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:

1. Budget
2. Delivery
3. Reach
4. Link Clicks
5. Amount Spent
6. Website Purchases Conversion Value
7. Website Purchase ROAS (Return on Ad Spend)
8. Cost Per Website Purchase
9. Website Purchases
10. Website Add to Cart
11. Cost per 1,000 People Reached
12. CPM (Cost Per 1,000 Impressions)
13. CTR (Link Click-Through Rate)
14. Unique Link Clicks
15. Button Clicks
16. Cost per Unique Link Click
17. Website Checkouts Initiated
18. Website Adds of Payment Info
19. Cost per Website Add to Cart
20. Relevance Score
21. Frequency
22. Page Likes
23. Positive Feedback
24. 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:

1. Amount Spent
2. Website Purchases Conversion Value
3. Website Purchase ROAS (Return on  Ad Spend)
4. Website Purchases
5. Cost per Result
6. Cost per Website Purchase
7. Website Checkouts Initiated
8. Cost per Website Checkout Initiated
9. Website Adds to Cart
10. Cost per Website Add to Cart
11. Unique Link Clicks
12. Cost per Unique Link Clicks
13. Website Content Views
14. Cost per Website Content Views
15. Reach
16. Cost per 1,000 People Reached
17. CPM (Cost per 1,000 Impressions)
18. Unique CTR (Link Click-Through Rate)
19. 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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