Meta has recently added some new features to Lead Generation Instant Forms.
The first new feature is potentially problematic for advertisers, as it allows Meta to adjust or remove elements of the form based on what users are most likely to respond to. This means if a question on your form is essential to your business or to qualify your lead, you’ll need to pay extra attention to make sure this new feature is switched off. You can select ‘optimized’, which will allow Meta to tailor the form in each ad with the goal of maximising performance, or ‘manual’, which allows you to select the elements of the form you want Meta to be able to tailor.
The second new feature is better news for advertisers, as it could potentially increase the quality of leads. If you select ‘higher intent’ as the form type, there’s an option to require phone number verification with a one-time passcode when users are filling out the form. This could, however, add an extra step to the user journey and may decrease form completions.
The third update allows you to accept multiple answers to one question on a form. This could allow advertisers to gain more detailed answers and therefore more detailed insight into their customer base. This information can then be used to create strategies moving forward, including who to target and what messaging to focus on.
Lastly, Meta now allows you to get leads directly into your email inbox. When creating a leads campaign, you can select the option ’email’ for lead delivery on your Instant Forms. You will then receive an email if you have new leads. You’re also able to select the frequency of these emails.
To read more about these updates, you can visit Bram Van der Hallen’s LinkedIn page.
We spoke to Romy Ledder, Founder of Narwhal Communications, about this update:
Expert opinion
Romy Ledder, Founder of Narwhal Communications
