Lead scoring assigns a value or grade to each incoming lead based on factors like the completeness and quality of information provided, engagement behavior, or predictive models trained on which past leads eventually closed. It lets a sales team prioritize outreach toward the leads most likely to convert rather than treating every lead identically.
Feeding lead-scoring outcomes back into Meta as offline conversions or custom event values lets the ad platform's delivery system start favoring the sources and audience segments that produce higher-quality leads, not just leads that are cheap to acquire, closing the loop between ad spend and actual sales outcomes.
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