Website and Instant Forms Conversion Location

This is a big update to lead ads…

One of the most common questions I get is whether you should use instant forms or send people to your website to collect leads. There are lots of opinions on this, and you can test it by creating separate ad sets.

But this new option could change some things.

New Conversion Location

When using the Leads objective, some advertisers have a new conversion location option: Website and Instant Forms.

Normally, advertisers need to select either Instant Forms or Website as a conversion location. This allows you to use both with a single ad set.

This part is interesting (found in a tool tip on the conversion location):

Your adjusted bids for website conversions and instant form conversions are equal.

But what I see there is different by ad account. In one account, it’s 67% higher for website conversions. In another, it’s 30% higher. No idea why or what drives that.

The Ad

When you create your ad, you’ll need to provide both a website URL and select an instant form.

In theory, Meta will send people who click your ad to the destination that is most likely to result in a lead.

Should You Use This?

As always, it’s something worth testing. You are losing a certain amount of control since you don’t know how much of your budget will be spent on sending people to one destination over the other.

Do you have this option? Let me know if you’ve tried it out.

For more on this and 10 other recent updates to lead ads, check out my recent blog post.