Facebook Lead Ads Mastery for Course Creators

Facebook lead ads are a great way for businesses to collect contact information from potential customers. The problem is that Facebook’s lead ads don’t work properly on iOS 14, which means that businesses can’t track conversions properly.

First, let’s take a look at how Facebook lead ads work.

Facebook lead ads are designed to make it easy for people to sign up for your products or services. When someone clicks on your ad, they’ll see a form that they can fill out with their contact information.

This information will then be sent to you so that you can follow up with the lead.

The problem is that, on iOS 14, Facebook’s lead ads don’t work properly. The reason for this is that Apple has introduced a new privacy feature called App Tracking Transparency (ATT) that requires apps to ask users for permission before tracking them.

The good news is that there’s a workaround. In this article, we’ll show you how to use Facebook lead ads for your business and get perfect conversion tracking on iOS 14.

Why iOS 14 Causes Problems for Facebook Lead Ads

With the release of iOS 14, users will now be able to opt out of being tracked by any app, including Facebook. This means that businesses will no longer be able to track the results of their Lead Ads campaigns in the same way they could before. They’ll still be able to see how many people saw their ad and clicked on it, but they won’t be able to track what happened after that. 

This is a big change because before, businesses could see how many people filled out their Lead Ad form and then went on to become customers. But now, they won’t be able to track that conversions in the same way. This could make it difficult to measure the ROI of Lead Ads and make it less likely that businesses will continue to use them. 

The changes in iOS 14 will likely have a negative impact on the performance of Facebook Lead Ads. Businesses that rely on Lead Ads to grow their email list will need to find other ways to track the performance of their campaigns and measure the ROI. Additionally, they may need to increase their budgets for lead generation in order to offset any potential loss in leads from Facebook. 

The Workaround: Using Server-Side Conversion Tracking

Despite the problems caused by ATT, there is still a way for businesses to use Facebook lead ads on iOS 14. The key is to use a tool called Server-Side Conversion Tracking (SSCT).

SSCT is a tool that allows businesses to track conversions without relying on tracking data from the user’s device. This means that businesses can still track conversions even if the user has not given permission for their data to be tracked.

The downside of using SSCT is that it requires a bit more set-up than regular lead ads. However, the extra effort is worth it if you want to continue using lead ads on iOS 14.

Here’s how to set up SSCT for your Facebook lead ads:

1. Create a new Facebook ad campaign and select “Lead Generation” as your objective.
2. In the “Audience” section, select the “Custom Audience” option and create a new audience of people who have visited your website in the past 30 days.
3. In the “Budget” section, set your budget and schedule for the ad campaign.
4. In the “Creative” section, upload an image for your ad and write a headline and description.
5. In the “Tracking” section, select the “Server-Side Conversion Tracking” option and enter your website’s URL.
6. Save your changes and launch your ad campaign.
7. Once your campaign is running, go to the “Results” tab in Ads Manager.
8. Click on the campaign you want to track conversions for.
9. Select the ” columns” dropdown menu and choose “Conversions.”
10. Under the “Configure Columns” menu, select “Customize Columns.”
11. In the popup window, select the “Conversion Actions” dropdown menu and choose “Facebook Leads (SSCT).”
12. Click “Apply.”

Now you’ll see a column for SSCT conversions in your results table. You can use this data to track how many leads you’re getting from your Facebook Lead Ads campaigns, and optimize accordingly.

Benefits of Server-Side Conversion Tracking

There are several benefits of using server-side conversion tracking for your Facebook lead ads: 

1. More Accurate Data: With server-side conversion tracking, you’ll get more accurate data about your conversions because the pixel is fired only when a user successfully completes the form. This is in contrast to client-side conversion tracking, which fires the pixel as soon as a user clicks on the ad.
2. Improved Privacy: Another benefit of using server-side conversion tracking is that it’s more privacy-friendly than client-side conversion tracking. With server-side conversion tracking, only an encrypted token is passed from Facebook to your web server. This means that users’ personally identifiable information (PII) is not shared with Facebook. 
3. Better Lead Quality: Because server-side conversion tracking provides more accurate data and is more privacy-friendly, it can also lead to higher-quality leads. Users who are concerned about their privacy are more likely to engage with forms that use server-side conversion tracking, and they’re also more likely to be high-quality leads since they’re taking the time to fill out the form correctly.

Now that you know how to set up SSCT for your Facebook lead ads, you can start tracking conversions on iOS 14. This will allow you to continue using lead ads while ensuring that you’re getting accurate data on your results.

Overall, using server-side conversion tracking is a great workaround for the problems caused by iOS 14. It’s a bit more work to set up, but it’s worth it if you want to continue using lead ads on iOS 14. With this method, you can still track conversions accurately and make sure that your campaigns are successful. 

If you’re running a lead ads campaign on iOS 14, make sure to set up server-side conversion tracking. This will ensure that you can continue to track conversions and optimize your campaigns for success.