In all these years, I must’ve talked to over 100 lead gen owners and marketers. And you know what they always say? The leads are junk, the cost per lead is through the roof, and they’re still stuck doing manual work to crank out reports every week or month. It’s like they’re stuck in this never-ending loop of throwing money at ads and wasting time on reports, and no one signed up for that mess.
That’s when I thought of lead generation businesses like Fateh adopted First-Party Data Ops, who redefined the way we can look at the whole end to end system from tracking, optimizing and building insightful reports.
Breaking it down phase by phase for easy consumption.
The Honest Customer Story – Lead gen marketers life made easy
Re-defined way to look at Meta
Let’s get the tracking straight – Say yes to server side tracking
The server-side tracking may be a buzz word over months. But still not implemented in most of the websites. Using the tool no-code event tracker and via data layer Google tag manager we have setup the whole account.
Sending the events via Server side tracking aka Conversions API, we have industry best event match quality with all the customer information parameters.
Re-define the campaign optimization – Move away from just lead event optimization
1. Understanding the ad algorithm
Meta ads algorithm is a machine learning model. These algorithms need to be trained on what kind of leads you need.
There are two ways to train Meta’s algorithm by sending the conversions. One is sending the website conversions and the other is configuring the CRM pixel for sending the offline conversions to the account.
“Integrating your CRM and using the Conversion Leads optimization goal may yield higher quality leads that are more likely to convert. This optimization goal is currently only compatible with Facebook/Instagram’s Lead Ads (Instant Forms).” – Meta says.
However, for Fateh we have configured to send all the online and offline conversions for algorithm training for better efficient quality results.
Retrospection – Choosing “Lead” as a Conversion Event on Meta
When you set “lead” as the conversion event, Meta’s algorithm optimizes to find individuals likely to fill out your form based on their interests and behaviors. However, this approach doesn’t help all the time for the algorithm to identify the quality of those leads.
It lacks critical feedback, such as how many of those leads become paying customers or progress further in your sales funnel. Without this data, the algorithm cannot refine its targeting to prioritize higher-quality leads, potentially limiting your campaign’s overall effectiveness. Read more
2. Shift in the optimization – Re-defining the campaign optimization
Instead of optimizing the campaign for lead events, we created a custom conversion event based on combining all high intent lead stages from the CRM and optimize the campaign for the same.
Anytime a lead moves from one stage to the another, it will be recorded as a conversion for Meta which will help for the ad platform learning. You can choose the high intent lead stages.
3. Send all offline conversions to Meta – Attribute offline conversions at campaign level
The feedback loop is very important when we are having a huge number of leads, then measuring the quality of the leads is very important which helps to make decisions on which campaign is bringing more opportunities and which campaign brings more unqualified leads or even audiences and creatives. To configure the offline conversions. Read more
We have connected the Lead Square CRM into the system and configured all the lead stages as offline conversion and then mapped to the campaign to measure the performance.
4. High reach for entire cold retargeting audience – Lets get more qualified leads from them
For retargeting, we have created multiple audiences who have not submitted the form but have visited the form and done a couple of actions. These audiences can be synced real-time for retargeting.
Similarly, we can sync the audience as a list for running value based look-alike campaigns for your offline conversions data from the CRM directly.
Summary:
Adopting to 1PD Ops, Fateh was able successfully enable all their First-Party Data source systems together in platform like website, CRM, CSV files and send data in different forms for tracking, optimizing and retargeting to multiple ad platforms seamlessly.
Along way, the incremental results we saw are:
- The conversion rate from click to conversion has increased by 12%
- The lead to opportunity ratio has increased by 20%
