Facebook Instant Forms, formerly known as Lead Forms, allow you to collect your audience’s information – such as emails and phone numbers – by filling out a form while they’re scrolling through their News Feed. Previously, the forms were offered as lead generation ads, optimized toward people who were likely to fill out the form.

Now, Facebook has added other objectives, including Brand Awareness, Reach and Traffic, in addition to the previous offering. When using one of these objectives, the forms will be built as a canvas ad and will work toward increasing brand lift and awareness as opposed to form completions. In addition, selecting Brand Awareness, Reach or Traffic objectives won’t allow you to download your leads from the Lead Library. Instead, you will have to access them in the Publishing Tools section of the Canvas Library.

So, what’s the advantage of utilizing one of these new objectives?

While lead gen ads perform strongest when they’re displayed to users who are further along in their buying journey, utilizing one of the new objectives enables you to capture prospective consumers earlier on. This will be beneficial for obtaining users who are interested in gathering more information about your business but haven’t yet narrowed down their options. In addition, this is helpful for understanding which consumers might be interested in the information before excluding certain users with lead gen ads.