SCHENECTADY, N.Y. — Potratz was asked to participate in an exclusive Facebook Alpha Program focused on A/B testing the efficacy of the Messenger Lead Ad ad type. The limited number of agencies asked to participate were required to run campaigns utilizing this revised ad format over the course of a four-week period in order to provide Facebook with their comments and findings.

“Very few agencies were selected to join this testing group, and we’re honored Facebook thought of us and sought out our professional opinion on the quality of leads being provided by this ad type,” said Paul Potratz, the agency’s founder.

In order to be considered for the Facebook Alpha testing program, advertisers needed to be considered avid and proficient users of the platform for the purposes of advertising; generating above-average lead counts for their clients; as well as have a substantial number of clients on Facebook. Throughout the two-phase program, advertisers were expected to define what constitutes a qualified lead for their clients, then track their success rates for review by Facebook, as well as their overall experience utilizing the ad type, from creation to conversion, all according to the announcement.