Facebook Ads Tests Sequenced Events for Qualified Leads.

Some Facebook Ads accounts have started showing a new Sequenced Events setting for lead campaigns. It allows advertisers to define two events that a user must complete in a specific order.

The feature appears when selecting Maximize number of qualified leads in Leads campaigns with website conversions.

First, you choose an Initial event, for example Lead after a user submits a form. Then you select a Final event, which represents a more valuable user action, such as CompleteRegistration or a Custom Conversion. For example: Lead > CompleteRegistration = Qualified Lead.

A Qualified Lead is counted only if the user completes both events in the specified sequence.

Previously, with this type of optimization, the final event was tied to a CRM or an offline event. With Sequenced Events, based on the interface, the final event can now be a standard website event or a Custom Conversion. The new setup makes the process simpler and gives advertisers more control over which action after the lead should be treated as the target event.

Sequenced Events can also be useful when users do not reach the target action immediately. Facebook can typically optimize for events that happen within seven days after a click. In this case, the Initial event acts as the first signal, while the Final event represents a more valuable user action that happens later.

The feature requires a history of these conversions. Facebook looks at event sequences from the previous 28 days, but it is still unclear what the minimum number of such conversions is and how much time can pass between the Initial event and Final event.

At the same time, Meta is renaming Conversion Leads to Qualified Leads. Judging by the introduction of Sequenced Events, this appears to be more than just a naming change and may also reflect an update to how Facebook optimizes for higher-quality leads.

The feature is not available in all advertising accounts. Detailed official documentation for Sequenced Events is not yet available.

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