I just had back-to-back calls with advertisers who were thrown by this, and I know they’re not alone.
Meta made some changes related to Leads campaigns recently that are creating lots of confusion.
The Problem
When you create a campaign with the Leads objective, the default conversion location is now Website and Instant Forms.
This is easy to miss, especially if you normally stick with the default.
But you’ll quickly realize something is different when you create your ad. You will be asked for both a website URL and an instant form to use.
The two advertisers I spoke with were both confused because they only wanted to use one. But when you click the dropdown to select the conversion location, it seems like you can’t. The options are Website and Instant Forms, Website and Calls, and Website and Messenger.
Hidden at the bottom is an option for “Single.” This allows you to send people to one location where you want them to convert. But you can’t immediately see the choices available.
Expand “Single,” and then you’ll be able to choose one location, which includes only Instant Forms or Website.
It’s Buried for a Reason
Meta is working really hard to hide this. They clearly want advertisers to let the algorithm choose between two conversion locations.
