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

2X eCommerce Podcast - Un podcast de Kunle Campbell - Les mardis

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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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