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Meta Can't See Your Lead Quality

8 Oct 2026 · 1 min

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In this segment, Eric Deeran explains how Meta’s advertising system attempts to locate the right customers for a new ad account by optimizing toward measurable outcomes such as leads or booked calls. The platform judges its performance solely on whether it delivers those results, but it lacks any ability to evaluate the intrinsic quality or suitability of the leads for the advertiser’s specific offer. Consequently, assessing lead quality and ensuring the audience matches the business’s target market is entirely the advertiser’s responsibility, requiring clear guidance to Meta’s ad manager.

Chapters

So when you are running Meta ads, if you've never run Meta ads before, you have a brand new account. Number one, Meta is trying to bounce around to find your right customer for you, right? So the only way it knows if it's doing a good job or not is typically when it gets a result, right? So it depends on what you're optimizing for, but if you're optimizing for a lead or a booked call, whatever it may be, it only knows if it's doing a good job if it gets you a result like that. Now, it can't see the quality of that lead. It doesn't know if that's the right lead for your offer. It doesn't know if it's the right type of person for your offer or business for your offer. That is all your job to tell Meta or tell ad, like tell your ads manager or whatever you're running ads on.