Yep. The whole user flow for a Facebook lead might need to be different. I try and treat acquisition channels as differently as possible, within reason. For exa

Yep. The whole user flow for a Facebook lead might need to be different. I try and treat acquisition channels as differently as possible, within reason. For example, your organic traffic may behave completely differently than your Facebook Ads traffic and that may be happening for a variety of reasons. Organic traffic is targeted and active. Someone was likely searching for something highly related to your product. The same goes for paid search traffic. However, Facebook and other display ad traffic is passive. You're targeting someone who may be interested in your product but they aren't actively seeking it out. Those clicks are much different! I'd probably throw a much heavier sell at those people and make sure your actively on-boarding and engaging them to use the product throughout the trial period. They are likely to be far less motivated than other types of traffic, so it's your job to get them motivated!