Here’s the difference between instant forms and website conversions, when to use each option, and how to set up Facebook lead gen ads.
While the Meta ad platform is one of the best ways to get highly targeted leads, it can be a little confusing to set up the right optimization in your campaign.
This article tackles the difference between instant forms and website conversions, when to use each option, and how to set up Facebook lead generation ads.
Instant forms vs. website conversions in Facebook ads
Your first step in setting up lead gen ads is understanding which type of campaign you want to run. There are two main types within the “Leads” campaign objective in the Meta platform:
- Instant forms.
- Conversions.
(In my opinion, the Messenger or Calls conversion options are not quite as effective at the time of this writing.)
The biggest difference is that instant forms happen all on Facebook. This ad will look just like any ad but you will see the Form on Facebook designation on the ad.
When you click the Sign up button (or the call to action you used), you will get a popup box that allows you to add your name, email, and whatever fields the advertiser has requested.
A nice feature of the instant form is that the name, email, and phone number fields are pre-filled with the person’s information from Facebook, so the user doesn’t have to type that information in.
This can lead to better leads since it doesn’t require typing on a mobile phone, and you know you are getting the correct phone number and email address. The user can edit that information before submitting it if needed.
With a conversions ad, you send the traffic off Facebook and to your website, which has your Facebook Pixel installed.
You must install your Facebook pixel to make the conversion ad track properly.
You also need to have a “thank you” page where you can install the lead pixel standard event code.
Facebook will track a conversion from an ad any time someone clicks on your ad (or views your ad if you have the View attribution also selected) and then lands on the “thank you” page.
When to use instant forms vs. website conversions
If you don’t have a landing page but want to collect leads, the lead generation ad is a perfect solution.
You can redirect to a website or even have a Call now button after someone has completed the form.
One downside to the instant forms is that you must manually download the leads from the lead ad forms section of your Facebook Page in the Business Suite area.
You can pay for a tool like Zapier to automate the process and send the leads to your email or CRM as they arrive.
If you have a website – or a “landing page” or “squeeze page” – that you want the traffic to go to, then you need to select the conversion ad as long as you can install the Facebook pixel.