If you’re in the world of lead generation, you’re going to want to get comfy for this one.

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Your future go-to marketing team has cracked the code for a client and are going to tell you how to do the same.

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The tool to rule them all? Zapier. 🏆

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The team uses Zapier’s integration features to push all leads from landing page forms (and their UTM values) to a Google Sheet.

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What urged the team to look for an alternate solution to in-platform reporting? 🤔 A discrepancy in reported leads from Facebook vs. what was being seen in their email capture platform.

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Using Zapier as an integration allowed the team to see that their higher lead prices were inaccurate. A creative that was about to be pulled for high cost-per-signup was actually found to be the TOP PERFORMING LEAD GENERATOR.

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Facebook’s cost per lead? $25. Zapier’s? $2.70.

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The discovery lead to a data deep-dive, where the team found that Facebook was consistently underreporting leads. This means that spend and optimization was being put behind the wrong campaigns and creatives.

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Discovering the on-platform and Zapier discrepancies has allowed the Pilothouse team to lower cost-per-lead by 33%.

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If you’re looking to work with a team who takes data and optimization to the next level and questions the source of all truths, reach out to Pilothouse today. 🚀

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