SE3 EP31: Campaign Management - Analysing Performance and Making Decisions (DAY 5) ~ Pillars of a Rock Solid Facebook Ads Strategy

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Campaign Management: Analysing your Ads and Decision making

Knowing when to stop or scale an Adset in a Facebook Ads campaign, balls down to analysing key performance metrics you establish in your campaigns.  

I set up my Adset reports in two ways. 
The first way is what I refer to as the Funnel Reporting view I use to get a quick glance at performance. Here are the columns I set up:

Budget Delivery Reach Link Clicks Amount Spent Website Purchases Conversion Value Website Purchase ROAS (Return on Ad Spend) Cost Per Website Purchase Website Purchases Website Add to Cart Cost per 1,000 People Reached CPM (Cost Per 1,000 Impressions) CTR (Link Click-Through Rate) Unique Link Clicks Button Clicks Cost per Unique Link Click Website Checkouts Initiated Website Adds of Payment Info Cost per Website Add to Cart Relevance Score Frequency Page Likes Positive Feedback Negative Feedback

The second view I use is ROI focused and solely used for tracking costs and making decisions. Here is how I arrange the columns:

Amount Spent Website Purchases Conversion Value Website Purchase ROAS (Return on  Ad Spend) Website Purchases Cost per Result Cost per Website Purchase Website Checkouts Initiated Cost per Website Checkout Initiated Website Adds to Cart Cost per Website Add to Cart Unique Link Clicks Cost per Unique Link Clicks Website Content Views Cost per Website Content Views Reach Cost per 1,000 People Reached CPM (Cost per 1,000 Impressions) Unique CTR (Link Click-Through Rate) Cost per Outbound Click

You want to set benchmarks for all your 'cost per...' metrics. With the most important being:

Cost per Website Purchase Cost per Unique Link Clicks Unique CTR (Link Click-Through Rate) Cost per 1,000 People Reached or CPM (Cost per 1,000 Impressions)  

 

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