Part 1 The problemWhy teams need this
01 · THE PROBLEM
Out of the box, Meta hunts for people who fill in forms, and plenty of them never buy. When you tell it what happened after the form, it learns what a good customer looks like and spends your budget chasing more of them.
Part 2 How it worksWhat it does, step by step
02 · WHAT IT DOES
Your sales team marks a lead as qualified, booked or closed. This workflow notices, and every 30 minutes it reports that progress back to Meta from the server, with the deal value attached and contact details hashed for privacy. Your ads start optimising for buyers, not for form-fillers.
03 · HOW IT RUNS
Step by step, as built.
Read the lead sheet
Fetches the rows written by the landing-page form, where the sales team records each lead's progress.
Pick what to report
A Code node selects leads with a new stage (qualified, booked or closed) that haven't been synced yet.
Hash, then send
Email and phone are SHA-256 hashed before they leave, and the event is posted server-side, independent of the browser pixel.
Mark it synced
The row is updated so the next run skips it.
04 · TOOLS AND APPS
Built around the systems already in the process.
05 · WHEN SOMETHING BREAKS
Failure is designed in.
Standard on every build
- Schema validation before downstream writes
- Retry and error routes for external API failures
- Duplicate-safe processing and idempotent updates
- Human approval where the action carries business risk
- Execution logging for support and audit review
Part 3 The impactWhat it's worth, and how we'd build yours
06 · PROJECTED IMPACT
What it should change in the business.
Projections for a typical deployment. The calculation below shows the math, and you can put in your own numbers.
07 · ROI CALCULATION
How it pays back in your business.
The starting numbers are a hypothetical deployment sized to the projections above. Change any of them to your own volumes and costs, and the math updates underneath.
- Gross value
- $27,000
- Running cost
- −$60
- Return per $1 of running cost
- $450
The math: $3,000 spend × 12 months × 2.5 ROAS × 30% improvement = $27,000 extra revenue a year. Net value = gross value − $60 running cost a year.
08 · HOW WE'D BUILD YOURS
How we'd build yours.
- Discover: map the current process, systems, volumes, owners and exceptions.
- Design: define the canonical data model, approvals, retries and system boundaries.
- Build: implement credentials, nodes, validation and observable error routes.
- Prove: run controlled data through success, duplicate and failure scenarios.
- Operate: publish runbooks, ownership and measurable service levels.
