"Meta refers to the period from just after Christmas into January as "Q5." While many advertisers pull back their spend during this time, Meta says advertisers who ran campaigns on its platform and used its instant form conversion leads performance goal in the first week of January 2024 saw a 25% lower median CPM, a 5.4% higher median conversion rate and a 26% lower cost per qualified lead compared to rates from the first week of October 2024."
"Meta advertisers who integrate their CRM with Zapier can now send up to 100,000 lead events to the Conversions API for free. Beginning in November 2025, advertisers using Salesforce Sales Cloud will be able to directly send lead events from their CRM via the Conversions API. Meta also announced it streamlined the onboarding process in its Events Manager. Previously, advertisers had to complete a multi-step setup to integrate their CRM with the Conversions API."
"Now, advertisers will be able to optimize for a single conversion event directly in the ad creation flow. This allows them to select the one conversion event that matters most, such as a sale or booking, and guides the system to optimize for that outcome. Lead verification and nurturing tools Meta introduced additional verification and lead nurturing tools, available with or without a Conversions API CRM integration. These include:"
Meta identified the post-holiday period from just after Christmas into January as "Q5" and reported lower CPMs, higher conversion rates, and lower cost per qualified lead for advertisers using instant form conversion leads in early January 2024. Meta expanded CRM connectivity by enabling Zapier integrations to send up to 100,000 lead events to the Conversions API for free and announced direct Salesforce Sales Cloud support beginning November 2025. The Events Manager onboarding process was simplified to reduce setup complexity. Advertisers can now optimize for a single conversion event in the ad creation flow. Additional verification and lead nurturing tools were introduced, available with or without Conversions API CRM integration.
Read at MarTech
Unable to calculate read time
Collection
[
|
...
]