Leads can be tracked differently by Facebook based on where the lead occurs.
Types of Facebook Leads
1. On-Facebook Leads
Leads that are generated from a user on Facebook are considered an on-Facebook Lead.
Examples of on-Facebook Leads are:
- Lead Ad Submission on Facebook
- Dynamic Lead Ad Submission on Facebook
- Messenger Inquiry on Facebook
- Phone Call Click on Facebook
- Directions Click on Facebook
2. Off-Facebook Leads
Leads that are generated on an advertisers website, landing page, or site external to Facebook is considered an off-Facebook Lead.
Examples of on-Facebook Leads are:
- Lead capture form
- Phone call click
- Email address click
- Widget interaction such as a user interacting with a website chat widget
3. Total Leads
When Facebook shows total Leads they include both on-Facebook and off-Facebook leads. These are not unique and a single user can be counted as multiple leads if they convert multiple ways.
4. Unique Leads
Unique Leads are only available for Lead Ads. If a user fills out 4 forms from the same advertiser, the Unique Lead count will be 1 and the total leads would be 4.
Related Articles
What are on-Facebook Leads / Lead Ads / Lead Forms & How are They Tracked?
What are off-Facebook Leads / Website Leads & How are They Tracked?