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:
- 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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