MIQAS
By Ensign
Docs · Understand your data

What MIQAS sends back for lead businesses

A store reports purchases. A lead business reports what its team does with a lead: qualified it, booked the appointment, saw the person, won the deal. MIQAS sends those moments back to the ad platforms so they can learn which ads produce leads that actually convert, not just leads.

New to this? Start with the plain-language guide Meta lead ads with MIQAS, start to finish; this page is the technical reference behind it.

What is sent

  • Pipeline stages: Qualified, Appointment booked, Visited and Deal won (with the deal value). Enquiries themselves are not sent; the platforms already counted the lead.
  • Lead statuses: Contacted, No response, Cold lead, Warm lead, Hot lead, Converted and Not qualified, under MIQAS's own names for them. A lead still marked New sends nothing. Statuses go to Meta only; see below.
  • Each stage and each status is reported once per lead, and a report cannot be taken back. Moving a lead backwards changes nothing on the platforms.

Where it goes

  • Meta: every stage above and every status above, as CRM events on your dataset, the format Meta's Conversion Leads optimization reads. A lead that came through a click-to-WhatsApp ad is reported through Meta's business-messaging path instead, tied to the exact ad by its WhatsApp click id.
  • TikTok: stages only, through its Events API and under TikTok's standard events: Qualified as Contact, Appointment booked as Schedule and Deal won as Purchase. Visited is not sent, because TikTok has no standard event for it and a custom event cannot be used to optimize. Statuses are not sent.
  • Snapchat: stages only, through its Conversions API: Appointment booked as RESERVE and Deal won as PURCHASE. Qualified and Visited would use two of the five custom event slots a Snapchat account has for life, so they are not sent today. Statuses are not sent.
  • Google Ads: not yet. Google's offline lead conversions need a Google Ads API connection MIQAS does not hold today; lead stages are queued, not sent, for Google.

How a lead is matched

Strongest first: the Meta Lead ID when the lead came from a Meta lead form (a deterministic match), then the click id from the ad that brought them (WhatsApp, Meta, TikTok, Snapchat or Google), then the phone number and email, both hashed one-way before they leave MIQAS. A lead with none of these cannot be matched and is reported to you as such on the lead.

When

Within 5 minutes. Every stage or status change waits in a queue and the next run takes everything not yet sent, so nothing depends on timing. Meta asks for lead data at least daily and TikTok's click id lives seven days, so nothing waits for long. Delivery is retried, and a lead that a platform could not accept shows the reason in its record.

What Meta needs before it will optimize

MIQAS sends the events regardless, and they count in your reporting. For Meta's Conversion Leads optimization to actually learn from them, Meta's own entry conditions apply: about 200 leads a month, data at least daily, the target stage reached within 28 days of the lead, and a 1 to 40 percent conversion rate to that stage, then 2 to 4 weeks of learning. Below that volume you still get attribution; you do not yet get optimization.

Consent

Saudi data-protection law allows marketing use of a person's details only when they were collected directly from that person, with consent. Leads that arrive through a Meta form, a WhatsApp conversation, your website form, your API or your own CRM pass that test on their own. A list you import from a file is reported only after you confirm, at import, that it was collected that way; the confirmation is recorded on every imported lead. A contact who has opted out in your CRM is never reported, whatever the source.