Facebook Lead Ads campaigns generate leads and send them to Marketo for use in marketing campaigns. However, without visibility into offline conversions, the Facebook advertiser can’t know which ads are most effective. Here’s an example.
Facebook Lead Ads runs three ads.
Based on these numbers alone, Ad 3 seems the most effective.
However, when looking at data on the Marketo side, a different story develops.
That means that Ad 1, despite generating fewer leads, had a 50 percent success rate, while Ad 3 was hardly effective at all.
Without offline conversions, the advertiser would probably invest more money in Ad 3. With offline conversion data, the advertiser will more likely invest in Ad 1.
You can set up Facebook Offline Conversions to send offline ad performance to Facebook.