26 June 2020
Facebook Lead Ads can help you generate interest in your business, distribute your promotional materials, grow your mailing list, and more.
Facebook Lead Ads are designed to reduce friction in the lead generation process.
Businesses typically use Facebook Lead Ads to offer a free product or opportunity. This is often simply a means by which to obtain a user's personal information or contact details.
When a user clicks on your ad, a form appears within Facebook itself. Facebook populates the form using some of the information it holds about the user. All the user has to do is fill in the blanks and click "submit."
Using Facebook Lead Ads is an alternative to redirecting a user to a landing page. This means that a user is more likely to provide you with their personal information.
Facebook requires that:
Here's how Dolphins Pharmacy does this:
You'll also need a section on how you collect personal information using cookies, which we'll cover below.
You can use Facebook Lead Ads for various purposes, all of which involve collecting personal information from Facebook users. For example:
Under Facebook's Advertising Policies, there are certain types of personal information you must not request via your Facebook Lead Ad (unless you have Facebook's prior written permission), including:
Here's how Driftrock informs consumers about what types of personal information the company collects:
Your business almost certainly collects other types of personal information through other means, and you'll need to disclose this too.
Many Lead Ads publishers use Facebook's tracking technology, the "Facebook Pixel," to track conversions. This is one of Facebook's recommended best practices for lead ads.
In summary, you have to give notice of the following:
Here's an example from ID Fitness:
Note that if you're targeting users within the United Kingdom or the European Economic Area, you'll also need to obtain their consent before you set the Facebook Pixel on their device.
Enter your email address where you'd like your policy sent, select translation versions and click "Generate."
This section is most relevant if you target customers in the United Kingdom or the European Economic Area.
Facebook requires that your Facebook Lead Ad contains any "choice mechanisms" necessary under applicable law.
Certain regions, most notably the EU, require businesses to obtain consent (permission) from consumers before using their personal information in certain ways.
Among other things, consent must be specific to a particular purpose. You should avoid "bundling" consent requests. If you intend to use consumers' personal information for multiple purposes, you should request consent for each individual purpose.
For example, if you're requesting a user's email address in order to send them a free ebook, and you also want to add them to your marketing mailing list, you need to request consent for both activities.
Facebook makes it easy to request consent for multiple purposes. You can do this using the "custom disclaimer" feature, which you'll find on the ad creation form.
First, tick the box next to "Add custom disclaimer:"
You'll see the "Consent checkbox" options. You can add multiple consent requests here.
In our example Lead Ad below, we've set up two consent requests:
The first request is permission to send the user an ebook. The user must consent to this in order to click "Submit." The second consent request is for email marketing. This is optional.
To be clear, if your business and your target market are based outside of the European Economic Area or the United Kingdom, you may not have to separate out consent requests in this way.
You also use the "Text" box to add custom disclaimers. You may wish to give a more detailed explanation of how users' data will be processed. This might be necessary if you wish to share users' personal information with third parties. Or, if you are using your Lead Ad to allow users to enter a competition, you could use this box to explain your Terms and Conditions.
If you target users in the EEA or UK, you should also add consent checkboxes if you intend to collect Facebook users' personal information for multiple purposes.
This article is not a substitute for professional legal advice. This article does not create an attorney-client relationship, nor is it a solicitation to offer legal advice.