Set up Meta instant form campaigns

You: Confirm your BAU setup and choose a dataset

In Ads Manager, check whether any live ad set on the dataset, website or instant form, uses Maximize number of qualified leads. In Events Manager, check whether the dataset's sales funnel already has Positive stages. If either applies, a new dataset is required; otherwise a new dataset is still preferred. If website campaigns share the dataset, also check that each optimizes to a single named event (for example Lead), not the whole dataset, and that no custom conversion BAU relies on uses broad rules that would pick up Scowtt's events.

You: Turn on CRM events for the dataset

In Events Manager, click Connect Data Sources, select CRM, then Connect. Create a new dataset (preferred) or convert the existing one, as decided in step 1. Website events already flowing to it aren't affected. Check that the dataset's icon updates to show it accepts CRM events.

You: Generate the dataset access token

In Events Manager, go to Datasets and select the dataset from step 2. Open Settings, scroll to Set up direct integration and click Generate access token. In the popup, select the dataset, click Generate Access Token and save the token somewhere safe. Copy the Dataset ID from the same Settings page.

You: Connect Meta Ads and share access

In the Scowtt app, go to Settings > Integrations. In the Advertising section, click Add Advertising, then Connect next to Meta Ads. Paste the Dataset ID and access token, click Connect, and check that Meta Ads shows as Connected. Then give read-only ad account access to Scowtt's Meta Business Manager; your Scowtt team sends the ID. If you'd like Scowtt to turn on CRM events (step 2) and configure the sales funnel (step 7) for you, also assign Scowtt's Business Manager as a partner on the dataset with full control (Manage dataset).

You: Add Lead ID and stage history to your data

Capture Meta's Lead ID on every instant form record in your leads database and include it in the data you share with Scowtt. Send each stage change as its own timestamped row, hourly if possible and at least daily. Include every instant form submission, including leads that don't progress, so Meta sees the full funnel.

Scowtt: Score leads and send every stage

Scowtt scores each instant form lead, decides when it qualifies, and sends every funnel stage to your dataset through the CRM integration, tagged with the Lead ID.

You: Check CRM events are arriving

In Events Manager, open the dataset's Overview. Scowtt's CRM events should appear through the Conversions API. Meta checks them and marks the Send a CRM event step complete; on a new dataset, allow about a week of events before step 3. If Core Setup is on, review and approve the Scowtt event before it appears.

You: Configure the sales funnel

In the dataset's Settings tab, under Conversion API for CRM integration, click Modify next to Configure sales funnel. Move the Scowtt event into Positive stages and leave the other stages under Other stages, which don't count as qualified leads.

You: Build the test campaign

Duplicate the BAU instant form campaign, since Meta won't change the performance goal on a published campaign. Keep the conversion location as Instant forms, select the dataset from step 2 and set the goal to Maximize number of qualified leads; no conversion event is selected on the ad set. If any other part of the duplicate refers to a dataset (for example, tracking settings on the ads), point it at the Scowtt dataset too. Use the settings in the table below.

You and Scowtt: Monitor the learning period

The test can run during Meta's 2 to 4 week learning period but won't show its full lift yet. Keep every other campaign on the dataset off the qualified-leads goal, and read results in platform against Scowtt's ground truth conversion data.