Website and Instant Forms Confusion

Why It Matters

This default setting can misroute conversions and complicate campaign setup, risking wasted spend and lower performance for advertisers who only intend one conversion path; marketers must check the hidden “single” option to ensure campaigns track correctly.

Summary

Advertisers report confusion after Meta changed the default conversion location for lead campaigns to a combined “website and instant forms” setting. When creating ads, users are prompted for both a website URL and an instant form, and the obvious dropdown appears to force multi-location conversions (website+instant forms, website+calls, website+messenger). A less-visible “single” option at the bottom lets advertisers explicitly choose one conversion destination—website or instant form—but many users are missing it. The change has caused friction and calls for clearer UI signaling or guidance from Meta.

Original Description

If you're not sure how to select only instant forms or a website landing page for a Leads campaign, it's because Meta buried those single options. Here's what you need to know...