Meta Ads · Status at source date: Newsletter archive
Meta rebuilds lead quality optimisation around Sequenced Events
Meta is replacing Conversion Leads with Qualified Leads for campaigns using website forms, and the change is functional, not cosmetic. Selecting Maximize number of qualified leads now requires a sequence of two events: an initial Lead, such as a form submission, followed by a higher-value final event: with the ad credited only when both occur in order.
What changed
The final event no longer needs to be a CRM or offline event: standard website conversions such as CompleteRegistration and Custom Conversions appear usable, though Meta requires enough qualifying sequences over 28 days, and exact timing rules remain undocumented.
Why it matters for advertisers
For you, this means lead quality optimisation is far easier to implement without CRM plumbing, so map which post-lead event defines a qualified lead for your funnel.
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Original newsletter text and archive evidence
Meta rebuilds lead quality optimisation around Sequenced Events
Meta is replacing Conversion Leads with Qualified Leads for campaigns using website forms, and the change is functional, not cosmetic. Selecting Maximize number of qualified leads now requires a sequence of two events: an initial Lead, such as a form submission, followed by a higher-value final event: with the ad credited only when both occur in order. The final event no longer needs to be a CRM or offline event: standard website conversions such as CompleteRegistration and Custom Conversions appear usable, though Meta requires enough qualifying sequences over 28 days, and exact timing rules remain undocumented. For you, this means lead quality optimisation is far easier to implement without CRM plumbing, so map which post-lead event defines a qualified lead for your funnel.
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