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How Fateh improved its lead quality using Facebook Lead ads

The advertising world is undergoing a rapid shift since the advent of Apple’s iOS’14 update. Apple’s newest privacy policy known as App Tracking Transparency (ATT) Framework is tied to a string of numbers known as IDFA (The Identifier for Advertisers). Here each apple mobile has its own identifier which provides the advertiser with aggregated data about users’ behaviour and their preferences.

The new ios’14 update now gives the iOS device users a choice to either opt in or opt out from tracking across apps and websites. This update has changed the game because marketers have been relying on third-party data from ad platforms like Facebook/ Google for running paid campaigns.

As more and more users choose to opt-out of behavioral tracking, the performance of ad campaigns deteriorates significantly.

For many years, Fateh’s innovative ad campaigns combined with the traditional marketing techniques are enough to drive quality leads for their business. But with the above iOS’14 update, ad campaign performance and the quality of leads have dropped significantly to an all-time low like never before.

About Fateh

Fateh is a leading education consultancy presiding over the U.K, Ireland, and several other countries with over 17 years of experience.

On average, they generate 12-15k leads per year with the “lead to opportunity” stage conversion rate of around 15% to 20%.

In 2021, they witnessed a severe drop in their overall campaign performance as their cost per qualified lead was soaring due to the influx of junk leads they’ve been receiving from Facebook Lead Ads.

Now, What is Facebook Lead Ad? 

Facebook lead ads can be considered as promoted forms within Facebook. These promoted forms help advertisers get the user’s details in just a few taps within the Facebook platform rather than taking them to a landing page or external app or website.

Optimizing Conversions for lead ads

Fateh partnered with CustomerLabs CDP for optimizing the quality of leads coming from lead ads. To do so, they collected first-party data, implemented Conversions API and integrated their CRM with Facebook through CustomerLabs 

Why implement Conversions API?

Conversions API or server-side API lets you share data directly from your website or server to the Facebook server directly. 

With the iOS’14 update, Facebook pixel’s ability to track and share data with Facebook is severely limited. CAPI is now a much-preferred and recommended mode of transferring data between websites and Facebook.

Without writing a line of code, using the CustomerLabs CDP tool, you can seamlessly integrate your website and Facebook via Conversions API in less than 60 minutes.

How do CRM and Facebook integration help lead ads?

In general, when a user fills out a lead form, the lead enters into the CRM which is then validated by the sales team. 

But with this CRM – Facebook integration, here the integration happens in two ways where information goes back and forth between the two systems. In this integration, CRM gets the lead and sends back information from the CRM to Facebook. to let the algorithm takes in the data information and teaches itself to optimise for better results.

By sharing these micro-conversions from CRM, Facebook lead ad campaigns are optimized for high-quality leads. The best-recommended way to share event data from CRM and Facebook can be done seamlessly is via Conversions API.

Why Conversion Lead Optimization Goal for Lead Ads?

Conversions lead optimization helps advertisers optimize their lead ads for high-quality leads. While creating a Facebook lead ad, you can optimize the ad for various outcomes like high-quality leads for conversions or just for high quantity leads.

For optimization goals for your Lead ads, you can choose leads or Conversion Leads. Here’s the difference between leads and Conversions leads 

Leads – choosing leads as a goal will bring in high-quality leads from your lead ads

Conversion Leads – This optimization brings in high-quality leads from lead ads that have a high potential to convert into customers.

By understanding this strategy, Fateh then developed a new lead ad campaign with the goal of conversion leads to bring in high-quality leads. With the CRM and Conversions API integration established, Conversions API lets CRM share the data with Facebook. 

The micro-conversions data from CRM helps educate the Facebook algorithm to show ads to people who’re more likely to convert towards your goal. 

This helps improved the Fateh’s incoming lead quality and improved the overall campaign performance as well 

Note: When optimizing for conversions, Facebook recommends choosing the conversion that happens about 50 times per week at a minimum to let the system learn and provide better results.

The Results

Fateh’s decision to test the conversion lead goal for bringing in high-quality leads from lead ads with CRM & Conversions API integration proved to be effective in improving the quality of leads generated and improved overall conversions.

> 200% increase in the lead to opportunity (LTO) rate  

> 3x times decrease in cost per opportunity

> 50% decrease in incoming junk leads

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