A new option for instant forms is being tested, allowing users to turn off autofill for email addresses and phone numbers. This feature, currently unclear if it’s a full rollout or a test, could significantly impact Facebook lead ads.
Autofill simplifies form completion by pulling data from users' profiles, potentially leading to more leads at a lower cost. However, it can also result in low-quality leads due to outdated contact information, as many users do not regularly update their profiles. This could lead to missed connections when leads provide old email addresses or phone numbers.
By disabling autofill, users must manually enter their contact information, which may introduce typos but could improve lead quality. Previously, advertisers concerned about lead quality might have opted for website leads, but this new option could mitigate that need. While costs may rise with autofill turned off, advertisers focused on lead quality may find the tradeoff worthwhile.
