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
| Name | Required | Description | Default |
|---|---|---|---|
| account_id | No | Meta 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_id | Yes | Meta 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_time | Yes | UNIX timestamp (seconds) the lead occurred. Must be within the last 7 days. | |
| user_data | Yes | User 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_url | No | Fully-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_code | No | Meta 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. |