a Lead event to Meta Conversions API for form submissions, trial signups, or demo requests. Returns Meta's events_received acknowledgment.

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
reasonNoWhy this change is being made: one or two sentences naming the evidence and the expected effect. Stored in the journal and on the action_log entry this call produces, for the operator and the next session.
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.
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.
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.
event_timeYesUNIX timestamp (seconds) the lead occurred. Must be within the last 7 days.
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.
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.

Schema Changelog

Changes observed during successful MCP inspections.

  1. Changed1 schema field changedv0.20.0
    • addedInput schema / properties / reason
      Added value: +{
+  "description": "Why this change is being made: one or two sentences naming the evidence and the expected effect. Stored in the journal and on the action_log entry this call produces, for the operator and the next session.",
+  "maxLength": 500,
+  "type": "string"
+}
  2. Changed1 schema field changedv0.10.37
    • addedInput schema / additionalProperties
      Added value: +false
  3. Addedv0.9.12
  4. Removedv0.9.6
  5. Addedv0.9.2
  6. Removedv0.9.1
  7. Addedv1.0.5

TDQS

A4.2/5.0
Behavior3/5

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

No annotations are provided, so the description carries the full burden. It discloses that the tool is 'Mutating on Meta's side' and that it returns an 'events_received acknowledgement'. However, it does not mention potential idempotency issues (e.g., duplicate events) or other side effects beyond the mutation, which is a moderate gap given the absence of annotations.

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?

The description is three sentences, front-loaded with purpose and followed by usage guidance. Every sentence earns its place; there is no fluff or repetition.

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?

Given the tool's moderate complexity (7 params, nested object, no output schema), the description covers purpose, usage, alternatives, mutation, and return acknowledgment. It does not discuss error handling or retries, but those are not essential for calling the tool correctly. The schema covers all parameter details, so the description is sufficiently complete.

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

Parameters3/5

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

Schema coverage is 100%, with detailed descriptions for all 7 parameters, including hashing behavior for user_data. The description itself does not add parameter-specific details beyond the schema, which meets the baseline for high coverage. No additional value is needed, but also none is added.

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?

Clearly states the verb 'Sends' and the resource 'a single Lead event via the Meta Conversions API', and explicitly distinguishes from sibling tools by naming the purchase and generic variants. The purpose is unambiguous and differentiates this tool from its siblings.

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 when-to-use guidance ('form submissions, trial signups, demo requests') and when-not-to-use with named alternatives ('For money-moving events use meta_ads_conversions_send_purchase. For non-standard event names use meta_ads_conversions_send'). This leaves no ambiguity about selection.

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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