Understanding Converted Leads
A converted lead is a member of a custom audience list who was targeted in at least one active campaign, saw your ad, was compelled to click and fill out a form to access your offer.
What now?
For starters, all converted leads from your active campaigns can be seen and reviewed on the Converted Leads tab within the platform.
Upon review, you may only see the lead information associated with the fields on your form and tracking information. This just means that the lead is yet to be enriched. Enrichment will give you additional contact information such as LinkedIn profile URLs, business emails, and business phone numbers that are pushed to your Marketing Automation platform.
Want to check out the leads on a spreadsheet or not using your Marketing Automation tool?
No worries, you can easily export the list right from the platform.
Remember when you connected your Marketo, HubSpot, Salesforce Pardot, or Oracle Eloqua account to the platform? Did you accurately associate our fields with the fields on your Marketing Automation platform? If so, when you click 'Send to Marketing Automation Tool', all of those fields will be updated with all of the detail included on the Converted Leads tab. If you didn't, go back and accurately map the fields to make sure the sync is seamless.
A couple of additional points:
- Be sure to check the Converted Leads tab daily when you are running active campaigns to push the enriched leads to your Marketing Automation platform to start the nurturing and sales process.
- Users have the ability to 'Search' for specific leads. This is a great feature for when you have multiple pages of leads and want to see if a contact from a specific target company has converted.
Once a lead converts, will they keep seeing ads?
When a member submits a Lead Generation form, they will not be shown the same ad creative for over one year. This is to prevent them from seeing the ad they have already submitted the form for. However, they will still have the opportunity of seeing ads from your other campaigns in their feed. For more information, see LinkedIn's article on Frequency of Sponsored Content on the Homepage.
Meta (Facebook & Instagram)
It is possible for the same person to see the same lead ad even after interacting with the ad. This is particularly true if they have adjusted their privacy settings or are using browsers with enhanced tracking protection. Meta's systems identify users who have already interacted with your ads, but this depends on their privacy settings and tracking capabilities allowed by the user's device and browser.
For more information about how Meta manages ad impressions, see their help documentation on ad frequency and impressions.
Preventing Further Ad Exposure to Converted Leads
If you want to ensure someone who converts is NOT seeing ads again, you have several options:
- Set up a website retargeting segment against your "thank you" landing page and exclude these visitors from your campaigns
- Export the email addresses of those who converted from your CRM and use that list as an exclusion audience in your ad campaigns
- Create custom audiences based on form completion events and exclude these audiences from future targeting
Pro Tip: Consider creating a sequential campaign strategy instead of completely excluding converted leads. Show them different offers or content that moves them further down your marketing funnel.
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