Meta Conversion Leads: Better Leads from Facebook Ads

Tired of worthless leads, and of wasting time and money calling people who leave their contact details and never become customers?

In mid-2024 Meta (Facebook and Instagram) launched a new capability: Meta Conversion Leads integration through the Conversions API.

What does it mean for advertisers?

There is finally a technical way to send information about the value of the leads you get back to Meta, and then teach the ad system to optimize campaigns not just for getting leads, but for getting leads that are worth something.

The problem with lead generation on Facebook and Instagram

When you generate leads on Facebook and Instagram, you very often get worthless contacts: people who click on everything, competitors, and people who are simply not interested enough.

A good Facebook ads specialist can limit the flow of junk leads (through good targeting and skillful use of lead forms or the website UI), but certainly cannot eliminate it completely.

Especially in industries such as finance, real estate, employment and others covered by Meta’s special ad categories, eliminating worthless leads has so far been impossible.

With more than 10 years in the industry and as an official Meta Business Partner, we often could not avoid leads like the “Mlord” in the screenshot below (whom we will call “Milord” for the rest of this article).

Getting a bad lead is not the real problem

Getting a worthless lead is not, in itself, the main problem.

Why? Because Facebook and Instagram do not charge you per lead, even though they attribute ad costs to leads.

In practice, you pay for impressions.

So what is the real problem with worthless leads from Facebook ads?

When you use Meta’s optimization (with a well-optimized campaign), Facebook learns when you reach your campaign goal.

If the campaign goal is a conversion (for example, a lead), then every time Facebook gets a lead, regardless of its value, it learns to show your ads to exactly that kind of person.

And that is the key point.

If a campaign starts bringing in worthless leads (like our “Milord”), Facebook would, until now, go looking for more similar spam contacts. You really had to rack your brain to improve lead quality and stop getting almost nothing but “Milords” from the campaign.

The revolution in Meta lead ads (Facebook lead ads): Conversion Leads through the CRM integration

Thanks to the Meta Conversion Leads integration, you can now send information about your leads back to Facebook, and once you have collected at least 250 leads, change the campaign’s optimization settings so the ads optimize for leads that are actually valuable.

How do you set it up?

You need to create a Meta CRM pixel (a dataset for CRM events) and then connect your CRM to Facebook.

This is technically demanding. It takes specialists and, in many cases, developers as well.

Once the CRM is connected to Meta and enough data has been collected (from every stage of your lead funnel), you map your lead funnel in Meta (you will find this in Events Manager).

Even if everything works correctly, you still have to wait 7 days (realistically 14) for Meta to verify the events it receives.

After verification you configure the funnel, and then you can optimize campaigns to maximize not only the number of conversions (leads), as before, but their value.

The system will then look for the most valuable leads, based on the data collected in your CRM and the funnel you mapped in Events Manager.

So it is not only the technical setup that matters, but a full understanding of the system, combined with experience in how to set it up and how to optimize it.

What changed at adsfox

We realized a long time ago that the greatest value for a client is not the tools themselves, but the combination of tools and experienced specialists.

That is why we built a service and a platform that help clients get the best possible results from their ads, automating everything that does not add value.

As a result, the client gets not only a tool for rating lead value and sending that information to their ad account, but also full-service marketing from dedicated specialists.

Every one of our clients sees the results of all their ads, and the cost of each lead (or sale), down to the cent.

In our app they also see every lead (from every single ad), can rate its value, and can teach the system to look only for the most valuable contacts, all in consultation with an experienced adsfox performance marketing specialist.

How adsfox got there first

As an official Meta Business Partner, we started working on this solution a year before it launched. By then our clients could already find all their leads in our app, get an email notification every time a new contact came in, and manage their prospects conveniently.

That made us the first agency in Poland to roll this feature out, and thanks to automation, to do it at a price practically any business can afford. Here you can see our performance marketing pricing.

But as with any service, what matters is not the price list, the Meta or Google partnership.

What matters are honest, real reviews from satisfied clients, because they are indisputable proof that we deliver, and we encourage you to watch them.

The Conversion Leads mechanism only works when your CRM sends Meta information about the quality of a lead, not just the fact that it came in. We describe that part on our lead generation optimization page.