The Conversions API facilitates the connection of an advertiser's marketing data (website events, app events, offline conversions) from various sources (server, website platform, mobile app, CRM) to Meta systems, for example, you can send purchases made and recorded offline into the Meta system, and allow your campaigns to optimise towards this metric. This connection helps optimize ad targeting, reduce cost per result, and measure more meaningful outcomes of your marketing campaigns.
Performance Goals for Lead Ads allow you to set a performance goal which focuses on improving the quality of your leads. For example, if you upload purchase data to your ad account via the Meta Conversions API, your campaigns will optimise towards driving leads from individuals who are more likely to make a purchase, rather than simply optimising to driving the lowest possible cost per lead. In short, your campaigns would be focusing on lead quality, not lead volume.
With the Driftrock platform, you can leverage the power of our conversion measurement and lead validation tools to send data to the Meta Conversions API in real time, helping your campaigns optimize towards purchases and other key conversion actions in real time.
Your goal should be to build a funnel of actions which go beyond simple lead collection, with a greater amount of data helping give Meta more signals with which to optimise your campaigns. As an example, an automotive brand may want to try and use the below conversion events:
Raw completed leads (This is anyone who has completed a lead through your form)
Valid leads (Validated using Driftrock validation tools)
Offer quote requested
Test drive booked
By sending events such as the above to Meta, your lead generation campaigns can focus on finding people in your audience who are more likely to make those actions, resulting in an improved ROI from your campaigns.
Performance will improve as you send more data signals to Meta via the Conversions API, so consider all the possible touchpoints in a users journey, and continue to track your results and evaluate how you may be able to improve performance