Is this an update to conversion leads or is it just a test?
Let’s take a look…
What I See
When using the Leads objective with the Instant Forms conversion location, select “Maximize number of Conversion Leads” as your performance goal. Do you see what I see?
Normally, Conversion Leads optimization requires that you define your funnel by connecting your CRM. Meta follows leads through your funnel to learn when they perform post-lead actions.
But, you might see a variation that features a Data Source dropdown menu. You’ll have four options:
The Four Options
1. CRM: “Optimize for an event from your CRM, such as a qualified lead or closed deal. This often leads to better performance, but requires more setup time.”
More than likely, there is nothing different from using this option and the current version of Conversion Leads optimization, which requires that you go through the steps to define your funnel.
2. Calls: “Optimize for call volume, targeting leads who are more likely to connect by phone after submitting a form. Requires Call business selected for your ad.”
This is a bit confusing as I’m not sure what is meant by the final sentence. But it should optimize to show to people “likely to connect by phone.”
3. Messages: “Optimize for Message volume, targeting leads who are more likely to use messaging to connect after submitting a form. Requires Chat with leads enabled on your ad.”
Once again, this is confusing since the conversion location is Instant Forms and Conversion Leads optimization isn’t available if you select Messenger or Instant Forms and Messenger. But you should reach more people “likely to use messaging” so that you can reach them that way.
4. None: “If you don’t have or want to use a connected data source, we’ll try our best to optimize for higher-quality leads. You can always connect later to improve your optimization.”
In this case, Meta will try to get you higher quality leads, but might not have the data to do it well. It’s not clear if this last option is any different than optimizing for Conversion Leads without defining your funnel normally.
Do You Have It?
Calls and Messages could be especially helpful if you’ll be contacting leads by phone or Messenger. They’re worth trying, particularly if you’ve had issues with lead quality and you haven’t otherwise been able to get Conversion Leads to work.
Do you have this version? Have you tried it?
