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Lead gen forms

Reddit stopped supporting its lead gen forms. How do I move my Reddit lead ads to my website form and keep tracking leads?

By The Tofu team ·

Reddit paused ads using its onsite lead forms on September 30, 2026, after saying on September 21 that the forms would no longer be supported. To keep running lead ads, send people to a form on your own site. Install the Reddit Pixel and Conversions API and fire a Lead or SignUp event when someone submits. Then build new lead generation campaigns that optimize for that event. Save your old leads first.

As of November 2026.

What changed

Reddit's Ads API change log records it in two steps. On September 21, 2026, it said the Lead Generation Forms API "will be sunsetted as onsite forms will no longer be supported," and that advertisers must move to forms tracked with the Reddit Pixel or Conversions API (CAPI). From September 30, 2026 at 00:00 UTC, creating a form through the API returns an error (410 Gone), and "existing ads using onsite forms will be paused."

BeforeNow
Where the form livesOn Reddit (an onsite form)On your website
Ads that used an onsite formDeliveringPaused since September 30, 2026
New onsite formsCould be createdNo longer supported. The API returns 410 Gone
How Reddit counts a leadA submitted onsite formA Lead or SignUp event from the Reddit Pixel or CAPI
Lead generation goal in the APICould be left emptyMust be Lead or SignUp for new campaigns
Max campaigns for lead generationNot offeredAvailable (in the API from October 1, announced October 6)
Cost cap bidding for lead generationAvailableAvailable until February 10, 2027

Reddit's own pages differ, or say nothing, on three points:

  • Is tracking required? The API migration guide says Pixel or CAPI setup "is now required" for lead generation. The Ads Manager help still lets you optimize for Clicks if you haven't set up either.
  • Can you still get old leads? The migration guide told developers to retrieve form data "before API sunset on September 30th." The change log says "form and lead retrieval remain available."
  • Can a paused ad be switched to your website? Reddit doesn't say. Its help says a campaign's goal "can't be changed later," so plan to build new ad groups rather than edit the old ones.

Who it affects

  • Affected: any lead generation campaign that collected leads in a Reddit-hosted form, whether you built it in Ads Manager or a tool built it through the Lead Generation Forms API. Mintec, an agency, wrote on September 29 that Reddit wasn't sending per-campaign warning emails, so check each campaign's status yourself.
  • Also affected: anything that pulled new leads from those forms into your CRM. With the ads paused, there is nothing new to pull.
  • Not affected: campaigns that already sent clicks to your website and tracked conversions with the Pixel or CAPI. Reddit says its old objective names "will continue to be supported for the foreseeable future," so API tools don't break on the renaming alone.

Deciding whether Reddit is worth keeping for B2B at all? See whether Reddit ads are worth it for B2B SaaS lead generation.

What to do now

  1. Save your old leads. Export what you still need from the paused campaigns. The change log says form and lead retrieval still work through the API (List Lead Generation Forms and Get Lead Generation Form). We couldn't find a live Reddit help article on onsite lead data on November 5, 2026, so we couldn't confirm how long Reddit keeps old leads or how to download them in Ads Manager. Don't wait.
  2. Pick the page the ad will open. Reddit's help now describes lead generation campaigns as "driving users to a form on your website." Use a page whose form matches the offer in the ad. A thank-you page after the form makes tracking simpler (step 4).
  3. Install the Reddit Pixel on the form page and the thank-you page. Reddit lists manual code, Google Tag Manager, Shopify and supported partners such as Segment, Tealium and RudderStack. Your Pixel ID is in Events Manager.
  4. Set up the conversion event. Reddit defines Lead as "A person submits information expressing interest in an advertised product/offer" and SignUp as "A person submits a form, like a subscription, registration, or sign-up form." A demo request fits Lead. A trial or newsletter fits SignUp. Without code, use the event setup tool: in Events Manager, select Event Configuration, then Set Up Events, enter your URL and add an event. Reddit recommends a URL keywords trigger for a page people land on after the action, such as a thank-you page, and a Web elements trigger (a click on a button) when they stay on the same page. Reddit says custom events "cannot currently be optimized for," so use Lead or SignUp.
  5. Add the Conversions API. Reddit recommends the Pixel and CAPI together "for best performance." Set CAPI up directly, with server-side Google Tag Manager, or through a partner such as Hightouch, Census or Segment. Reddit suggests a conversion access token because it doesn't expire. Send each event within seven days of the form fill.
  6. Count each lead once. If the Pixel and CAPI both send the same lead, deduplication is required. Give the event the same conversion ID in both. Reddit says events must arrive within two days to deduplicate properly.
  7. Keep the click ID. Reddit adds rdt_cid to your landing page URL when someone clicks an ad. The Pixel sends it on its own. For CAPI, Reddit suggests storing it in a hidden form field (or a cookie or server session) so it reaches your server with the lead. Make sure redirects keep URL parameters. Reddit also strongly recommends sending IP address, and suggests email and user agent, as match keys.
  8. Test before you spend. Submit a test lead and check that it shows in Events Manager (third-party cookies must be on in your browser) or in the Reddit Pixel Helper. If you use both Pixel and CAPI, check the deduplication panel there too.
  9. Build the new campaign. Create a campaign with the Lead generation objective, Standard or Max. Choose your Pixel, goal (Lead or SignUp) and optimization window. Reddit warns "These can't be changed later," and you can only pick events you're already sharing, so test first. Lead generation takes image and video ads. Set the destination URL to your form page. Reddit says ad review "normally takes up to 48 business hours."
  10. Line up reporting with your CRM. By default, Reddit credits a conversion up to 28 days after a click or one day after a view, for all campaigns. To compare with click-based CRM data, switch to click-through in Events Manager > Attribution Settings > Edit. If you use HubSpot, its Reddit Ads integration (beta; a Super Admin opts in) adds UTM tags such as utm_source=reddit for reporting. Reddit says Pixel and CAPI setup through HubSpot "is planned for later this year," so set tracking up yourself for now.

Dates to watch

DateWhat happens
September 21, 2026Reddit's change log says onsite forms will no longer be supported; new objective names roll out
September 30, 2026Creating a form through the API returns 410 Gone; ads using onsite forms are paused
October 1, 2026The API accepts the Lead generation objective for Max campaigns
October 6, 2026Reddit announces Max for lead generation, in-market audiences (beta), Bombora, Demandbase, Clay, G2 and Octane11 audiences, and HubSpot in open beta
Later in 2026Reddit plans Pixel and CAPI setup through HubSpot. No date given
February 10, 2027Cost cap bidding ends for the lead generation objective

Sources

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