Why your Lead ads won't scale

The reason your cost per lead is so high is because your conversion tracking is terrible. Here's why: Most people use thank you pages or integrations to track their leads. And the reason this is a problem is because both of those rely on third party cookies. When somebody clicks on your ad and they land on your website, Facebook is making a request to the browser to track your user. That's how they track conversions. The problem is they have to use third party cookies to track users, which Safari hates. So Safari blocks Facebook from tracking after 24 hours and a bunch of your leads go undetected and unsent to Facebook. For example, take a look at this business who makes $1M a month. This is their lead flow. That box on the right is what Facebook tracked with the Meta pixel for leads. That box on the left is their actual lead results from their campaigns every month. They were spending $100 to acquire a lead when it was actually $55. And the reason they thought it was so high is because their tracking was broken. They were under-reporting leads, sending bad data with each lead. And Facebook wasn't getting because it was missing data on who this business's leads were. In case you hadn't heard yet, we are in the age of AI advertising. So AI algorithms like Andromeda need good data to make good decisions. In other words, you need to tell them who your leads are and how many you're actually getting if you want them to find you more people like those leads. So stop ignoring your tracking, stop using the Meta pixel, stop using thank you pages, stop using integrations. All they do is under-report your conversions and send bad data back to Facebook. And that's why your cost per lead is so high.