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meta_ads_lead_forms_create

Create a lead form for Meta Ads on a Facebook Page with customizable questions, privacy policy, and optional thank-you page to capture user information.

Instructions

Creates a new lead form on a Facebook Page. Returns the new form_id. Mutating — not automatically reversible; record before-state with mureo_state_action_log_append if you may need to roll back. Questions is an ordered list of standard Meta types (FULL_NAME, EMAIL, PHONE_NUMBER, COMPANY_NAME, JOB_TITLE, CITY, STATE, ZIP_CODE, COUNTRY, DATE_OF_BIRTH) or CUSTOM (requires key, label, and options for dropdowns). Meta requires a privacy_policy_url by policy.

Input Schema

TableJSON Schema
NameRequiredDescriptionDefault
nameYesForm name shown in Ads Manager and Page Lead Center.
localeNoOptional form locale (e.g. ``ja_JP``). Defaults to the Page's primary locale.
page_idYesFacebook Page ID that will own the form.
questionsYesOrdered question list. Standard-type questions only need `type`; CUSTOM questions require `key`, `label`, and (for dropdowns) `options`.
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.
context_cardNoOptional intro / welcome screen shown before the form. Lifts conversion rate measurably when supplied. Expected keys: title, content, style (PARAGRAPH_STYLE or LIST_STYLE), cover_photo_id.
thank_you_pageNoOptional custom completion screen with a CTA. Replaces follow_up_action_url's simple redirect when supplied. Expected keys: title, body, button_type (VIEW_WEBSITE / CALL_BUSINESS / MESSAGE_BUSINESS / DOWNLOAD / DOWNLOAD_APP), website_url, button_text.
is_higher_intentNoWhen true, Meta renders a 3-step form (input → review → submit) which trims junk submissions at the cost of total leads volume. Default false (single-step).
privacy_policy_urlYesHTTPS URL of the advertiser's privacy policy. Required by Meta policy — forms without one are rejected.
follow_up_action_urlNoOptional URL the user is redirected to after submission (e.g. thank-you page). Omit to show Meta's default confirmation only. Superseded by thank_you_page when both are supplied.
conditional_questions_choicesNoBranching logic — given a prior question's value, choose which question to ask next. Each entry: {question: <key>, value: <choice>, next_question_key: <key>}. Meta validates the keys refer to real questions.
Behavior4/5

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

With no annotations, the description fully covers behavioral traits: it states it's mutating, not automatically reversible, suggests recording before-state for rollback, and explains key behaviors like the 3-step form for is_higher_intent and the superseding of follow_up_action_url by thank_you_page. Minor omission: no mention of rate limits or auth requirements.

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

Conciseness4/5

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

The description is concise at 4 sentences, front-loads purpose and return value, and covers essential details without fluff. However, it could be more structured with bullet points for parameter groups, but it remains readable and to the point.

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 11 parameters (4 required), nested objects, and no output schema, the description covers the return value, rollback guidance, and parameter behaviors. It addresses the most important aspects, though it omits potential error scenarios or response format details.

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?

Schema coverage is 100% but the description adds significant value: it lists standard Meta types, details CUSTOM requirements, explains privacy_policy_url is mandatory by policy, notes context_card lifts conversion rate, describes is_higher_intent's effect on lead quality, and explains conditional_questions_choices branching logic. This goes well beyond the schema.

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 creates a new lead form on a Facebook Page and returns the form_id. This specific verb+resource combination distinguishes it from sibling tools like get, list, update, and duplicate.

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

Usage Guidelines3/5

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

The description does not explicitly differentiate when to use this tool versus alternatives like meta_ads_lead_forms_duplicate or update. It provides guidance on the mutating nature and rollback suggestion, but lacks explicit when-to-use or when-not-to-use context relative to siblings.

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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