Understanding views, clicks, and leads

When running an AdBuilder ad campaign, you need to choose whether you want to target views, clicks, or leads. Understanding these metrics is crucial for evaluating the performance of your ads. Let’s take a look at each term, why they’re all important, and why an ad can still be successful even if it doesn’t generate many leads.

Views
This refer to the number of times your ad is displayed on users’ screens. This metric is also known as impressions. Views are essential because they represent the reach of your ad — the more views you get, the more people are seeing your listing. 

Clicks
This is the number of times users interact with your ad by clicking on it. Clicks direct users to your lead site, where they can see more details on the listing. Your site has a lead capture form built in for viewers to fill out. The clicks metric shows how many people were interested enough in your listing to act and learn more.

Leads
These are the potential clients who’ve expressed interest in your listing by providing their contact information through filling out the lead capture form. Leads are crucial for sales and marketing because they represent potential future clients.

Why all three metrics are important

Each of these metrics plays a unique and vital role in your advertising strategy, but they each offer something a bit different.

Views build awareness

• Views help you understand how many people are being exposed to your brand. High view counts increase brand awareness and ensure that more people know about your products or services.
• Opting to prioritize Views puts your listing in front of the largest possible audience. It’s good for open house listings and those that might be a bit more difficult to sell.

Clicks – measure engagement

• Clicks indicate the level of engagement and interest your ad is generating. A higher click-through rate (CTR) suggests that your ad is compelling and relevant to your audience.
• Choosing Clicks garners your listing the most website visits. It’s best for general brand-building, staying top-of-mind, and boosting name recognition. It’s good for listings that are under contract or already sold.

Leads drive conversions

• Leads are the ultimate goal for many campaigns because they represent potential sales opportunities. Leads show that your ad is effective in persuading users to take a significant step toward becoming clients.
• Selecting Leads limits the audience that your listing reaches, as it’s specialized. This option runs your listing through Facebook’s Native Leads Form, thereby giving it the best chance for increased leads. Note: We do not guarantee any specific number of leads, as we’re not a lead-generation service.

Why low leads don’t mean an ad was unsuccessful

It’s easy to focus solely on leads when evaluating the success of an ad, but this doesn’t paint the full picture. There are a few reasons why an ad can still be successful even with low leads:

Brand awareness and recognition
Even if an ad doesn’t generate many leads, it still increases awareness about your brand. Repeated exposure builds recognition and trust over time, which can lead to future clients.

Audience engagement
High views and clicks indicate that people are interested in your listing. This engagement is valuable as it can lead to organic growth and word-of-mouth marketing.

Market research and insights
Running ads helps you gather data on what works and what doesn’t. This information is crucial for refining your marketing strategies and improving future campaigns.

Strengthening client relationships
Ads that don’t immediately generate leads can still strengthen relationships with existing clients. These ads remind clients of your brand and keep you top-of-mind.

Long-term sales funnel
Not all leads convert immediately. Some potential clients may need more time and exposure before making a decision. An ad that initially seems unsuccessful may contribute to conversions down the line.