Traffic Source

Meta traffic for MVA and home improvement offers

This page is for media buyers who run Facebook and Instagram ads and want to send that traffic to Summit landers. You run the campaigns, audiences and creative. Summit runs the lander, captures consent, routes each lead by ping/post and pays rev share on leads that sell.

It covers what Meta does well for lead offers, how a campaign connects to Summit, setup, offer fit and Meta policy.

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What Meta is good at for lead offers

Meta reaches people before they search. A homeowner with an old roof or a driver who was rear-ended last week may not have typed anything into a search box yet. A clear ad in their feed can reach them first. That is the main reason media buyers use Meta for lead offers: it can produce volume that search alone cannot.

The trade-off is intent. Nobody on Facebook or Instagram asked to see your ad, so the ad itself has to do the qualifying. On Google, a keyword tells you what the person wants. On Meta, the words and images in your creative decide who clicks.

Reach before search. Useful for offers where people delay looking for help, such as home projects they keep putting off.
Creative testing at scale. You can test many angles, formats and hooks against the same audience and see which ones bring leads that sell.
Broad targeting. Meta delivery tends to find responsive people inside a wide audience once the creative is clear about who the offer is for.

How Meta traffic works with Summit

Every Meta ad points to your Summit tracking link. The visitor lands on the Summit lander for that offer, and any lead submitted there is attributed to you. Leads are reported by tracking link.

How a Meta campaign connects to Summit
Piece	Who owns it	What to know
Ad account, Page and creative	You	Your Meta Business account, your Page, your ads and your budget
Ad destination	You set it	A website destination that uses your Summit tracking link, not a Meta instant form
Sub IDs	You set them	Add campaign, ad set and ad values to the tracking link so you can split results
Lander and form	Summit	The lead submits on the Summit lander
Consent	Summit	Consent language on the lander is not changed or removed, and every lead has a consent certificate
Routing and payout	Summit	Real-time ping/post to our buyer network, rev share on sold leads

The destination matters. A Meta instant form collects the lead inside Facebook or Instagram, away from the Summit lander and its consent capture. Use a website destination so the lead submits on the Summit lander. Ask during onboarding which other tracking options apply to your account.

Setup steps

01
Get approved and get your links
Apply with Meta listed as your source. Every publisher is reviewed before going live. Once approved, you receive a tracking link for each offer you will run.
02
Check your Meta account
Use a Meta Business account with a verified business, a Facebook Page and an ad account with a payment method.
03
Plan your sub IDs
Decide which values go in which sub ID before you launch: for example campaign in the first, ad set in the second and ad in the third. Meta can fill campaign, ad set and ad values into a URL through its URL parameters field.
04
Build one campaign per offer
Keep car accident and roofing in separate campaigns. Mixed offers make results hard to read.
05
Launch small and check status
Start each ad set on a modest daily budget and check every ad within the first day.
06
Read results by tracking link and sub ID
Compare sold leads, not just submitted leads, across ads and ad sets. Cut the creative that brings unsold or returned leads even if it brings cheap clicks.

For the full sub ID setup, read tracking Meta campaigns with tracking links and tracking links and sub IDs explained.

Which offers fit Meta and how to approach them

Meta fit by Summit offer
Offer	Fit on Meta	How to approach it
Car accident	Strong	Broad audience in your target states. Copy that names a recent crash and plain next steps.
Truck accident	Narrower	Smaller group of people. Test after you have a car accident baseline.
Motorcycle accident	Moderate	Interest in motorcycles helps reach riders, but the copy still has to name the crash.
Rideshare accident	Moderate	Plain copy about crashes involving a rideshare vehicle. Do not suggest a partnership with any rideshare company.
Roofing	Strong	Homeowner-focused creative with real roof photos. Storm and age-of-roof angles.
Bathroom remodeling	Strong	Visual offer. Before and after creative works if the images are yours to use and accurate.
Window replacement	Good	Comfort and energy angles. Avoid savings figures you cannot support.
Flooring	Good	Room-by-room visuals. Copy that makes clear this is an installation request.
Siding and gutters	Good	Seasonal angles, such as gutter cleanup and storm damage.

For MVA, the ad has to filter out people who were not hurt or whose crash was long ago. For home improvement, the ad has to filter out renters and people browsing for ideas. In both verticals, the exact qualifying criteria are confirmed with each publisher during onboarding. The MVA on Meta and home improvement on Meta guides walk through both.

Meta policy notes

Meta reviews ads against its Advertising Standards. A few areas come up often with lead offers:

Personal attributes. Meta does not allow ads that assert or imply things about the viewer, including health conditions. Copy that tells the reader they are injured can be rejected. Read the privacy violations and personal attributes policy and write about the situation, not about the person.
Misleading claims. Do not promise a settlement, a case result, a price or a savings amount. Do not suggest the ad comes from a law firm, insurer, government program or contractor brand.
Images. Use images you have the rights to.
Review and re-review. Meta reviews ads before they run and can review them again later. Its help page on ads in review explains how review works.

Follow our traffic guidelines as well as Meta policy. If you are unsure whether a claim fits, send us the creative question before you spend on it. The Meta ad policies for lead gen affiliates guide covers the rules in more depth. This page is not legal advice.

Running Meta traffic already? Tell us your offers, states and expected volume.

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Meta guides

All Meta guides are grouped on the guides page.

Meta ad creative for accident offers

Hooks, formats and copy for MVA ads that stay within policy.

Meta ad creative for home improvement offers

Visual creative for roofing, bath, windows, flooring and siding.

Meta audience targeting for lead offers

Broad vs narrow audiences, states and exclusions.

Frequently asked questions

Can I use Meta instant forms instead of the Summit lander?

Send Meta traffic to the Summit lander through your tracking link. The lander is where consent is captured, and consent language on the lander is not changed or removed. Instant forms collect the lead inside Meta instead.

Can I run Facebook and Instagram placements together?

Yes. Use a sub ID for placement if you want to compare Facebook and Instagram results.

Do I need a separate tracking link for each offer?

Use the tracking link for the offer each campaign runs. Keep offers in separate campaigns and use sub IDs to split ad sets and ads inside each one.

What if Meta rejects my ad?

Read the rejection reason, change the claim that caused it and request another review if you think the decision was wrong. Rewording the same claim tends to get rejected again. Check the change against our traffic guidelines.

Traffic sources

All four approved sources compared side by side.

Google traffic

Search campaigns that capture people already looking.

Native traffic

Content placements, advertorials and pre-landers.

How to run MVA traffic on Meta

A step-by-step MVA campaign on Facebook and Instagram.

Hosted landers vs your own landers

Why the lead submits on a Summit lander.

Traffic guidelines

Approved sources, creative rules and consent rules.