Meta and Google know who clicked and who filled in a form. They have no idea who became a customer. That information lives in your CRM, and until you send it back, your ad platforms keep optimising for the wrong thing. A plain-English guide to lead tracking, offline conversion tracking, and the measurement foundation underneath every great lead-gen account.

Meta lead generation is a system, not a form. A plain-English guide to instant forms vs website leads, volume vs conversion-leads optimisation, the CRM and Conversions API feedback loop, and why cheap leads rarely close.