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Lead generation forms

Sync Meta and LinkedIn lead generation forms into Conversion so ad leads become contacts automatically.
Lead generation forms let you bring leads from Meta and LinkedIn ad forms into Conversion. After you sync a form, new leads from that ad form create or update contacts and appear as form submissions, without embedding a Conversion form on your site. For platform-specific setup, see:

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How leads are captured

Once a form is synced, Conversion receives new leads from Meta or LinkedIn automatically when someone submits the ad form. You do not need the Forms SDK or an embedded Conversion form on your website. For each lead:
  • Conversion matches on email. If a contact with that email already exists, that contact is updated with the mapped field values. Otherwise a new contact is created.
  • A form submission is recorded on the synced form, including the mapped field data.
  • Fields you left unmapped are not written to the contact.
  • For mapped fields, Overwrite controls whether an incoming value can replace data already on the contact.
Leads without a usable email (for example, the email question was not mapped, or the submission has no email) are not ingested.
Unlike website forms, lead generation submissions are not tied to a browser session or page visit on your site.
Many people fill ad forms with a personal email. Consider adding a dedicated work email question on the Meta or LinkedIn form, and map that question to Conversion’s email field.

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Managing a synced form

Open the form from the Forms list to view: Synced lead gen forms do not use the Conversion form builder. There is no Design tab, Live toggle, or Publish flow: the form lives on Meta or LinkedIn, and Conversion only receives submissions. You can rename, move, or delete a synced form like other forms. Duplicate is not available for lead gen forms.

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Troubleshooting