Meta tests sequenced events and preferred lead answers for lead generation campaigns

Jon Loomer reports that Meta is testing two lead quality features for instant forms within lead generation campaigns. The first, Sequenced Events, allows advertisers optimizing for qualified leads to define a sequence of events and receive credit only when both occur in the specified order, potentially enabling optimization for higher-value actions beyond the initial lead submission. The second, Mark Preferred Lead Answers, lets advertisers flag preferred multiple-choice responses in instant forms, signaling to Meta which answers indicate higher-quality leads without altering the user experience or applying conditional logic. Both features remain in limited testing with no official documentation available yet.