Facebook campaigns are optimized towards “website conversions” but this does not correlate to value. Commonly the quality of facebook leads is low (<20% of good fits) and tends to deteriorate over time because of the aforementioned optimization criteria. As a consequence CPAs increase and the CAC can get out of hand
You can start optimizing your Facebook ads by sending MadKudu-qualified conversion events to Facebook.
How to set this up?
Phase 1: Sending the Conversion event back to Facebook
(1) Create a MadKudu campaign (advanced)
(2) Enter your email identifier under "How to get email of lead"
var email = form.track_input($('[type=email]'));
(3) Enter this code snippet under "What to do when a visitor is found to be qualified"
console.log('MadKudu - conversion fired');
Phase 2: Set up on Facebook
(1) Change your conversion event on the campaign level to Conversions event: