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meta_ads_lead_forms_create

Create a Facebook lead form on a Page, specifying ordered questions, privacy policy, and follow-up URL, to collect leads and return the new form ID.

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 both privacy_policy_url and follow_up_action_url.

Input Schema

TableJSON Schema

Name	Required	Description
`name`	Yes	Form name shown in Ads Manager and Page Lead Center.
`locale`	No	Optional form locale (e.g. ``ja_JP``). Defaults to the Page's primary locale.
`reason`	No	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.
`page_id`	Yes	Facebook Page ID that will own the form.
`questions`	Yes	Ordered question list. Standard-type questions only need `type`; CUSTOM questions require `key`, `label`, and (for dropdowns) `options`.
`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.
`context_card`	No	Optional 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. cover_photo_id is a PAGE photo id picked from meta_ads_pages_photos_list and is write-only: Meta reads it back as context_card.cover_photo.id ({id, created_time}), and asking for context_card{cover_photo_id} is rejected.
`thank_you_page`	No	Optional custom completion screen with a CTA. Richer than follow_up_action_url's plain redirect, but does not replace it — Meta still requires follow_up_action_url. Expected keys: title, body, button_type (VIEW_WEBSITE / CALL_BUSINESS / MESSAGE_BUSINESS / DOWNLOAD / DOWNLOAD_APP), website_url, button_text.
`is_higher_intent`	No	When 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_url`	Yes	HTTPS URL of the advertiser's privacy policy. Required by Meta policy — forms without one are rejected.
`follow_up_action_url`	Yes	URL the user is sent to from the completion screen (e.g. thank-you page). Required by Meta — omitting it fails with error_subcode 1892085 'Missing field(s): FollowUpActionURL'. thank_you_page adds a richer completion screen but does not replace this field.
`conditional_questions_choices`	No	Branching 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.

Schema Changelog

Changes observed during successful MCP inspections.

Changed1 schema field changedv0.20.0Sep 19, 2026

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"
+}

Changed1 schema field changedv0.15.0Aug 26, 2026

changedInput schema / properties / context_card / description

Previous value: -"Optional 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. cover_photo_id is a PAGE photo id from meta_ads_pages_upload_photo and is write-only: Meta reads it back as context_card.cover_photo.id ({id, created_time}), and asking for context_card{cover_photo_id} is rejected."New value: +"Optional 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. cover_photo_id is a PAGE photo id picked from meta_ads_pages_photos_list and is write-only: Meta reads it back as context_card.cover_photo.id ({id, created_time}), and asking for context_card{cover_photo_id} is rejected."

Changed4 schema fields changedv0.10.44Aug 12, 2026

changedInput schema / properties / context_card / description

Previous value: -"Optional 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."New value: +"Optional 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. cover_photo_id is a PAGE photo id from meta_ads_pages_upload_photo and is write-only: Meta reads it back as context_card.cover_photo.id ({id, created_time}), and asking for context_card{cover_photo_id} is rejected."

changedInput schema / properties / follow_up_action_url / description

Previous value: -"Optional 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."New value: +"URL the user is sent to from the completion screen (e.g. thank-you page). Required by Meta — omitting it fails with error_subcode 1892085 'Missing field(s): FollowUpActionURL'. thank_you_page adds a richer completion screen but does not replace this field."

changedInput schema / properties / thank_you_page / description

Previous value: -"Optional 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."New value: +"Optional custom completion screen with a CTA. Richer than follow_up_action_url's plain redirect, but does not replace it — Meta still requires follow_up_action_url. Expected keys: title, body, button_type (VIEW_WEBSITE / CALL_BUSINESS / MESSAGE_BUSINESS / DOWNLOAD / DOWNLOAD_APP), website_url, button_text."

changedInput schema / required

Previous value: -[
-  "page_id",
-  "name",
-  "questions",
-  "privacy_policy_url"
-]New value: +[
+  "page_id",
+  "name",
+  "questions",
+  "privacy_policy_url",
+  "follow_up_action_url"
+]

Changed1 schema field changedv0.10.37Jul 31, 2026
- addedInput schema / additionalProperties
```
Added value: +false
```

Changed6 schema fields changedv0.9.17May 29, 2026

addedInput schema / properties / conditional_questions_choices

Added value: +{
+  "description": "Branching 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.",
+  "items": {
+    "type": "object"
+  },
+  "type": "array"
+}

addedInput schema / properties / context_card

Added value: +{
+  "description": "Optional 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.",
+  "type": "object"
+}

changedInput schema / properties / follow_up_action_url / description

Previous value: -"Optional URL the user is redirected to after submission (e.g. thank-you page). Omit to show Meta's default confirmation only."New value: +"Optional 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."

addedInput schema / properties / is_higher_intent

Added value: +{
+  "description": "When 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).",
+  "type": "boolean"
+}

addedInput schema / properties / locale

Added value: +{
+  "description": "Optional form locale (e.g. ``ja_JP``). Defaults to the Page's primary locale.",
+  "type": "string"
+}

addedInput schema / properties / thank_you_page

Added value: +{
+  "description": "Optional 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.",
+  "type": "object"
+}

Addedv0.9.12May 26, 2026
Removedv0.9.6May 22, 2026
Addedv0.9.2May 18, 2026
Removedv0.9.1May 18, 2026
Addedv1.0.5Apr 30, 2026

TDQS

A4/5.0

Behavior4/5

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

With no annotations provided, the description carries the full burden of behavioral disclosure. It does this well by stating 'Mutating — not automatically reversible' and recommending recording before-state via mureo_state_action_log_append. It also mentions the Meta requirement for both URLs. It doesn't cover auth, rate limits, or idempotency, but the mutation and rollback guidance is unusually helpful.

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 compact and front-loaded: action first, return value second, mutation warning third, parameter constraints last. Every sentence earns its place, with no filler or repetition of the tool name.

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?

The tool is complex with 12 params and nested objects, but the schema fully documents every parameter. The description covers the missing operational context: mutation safety, rollback recommendation, Meta policy requirements, and the returned form_id. Optional features like context_card and thank_you_page are left to the schema, which is acceptable given their thorough descriptions.

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 description coverage is 100%, so the baseline is 3. The description adds useful reinforcement around questions (standard types vs CUSTOM requirements) and the required URLs, but most parameter semantics are already fully documented in the schema. It does not add significant meaning beyond what the schema provides.

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 opens with a specific verb and resource: 'Creates a new lead form on a Facebook Page.' It also states the return value, 'Returns the new form_id,' which makes the tool's purpose immediately distinguishable from lead form update/duplicate/list siblings.

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 makes clear this tool is for creating new lead forms, and it gives useful constraints like Meta requiring both privacy_policy_url and follow_up_action_url. However, it never explicitly contrasts this with meta_ads_lead_forms_update or meta_ads_lead_forms_duplicate, so the when-not-to-use guidance is implied rather than stated.

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

Deploy Server

meta_ads_lead_forms_create

Instructions

Input Schema

Schema Changelog

TDQS

Other Tools