Documentation Ad platforms
What is reported, and when
Statuses, values, timing, retries, and how to read the conversion status of a lead.
Available from the Pro plan. Compare plans
Leadwon reports two stages of a lead to every connected ad platform: qualified, when you set the status to Qualified, and won, when you set it to Won. Leave the conversion action of a stage empty on the Ad platforms page to not report it.
Values
- A qualified lead is reported without a value.
- A won deal is reported with the value you entered on the lead, in its currency. Without a value, it is reported without one.
- With a margin set under Leads → Settings → Profit, you can report the gross profit of a deal instead of its revenue. See Profit and POAS.
A won deal is reported as a qualified lead as well, even if you skipped that status.
Timing
Conversions are queued and sent about two minutes after the status changes, so a value you enter right after marking a lead as won is included. If you set the lead back to another status before that, the conversion is cancelled. A lead marked as spam is never reported.
When a platform is busy or unreachable, Leadwon tries again later. Each conversion carries an ID that is unique per site, lead and stage, so the platforms never count it twice.
Which leads qualify
- Google Ads and Microsoft Advertising: leads with a click ID of the platform, from clicks of the last 90 days. With enhanced conversions, also leads without a click ID, matched by hashed email and phone.
- Meta: leads with a Facebook click ID or contact details, up to 7 days after the status change.
- With cookie consent turned on, email and phone are only sent for visitors who did not refuse marketing cookies.
Conversion status on the lead
Open a lead to see what was reported to each platform:
| Status | Meaning |
|---|---|
| Waiting | Queued, sent within the next minutes. |
| Sent | The platform received the conversion. For Google Ads, Google is still processing it is shown for about 20 minutes, until Google confirms it could use it. |
| Not sent | Nothing to report to this platform, with the reason, e.g. the lead did not come from an ad click there, or the visitor refused marketing cookies. |
| Cancelled | The status changed again before the conversion was sent. |
| Failed | The platform refused it. The reason is shown, and Retry failed on the Ad platforms page sends it again after you fixed the cause. |
While the license is inactive
Conversions keep being queued. They are sent once the license is active again, as long as the platforms still accept them.