How to Use Conditional Logic in Instant Forms

With conditional logic, the next screen of an instant form depends on the last answer. Meta built it to qualify or disqualify people before they submit: a prospect who fits your criteria goes on to submit, while one who doesn’t is shown a closing page and never becomes a lead. You can also send different kinds of leads to different end pages, each with its own call to action.

What can each answer lead to?

Next step	What happens	Counts as a lead?
Go to a question	Shows a new or existing question	Not yet
Submit form	Collects the person’s information and shows an end page	Yes
Close form	Treats the person as a non-lead and shows a custom end page	No

Meta says only people who give an answer you’ve set as a lead can submit the form, and you won’t receive information from anyone whose answer closes it.

How do you set it up?

1. Create an instant form in Ads Manager and complete the Form type and Intro sections.
2. In the Questions section, toggle on Conditional logic.
3. Click + Add question and choose Multiple choice.
4. Enter the question and its answers.
5. Under Logic, click Choose next step for each answer and pick Go to a question, Submit form or Close form.
6. Make sure at least one answer leads to Submit form and one to Close form.
7. Add more questions if needed, then enter your contact information questions and click Next.
8. Add your privacy policy, complete the Ending section, then click Save draft or Publish.

What can the end pages say?

For Submit form, choose the default End page for leads or create a new end page with a headline, description and call to action. The call to action can be View website with a URL, Call business with a phone number, or View file with a file people can download. For Close form, Meta creates a new end page for non-leads, which you can open and edit.

Which question types can follow?

When an answer leads to another question, you can add multiple choice, short answer, conditional (answer choices that change based on earlier answers), appointment request or store locator. Store locator uses the locations set up for your Page in your business portfolio and needs a prefill question asking for a post code or zip code.

What should you watch out for?

Meta says conditional logic may increase your cost per lead, and that the feature is only available when you create a lead ad with an instant form in Ads Manager. Forms with conditional logic can be delivered on desktop and on mobile, on both Android and iOS.

FAQ

Do I get the details of people whose answer closes the form?

No. Meta says you won’t receive the information for anyone who responds with an answer that closes the form. Those people see the end page you wrote for non-leads, and Meta treats them as non-leads.

What’s the difference between conditional logic and conditional answers?

Conditional answers change which answer choices a person sees, based on how they answered a previous question. Conditional logic changes which question or end page comes next. Meta lists conditional as one of the question types an answer can lead to.

Can I use conditional logic with SMS verification?

Yes. Meta says conditional logic is supported when you enable phone number verification, so you can use conditional questions to further qualify leads. Phone number still has to be a required contact field on the form for SMS verification to work.