How to define your Conversion criteria
Define your Person Segment criteria
To create a new Conversion event, first you need to define when a conversion event should be sent. You can do this in Clearbit using a Person Segment.
To create a Person Segment:
- Navigate to the Person Segments page.
- Select an existing segment, or create a new person segment.
If you create a new segment:
- Name your segment, and choose a collection to organize it.
- Define your conversion criteria. Based on the criteria you choose, new conversion events will be sent whenever a person enters or re-enters the segment.
- Click Create segment.
Example: Use Salesforce lead and contact fields to send qualified leads back to Facebook and Google. This will help the ad platforms identify and target more qualified leads, improving lead quality across your search, display, and social campaigns.
Optimizing your conversions for quality
One core benefit of Clearbit Conversions is that you can send quality lead data to your ad platforms.
Platforms like Facebook and Google use these conversion signals as training data for their sophisticated machine learning algorithms. The data helps them understand what a good outcome is for the advertiser, and how to generate more of them.
For example, if you send MQL data back to Facebook and Google they will find you more MQLs, and avoid more of those pesky students, hobbyists, and spam bots that drive up your spend.
Balancing quality and volume
Sending quality conversions (like MQLs or PQLs) back to Facebook and Google is a great way to improve quality across the board.
However, Facebook and Google also rely on a certain volume of conversion signals for their targeting algorithms to work effectively.
When you're defining what kind of conversions you send back to these platforms (e.g. leads, MQLs, or something else) you need to balance the quality of the leads with how many you typically generate in a single campaign.
Google's Volume Requirements
To take advantage of Google Smart Bidding (which allows you to optimize for lead quality and volume), Google recommends optimizing towards conversions that are...
- Furthest down the funnel
- Where you have >30 conversions per month (per campaign)
- And less than 21 day conversion delay
Facebook's Volume Requirements
Facebook has a higher conversion volume requirement to ensure their campaigns exit the learning phase. Facebook's recommendations apply for each ad set.*
- Furthest down the funnel
- Where you have >50 conversions per week (per ad set)
*Because Facebook's conversion optimization happens at the ad set level, they recommends combining ad sets to create larger audiences with higher conversion volumes.
How to handle low conversion volume
What if you don't generate the recommended number of qualified leads to meet Google or Facebook's requirements?
You can still take advantage of Facebook's value-based optimization and Google's Smart Bidding by assigning predicted values to your top-of-funnel conversion events.
For example, instead of only sending quality leads to Facebook, send all leads. But give any leads that do not fit your qualification criteria a $0 conversion value.
This will help Facebook understand which actions are desirable by providing sufficient conversion volume. At the same time, it teaches Facebook that certain conversions are low value (or no value), which encourages the targeting algorithms to optimize for quality.