Conversion Leads

Conversion Leads is a performance goal for lead campaigns in Meta Ads. The default optimization for leads brings as many submitted forms as possible, whether or not they lead to a conversation. With Conversion Leads, Meta learns from your CRM which leads later reach a certain stage and looks for similar people.

How it works

1. Leads from Instant Forms are added to your CRM.
2. Every status change (new lead, qualified, appointment, customer) is sent back to Meta through the Conversion API, with the Meta lead ID as the match key.
3. Meta analyzes your funnel and trains the model on the stage you choose as the target.

The events need their own format: action_source is system_generated, plus event_source: crm and the name of your CRM. Meta accepts events in the regular website format, but does not use them for training (Meta for Developers).

Requirements according to Meta

• Lead ads with Instant Forms (website forms are not supported)
• at least 200 leads per month
• data uploaded at least once a day
• the target stage is reached within 28 days
• the target stage rate is between 1% and 40%

Conversion Leads and lead quality

Cheap leads are only cheap if they turn into customers. What matters is not the cost per lead, but what a qualified lead or a deal costs. With LeadMetrics you see for every ad how many leads from Instant Forms and from your website turned into deals in HubSpot or Close, and what each deal cost.