Last Updated: 2/02/2023
Meta is heavily investing in additional ad formats that help drive leads, and the BuyerBridge platform is adapting to that to ensure you and your clients are able to measure leads holistically.
Previously, the number of times a client was being contacted (on platform through Messenger, or off-platform through their phone app) were not reflected in the BuyerBridge dashboards.
As of January 31st 2023, BuyerBridge lead metrics now include Messenger Conversations and Call Confirmations captured on Facebook.
You may notice your lead numbers have increased and the cost per lead to decrease as a result of this change.
What Are Messenger Conversations and Call Confirmations?
Messaging Conversations Started:
- For Messenger ads created with an optimization of Messenger Conversations Started, the metric "Messaging Conversations Started” will be reflected in your total lead metric.
- You can view this specific metric in Facebook Ads Manager. Simply go to the related account in Ads Manager > Customize Columns > then search for and check the box "Messaging Conversations Started." Then save your columns and see the results.
- Click here to learn more about the "Messaging Conversations Started" metric.
Call Confirmation Clicks:
- If you are running ads that optimize for phone calls at the Ad Set level (also known as Click-to-Call ads), the metric “Estimated Call Confirmation Clicks” (i.e., how many people clicked the “Call Now” button) will now be reflected in your total lead metric.
- You can view this specific metric in Facebook Ads Manager. Simply go to the related account in Ads Manager > Customize Columns > then search for and check the box "Estimated Call Confirmation." Then save your columns and see the results.
- Click here to learn more about the "Call Confirmation Clicks" metric.
In addition, please review our related Facebook (Meta) articles regarding lead metrics:
- What is the Difference Between On-Facebook and Off-Facebook Leads?
- What Are Off-Facebook Leads / Website Leads & How are They Tracked?
If you have any further questions about this change, please do not hesitate to contact support@buyerbridge.com.