PageView, Lead, and Schedule — the three events that matter for funnel optimization.
When the Meta pixel is connected to your workspace, Ambit fires three standard Meta events at the right moments in the funnel. These events show up in your Meta Events Manager and Ads Manager, and you can build your ad optimization around them.
PageView
Fires every time a visitor loads a page of your funnel. PageView is what Meta uses to track traffic and to count how many people landed on each page.
Lead
Fires when a visitor submits a form on your funnel. This is the event that marks "a stranger became a lead in your database." It's the most useful event to optimize on for top-of-funnel ad campaigns.
Schedule
Fires when a lead books a call on your booking page. Schedule is the event that marks "a lead became a meeting on your calendar." It's the most useful event to optimize on for ad campaigns that need to drive real, committed bookings.
Optimizing your campaign on these events
In Meta Ads Manager, when you create a campaign with the Conversions or Sales objective, you pick the event to optimize on. For most service-business funnels:
For broader awareness campaigns — optimize on Lead. Meta will spend your budget finding people likely to fill out the form.
For higher-intent campaigns — optimize on Schedule. Meta will spend your budget finding people likely to book the call.
Schedule is the deeper conversion, so it needs more data to optimize well. Lead is a faster signal but a noisier one. The right choice depends on how much your funnel is spending and how mature your ad account is.
Setting it up in Meta Ads Manager
A typical flow:
Create a new Leads campaign in Meta Ads Manager.
When prompted to choose a conversion event, select Lead (for form submissions) or Schedule (for booked calls).
Launch the campaign as usual. Meta will start optimizing toward the conversion you picked.
These are standard Meta event types, so they show up in the conversion event picker by default — no custom conversions to set up.
Where to go next
How do I connect the Meta pixel to my funnel?
Why do pixel numbers differ from Ambit numbers?