How Leadbehavior Works ​

Leadbehavior scores your leads and sends conversion value adjustments back to your ad platforms — so Google Ads and Meta optimize toward higher-quality conversions, not just more conversions.

The Problem ​

When you run Google Ads or Meta campaigns for lead generation, the ad platforms treat every conversion equally. A bot filling out your form looks the same as a high-value customer. Your ad budget gets wasted optimizing for quantity instead of quality.

The Solution ​

Leadbehavior sits between your conversion events and your ad platforms. It scores each lead, then sends differentiated conversion values back to Google Ads and Meta — so their algorithms learn which traffic sources produce real customers.

How Scoring Works ​

Website Leads ​

When a visitor converts on your website (fills out a form, clicks a button, completes a purchase):

  1. The Leadbehavior tag fires — installed via Google Tag Manager or a JavaScript snippet, the tag collects a reCAPTCHA Enterprise token and browser fingerprint
  2. The data is sent to Leadbehavior — along with click IDs (gclid, fbclid), UTM parameters, and an Order ID
  3. Leadbehavior scores the lead — using reCAPTCHA Enterprise's bot detection and email reputation analysis
  4. The score is recorded — events are logged and stored for batch processing

Meta Business Leads ​

When a user submits a Facebook or Instagram lead form:

  1. Meta sends a webhook to Leadbehavior with the lead form submission
  2. Leadbehavior retrieves the lead data from Meta's Graph API
  3. The AI agent scores the submission using the Form Submission Agent with your custom business prompt
  4. The score determines the conversion value sent back to Meta

HubSpot Integration ​

When a contact submits a form connected to a HubSpot workflow:

  1. HubSpot triggers the workflow — your workflow includes the "Leadbehavior - Score Lead" action
  2. Leadbehavior's AI analyzes the submission — using your custom prompt and the contact's form data
  3. A score (0-100) and reasoning are returned — and saved to the contact's leadbehavior_score and leadbehavior_reasoning properties in HubSpot
  4. Use the score in your workflow — branch, enroll in sequences, or notify your team based on lead quality

See the HubSpot Installation Guide for setup details.

How Conversion Adjustments Work ​

After leads are scored, Leadbehavior sends conversion value adjustments to your ad platforms:

The Adjustment Pipeline ​

  1. Leads are scored in real-time — as conversion events come in throughout the day
  2. A daily batch job processes the results — Leadbehavior queries the day's events and their scores
  3. Conversion adjustments are sent — to Google Ads (via the Google Ads API) and/or Meta (via the Conversions API)

Positive vs. Negative Adjustments ​

Each lead is configured with a score threshold (default: 0.5) and adjustment values:

  • Score ≥ threshold → the positive adjustment value is sent (high-quality lead)
  • Score < threshold → the negative adjustment value is sent (low-quality lead or bot)

For example, if you set positive = $100 and negative = $10:

  • A real customer with a high score sends a $100 conversion to Google Ads
  • A bot or low-quality lead sends a $10 conversion

Over time, Google Ads and Meta learn that certain traffic sources, keywords, and audiences produce higher-value conversions — and allocate your budget accordingly.

Business Plan Required

Negative adjustment values and custom score thresholds require a Business Plan subscription. On the Starter plan, only positive adjustments are sent using the default threshold of 0.5.

Timeline ​

EventTiming
Lead scoresReal-time (as events arrive)
Conversion adjustments to Google AdsDaily batch job
Conversion adjustments to Meta (Website leads)Daily batch job
Meta Business Lead scoringReal-time (via webhook)
HubSpot form scoringReal-time (via workflow action)

Next Steps ​

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