There are many numbers left in the advertising form, but why are so few of them able to be contacted in the end?

The advertising background shows that a lot of forms have been received, but after downloading the customer number, another result appears: some people filled in the wrong number, some used an empty number, and some did not activate it.WhatsApp, there are also people who don’t remember submitting the form after receiving the message.

On the surface, the cost of each form is not high, but when it comes toBy the time "customers are able to reach normal contact," costs may have changed significantly. The problem does not necessarily lie in customer service follow-up, but may have already started in ad targeting, form design, and contact information filling.

A clue in the advertising background does not equal an effective customer

Advertising platforms typically count a successful submission as a lead. As for whether the number can be used, whether it was filled in by myself, and whether there is a real demand, the advertising backend may not be able to judge all of it.

Therefore, the number of forms only represents the number of submissions and cannot directly represent the number of customers obtained who can continue to communicate.

The same person may submit it repeatedly, and the country code may be missing from the number, or it may be filled in casually to receive information, participate in a lottery, or check prices. After the form is passed, the data will be entered into the customer list.

If you only count the cost of each form, it is easy to overestimate the advertising effect.

For example, advertising investment$1,000, 500 forms received, apparent cost per lead is $2. However, after number verification, only 250 people can actually be contacted through the designated channels, so the actual cost of each contactable number has become $4.

Continue counting until there is a valid dialogue, if in the end there is only80 people generate normal replies, and the advertising cost corresponding to each effective conversation is US$12.5. That’s before adding in customer service hours, number checking and messaging costs.

This set of numbers is used to illustrate the calculation method. The actual results should be based on your own advertising backend, detection records and customer service conversations.

The first level of loss is hidden in duplicate submissions

It's not uncommon for forms to be duplicated. The same user may see the advertisement multiple times and forget that he has filled it out; different ad groups may also collect the same number; old customers may resubmit and be treated as a new lead.

If duplicate numbers are not merged first, there will be two direct impacts.

One is that the number of advertising leads appears to be greater than the actual number of people. Second, the same customer may be contacted repeatedly by different customer service personnel. After the other party receives similar messages several times, it is more likely to be considered harassment.

Duplication removal cannot only match the text displayed in the table exactly. A number may be written with a country code, without a country code, or preceded by"+" or with a space in between. The international number format should be unified first, and then duplicates should be found.

If the duplicate numbers correspond to different advertising sources, do not simply delete one of them. You can combine first submission time, most recent submission time, campaigns, and products of interest into the same customer record. This information helps determine whether the user has repeatedly filled in the wrong information or is continuing to be interested in a certain type of content.

The second layer of loss comes from the number format

When delivering across countries, the form is most likely to have country code issues.

Users are accustomed to filling in local numbers, but the form does not automatically record their country; someone has already filled in the country area code, but it was filled in again when the system was exported; some numbers were converted into scientific notation by the spreadsheet, and the last digits changed.

These numbers are not necessarily empty numbers, they just cannot be recognized normally according to the current format.

Before launching, you can set clear country or region options in the form to allow users to confirm the country code. After exporting, keep the original numbers, do not overwrite them directly, and then create a column in a unified international format.

Data whose number length is obviously abnormal or whose area code does not match the delivery area need to be checked separately. You cannot delete them all if they are unrecognizable, and you cannot add area codes at will without knowing the country.

If format errors occur frequently in an ad group, it means that the problem is not just data cleaning, but also needs to be dealt with back in the form settings.

The third layer of loss comes from the inability of the number itself to be used normally.

After the format is correct, there may still be empty numbers, outages, virtual numbers or other abnormal conditions.

Some users fill in numbers casually in order to receive information; some numbers were valid before, but the interval between ad download and customer service follow-up was too long, and the number status has changed; some numbers are usable, but are not mobile phone numbers suitable for the current contact channel.

This step is suitable for checking the basic status of the number and separating data that is obviously not usable from data that is temporarily abnormal.

Empty numbers usually no longer enter the current follow-up; numbers that are down or temporarily unavailable can be retained for review; when the number type does not match the business channel, you need to change the contact method, and you cannot continue to try the same method over and over again.

If ads continue to run every month, the number efficiency can also be used to judge the quality of leads from different channels. For the same form cost, if one ad group brings mostly normal numbers, another ad group often has empty numbers and incorrect formats, and the latter’s true customer acquisition cost will be higher.

The fourth layer of loss appears in the communication platform

If the mobile phone number is normal, it does not mean that the user has subscribedWhatsApp, Telegram, LINE or other platforms ready to use.

For example, the advertising form only requires filling in a mobile phone number, but the customer service unanimously approves it.WhatsApp contact. Although some users have valid numbers, they have not registered for WhatsApp, and these clues still cannot be reached through current channels.

A more sensible approach would be to let users choose how they want to be contacted in the ad form. Users actively chooseWith WhatsApp, follow-up communication will be more natural; if there is no choice, you need to confirm whether the number is activated on the corresponding platform before deciding whether to use phone calls, text messages, emails or other methods.

Digital Planet can be used to check the status of the number in the advertising form and confirm whether the number is activated based on actual businessWhatsApp, Telegram, LINE, Zalo and other platforms. After detection, contacts from different channels are classified, and it is no longer the default that all mobile phone numbers are suitable for using the same social software.

If your ad is targeting multiple countries, consider local communication practices as well. Japanese users may be more accustomed toLINE, local customers in Vietnam may use Zalo, while Latin American and some cross-border businesses use WhatsApp more. This should not only be allocated according to the country's machinery, but also combined with the contact information selected by the user in the form.

The number is valid, but the other party doesn’t remember filling out the form.

There is another type of clue. There is no problem with all the contact information. After the customer service sent the message, the other party said"Don't remember", "not interested" or just don't reply.

This usually has to do with advertising promises and form thresholds.

If the advertisement uses free redemption, lottery, test qualification or exaggerated offer to attract submissions, users may just want to get a certain content and not carefully understand the follow-up services. The form only requires filling in a number and does not set basic questions such as requirements, region or budget. The number of submissions will increase, but the true intention may not increase simultaneously.

The form should not be designed to be too long, but it should at least let users know:

lWho will contact you after filling in;

lWhat channel to contact through;

lWhat is the contact content;

lWhen to expect contact;

lWhat the user submits is consultation, quotation or data collection.

The clearer this information is, the less likely it is that customer service will be promoted as a stranger when it first appears.

If the user is not contacted for several days after submitting, the memory will quickly weaken. It is best for customer service to keep the name of the advertisement, the time of submission and the product selected by the user. Naturally explain the source in the first message, do not just send one sentence."Hello, are you there?"

fromSee where the clues go among 500 forms

Suppose one round of advertising gets500 forms. The following is still a calculation example and does not represent a fixed result.

After unifying the number format, we found thatThe country code cannot be confirmed for 30 items, and the remaining 470 items can continue to be processed. After completing the deduplication, it was found that there were 45 duplicate submissions, which actually corresponded to 425 contacts.

After basic number detection, there are55 numbers are empty, down, or temporarily unavailable, and the remaining 370 can continue to enter the platform for verification.

Assume that customer service is ready to passContacted via WhatsApp, and after activating the test, it was confirmed that 280 of the numbers had been registered with WhatsApp. Further combining the user submission time, advertising content and actual needs, only some may be suitable for the first round of focused follow-up.

At this time, the advertising background is still showing500 leads, but only 280 were actually able to contact via WhatsApp as originally planned. The original single form cost can no longer represent the actual customer acquisition cost.

This does not mean that all remaining numbers are invalid. Not activatedWhatsApp users who originally allowed phone calls, text messages or emails can still access other channels. The key is not to continue counting them as reachable customers on WhatsApp.

There are three types of costs that really matter

The first is form cost, which is the ad spend divided by the number of form submissions. This data is good for judging an ad's ability to get filled in, but it doesn't explain lead quality.

The second is contactable number cost, which is the ad spend divided by the number of people who can still be contacted after formatting, deduplication and number status checking. This step begins to approach actual contact.

The third is effective conversation cost, which is divided by the advertising cost divided by the number of people who actually have normal communication. Effective dialogue does not mean simply replying with an emoticon, nor does it mean the delivery of automatic messages, but rather that users are willing to continue communicating around products or needs.

If you still want to judge the final business results, you can continue to calculate effective consultations, quotations, orders and repurchases. However, each layer must use its own background records and cannot be replaced by industry average data.

The quality of leads is poor, so we need to go back to the source of advertising and make changes.

Number detection can find invalid data, but it cannot turn people without needs into customers.

If a certain ad group has a high proportion of empty numbers, you can add number verification or adjust the form fields; if many people don’t remember submitting it, you can check whether the advertising promise is too vague; if the number is normal but the platform you plan to use is not activated, contact options should be added to the form; if there have been very few effective conversations in a certain area, you need to recheck the audience, language and product matching.

The customer service side must also retain the results of each clue, including incorrect numbers, not opening the platform, no reply, clear rejection, inconsistent requirements, and normal communication. Post these results back by campaign to know which ads actually brought in people who could follow up.

How many forms are received in the advertising backend is just the entrance to the funnel. After completing the format check, deduplication, number status verification, platform registration detection and customer service follow-up, the remaining effective conversations will be closer to the real customer opportunities gained in this round of advertising.

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