How to do Lead Generation on Meta despite quality drop and data loss?

Discover how to use Meta lead generation tactics on Facebook for precise targeting and better ad performance.

1 - Set up Pixel and Conversion API
2 - Create qualified audiences
3 - Use as many ad formats as possible
4 - Landing pages and Meta Leadforms

1. INSTRUCTION
1.TRACKING 2.AUDIENCES
3.ASSETS 4. CONVERSION
LEAD GENERATION
COUNTER ATTACK ON DATA LOSS
& QUALITY ISSUES

2. INSTRUCTION
STRIKES BACK
1.Tracking

3. a. Pixel
What to implement?
1. Tracking
b. Conversion API
c. Standard Events d. Custom Events

4. Piece of code to be placed in
the tag of your website, to
share data from browser
to browser.
a. Pixel

5. This tool creates server-to-
server connections,
allowing advertisers to
minimize data loss.
Learn more here
b. Conversion API

6. Pageview: Installed by default
with your Pixel. It informs you
when a visitor views a page on
your website.
fbq('track', 'PageView');
c. Standard Events
ViewContent: Installed on bottom-
funnel pages. For example to do
Retargeting
fbq('track', 'ViewContent');
Lead: Event that tracks people
who fill out your form. It is
certainly the most important
event for lead generation.
fbq('track', 'Lead');
Contact: The event to install on
your CTAs encouraging users to
call you
fbq('track', 'Contact');

7. If you have a quality issue, you
can create and optimize
events occurring further
down your conversion funnel.
Learn more here
d. Customs Events

8. d. Custom Events
YEAH!
WE NEED QUALITY
TO BE BACK

9. INSTRUCTION
STRIKES BACK
2.Audiences

10. A B C
2. Audiences
Custom
Audiences
Lookalikes
Audiences
Geo-
demographic
and Interest
Audiences

11. Existing customer data from
your Pixel
the Conversion AP
a manual import of your CRM information.
They allow retargeting your customers,
website visitors, and people who have
interacted with your page or ads
A. Custom Audiences

12. Target users sharing characteristics with your current
customers and are set up based on your custom
audiences
Recommendation:
Focus Quality : try low percentage (2-3%) while
aiming to get as close as possible to an audience of
1 million users.
Focus Volume : You can test higher percentages
up to 10%
B. Lookalikes Audiences

13. Use audiences based simply on age and
geography. This will give the algorithm significant
freedom and will also feed your retargeting
audiences!
If you wish, you can also try interests. They tend to
be less effective in our experience, but if you lack
ideas, consider them.
Learn more here
C. Geo-demographic and
Interest Audiences

14. INSTRUCTION
STRIKES BACK
3.Assets

15. 3. ASSETS
A. IMAGES
C.VIDEOS/GIFS
B.UGC
D.CAROUSELS
For each, define :
a creative angle : e;g drawing, realistic, abstract ....
For each, define :
a Marketing Axis : e.g Offer
For each, define :
POD (Point of differentiation)

16. Static images offer immediate visual impact
and are ideal for conveying clear and
engaging messages.
Depending on your category market, it could
represents most of your market shares
A. IMAGES

17. UGC (user-generated content) brings more authenticity
and credibility with real customer testimonials and
experiences
B. UGC

18. Videos, increasingly popular on social media, provide
an immersive experience and capture users'
attention.
GIF with their short and animated format, quickly
capture attention and convey humorous or catchy
messages in a few seconds.
C. VIDEOS/GIFS

19. Carousel allows you to give more information than a single
image
Learn more about all formats here
D. CAROUSELS

20. INSTRUCTION
STRIKES BACK
4.CONVERSION
LOCATION

21. 4. CONVERSION
LOCATIONS
A. LANDING
PAGES
B. META
LEADFORMS

22. A. LANDING PAGES
Campaigns redirecting to websites allow for deeper customization and a richer user
experience.
This method aims to track user behavior on the site, analyze their journey, and gather
data to improve your conversion rate.
To generate leads on your website, you need technical integration
(Pixel and Conversion API).
It should be first adapted for mobile (90% of trafic)
and then Desktop (10%)

23. B. META LEADFORMS
When a user clicks on an ad, a pre-filled
form with their information appears,
reducing friction and increasing the
conversion rate.
A connection between your CRM and Meta
is required for your leads to be
transferred to your system.
Learn more here

24. C. BONUS : KPIS
Top of Funnel :
Reach
CPM
Frequency
=> Allows you to check competition and if your audiences are big enough
Mid Funnel :
CTR (all)
CTR (link Clicks)
CPC
=> Allows you to check ad relevancy and attractiveness
Bottom Funnel
CPA (cost per acquisition)
Leads
CVR
=> Allows you to check your profitability and if your LP or Meta Forms convert well

25. INSTRUCTION
STRIKE BACK
Now it’s your
turn to
If you need to go deeper on some
topics, it’s here
https://www.dolead.com/growth-hub/how-to-do-
lead-generation-on-meta#6-conversion-location