Track lead events when visitors submit your WPForms forms.
The plugin hooks into WPForms' confirmation handler and fires a lead_created conversion automatically.
Form submissions are the one conversion type that is easiest to lose. A click on a submit button happens after the user has already expressed intent, so if the request is blocked at that moment the lead is gone and nothing is recorded. Firing the event from WordPress removes that failure mode entirely, because the conversion is reported after WPForms has already accepted the entry.
Because the event comes from your server, it works even when a visitor has JavaScript disabled or is running an aggressive ad blocker. The browser pixel still fires as well, and the plugin deduplicates so a single submission is never counted twice.
With the toggle enabled, every WPForms form on the site fires a lead event, which is usually what you want on a lead-generation site. If you run forms that should not count as conversions, a contact form and a newsletter signup will be reported identically.
The practical workaround is to keep conversion-critical forms on WPForms and move lower-value signups to a lighter tool, or to accept them and read them as a single blended lead signal. Whichever you choose, know it before you start optimising against the event, because mixed lead quality is much harder to diagnose later than a known reporting gap.
If the event appears locally but never in OpenAI Ads, the usual cause is a security plugin or firewall blocking outbound requests from WordPress. Allow the request and resubmit.
