Published on: February 9 2023 by pipiads
Table of Contents About ads metric
- These Facebook Ad METRICS Matter (Track Them This Way)
- How to Analyze Your Facebook Ad Results: 7 Metrics to Track
- My #1 Metric For Display Ads (How I Track Performance)
- 3 Facebook Ad Metrics To FIX If Your Ads Are Failing!
- The Most Important Facebook Ads Metric
- 3 CRITICAL Facebook Ads Metric Categories Your Agency SHOULD Track
These Facebook Ad METRICS Matter (Track Them This Way)
are you tracking the facebook ad metrics? that really matter a lot of facebook advertisers, aren't? they often either get bogged down in small details that don't matter at all or they miss really important stuff. i'm going to make sure you don't make either of those mistakes and go through my exact column preset- what we track as an agency. i think you're gonna find this really useful. so i'm in one of our facebook ad accounts and we've got a demonstration campaign. now. this is a campaign that had sort of real-world actions that took place, because otherwise it wouldn't have useful data to show you. we spent just over two thousand pounds on it, so it's it's a useful thing to be able to show you guys, like if you were running a campaign. this is how we'd go through it, right? so we start very simply. i'm gonna go through the columns, by the way, because i think that's the most important way. we're not using one of the presets. we're using what i call the ultimate column set up and i'd recommend you replicate this, um, if you'd like. right, so the the first three. we've also got what. we've got campaign name. we've got delivery budget amount spent- fairly obvious you'd want that metric doesn't really mean a whole lot. next thing you get into is impressions, reach and frequency as a sort of category. now there's some really interesting information that you need to watch out for here. okay, the first is going to be this reach number. this campaign reached 80 000 people. now it's very important to monitor your reach in relation to your audience size. if your audience has got four million people and you've only reached 80 000 of them- and because we can see the impressions is 167 000 and our reach is 2.09- facebook is choosing to show your ads to this 80 000 multiple times over showing your ads to other people within your audience. that could be a problem. what does that mean? facebook perhaps thinks that your ads aren't engaging enough, that they're not going to resonate with the rest of your audience. that you're targeting is a little bit off and it's only this small pocket something to be aware of. obviously, if we're only targeting three or four hundred thousand people and we're getting a reach of 80 000, that's fine, okay. so that's the first thing to monitor. what's my reach in relation to my audience size, and is facebook starting to rack up a higher frequency number without getting much audience penetration? not much of my audience is being reached if not much audience being reached. you need better ad creative. that's the thing i'd say. then we look at the frequency number, obviously in conjunction with these two, and frequency, by the way, refers to how many times on average someone within your audience has seen your ad. and you get that by dividing the impressions by the reach and we can see we're at a 2.09. the magic number when it comes to frequency is typically around a 2.5. when we see a frequency number of 2.5, the average person in your audience has seen your ad or ads in this campaign two and a half times. that's when we often start to see ad fatigue and results drop off. so keep an eye out for that. you may want me to make adjustments once you get to 2.5. so that's a sort of a block. that's good to check. next thing we're going to go ahead. go ahead and um and have a look at: is our cpm okay? what is it costing you to generate a thousand impressions? now i can't really give you a good versus a bad cpm number. it's massively, uh, related to where you're advertising, what you're advertising, but this is more of a metric that you track so that you can measure it against other campaigns, previous campaigns. if you're just getting started, you'll get a feel for this and you'll see that perhaps some campaigns have a much higher cpm than others. that could be for a few reasons. maybe your targeting's not as good, you're not quite reaching the right people. therefore they're not engaging with your ads. therefore, facebook is charging you more to reach them. yes, that does happen and perhaps you're- um, you know your ads aren't, they're just a little bit dull. they're not grabbing people's attention. again, facebook's going to do the same thing. okay, so you want to keep an eye out for a cpm. i know that advertising- a facebook advertising related, in this case, a lead magnet- getting a cpm of 12 pounds, 71, i believe. this was just advertised in the uk. um, that's a pretty good cpu. we would benchmark probably closer to 20 pounds. so i'm very happy with that, but that's one to keep an eye on. that's going to give you an impression of how expensive is your audience, how much it's costing you to reach them, that sort of thing. then we're gonna have a look at link clicks in conjunction with landing page views. so it's obviously a good idea to see how many people are clicking, not just on the ad. you just want clicks. you want link clicks clicking off- assuming you're running conversion campaigns and things like that- and then what percentage of those are actually making it through to be a landing page view. if you're getting really high link clicks but not many landing page views, that can often be because, for example, your website is taking too long to load- bit of an issue there. you want these numbers to be relatively similar, which these two are, which i'm very happy about, okay. another issue could be that if you're advertising on things like the audience network, you're getting a lot of accidental clicks. so people are accidentally clicking on your ad. that registers a link click, but if they don't wait for the landing page to load, they won't register as a landing page view. and if that happens again, maybe you want to remove some of the lower quality placements like the audience network and things like that. okay, then we obviously want to have a look at the cost of those two. really good idea to know your cost per link, like your cost per landing page view, not the most important metrics when it comes to optimization. we're typically going to be going on cost per conversion, cost per purchase, things like that, which i'll get to later on, um, but good to know in relation to your other campaigns. if, for example, one ad or one ad set is producing a much lower cost per click than the other, why is that? is it because you've got better targeting options? is it because you've used a video ad in that campaign and that's getting better results? or maybe a slideshow ad or whatever that's? this is an important metric to be aware of and to optimize around your cost per link click and your cost per lan page. again, there's not necessarily like a good number or a bad number. it's more in relation to your other campaigns. we're always looking for relative performance, click-through rate. again, this is a measurement of primarily how good your ad is at convincing people to take the action you want to take initially, which is click off the ad. go on facebook. it's often been toked about that. a click-through rate above one percent is pretty good. anything below that needs work. if you get into sort of 1.5, maybe even anywhere near to like i say, 1.5 would be really good and a click-through rate of 2 would be fantastik. again, this will massively depend on industry. so if you're advertising insurance, for example, you're almost certainly not gonna get anywhere near one percent. if you're advertising- i don't know, cute little fluffy cat toys, um, you might well get a much higher click-through rate um than that. so this is gonna be relative to your industry, but one percent is a good benchmark on that. again, if it's lower, it's the ads and the ad creative and, in partikular, the messaging and how you're getting people to take the action and click on the call to action button. that's going to make the um the difference. with that and that's what you want to work on. then we've typically got three um conversion events that we're tracking here: leads, add to cart, purchases. now this may be different for your business, so it's absolutely fine if that's the case. if you're just a service-based business and you're not checking out class for purchas,
How to Analyze Your Facebook Ad Results: 7 Metrics to Track
- Da, da, da da. your ads are live and now you're ready to start measuring the fruits of your labor. There's so many terms being thrown around, like CPC's, CPM's, CPA's. What is a new advertiser to do? Rest assured, the specific metrics that you need to know to measure your Facebook ad results are easier than you think. So it absolutely pains me when I see new advertisers who start running their Facebook ads and then ask: well now what? They start googling how to track their results, only to find out things that don't really matter. or they get so overwhelmed with the thought of #math that they close their eyes and don't even track their results at all, Which is a recipe for disaster when all of a sudden, the ads that you think are working might not be. In this video, I'll walk you through what the most important metrics that you need to know are. You'll learn what those metrics are, where to find them inside of Ads Manager and what to do when those metrics ain't so hot. Let's kick it off with the holy grail of metrics: ROAS, otherwise known as Return on Ad Spend. Think of ROAS like your Facebook atm: You wanna make sure that every dollar you put in, you're getting at least a dollar back. Return on Ad Spend is the total revenue generated from your ads divided by the total ad spend. So calculating it is simple. Let's say you made 10 sales of a 27 dollar product from your ads- that's 270 dollars- and you spent 27 dollars on ads to generate those sales, That would be 270 dollars made divided by 27 dollars equals 10X. In this case, the X is a multiple of your ROAS. So what that means is every single time you gave the Facebook atm a dollar, it spit back out 10 dollars in your pocket. Now I would love to have an atm that every single time I gave them a dollar, they spit me back out 10 dollars, but that's not always the case in our Facebook advertising world. So what we want to pay attention to when it comes to Return on Ad Spend is making sure that our ads are profitable, So it's really important to focus on having a ROAS above one. Now there's a lot of other costs of doing business other than advertising, like our team, our tools, like our storefront, whether that be physical or digital, and so if we're spending a dollar on Facebook ads to make a dollar back, at the end of the day, we're not going to be profitable over all. So I would recommend that you factor in the rest of your variable expenses when it comes to calculating your ROAS. To do that, you would take the total amount of ad spend and the rest of your monthly expenses and divide that into your total revenue. So, using our 270 dollar example, it took us 27 dollars in ad spend, but maybe it also incurred 73 dollars of other variable costs. In this case, it would 270 dollars in revenue divided by a hundred dollars in expenses and our ROAS would be 2.7X, Meaning for every dollar we gave Facebook. in this case, we earned two dollars and 70 cents back. Our second metric is Purchase Conversion Value. Now, if you are not a Facebook advertiser, you might not have heard this before, but it's simply the total revenue generated from your Facebook ads. The simplest way to calculate that is having your Facebook pixel installed- and don't worry if you don't have your Facebook pixel installed, we got you. Check out the video in the description below on how to install your Facebook pixel. Now there are manual ways to calculate this, where you're going into your PayPal or even your cash register and manually understanding that this revenue came from this ad, but I highly recommend using the Facebook pixel, where you'll install a small little snippet of code that lets Facebook know that this ad resulted in that revenue. To calculate your Purchase Conversion Value, you would take the number of items sold and multiply it by the cost of those items. In our previous example, there was 10 items sold that cost 27 dollars a piece, resulting in a Purchase Conversion Value of 270 dollars. The Purchase Conversion Value is then used to calculate the ROAS, along with your ad spend. Now, everything might be fine and dandy when your Purchase Conversion Value is showing positively, but if you're looking at your Purchase Conversion Value and it's a big fat zero, that means your Facebook ads aren't working. If your Facebook ads are working and you are making sales, the Purchase Conversion Value is going to be a positive number. But if you ever see that big fat zero, that typically means that there is something wrong with your Facebook ads or in the sales process, which the next metrics we'll cover will help you identify where the bottleneck is. To take the temperature of how profitable you are on a specific item, I love looking at metric number three, which is all about the Cost per Purchase. Now, if you have that Facebook pixel installed, Facebook is going to automatikally calculate this for us. The Cost per Purchase is a really quick way to gauge if your advertising is selling products at a profit or at a loss. Let's say you've spent 130 dollars on advertising and you sold 10 widgets for 27 dollars a piece. In this case, you would take the 130 dollars that you spent on advertising and divide it by the number of units sold. So a 130 divided by 10 is 13 dollars per unit. So if your product is 27 dollars and it cost you 13 dollars in advertising, that means you have a profit margin of 14 dollars. Now remember to take into account all those variable expenses so that you can understand at a glance if your cost per purchase- what you're spending to acquire a new customer- is relevant for your business. These next two metrics. now there's two different ways to calculate them. So if your business generates leads or subscribers or opt-ins of some sort- where your sales process naturally happens in email- then you would calculate your Earnings per Lead and every single new email subscriber would be a lead for your business. But on the flip side, if you're an e-commerce company where you're sending people directly to your sales page or your store, you might not have email subscribers. So you would calculate your Earnings per Click, A click being every single time somebody visits your store to potentially check out. So, whatever side of the equation you fall on, you want to calculate your Earnings per Lead or your Earnings per Click. So to do that, we need to figure out two things. We need to figure out Purchase Conversion Value, which is super simple because we just did that. and then we need to understand the number of leads that our Facebook ads have resulted in, so the number of new subscribers or the number of clicks that they have resulted in. And you'll take that Purchase Conversion Value, divide it by the total number of leads to get a dollar amount and that is your Earnings per Lead. That means every single time a new subscriber signs up for your email list or enters into your sales process, that's what those people are worth to your business overall. Next up is the Cost per Lead. The Cost per Lead is the amount that you spend to acquire a new lead for your business. To calculate it, you take the total amount of ad spend and you would divide it by the number of leads that that ad spend generated. In our example, if we spend 130 dollars to generate a hundred leads, that would be a 130 divided by a hundred equals a dollar and 30 cents a piece. Now, when your Earnings per Lead are two dollars and 70 cents and your Cost Per Lead is a dollar and 30, that gives you buffer room for the rest of your variable expenses as a business. Now, the metrics that we've toked about to this point were based on the overall results of our advertising. Our C-T-R, our Click Through Rate, is an indicator of how engaging your ad copy and creative is to the audience that you're putting it in front of. Now Facebooks gonna throw a fastball at you because there are two different Click Through Rates. They have a Link Click Through Rate and they have a Click Through Rate. All The difference is tha.
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My #1 Metric For Display Ads (How I Track Performance)
so before we get started on this video, i just want to give you guys a quick update on my course. it's almost there now. i'm editing the last videos and going over the last topics right now. so in a few weeks it will be out and i'm gonna price it at 299 and you will have access to everything in there. it's all or nothing and you'll also have access to the community and i can't wait to meet you guys in the community and just hang out with you in there and we can do this thing together where we help each other succeed with this thing. so look out for it. maybe it's something to wish for for christmas or maybe you just want to get it right away, but i can't wait to see what you guys will do with it. so now on to the video. there are so many metrics you can dig up and you can focus on when we're toking about display ads. so welcome to the world of three of four letter words. so first we have rpm, which is your revenue per thousand page views, and with the zoic we have empv, which stands for how much you will earn per thousand visitors, and now with ad fry, we also have rps revenue per session. so it quickly gets very confusing and it's quite important that you get these differences here, because it's not the same thing. it's not the same to track how much you're making per thousand page views as with a thousand session or visitors to your site. so let me share with you which number i focus on and which metric i track across all my sites in order to make sure that i make the most of the data and i make as much money as i can and draw the right conclusions from the data. but before we dive into the number that i track the most, it's important to understand that you need to know exactly what you want to use this data for, because there's so many things you can track. you can track so many numbers within google analytiks and within the premium ad networks. they all have their own big data analytiks and i just toked to ad thrive. they're totally ramping up on data analysis as well. we've seen this mostly with the stoic. they have a huge data analytiks tool where you can dig into a lot of different things and seems like app drive is around to do the same thing. so i use this data to figure out which of my artikles are killing it with ads and where do i make the most money across my artikles. i also use it to figure out which new categories should i go into and which sub niches within the niche should i try to get into and find some underserved topics. and finally, of course, i also use it to figure out what my next site should be, because sometimes i just stumble across something that's have a super, super high earnings with ads and then, of course, i want to build an entire site in that direction. so the number i track the most across all my sites and all my artikles is none of these numbers that we toked about in the intro of this video. i track the revenue per url, meaning exactly how much money am i making per page or per artikle on my site. so that's a little different from looking at how much you're making per thousand page views, because we need to take the traffic into account, and how much you're making per thousand page views because some artikles will have a lot of traffic but lower earning with ads, and these can be fantastik artikles on your site because, remember, many times we will have the most traffic around beginners content. when you describe something well that all beginners within your knees are looking for, you will have a lot of traffic to that artikle and many times we'll see a little bit lower earnings with ads here. but since the traffic is so high, the earnings from that url will be super high. and on the other side you can have artikles with a strong commercial intent, for example best x4y or a review or something that's very commercial, meaning that people are actually asking you for a list of products, for example. there we will have sky high earnings with ads per thousand page views. but the traffic is lower because the whole search result page in google is just very, very messy. there's a lot of ads, there's a lot of snippets and stuff all over the place, because google wants to monetize these searches. so that's one thing and the other thing is that there's a lot of competition there. so these are not always the ones where we make the most with ads, not because the rpms is lower- that's typically very high- but because the traffic is lower. so when you sort of combine the two, when you look at how much traffic are you getting and how high are the earnings per thousand page views, we have this number. how much are you making with this url in total? and luckily, the ad networks show us this number. let me show you how to find this number: inside add 5 and inside the stoic. those are the two ad networks that i use. let's start with isoic. here, soic is the best ad network by far when it comes to data. they have this huge analytiks tool built in that i absolutely love and that's also one of the reasons why i really like so. first, here you go to landing pages- that's one way to look at it- and you will have your urls over here in this column, below my mouse here, and then you'll see the page views and how much of revenue you are making per url. you can also see this number here that historical reports on, called epmv, which, like i told you, is the earning per thousand visitors, because that's how they like to calculate things and it makes a lot of sense if you dig into why they do it, because it takes into account how many page views and additional pages people click onto on that visit to your site. so that makes a lot of sense. so here you can see that revenue number that i'm looking for and you can see the mpv next to it, and you can sort here either way, so you'll see the best at the top or the worst at the top. and another really cool feature here with the zoe is that now i'm watching these numbers for one of my websites, but you can actually also switch here and see it across all your websites. so when you have a bigger portfolio sites, this is really cool because, let's say, you have 10 bigger sites or just a few bigger sites. in order to dig into these numbers, it's nice that you don't have to dig into each site and compare them side by side or pull it all into excel or whatever to see where you're making the most money, because when you want to get into a new niche, you just want to know where you're making the most money, right? you don't care exactly which site you wrote that artikle on, so just select all sites instead of a single site, and that's a very, very cool feature. so props to stoic for that. now let's switch over to add thrive and see the report they have. you go over here in the left column and you go to rpm per page. so first in the first column here we have the page urls, then we have the page views and the earnings- let me remove myself a little bit here and they actually recently added quite a few new columns here because they are definitely ramping up on this. analytiks here. i guess they're seeing what is doing and that's just pretty cool that we have more competition across the ad networks. so now we have the page views, the earnings, the rpm, the time on page impression per page view, and we have the cpm. it's just a little confusing. i'm pretty sure it's how much you're making per ad on the site, so it doesn't make that big of a difference when you have the earnings per thousand page views. but i mean, maybe you can find a use case for it. then we have the viewability. that's also pretty cool. that's just a number of how visible your ads are on the site. let's say the ads are buried down in the sidebar and people are not really looking there, or maybe they're watching it on smaller screens so it doesn't appear. stuff like that is taken into account here. so 50, of course a lot lower than 70. you can compare this to how much you're making per thousand page views in order to see if the ad set up on that specific page is bad. and then of course, you can ask them to give you a different ad layout and that can make a lot of sense if you hav
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3 Facebook Ad Metrics To FIX If Your Ads Are Failing!
hi guys, it's ben heath from lead guru, and in this video i'm going to tok about three metrics that you need to fix if your facebook ad campaigns are failing. to show you in this video how to diagnose where the issue may be in your facebook ad campaigns and how to go about fixing that issue once you've found it. before i get into the next one, i really quickly ask you to smash a like on this video. click that like button. that'd be much appreciated and really help me out. and, of course, subscribe to my youtube channel if you're new and haven't done so already. okay. so let's assume you're running a facebook, instagram ad campaign and either it's not performing at all or it's not performing as well as you think it can. okay, at some point, all facebook advertisers are going to run into that problem and you're going to want to know how to fix it. it's very easy to sort of just look at the data and think: what on earth do i do here? there's so many different options. do i try changing my audience? do i try and changing my ad? do i try changing my campaign objective, my product, my offer, all those sorts of things? so there's three things that i will always take a look at if a facebook ad campaign is not working, to try and diagnose where in that process, where in the sales funnel, are things falling down. and then, once you work that out, of course, you go about fixing it in a much more laser targeted way than if you just have a scatter gun approach of trying to change everything. you can often change a whole load. the results don't get any better or they're different, but you've no idea why, and and that doesn't really benefit anyone. so what i've done is i'm in one of our facebook accounts and i put some filters on so you can only see a couple of campaigns. i wanted to really highlight these two because i think they're they're great examples. so these are both campaigns that were run a little while ago now- um, in order to generate um leads, so opt-ins for a couple different lead magnets. one was a case study and the other one was it was a facebook ad template that we ran. so so similar campaigns but different offers, and that's uh, that's really key. so facebook campaign isn't working. one of the first things i'll take a look at is cpm. uh, where are we? here we go. okay, cpm cost per thousand. oh, by the way, if you want to be able to see the exact same data, i've got here up, up up on this section. here you've got various options where you can um, select, like basically presets of data, so facebook will default. you want to performance? you can also look at delivery, check out things like your frequency metric and all that sort of stuff. i've just got my performance and clicks. i have a load of like you know, custom ones and i'd recommend you do that, but i wanted to put something here that you could use as well. so we've got performance and and uh and clicks here which shows you all this data which we're going to show you here. so the first thing i'm going to take a look at is cpm cost per thousand impressions. how expensive is that? so, basically, how much are you paying to reach? well, not reach- a thousand people. that's quite a clear distinction here. that would be: you know, your reach is your thousand people. this is a thousand impressions. so if, on average, someone sees your ad twice within those thousand impressions, well then you've actually reached 500 people. hopefully that makes sense. anyway, cpms for this top one are 16 pound 53 and cpms for this bottom one at 12 pound 71.. different markets will have massively varying cpms. if you run a campaign in, you know, a country like india, you are going to pay far, far less in terms of cpms than if you run a campaign somewhere like california, which is probably about as expensive as it gets in terms of cpms. okay, you know, if you're um, and then within that, so not just the locations but also the groups of people you're targeting, some are much more expensive, so typically you'll see lower costs. if you're in much broader, more generalized industries like health and fitness and things like that, if you're in anything sort of b2b, anything financing, insurance related, marketing related, um, you're going to see higher cpm. so you need to work out- before i go on here, you need to work out within your industry- what's a good benchmark of a cpm, what should you expect? what's reasonable um, and you, you will get to know that as you run campaigns in that industry you'll get to see an average of. you know what a 30 cpm is about average- it seems to be for my campaigns across the board. or you know an 8 cpm is about average for our campaigns across the board. it really does vary massively. so i can't give you a benchmark here. but, against your benchmark, are you seeing partikularly high cpms? because that could obviously be one of the reasons why your campaign is not working. if you're used to seeing cpm's of 20 and you come in here on one of your campaigns and you've got cpms of 45 and your campaign's not performing very well, well, absolutely that could be the reason why. so that's one of the reasons why we'll come in and check out. so the cost of your cpms is determined by a number of facts, but one of the biggest one is who you're targeting. okay, perhaps you're just targeting a more expensive audience to reach in that campaign. obviously you could do this at the ad set level as well than in other campaigns or other ad sets, and perhaps focusing on some of those less expensive audiences will produce better results. now, obviously you have to corroborate that with a better cost per conversion. so if you're seeing really high cpms in one of your campaigns and on your ad sets, but your cost per conversion with that group is great, well then, that's absolutely fine. pay the highest cpms, it'll be worth it. this is a scenario where your campaign is not working, is it? it's not producing the sort of cost per purchase or cost per lead that you want to want to produce. that's when we come and look at this stuff. it's really clear about that. okay, so let's say your cpm's are significantly higher- you know, 50 higher than it usually is- or maybe that audience is too expensive for you to reach. okay, perhaps you need to focus on less expensive audiences. i said perhaps because you have to cooperate that with your conversion data. one great way of lowering cpms is to increase the size of your audience. are you targeting too small an audience? is it too specific? are facebook charging a premium because you're saying, look, i only want to reach those people and you're competing against a lot of other advertisers. so perhaps, um, you know, going outside that group, you can still include them. but adding in other age ranges, broadening out, using larger interest groups, adding in other countries, other geographical locations, perhaps you go with both genders as opposed to just one, and all that sort of stuff can have a big impact on on your audience size and, in general, larger audience sizes are going to reduce your cpm. so that's one of the first things we will take a look at is cpms. okay, who could we target differently? could we target some less expensive audiences? could we um open up the audiences, are there things that may be making certain locations more expensive, like, for example, the us election, which something that we're experiencing right now. that's definitely making facebook advertising more expensive in in in the us. so perhaps if you're an international business, you could focus more on abroad, where you're going to see lower cpms for the time being. okay, so that's the first one. hopefully that um that makes a lot of sense as i'm toking about. the first one is your cpms. the next one we're going to look at is your cost per click, and we can look at cost per click with the third one in sort of tandem with that. now, in general, if your facebook ad campaign is producing a low cost per click, in my mind, your facebook ads are doing their job okay. they are getting someone to click on your ad, come through to your website, your landing page, wherever they're going, and that is basically the j.
The Most Important Facebook Ads Metric
what is the number-one most important metric to look at when you're running Facebook ads? let me give you a hint: it is not Rho s, my name is Joker- to cry, and I've been running Facebook ads for I know like five, six years, right now and over the time, like it's always been that that question that comes up, like like all the stats that you have inside your Facebook ad stats. but like, what's the one thing that you just need to look out for? because, as you know, like there's a lot of data in there and, yes, some of the data is important and, yes, some of the data is not important, and it even depends on what kind of campaign you're running. like how you're running a lead at campaign now you're optimizing conversions. is it just for branding? like doesn't. like. at what phase is your campaign ad? like, is it just getting started? you're just getting your few clicks, or do you already have your numbers locked in? like do you already know? like, hey, if I get a $5 Cpl cost per lead, I'm good. like depends on a lot of different factors, but, regardless of all those things, there's one metric that is just the number one, most critikal number- and I've been there as well, who just say, like well, the most important number of all these different numbers is your row ass. and for those who don't know, Rho S stands for a return on adspend. so that means that if you spend $100 on Facebook, after I just spend a hundred dollars and some people click, some people buy, and then from the from that one hundred dollars, you make back to the dollars like two hundred dollars in revenue. that means like your ROI is gonna be one to two, like $1 and $2 out, awesome, right. and if you really look at it like like it makes sense, that is your most important number. for a long time I've actually believe that it's well, actually you probably, if you could go back in history of time, you probably find videos and content of me where I say, like, hey, the most important metric is your ROI. like it is important, but it's not the most important number. so let's say, you put a dollar in, you get three dollars in profit out, like after your cost of delivery, like after your product cost, and all that like one, two, three, right, it could be even more, could even be one to five, but let's say it's one, two, three, awesome, great. so now we're off to a start, we're spending $1, we're getting $3 back out, or spending $10, we're getting $30. that we're getting spending and it also getting three in the dollars out. that's not a good. that's not last. well, it's actually going to happen. the more you start depending on Facebook Ads, the lower your ROI is gonna be right, like you spend a thousand dollars a day on Facebook, guys, you're not gonna get that three-to-one. if that's where your started, maybe you're gonna get like a two-to-one, right. so now the sudden, like I mean, like you're all, why is dropping? right, you spend $10,000 a day? or Facebook Ads, boom, might drop again, right, and you'll see that drop, a drop, a drop. and you might think like, wow, like that, like I want to keep that, or why I need to keep that high? or I, because it needs to be profitable, right, and that it brings us to the most important metric, which is your bottom net profit. right, because I much rather have a 1.5 ROI, like one dollar put in, what? one dollar fifty out, which isn't a lot, but I much rather have that. if, like on a large artery, I much rather spend a million on ads, get a million and a half back, half a million dollar profit versus having a one to ten Roe ass. but I'm only able to spend like a thousand dollars, right, thousand dollars. putting in ten thousand back out got an awesome roll s. every metric is awesome, right, but I only make like thousand and ten thousand dollar, make a nine thousand dollar profit. and I see some advertisers and like: again, I've been guilty of this as well, been so focused on on keeping your row ass high, right, because it's safe and secure. yes, that's all true, right, but even if you're always goes down, at the end of the day it's all about your net profit. like, what in total have you spent on your Facebook ads and what in total is the return of what you're getting from that? right, obviously taking it to count all the cost of your product in delivery and your, your business cost and all that. hey, and that's where I see a lot of people make mistakes, as I mentioned before, is like they just focus on the short term, but it's okay to have that long term going on. like it's okay to spend a lot more and have your ROI drop as long as the overall profit is higher, right, so that's really something. I just wanted to share it all of you because you know it's just, it's, it's me. it might be common sense, but if you're like, if you're like me, you're like, log into your Facebook Ads manager and you're like, you're seeing all these numbers, sometimes you just, you know, you start to think that that's all that matters. I get like, oh, I need to, like, I need to optimize this ad, I need to optimize this campaign, I need to tweak this, I need to do that, and you start to think that's the number, right, that's all the things that you need to focus on. but in reality, it's like you need to take a step back and look at your bottom and that profit, right, and that is what matters most. and then that, if you start optimizing for that, then you might think, well, I add more budget to this campaign, Olsson, my stats dropping, like let's go back to the previous campaign. but maybe when you, when you raised your campaign budget and all your stats go down, maybe that's, you're still better off with it, right, you're still better off. then, in spite of all these, all these things going work, like your, your, maybe your click-through rate is going to remove. like, maybe your, your CPA is going up, like all that, all those kind of things. maybe that's still okay because maybe your bottom net profit is still gonna be higher than what it was before, even though, Oh, like all stats are actually worse than before. so I just want to share that with all of you because you know, in the end of the day, running Facebook Ads isn't just something we do for fun. the end of the day, it's something to grow our business and our business is fueled by making a profit like otherwise. without a profit, like, your business doesn't really grow and you're not able to hire staff and team and do better for your customers. so we need to have that profit coming in and Facebook Ads is an awesome tool for that and, as you probably know and the founder of Connect il, we help small businesses get more results from their marketing and with connectio, we help you specifically to target very targeted audience. so we help you making it easier to put in your ads on front of the right people. so if you, if you're running Facebook Ads and definitely check how to connect a high odor dial, we've got various tools that help you to put your ads on the right audiences and put them. put your ads on in front of your ideal customer to make sure it's way easier to get your app to be profitable. so, with that having said, I'll see you all on the next video and have an awesome day. Cheers.
3 CRITICAL Facebook Ads Metric Categories Your Agency SHOULD Track
- Did you know that there are over 350 metrics in Facebook Ads Manager? Crazy, right. It's so easy to get lost in all of the metrics in your clients' Facebook Ads accounts. Tracking ad performance is an essential part of any Facebook ad campaign. Try to track all 350 metrics. It's insane. You'll end up confusing your agency clients and go crazy in the process. So what are the most important Facebook Ads metrics to track? Hi agencies, Clarenz here from AgencyAnalytiks. In this video we'll tok about critikal Facebook Ads metrics your clients and your team should be tracking. If you find this video helpful, give it a Like, Subscribe and hit that bell to get notified for more digital marketing tips for agencies. We'll divide these metrics into three categories: delivery, engagement and performance metrics. Let's start with delivery metrics. These metrics look at the delivery of your client's campaigns and how much it costs for your client's ads to be seen. Let's start with the metric you're probably most familiar with: impressions. The more impression your client's ad receives, the higher your client's brand awareness. Don't confuse impressions with reach, though, which is another metric you should track. Impressions is the total number of times your ad has been seen, Whereas reach is the total number of people who have seen your ad. Let's say one person saw your client's add five times. This would count five times towards impression, but only one towards reach. Next is CPM. This is the cost to achieve 1000 impressions. It measures the cost effectiveness of an ad campaign. It's helpful in understanding how your client campaign ad pricing is fluctuating. Is your CPM increasing because your client's target audience is becoming highly sought after and is more competitive, Or is it because your client's ad conversion rate is plummeting? Frequency is a different spin on impressions. It is the average number of times a person has seen your client's ad. This is an important metric to measure if your client has a very narrow targeted audience. If people have seen a client's ad over 10 times, you're likely oversaturating your client's audience and need to expand your reach. Delivery metrics are important, but you should be looking at how well your client's ad creative appeals to your client's audience. This is where engagement metrics come in. Your audience might see your ad, but if no one is interacting with it, you're not going to achieve results. Arguably the most common engagement your client's audience will make is clicking on their ad. Clicks track the total number of times people have clicked your client's ad. There are a few versions of the clicks metric in Facebook Ads, but link clicks is the most important one to pay attention to. These are the clicks that are going to lead to conversions. Another option is clicks- all which counts, all clicks on your client's ad, including clicks to your client's Facebook page or other click interactions. Click through rate is yet another metric to measure the effectiveness of your client's ads. This metric compares the number of clicks to the number of impressions your client's ad received. Take a look at clicks alone. compare it to impressions to really evaluate how engaging your ads are. If you're AB testing multiple ad types, post engagement helps determine how much your client's ad appeals to your client's audience. Your audience might be engaging, but are they engaging positively? Drill down further and look specifically at post comments and post reactions. Every metric we've toked about earlier all boils down to performance metrics. Your client's ad campaign is delivered to their audience. They engage with it, which could lead to results. These are the results you're achieving from your client's ads. They're arguably the most important metric of every campaign. Common types of results for a campaign are website purchases, leads, form leads and custom conversions. These are just a few examples. The specific result for your client's campaign will change depending on what you've set as its target. Next up is result rate. This is the percentage of desired results your client's campaign achieved compared to the total number of impressions. Another important metric to track is spend, which is the total amount of your client's ads cost. Keep an eye on spend to be sure you're staying within budget. Now you might get results for your client's campaigns, but is it efficient? This is where cost per result comes in. It measures how much each desired result costs. Ideally, you'd want more results for little cost, but it still doesn't paint the whole picture. You should also be looking at return on ad spend to ensure you're generating positive returns. Return on ad spend is the amount of revenue your client received for every dollar they have invested into ads. Make this metric shine for your clients and they have a good reason to stay with your agency. Understanding the most important Facebook Ads metrics is key to boosting the ROI of your client's campaigns. It's easy to get lost in the sea of metrics available in Facebook Ads Manager, But if you focus on these critikal metrics, you'll be on your way to better optimized, better performing campaigns for your clients. If it sounds too daunting to manually look for these metrics in Facebook Ads Manager. don't worry, We got your back. Check out the free Facebook Ads report and dashboard templates link in the description. It conveniently combines all of the important metrics we've toked about into one place with an option to customize it further. You'll also find the link to our blog post that dives deeper into Facebook Ads metrics. Until then, see you on the next one.