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Creating and Modifying Leads
This guide covers how to create new leads in Leadbehavior and configure them for optimal conversion tracking with Google Ads and Meta.
What is a Lead?
A Lead in Leadbehavior represents a conversion action you want to track and optimize. Each lead captures visitor behavior data and sends conversion adjustments to your advertising platforms based on a quality score.
Lead Types
Leadbehavior supports two types of leads:
| Type | Description |
|---|---|
| Website | Leads that occur on your website—form submissions, purchases, demo requests, etc. These use the Leadbehavior tag (GTM or JavaScript) to capture behavior. |
| Meta Business Lead | Leads that occur in Meta Business Manager—embedded lead forms on Facebook or Instagram. These are automatically pulled from your connected Meta page. |
Choose the type that matches where your conversion happens.
Creating a New Lead
Step 1: Navigate to Leads
- Log in and go to app.leadbehavior.com/leads
- Click Leads in the navigation menu
- Click the Create Lead button
Step 2: Basic Information
Fill in the following fields:
| Field | Description | Required |
|---|---|---|
| Lead Name | A descriptive name for your lead (e.g., "Contact Form Submissions", "Demo Requests", "Instagram Lead Form") | Yes |
| Lead Description | Additional details about this lead for your reference | No |
Step 3: Select Lead Type
Choose Website or Meta Business Lead based on where the conversion occurs.
Meta Business Leads: Connect Meta First
If you select Meta Business Lead, you must first connect your Meta Business Manager in Account Settings. You'll need admin access to a Meta page to complete the connection.
Google Ads Configuration (Website Leads Only)
For Website leads, connect your lead to a Google Ads conversion action to send conversion value adjustments.
- First, connect your Google Ads account in Account Settings
- Go back to the lead and select a conversion action from the dropdown
WEBPAGE Conversion Actions Only
The Google Ads API only supports WEBPAGE conversion actions for the conversion adjustments used by Leadbehavior. Other conversion action types will appear disabled in the dropdown.
If no conversion actions appear:
- Verify your Google Ads account is connected in Account Settings
- Create a WEBPAGE conversion action in Google Ads if you haven't already
Meta Configuration
Website Leads: Pixel & Event Name
For Website leads, connect your lead to Meta (Facebook) to send conversion events via the Conversions API.
| Field | Description | Where to Find |
|---|---|---|
| Meta Event Name | The custom event name to send to Meta (e.g., "Lead", "Purchase") | Meta Events Manager |
| Meta Pixel ID | Your Meta Pixel identifier | Meta Events Manager |
Meta Business Leads: Leadgen Form
For Meta Business Lead leads, you must:
- Connect your Meta account in Account Settings (if not already done)
- Select a Meta Leadgen Form from the dropdown—Leadbehavior pulls available forms from your connected Meta page
If no leadgen forms appear, create one in Meta Business Manager Leads Center.
Business Plan Required
Meta integration requires a Business Plan subscription. Upgrade your plan to enable this feature.
Adjustment Value Settings
Configure how Leadbehavior adjusts conversion values based on lead quality scores.
Currency Code
Select the currency for your conversion values:
- USD - US Dollar ($)
- EUR - Euro (€)
- GBP - British Pound (£)
- CAD - Canadian Dollar ($)
- AUD - Australian Dollar ($)
- JPY - Japanese Yen (¥)
Positive Adjustment Value
The value sent when a lead scores above the threshold. This represents a high-quality conversion.
Example: If set to $100, leads scoring above the threshold will have their conversion value adjusted to $100.
Negative Adjustment Value
The value sent when a lead scores below the threshold. This represents a lower-quality conversion.
Example: If set to $10, leads scoring below the threshold will have their conversion value adjusted to $10.
Business Plan Required
Negative adjustment values require a Business Plan subscription. On the Starter plan, only positive adjustments are sent.
Score Threshold
A value between 0 and 1 that determines whether a lead receives a positive or negative adjustment.
- Leads with scores ≥ threshold receive the positive adjustment value
- Leads with scores < threshold receive the negative adjustment value
Default: 0.5
Tuning Your Threshold
Start with the default value of 0.5 and adjust based on your conversion data. A higher threshold is more selective, sending positive adjustments only to the highest-quality leads.
Business Plan Required
Custom score thresholds require a Business Plan subscription. The Starter plan uses the default threshold of 0.5.
Editing an Existing Lead
- Navigate to Leads in the dashboard
- Click on the lead you want to edit
- Click the Edit Lead button
- Make your changes
- Click Update Lead to save
Archiving Leads
If you no longer need a lead, you can archive it rather than delete it.
- Edit the lead
- Check the Archived checkbox in the "Danger Zone" section
- Click Update Lead
Archived leads:
- Stop processing new conversions
- Retain all historical data
- Can be reactivated at any time by unchecking the Archived option
Lead Fields Reference
| Field | Description | Type | Required |
|---|---|---|---|
name | Display name for the lead | String | Yes |
description | Additional notes | String | No |
type | Lead type: website or meta_business_lead | String | Yes |
googleAdsConversionAction | Google Ads conversion action ID (Website leads only) | String | No |
metaEventName | Meta custom event name (Website leads only) | String | No* |
metaPixelId | Meta Pixel ID (Website leads only) | String | No* |
metaLeadgenFormId | Meta leadgen form ID (Meta Business Leads only) | String | No* |
currencyCode | Currency for values | USD, EUR, GBP, CAD, AUD, JPY | Yes |
negativeAdjustmentValue | Value for low-quality leads | Number | Yes* |
scoreThreshold | Quality score cutoff (0-1) | Number | Yes* |
isArchived | Whether the lead is archived | Boolean | No |
*Business Plan only
Next Steps
Website leads: Integrate the Leadbehavior tag on your website:
- Google Tag Manager Template - The easiest way to get started
- Google Tag Manager Script - For more control over the integration
Meta Business Leads: No website integration needed—leads are automatically pulled from your connected Meta page when users submit your Facebook or Instagram lead forms.