#lead-quality

2 notes tagged “lead-quality”.

• Choosing what Meta optimises for — "Meta is literal" (lead quality, value, funnel events)Because Meta delivers exactly the event you ask for, optimise for the lowest-funnel event with ~20–25+ conversions a week, use instant-form conditional logic and SMS-verified "higher intent" forms (or split thank-you pages) so only qualified leads count, switch sales campaigns to maximise value of conversions, and avoid add-to-cart/landing-page-view optimisation.
• Meta value rules — bid more for people worth more (instead of restricting targeting)How to use Meta's value rules (Advertising settings → value rules → rule set; bid +X% by age, gender, location, placement, device…) to feed information Meta can't see — repeat-purchase rate, lead-to-customer conversion, LTV — instead of hard age/gender/placement exclusions, and the common mistake of copying data Meta already has.