Published
The quality loop: the first event reaches the ads account
An inquiry that moves to the qualified stage is reported to the ads account as a quality event — the first step of the loop, switched on by the office itself.
This is why Lidin is not simply a list of inquiries. An ads account learns from what you report to it: if all it knows is "the form was submitted", it will look for more people who submit forms. What the office cares about is different — which of those people turned out to be qualified.
The first step of the loop is live: when an inquiry moves to the qualified stage, the system sends Meta the QualifiedLead event through the Conversions API. The transition itself is the trigger; there is no extra screen and no manual step.
The loop is off until the office turns it on. The Quality loop screen holds the switch, the dataset ID and the access token from Events Manager; while the switch is off, status changes create no events at all. There is also a test event code field: while it is filled in, events show up in Test Events and do not affect optimisation — you can see that the connection works before it starts working for real.
What leaves the system: the Meta lead ID, the event name and the time. Name, phone number, e-mail, the text of the inquiry and the area of the case are never sent. An inquiry that did not come from a lead form on the platform is marked in the log as having no advertising link and is not sent; without consent to marketing use the event does not go out under any switch, and that too is written to the log — the owner needs to see what did not go and why. A repeated transition does not create a second event, and the token is stored encrypted and never shown in the field.
The same screen carries a log of the last fifty sends: when, which inquiry (by number, no names), which event, its state and what the platform answered. An event that has been sent cannot be recalled — which is why the status change message has no undo button.
This is a first step, and we call it that: Meta only, the qualified stage only, and only inquiries with a link to the lead form. The rest of the loop — contact made, a deal and its amount, offline conversions for Google — comes later. What the loop does today is one thing: it passes the account a signal about the quality of inquiries instead of leaving it counting forms.
Want to see this on your own office's inquiries?