The total number of leads generated by your ads from Facebook-owned properties (such as forms and Messenger) as well as off-Facebook leads monitored by one or more of your connected Facebook Business Tools. This Facebook metric tracks leads generated by one or more of your Facebook Business Tools (such as a Facebook pixel, Conversions API, app SDK, or offline event set) and attributed to your ads. The attribution setting that has been selected may cause events to be counted differently. Statistical modeling can be used to account for some events when they can’t be counted directly due to incomplete or missing data. This metric may not be calculated in some cases, such as the results reported for the iOS 14 campaign.