Zero leads doesn't mean zero leads: when the platform says zero, but the leads arrive.

The Meta dashboard is a measurement, not reality. Sometimes the two come apart, and anyone who looks only at the dashboard switches off the wrong campaign.

two fitness centres

Meta showed few leads, sometimes none. The client, though, was receiving them.

I noticed it myself, by comparing what we were spending with what was really coming in. It is the check I run on every account: spend on one side, real leads on the other.

Before switching off a campaign that “doesn't work”, check that the measurement does.

updated on 27 Oct 2026