What’s the point of this?
A few months back, Meta rolled out the Instant Form browser add-on. At the time, it seemed interesting. You can add a persistent button for an instant form when someone clicks an ad to your website.
But let’s take another look…
It is only available when you use the Leads objectiveWhen you create a campaign, one of the first things you'll do is select an objective. The campaign objective is your ultimate goal. Your selection will impact options, including optimization and delivery. Options include Awareness, Traffic, Engagement, Leads, App Promotion, and Sales. More with Website conversion location and conversionsA conversion is counted whenever a website visitor performs an action that fires a standard event, custom event, or custom conversion. Examples of conversions include purchases, leads, content views, add to cart, and registrations. More performance goalThe Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More. You are sending people to your website to complete your online form.
Your ad might look like this…
When someone clicks your ad, it will send them to your website landing page. That page has the website form. We can’t get around that because the required performance goal is conversions.
But we also have the persistent Subscribe button for the browser add-on. Click it and it opens an Instant Form.
But WHY? You already have the website form. Completions of that website form is how Meta optimizes and measures success. Why add a second, persistent form using an instant form browser add-on? It just makes that page confusing.
REMINDER: There’s no other objective or performance goal that you can use this with. It might make sense to add the Instant Forms Browser Add-On when sending someone to a product page so that they can subscribe for more info. But you can’t. It’s only this one situation.
This feels half-baked. What am I missing here?
