Context
The excerpt contains three campaign rows: one for messaging conversations and two for Leads (Form). The reporting period is not visible.
Meta Ads · Lead generation
Conversations and forms. Two types of inquiry.
A dental-services example that distinguishes starting a messaging conversation from submitting a lead form.
Report excerpt · conversations and forms
Anonymised report · Metrics are those displayed by the platform. The reporting period and interpretation limits are stated below.
- messaging conversations
- 60
- cost / conversation
- $3.69
- form leads in two campaigns
- 14 + 8
What the report shows
Different campaign objectives are used to capture interest. Conversations and forms represent different actions and must be interpreted separately.
What it means for business
The messaging campaign shows 60 conversations at $3.69 each. The form campaigns show 14 and 8 leads, at $13.68 and $24.53 per lead respectively. These costs are not combined into an average without the complete spend and reporting base.
How to interpret the results
Conversations and forms are not confirmed patients, appointments or sales. Unique people across campaigns and customer conversion are not established. The date range and precise currency of the $ symbol are undocumented. The screenshot does not establish a particular provider’s contribution.
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