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meta_ads_conversions_send_lead

Send a Lead event via Meta Conversions API for form submissions, trial signups, and demo requests. Returns Meta's acknowledgement for attribution and reporting.

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.
Behavior4/5

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

With no annotations provided, the description carries full burden for behavioral disclosure. It correctly states the tool is 'mutating on Meta's side' and returns an 'events_received acknowledgement'. However, it does not mention potential side effects like event deduplication (though hinted in pixel_id param), rate limits, or error behavior. The mutation disclosure is sufficient for a 4 but lacks richer context.

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?

Four sentences that efficiently convey purpose, return value, mutation nature, and usage boundaries. No fluff, front-loaded with the core action. Every sentence serves a distinct purpose.

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?

For a tool with 6 parameters (3 required), nested objects, and no output schema, the description covers the high-level context well (when to use, basic behavior). However, it omits details about response format, error handling, or rate limits. Given the schema's richness, the description is mostly complete but could be slightly more comprehensive.

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?

The input schema already provides detailed descriptions for all 6 parameters (100% coverage), including constraints and examples. The tool description adds little beyond stating the event type and use context. Since the schema does the heavy lifting, baseline 3 is appropriate.

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 the Meta Conversions API, specifies the return acknowledgement, and distinguishes itself from sibling tools (send_purchase for money-moving events, send for non-standard events). The verb 'sends' and resource 'Lead event' are specific and unambiguous.

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?

Explicitly lists appropriate use cases (form submissions, trial signups, demo requests) and provides clear exclusion criteria: for money-moving events use meta_ads_conversions_send_purchase, for non-standard event names use meta_ads_conversions_send. This gives agents precise when-to-use and when-not-to-use guidance.

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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