Conversion via Meta Ads

To maximize lead conversions on forms using Meta Ads, the best strategy depends on your specific goals. There are two main types of campaigns that are effective for this purpose:

1. Lead Ads: This type of campaign is excellent for quickly capturing contact information, such as emails and phone numbers, directly within the Facebook or Instagram platform. The big advantage is that the process is simplified, without the need to redirect the user outside the platform, which can increase the conversion rate. However, it is important to consider that the leads generated tend to be less qualified, requiring a later nurturing strategy​.

2. Conversion Campaigns: In this type of campaign, the user is directed outside of Facebook, such as to a landing page or your own website, where they can have a more complete and personalized experience. This can result in more qualified leads, since the user goes through more steps before converting. In addition, tracking with the Pixel (or Conversion API, in the case of recent changes) and tools like Google Analytics enable more detailed analysis and continuous optimization of the campaign​.

In general, if you are looking for lead volume with ease, the Lead Ads may be the most suitable. However, for more qualified leads and more complex journeys, the Conversion Campaign may be a better option.

When capturing leads via landing page or Meta form (Lead Ads), you must configure the appropriate conversion events in the Meta Dataset to ensure that conversions are recorded correctly. Here are the recommended events for each case:

1. Lead Captured via Landing Page:

   • Conversion Event: "Lead": For leads generated from a landing page, you would usually use the standard "Lead" event in Meta, configured through the Pixel or the Conversion API (CAPI). This event is triggered when the user completes a form on your external page.

   • How to configure: The Pixel or CAPI must be implemented on the Thank You Page, where the user is redirected after submitting the form. This ensures that the "Lead" event is sent to Meta when the lead is generated. However, when using the SprintHub form, this is not necessary because you can configure the conversion directly in the form. It is also important to note that configuring the conversion in the SprintHub form only applies if you want to send a different conversion event from Lead, because by default, SprintHub already automatically sends the Lead event for any Lead that enters SprintHub.

   • Improvement with CAPI: If Pixel faces limitations, the CAPI ensures a more reliable record, directly between your server and Meta, regardless of browser blockers, which is why it is important to use a system like SprintHub that already has NATIVE integration with Conversion APIs.

2. Lead Captured via Meta Form (Lead Ads):

   • Conversion Event: "Lead" or "FormSubmit": For leads generated directly within the Meta platform through Lead Ads, you must configure the "Lead" event to automatically send the conversion to Meta. The Meta Ads Manager tracks this action and sends the conversion data without the need for Pixel or CAPI, since the form is native.

   • Optimization tip: Also use qualifying fields within Lead Ads to ensure the leads are more filtered and relevant to your campaign.

These events set up proper tracking and help optimize lead generation campaigns, allowing adjustments based on user behavior.

Track correctly via Campaigns

If you have your Ads account connected to the SprintHub, to track Leads correctly and know exactly which campaigns they came from, configure your UTM_CONTENT with the ad ID.

utm_content=ad_id

Example: https://lp.sprinthub.com/hotsite?utm_content=398839489282

The same applies to Meta forms. In UTM_CONTENT, always add the ad ID, that is, the AD ID, not the Campaign ID or the ad set ID.