Ad pixels
Count form leads in Meta, Google Ads, Google Analytics 4 and TikTok, and send hot leads as qualified conversions your ads can optimize for. Included on Pro and up.
Quick answer
How do I track form leads in Meta, Google Ads and TikTok?
Open your form's Integrations, choose Connect on Meta Pixel, Google Ads, Google Analytics 4, TikTok Pixel or Google Tag Manager, and paste the ID from that platform. Every submission then counts as a lead, and with Mark hot leads as qualified, hot leads also send a qualified event. Included on Pro and up.
- Works when someone visits your form, on reuily.com or your custom domain.
- Form embedded on your website? Keep your website's pixel and turn on Fire my page's pixel on submit. Embedding forms shows how.
- Events never include answers.
How do I set up Meta Pixel?
Count leads from Facebook and Instagram ads, and let Meta find more people like your hot leads.
- 1
Copy your pixel ID
In Meta Events Manager, open Data sources and choose your pixel. Copy the pixel ID, a number of 10 to 20 digits. - 2
Add it to the form
Open your form, go to Integrations and choose Connect on Meta Pixel. Paste the ID and choose Save. - 3
Check the events
In Events Manager, open Test events and enter your form's link. Open the form, answer it and submit: PageView, StartForm and Lead appear within seconds. - 4
Optimize for hot leads
With Mark hot leads as qualified on, create a custom conversion from the QualifiedLead event in Events Manager, then choose it as the conversion event in your ad set.
Events sent
PageView- Someone opens the form
StartForm- They answer the first question (a custom event)
Lead- They submit, with the response ID as the event ID
QualifiedLead- A hot lead submits (a custom event), with Mark hot leads as qualified on
How do I set up Google Ads?
Count leads as conversions in Google Ads, with a second conversion for hot leads to bid on.
- 1
Create a lead conversion
In Google Ads, open Goals, then Conversions, and create a website conversion action for submitted lead forms. Choose to set up the Google tag yourself. - 2
Copy the ID and label
Open the conversion action, then Tag setup. The event snippet shows send_to as AW-123456789/AbC-D_efG1: the part before the slash is the conversion ID, the part after it is the label. - 3
Add them to the form
Open your form, go to Integrations and choose Connect on Google Ads. Paste the conversion ID and the lead conversion label, then choose Save. - 4
Add a hot lead conversion
Create a second conversion action the same way, turn on Mark hot leads as qualified and paste its label as the hot lead conversion label. Once it records steadily, make it the primary goal of your campaigns.
Events sent
Lead conversion- Someone submits, with the response ID as the transaction ID so a lead counts once
Hot lead conversion- A hot lead submits, with Mark hot leads as qualified on
How do I set up Google Analytics 4?
See form starts and leads from every channel in Analytics, next to the rest of your traffic.
- 1
Copy your Measurement ID
In Google Analytics, open Admin, then Data streams, and choose your web stream. Copy the Measurement ID, which starts with G-. - 2
Add it to the form
Open your form, go to Integrations and choose Connect on Google Analytics 4. Paste the ID and choose Save. - 3
Mark leads as key events
Once the events arrive, open Admin, then Events, and mark generate_lead (and qualify_lead for hot leads) as key events. You can then import them into Google Ads.
Events sent
form_start- Someone answers the first question
generate_lead- They submit
qualify_lead- A hot lead submits, with Mark hot leads as qualified on
How do I set up TikTok Pixel?
Count leads from TikTok ads with standard events TikTok can optimize for straight away.
- 1
Copy your pixel ID
In TikTok Events Manager, open Web events and choose your pixel. Copy its ID, the letters and numbers TikTok shows. - 2
Add it to the form
Open your form, go to Integrations and choose Connect on TikTok Pixel. Paste the ID and choose Save. - 3
Check the events
Use Test events in TikTok Events Manager, then open and submit your form. A page view and Lead appear for each test. - 4
Optimize for hot leads
Turn on Mark hot leads as qualified, and hot leads also send ApplicationApproval, a standard event you can choose as the optimization event once it has enough volume.
Events sent
Page view- Someone opens the form
Lead- They submit, with the response ID as the event ID
ApplicationApproval- A hot lead submits, with Mark hot leads as qualified on
How do I set up Google Tag Manager?
Send form events to your own tags. Tag Manager runs your own code, so it loads only on your custom domain.
- 1
Add a custom domain
Tag Manager loads only when the form opens on one of your own domains, such as forms.yourcompany.com. Add one in your organization's settings, under Domains. - 2
Copy your container ID
Copy the container ID from the top of Tag Manager. It starts with GTM-. - 3
Add it to the form
Open your form, go to Integrations and choose Connect on Google Tag Manager. Paste the ID and choose Save. - 4
Build triggers
In Tag Manager, create Custom Event triggers for form_start, generate_lead and qualify_lead, and fire your tags from them. Each event carries form_id and lead_level in the data layer.
Events sent
form_start- Someone answers the first question
generate_lead- They submit
qualify_lead- A hot lead submits, with Mark hot leads as qualified on
How do I send hot leads as qualified?
Ads optimize for what you report. Reporting hot leads separately lets each platform look for more people like your best leads.
- 1
Make the form a lead form
Tag answers as Good fit or Not a fit, so each response is scored as a hot lead, a warm lead or not a fit by your own rules. - 2
Turn on Mark hot leads as qualified
Open any ad pixel on the form's Integrations page and tick the box. It applies to every ad pixel on the form. - 3
Optimize for the qualified event
Every lead still sends the lead event. Hot leads also send the qualified one, so start campaigns on leads and switch to qualified leads once they arrive steadily.
Lead levels come from the answers you tag in a lead form, as in the lead generation form template.
Common questions
Which plans include ad pixels?
Pro, Business and Enterprise. Each form can use any of Meta Pixel, Google Ads, Google Analytics 4, TikTok Pixel and Google Tag Manager at the same time.
Do the pixels work when the form is embedded on my website?
No. Ad pixels run when people open the form's own link, on reuily.com or your custom domain. For an embedded form, keep your website's pixel and turn on "Fire my page's pixel on submit" in Share, then Embed.
Do answers reach the ad platforms?
No. Events carry the form ID and the lead level, never answers, names, emails or phone numbers.
Are visitors asked before the pixels load?
In the EU, EEA and UK, visitors see a short banner naming the ad platforms, and the pixels load only after they accept. The form works the same whichever they choose.
Do warm leads count in my ads?
Yes, as leads. Every submission sends the lead event; only hot leads also send the qualified event. Meta, Google Analytics 4, TikTok and Tag Manager events include lead_level, so you can build your own audiences or conversions from it.
Does a redirect at the end of the form lose the event?
No. When an ending sends people to another website, the redirect waits a moment for the lead events to leave first.