Send Facebook lead outcomes to Meta

Connecting Facebook only tells Meta that someone submitted the form. To teach the ad algorithm what a good or bad lead looks like — for example someone who never answers the phone — EDGE Sword can send CRM outcomes back to Meta using Conversions API for CRM.

When a Facebook Instant Form lead arrives, EDGE Sword stores Meta’s lead id and can upload a Raw Lead event. When your team moves that lead on the sales pipeline (Qualified, Appointment Booked, Junk, and so on), EDGE Sword uploads the mapped event. Meta can then optimize Instant Form campaigns with the Conversion Leads goal toward people who actually progress.

Please note:

• This only applies to Facebook / Instagram Instant Forms (Lead Ads), not website forms or manual leads.
• Connect Facebook Lead Ads (Meta) first. Outcomes reuse that connection.
• Each workspace needs its own CRM dataset (pixel) in Meta Events Manager. Paste that dataset ID in Integrations.
• Meta must be able to write events with your Facebook token. If uploads fail, an admin may still need ads_management App Review on the EDGE Sword Meta app, and the token holder must have access to the dataset.
• Stage changes in EDGE Sword never fail if Meta rejects an upload. The integration shows the error instead.

What Meta learns

CRM action	Typical Meta event	Why it matters
Instant Form lead created	Raw Lead	Tells Meta the lead landed in the CRM
Moved to a qualified stage	Qualified	Positive signal — keep finding similar people
Appointment booked	Appointment Booked	Stronger conversion signal
Junk / no answer / lost	Junk	Negative signal — stop showing the ad to similar people

You choose the exact event names. Use the same names later when you configure the funnel in Events Manager.

flowchart LR
  Form[Instant Form submit] --> CRM[EDGE Sword lead]
  CRM --> Raw[Raw Lead event]
  Stage[Pipeline stage change] --> Map[Stage to event map]
  Map --> CAPI[Conversions API for CRM]
  Raw --> Dataset[Tenant CRM dataset]
  CAPI --> Dataset
  Dataset --> Ads[Conversion Leads campaigns]

Before you start

1. Finish Connect Facebook Lead Ads and subscribe the Pages that run Instant Forms.
2. In Meta Events Manager, create or open a CRM dataset for this ad account / business.
3. Have a lead pipeline with the stages you care about (including a junk or lost stage for no-answer leads).
4. Use Conversion Leads on Instant Form campaigns after events start appearing in Events Manager.

Turn on outcomes

1. Open Configuration → Integrations.
2. Open the connected Facebook (Meta) card.
3. Under Send lead outcomes to Meta, turn the toggle on.
4. Paste the CRM dataset ID from Events Manager.
5. Keep or rename Event sent when a Facebook lead arrives (default Raw Lead).
6. Under Pipeline stage → Meta event, type a Meta event name for each stage you want uploaded. Leave a row blank (Do not send) to skip that stage.
7. Click Save outcome settings.

Suggested map:

Pipeline stage	Meta event
New / Incoming	(leave blank — Raw Lead already sent on ingest)
Qualified	Qualified
Appointment booked	Appointment Booked
Won / Converted	Converted
Junk / Unreachable / Lost	Junk

Day-to-day use

• New Instant Form submissions create a CRM lead and upload Raw Lead when outcomes are enabled.
• Moving the lead to a mapped stage uploads that event. Workflows that change stage do the same.
• Unmapped stages are ignored.
• Repeating the same mapped stage does not send again.
• Website, import, and manual leads are never sent.

Ads Manager

After events show on the CRM dataset:

1. Open the dataset in Events Manager and complete the Conversion Leads / sales funnel setup using the same event names you mapped.
2. In Ads Manager, create or edit an Instant Form campaign and choose the Conversion Leads performance goal.
3. Optimize toward a mid-funnel stage that happens within about 28 days (Qualified or Appointment Booked is usually better than only Won).
4. Keep sending Raw Lead plus at least one later stage. Meta needs the full path, not only the last event.

Meta may take days to validate data and weeks to train. You can turn the goal on during training; results improve after enough matched leads.

Troubleshooting

Symptom	What to check
Toggle on, nothing in Events Manager	Dataset ID is correct; Facebook is still connected; wait up to an hour for events to appear
Integration error starting with CRM outcomes:	Token cannot write to the dataset — reconnect Facebook as a user who can manage that dataset, or finish ads_management App Review
Only Raw Lead appears	Map later pipeline stages and actually move Facebook leads to those stages
Junk people still see ads	Confirm those leads have a Facebook source, a stored lead id, and a mapped Junk (or equivalent) stage; then use Conversion Leads on the campaign
Website leads not uploaded	Expected — only Instant Form leads with a Meta lead id are sent

Related articles

• Connect Facebook Lead Ads (Meta) — inbound forms and Page subscribe
• Configure sales pipelines — stages you map to Meta events
• Create and manage leads — moving a lead through the funnel
• Integrations overview — Facebook and other connectors