I’ve seen a new option in an instant form, which may be important. It’s not clear whether this is a new feature launch or just a test.
Let’s see…
A new checkbox
When creating an instant form, check the field that requests an email address or phone number. If you have this update, you can turn off Autofill.
The Autofill check box applies only to these two contact information. It does not work with other data that can be extracted from user profiles.
Why is this important?
Autofill is both a benefit and a curse of Facebook Lead Ads. When they are first introduced, autofill of contact information is one of the main differences. It makes the form completion easier by getting this information directly from the user’s Facebook profile. Easier form completion can mean more, cheaper clues.
But this is also a potential cause of low-quality lead, and the risk increases over time. Most people have been on Facebook for years, or even decade or more.
It is very likely that the contact information found there is already outdated. I’ve been working on Facebook for 18 years and I can’t tell you about the contact information in my last update to your profile. It is easy to miss when using this old information to form an autofill.
So when a prospect provides an email address or phone number in his 10s, your messages are more likely to go into the abyss and you won’t be able to reach them.
By providing the option to turn off autofill, you can force people to enter this information manually. This can also create potential for typos, but it is not unique to instant form.
Another
Previously, if you had quality issues, you might choose to switch to a website lead. But the ability to shut down a car means you may not need to do it after all.
You may see your costs go up while the auto-filler closes. However, I can’t imagine advertisers focusing on lead quality, assuming the tradeoffs are worth it.
Do you have this?
