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Use conditional logic in instant forms to qualify your leads

This feature is only available through instant form creation in Meta Ads Manager.

When you create an instant form for your lead ad, you can use conditional logic to create a dynamic form. This dynamic form changes what question or landing page a person sees next based on their answer in real time. Conditional logic can help you collect the information that is most important to you, filter out leads that don't meet your criteria and direct different categories of leads to specific landing pages to encourage conversions.

Note: The use of conditional logic may increase your cost per lead.

Once your ad has been approved, your instant form will show your conditional question to everyone who views the form. Only the people who answer with a response determined to be a lead will be able to submit the form and qualify as leads. You won't receive the information for anyone who responds with an answer that closes the form.

To use conditional logic in your instant form

  1. Create an instant form for your lead ad.
  2. Toggle on Conditional logic.
  3. In the Questions section, click + Add question, under Custom question.
  4. Click Multiple choice.
  5. Click + Add question.
  6. Provide answers to your questions.
  7. Under Logic, click Choose next step to decide what the lead will see next. The options include:
    • Go to a question: Directs the lead to see a new or existing question. If you choose this as your next step, a pop-up window will appear. Select an existing question or enter a new question. Then, click Add question.
    • Submit form: Collects the information from your lead and directs them to a custom end page. If you choose this as your next step, a pop-up window will appear. Select an existing end page or create a new end page. Then, click Add end page.
    • Close form: Considers the person as a non-lead and directs them to a custom end page.
      Repeat this step for all of the answers to your question. Ensure that at least one logic is Submit form and Close form.
  8. Go to Privacy Policy and add your Privacy Policy URL and optional custom disclaimer. You can use an existing Privacy Policy that you might already have for your business or service.
  9. Make any edits, then click either Save draft or Publish. Save draft saves a revised draft and Publish publishes your form. If you're not ready to publish your form, click Save draft so that you can return to it later.

To direct the lead to see a new or existing question

  1. Click + Add question and choose one of the following question type from the dropdown menu:
    • Multiple choice: To add a question and conditional logic to filter leads, you'll need to enter a question in the text field.
    • Short answer: To get the lead to provide additional information in a sentence or two.
    • Conditional: To only show answer choices that apply. You can change them based on the previous answers.
    • Appointment request: To let the lead request a time to meet with you. You'll need to enter your call to action in the Question text field and fill in the Confirmation message text field.
    • Shop locator: To find out which locations leads prefer and help them find you faster.
  2. Under Logic, click Choose next step to select Go to a question.

To direct the lead to submit the form

  1. Under Logic, click Choose next step to select Submit form.
  2. Select one of the following end pages:
    • E1 end page for leads to show them the default end page.
    • Create new end page to show them a page with a call to action.
  3. If you select Create new end page, enter an end page name in the text field and then click Add end page.
  4. Click the End page and enter a headline, description and call to action to complete the new end page.
  5. Add a call to actionto encourage people to take an action. Your options include:
    • View website: Provide a website URL.
    • Call business: Provide a phone number and call-to-action text.
    • View file: Provide call-to-action text and click + Add media to upload the file that you'd like people to download.
  6. Make any edits and then click either Save draft or Publish. Save draft saves a revised draft and Publish publishes your form. If you're not ready to publish your form, click Save draft so that you can return to it later.

To direct the non-lead to close the form

  1. Under Logic, click Choose next step to select Close form.
  2. A pop-up will appear to confirmthat a new end page has been created. Click View to see and edit it.
  3. Click the End page to enter a headline, description and call to action to complete the new end page for non-leads.
  4. Make the edits that you want, then click either Save draft or Publish. Save draft saves a revised draft and Publish publishes your form. If you're not ready to publish your form, click Save draft so that you can return to it later.

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More in this section: OBJECTIVES

About lead adsAbout instant formsAbout lead ads terms and securityAbout privacy policiesAbout reasonably prominent noticesAbout lead generation in MessengerAbout Advantage+ catalogue ads for lead generationBest practices to create lead adsBest practices to respond to leads
Create from Ads ManagerCreate from your PageCreate using the Promote buttonCreate for InstagramCreate a Advantage+ catalogue ad for lead generationCreate for MessengerAbout performance goal for lead adsAbout instant form typesChange the language of your formAsk the right questions on your formAdd custom questions to your formAdd conditional answers to your formAdd a store locator to your formAdd an appointment request to your formAdd an introduction section to your formAdd a custom disclaimer to your formAdd a completion section to your form
About CRM system integrationsBenefits of integrating your CRM systemAvailable CRM system integrationsConnect your CRM systemConnect your CRM system via ZapierRemove your CRM systemSet up your CRM for conversion leadsAbout tracking parametersSet up tracking parametersChange the field names on your formEdit your instant formArchive your instant form
Information included in your leads dataDownload leads data from Ads ManagerDownload leads data from your PageAbout leads access managerAssign permissions for leads access managerRestore default permissions for leads access managerAbout expired leadsAbout organic leads
Design specifications for lead adsRecommendations and requirementsAvailability of features across devicesPrefill questions available in your formQuestions prohibited on your formExamples of reasonably prominent notices

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Lead Generation

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