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· New Feature Lead Capture Website

Ad Manager Adds Website and Hybrid Meta Lead Conversion Options

Ad Manager now supports website and hybrid conversion locations for Meta lead generation campaigns. Users can choose where conversions happen, set a dataset and conversion event, and add a destination URL when required.

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SMBcrm Team · March 6, 2026

Ad Manager Adds Website and Hybrid Meta Lead Conversion Options

Ad Manager now supports more conversion location options for Meta lead generation campaigns. In addition to Instant Forms, you can now choose Website or Website and Instant Forms when setting up an ad set.

Ad Manager conversion location options

What changed

  • Added a Conversion Location setting at the ad set level with these options:
    • Instant Forms as the default
    • Website
    • Website and Instant Forms
  • Added Dataset (Pixel) selection for Website and hybrid setups
  • Added a Conversion Event dropdown for Website and hybrid conversion locations
  • Added a Destination URL field at the ad level for Website and hybrid ads
  • Hybrid ads can now include both a lead form and a website URL in the same ad

How it works

  1. Choose the Lead Generation objective.
  2. At the ad set level, select a Conversion Location:
    • Instant Forms uses a lead form only
    • Website requires a dataset and conversion event
    • Website and Instant Forms also requires a dataset and conversion event

Website conversion setup

Hybrid conversion setup

  1. At the ad level:
    • Website requires a destination URL
    • Instant Forms requires a lead form
    • Website and Instant Forms requires both

Destination URL field

Hybrid ad requirements

  1. Publishing is blocked if required fields are missing.

Why it matters

These changes give advertisers more flexibility in how Meta lead campaigns are optimized and where leads are collected. Website-based optimization can use pixel events, while hybrid setups support both form-based and website-based lead capture in the same ad.

Notes

  • Conversion Location cannot be changed after publish
  • Instant Forms remains the default option for backward compatibility
  • Reporting adjusts based on the selected conversion location

Need Help Applying This Update?

If you’d like help rolling this out in SMBcrm, visit Support or request a demo.

Tags New Feature Lead Capture Website
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