Choosing the right Performance Goal in Meta Instant Form ads can improve lead quality even without a CRM connection. Meta offers two options when creating Instant Form campaigns:
Performance Goal Options
- Maximize number of leads: Aims to get the highest volume of leads regardless of quality.
- Maximize number of conversion leads: Focuses on generating higher-quality leads more likely to convert into appointments, sales, or contracts.
Key Insight
Contrary to common belief, selecting "Maximize number of conversion leads" does not require a CRM connection or lead scoring data to improve lead quality. Meta’s system can optimize for better leads using aggregated data patterns from multiple accounts, identifying which users and placements yield higher-quality leads.
Implications
- Connecting a CRM can enhance optimization further, but it is not mandatory.
- Switching to "Maximize number of conversion leads" can improve lead quality even without CRM integration.
- Expect a decrease in total lead volume as the system prioritizes quality over quantity, avoiding lower-cost, lower-quality leads.
This adjustment is useful for Meta Lead campaigns using Instant Forms without CRM connections, aiming to enhance lead quality effectively.
