Facebook Lead Generation Quality
We all have a love-hate relationship with Meta's Facebook.
We all have a love-hate relationship with Meta's Facebook. In 2022Q4, based on their paid traffic quality, Facebook did quite lovely. They used to be in the middle group, but the last few quarters Facebook rose the ranks in click quality. The lead generation quality is a bit more volatile.
Also, Facebook is a walled garden, where your creative needs to convince someone to click in order to climb over the wall. So, how many did climb over the wall? and how many were human?
The details of Facebook’s 2022Q4 performance, as measured by Oxford Biochronometrics ' SecureLeads. Note: FAN (Facebook Audience Network) has been disabled in these campaigns:
Click fraud: 6.81% (93.19% human), ranked at 5
Conversion to click-to-lead: 31.82%
Lead fraud: 0.26% (99.74% human), ranked at 4
At Facebook you pay for the impressions, and based on the click-through-rate you would be able to put a price on a click. Unfortunately, Facebook doesn’t allow 3rd party verification. So, the best alternative is to measure fraud at the landing page and that’s exactly the place where we have detected and flagged ~7% of the Facebook originated clicks as fraud. In other words, this makes each valid click ~7% more expensive, and thus also the cost per lead.
The generated leads are almost all human, this means: you almost (99.74%) get what your goal was: Real leads by humans. The low fraud percentage has a direct relationship with how traffic is charged and whether fraud can benefit of off it. In Facebook’s case you pay for impressions, so there’s no direct financial incentive for fraudsters to commit fraud by filling out lead generation forms.
Looking back at the full year you’ll see in the metrocharts that Facebook did well in 2022. Clicks: In 2022Q1 ranked at 21 and steadily rose to the 5th place. Leads: They started 2nd, then down to the 12th place and gradually back to the 4th place in 2022Q4.
Disclaimer:
These results are based on analysis of data collected on behalf of our clients. Other configurations and campaigns may produce different results based on a variety of factors, including, but not limited to different sample sizes, audience, targeted geo, seasonal effects. We therefore make no claims regarding the overall performance of any particular traffic source.
