Title: LEAD GENERATION STRATEGY BASED ON META PLATFORMS: USER BEHAVIOR, WARMING UP, AND CONVERSION
Author:
Alina Demydova
Abstract:
By framing lead generation as a self-regulation process – where curiosity, cognitive fluency, and reward prediction cues interact – we seek to clarify how “warming-up” sequences reshape user intent and, ultimately, conversion cost.
Methodology – First, log-level data from 120 Facebook and Instagram campaigns (42 813 impressions; 3 149 leads) were matched with CRM sales records to model the exposure-to-sale path. Logistic and mediation analyses tested whether a five-to-seven-touch narrative (video → testimonial → offer) outperforms single-touch bursts.
Findings – Mediation analysis indicated that depth of on-platform engagement – measured through a composite of dwell time, secondary clicks, and profile visits – fully carried the impact of frequency on conversion, underscoring the cognitive-processing route rather than mere exposure fatigue.
Conclusion – Sequential exposure lifted lead-form conversion by 47 % and lowered customer acquisition cost by 33 % relative to control bursts. Mediation tests showed engagement depth fully explained the frequency-conversion link, while click-to-Messenger ads underperformed, often provoking abrupt “cognitive overload” remarks from respondents.
Keywords: Meta Ads; user engagement; nurture funnel; self-regulation; conversion optimization; customer acquisition cost.
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