Should I optimize for Leads or Conversions?

The right optimization event depends on where your conversion happens. If the form is on Meta, optimize for Leads. If the conversion happens on your website, optimize for Conversions with a website conversion event.

This issue is common among Meta advertisers and usually indicates a structural or optimization problem that can be resolved with the right approach. Understanding the mechanism behind the problem is the first step to fixing it.

This problem typically stems from one or more of the following:

• Determine where conversion happens: Meta instant form or website
• Check if pixel conversion event fires correctly on confirmation page
• Check current lead quality if using Lead Ads

Follow these steps to identify the root cause:

1. Determine where conversion happens: Meta instant form or website
2. Check if pixel conversion event fires correctly on confirmation page
3. Check current lead quality if using Lead Ads
4. For Lead Ads: disable autofill, add qualifying question, use Higher Intent form
5. For B2B: use website conversion in almost all cases

Once you've identified the cause, apply these fixes:

1. Start by identifying the root cause using the diagnostic checklist above
2. Make one change at a time and wait 24-48 hours to see results
3. Document what you changed and the outcome for future reference
4. If the issue persists, consider reaching out to Meta support with specific details
5. Use the quick fix page for immediate action items