Facebook Inspect Tool

Published on: December 7 2022 by Paid Media Pros

Facebook Inspect Tool

Facebook Inspect Tool

Facebook Inspect Tool

startTime	durationTime	text
00:00:00	00:00:04	it's not very often that i'm shown
00:00:01	00:00:05	something in one of the ad interfaces
00:00:04	00:00:07	that i've never seen before
00:00:05	00:00:09	even for this channel i've gotten in the
00:00:07	00:00:11	habit of just clicking around in the
00:00:09	00:00:13	interface and anything that's cool
00:00:11	00:00:14	we put together a video for it but
00:00:13	00:00:15	that's exactly what happened a few weeks
00:00:14	00:00:16	ago
00:00:15	00:00:18	i was doing a screen share with a
00:00:16	00:00:18	colleague she was going through facebook
00:00:18	00:00:21	ads
00:00:18	00:00:23	and went into a section that i had kind
00:00:21	00:00:24	of seen before but never really paid
00:00:23	00:00:26	attention to
00:00:24	00:00:27	that's the facebook inspect tab and to
00:00:26	00:00:30	be honest i was
00:00:27	00:00:31	really pleasantly surprised at the
00:00:30	00:00:32	information that was in there and i
00:00:31	00:00:34	think it's really useful
00:00:32	00:00:36	so today i'm going to run through the
00:00:34	00:00:37	facebook inspect tab i'm going to show
00:00:36	00:00:39	you where it
00:00:37	00:00:40	is the charts that are available and how
00:00:39	00:00:42	you can start to use them to make better
00:00:40	00:00:45	decisions for your campaigns
00:00:42	00:00:46	when we hop into a facebook ads account
00:00:45	00:00:48	there's a pretty specific place that we
00:00:46	00:00:50	can find the inspect tab
00:00:48	00:00:51	first you'll notike that i'm already on
00:00:50	00:00:53	the ad sets
00:00:51	00:00:54	tab and i've chosen a couple of
00:00:53	00:00:55	campaigns that we're going to run
00:00:54	00:00:58	through today
00:00:55	00:01:01	this is because campaigns and ads tabs
00:00:58	00:01:03	do not have the inspect tab option this
00:01:01	00:01:05	only lives at the ad set
00:01:03	00:01:07	within facebook so you can't inspect
00:01:05	00:01:09	anything at the campaign or ad level
00:01:07	00:01:11	to get to the inspect tool there are a
00:01:09	00:01:13	couple of different ways you can do it
00:01:11	00:01:14	off to the right you'll see this gray
00:01:13	00:01:16	bar over here and this is what's going
00:01:14	00:01:17	to show up when you go in and click into
00:01:16	00:01:19	the editor function
00:01:17	00:01:22	or see change history and you can see
00:01:19	00:01:22	those icons here this top one is to see
00:01:22	00:01:24	the charts
00:01:22	00:01:26	next one is to edit this is the change
00:01:24	00:01:28	history and this
00:01:26	00:01:30	little tiny magnifying glass with what
00:01:28	00:01:32	looks like little bar chart in it
00:01:30	00:01:33	this is the inspect tool as you can see
00:01:32	00:01:35	here we would need to select an
00:01:33	00:01:37	ad set to inspect it which effectively
00:01:35	00:01:39	means we need to check the box next to a
00:01:37	00:01:40	single ad set but there is a second
00:01:39	00:01:43	option of how we can do this
00:01:40	00:01:44	if i come over here and hover over the
00:01:43	00:01:46	ad set name
00:01:44	00:01:47	you'll see the same options down below
00:01:46	00:01:50	we have inspect
00:01:47	00:01:51	view charts edit and duplicate and this
00:01:50	00:01:51	is the way i'm going to get into the
00:01:51	00:01:53	inspect tab
00:01:51	00:01:55	first so this is how you get to the
00:01:53	00:01:58	inspect tool for a single ad set
00:01:55	00:01:59	you're not able to select multiple ad
00:01:58	00:02:01	sets and use the inspect tool
00:01:59	00:02:03	if i check the box next to a second one
00:02:01	00:02:04	over here everything in this area will
00:02:03	00:02:06	go away
00:02:04	00:02:08	because you have to have only one single
00:02:06	00:02:09	ad set selected to inspect
00:02:08	00:02:11	it so i'm going to uncheck this box and
00:02:09	00:02:13	then just as a programming note
00:02:11	00:02:15	for the rest of this video i'm going to
00:02:13	00:02:17	be going through two
00:02:15	00:02:19	ad sets in two different accounts
00:02:17	00:02:20	because there are going to be some
00:02:19	00:02:22	sections where
00:02:20	00:02:24	there's data for one account but not the
00:02:22	00:02:26	other and vice versa so if you notike
00:02:24	00:02:27	over the course of the video that the
00:02:26	00:02:29	performance trends are a little bit
00:02:27	00:02:30	different or that the stats changed
00:02:29	00:02:32	that's because i jumped accounts because
00:02:30	00:02:34	i want to make sure that we've got data
00:02:32	00:02:35	in each of the charts so i can show you
00:02:34	00:02:37	an example of how it works
00:02:35	00:02:40	with that precursor i'm going to go
00:02:37	00:02:42	ahead and jump into a different account
00:02:40	00:02:43	to get started on the first chart i've
00:02:42	00:02:45	gone ahead and expanded the view
00:02:43	00:02:47	which you can do by clicking the arrow
00:02:45	00:02:49	over here right now it says collapse
00:02:47	00:02:50	view because i've expanded it but when
00:02:49	00:02:51	this chart
00:02:50	00:02:53	is a little bit further over like it was
00:02:51	00:02:55	in the last view the arrow will point
00:02:53	00:02:57	the other way and it'll say expand view
00:02:55	00:02:59	so basically that's what i've done for
00:02:57	00:03:00	this to take up the entire screen if you
00:02:59	00:03:02	were wanting to see how that worked
00:03:00	00:03:03	the first chart up here at the top is
00:03:02	00:03:06	going to be
00:03:03	00:03:08	effectively just a trending chart of a
00:03:06	00:03:10	number of different stats
00:03:08	00:03:11	and those stats are going to be cost per
00:03:10	00:03:14	purchase purchases
00:03:11	00:03:15	amount spent reach first time impression
00:03:14	00:03:17	ratio
00:03:15	00:03:18	and auction overlap rate a number of
00:03:17	00:03:20	these stats are going to show up in some
00:03:18	00:03:22	of the other charts below
00:03:20	00:03:23	but i wanted to use this account to show
00:03:22	00:03:26	you the first chart
00:03:23	00:03:27	because it has data for it but it also
00:03:26	00:03:28	has some of the formatting that i want
00:03:27	00:03:31	to walk through
00:03:28	00:03:32	first so you'll notike that there are
00:03:31	00:03:34	two lines
00:03:32	00:03:35	already on this chart there is this teal
00:03:34	00:03:37	green
00:03:35	00:03:39	blue type of color which is the cost per
00:03:37	00:03:42	purchase and then there's the
00:03:39	00:03:45	more purple maroon type of color for
00:03:42	00:03:46	purchases and that shows you each day's
00:03:45	00:03:47	trend of performance
00:03:46	00:03:49	but then you'll also notike that there
00:03:47	00:03:51	are some yellow blocks
00:03:49	00:03:53	in here with different icons at the top
00:03:51	00:03:53	of it so the first thing i want to do is
00:03:53	00:03:56	tok about
00:03:53	00:03:57	how you can read the charts because the
00:03:56	00:03:59	formatting is going to be the same for
00:03:57	00:04:00	the rest of the charts down the inspect
00:03:59	00:04:01	tab
00:04:00	00:04:03	so first let's come all the way over
00:04:01	00:04:05	here to this key off to the right where
00:04:03	00:04:07	it says chart areas because you'll see
00:04:05	00:04:08	here that there is one that has the
00:04:07	00:04:10	yellow lines on it which is going to be
00:04:08	00:04:11	the same as you can see here
00:04:10	00:04:12	there's another one that's going to be
00:04:11	00:04:14	dark yellow which kind of is going to go
00:04:12	00:04:15	in line with these lines here
00:04:14	00:04:17	and there's a gray one that's going to
00:04:15	00:04:20	basically say data is not available
00:04:17	00:04:22	so the first one is learning phase
00:04:20	00:04:25	anytime you see a chart in here that has
00:04:22	00:04:27	this yellow slanted line across it for a
00:04:25	00:04:29	certain period of time that means that
00:04:27	00:04:30	on that day this ad set was still in the
00:04:29	00:04:32	learning phase
00:04:30	00:04:33	you had made an edit and facebook was
00:04:32	00:04:35	still trying to learn
00:04:33	00:04:37	that brings us to the next line that's
00:04:35	00:04:39	over here this dark yellow line
00:04:37	00:04:41	shows that there was a significant edit
00:04:39	00:04:41	so here every time there's a line that
00:04:41	00:04:43	goes down
00:04:41	00:04:45	you can see that there was a significant
00:04:43	00:04:47	edit and this is when it kicked it off
00:04:45	00:04:49	into the learning phase right here
00:04:47	00:04:49	you'll see that for a while there were
00:04:49	00:04:51	no
00:04:49	00:04:53	significant edits with this one and
00:04:51	00:04:54	that's why it eventually came out of the
00:04:53	00:04:55	learning phase and the chart was just
00:04:54	00:04:57	white but then we had the first
00:04:55	00:04:59	significant edit over here that threw it
00:04:57	00:05:01	back into the learning phase as well
00:04:59	00:05:03	you may have notiked that when i hovered
00:05:01	00:05:06	over one of those lines
00:05:03	00:05:08	it will open up and show you an overview
00:05:06	00:05:09	at a pretty high level what the
00:05:08	00:05:12	significant edits were
00:05:09	00:05:13	for this ad set that threw it back into
00:05:12	00:05:15	the learning phase or that made any
00:05:13	00:05:17	individual changes
00:05:15	00:05:19	on the campaigns so this is kind of
00:05:17	00:05:19	trying to give you some indicator as to
00:05:19	00:05:21	why
00:05:19	00:05:23	the ad set was thrown back into the
00:05:21	00:05:24	learning phase and at any point if you
00:05:23	00:05:26	want more detail
00:05:24	00:05:29	about what the changes were you can
00:05:26	00:05:31	always hop back over here to the change
00:05:29	00:05:33	history to see what happened on those
00:05:31	00:05:34	dates and there is a bit of a cheat for
00:05:33	00:05:36	that that i'll show you here in just a
00:05:34	00:05:37	little bit but to be quite honest that's
00:05:36	00:05:38	at the bottom of this page
00:05:37	00:05:40	and we're not there yet so let's stik
00:05:38	00:05:41	with the chart that we're in we already
00:05:40	00:05:43	toked about the two lines for
00:05:41	00:05:45	cost per purchase and purchases but
00:05:43	00:05:46	again there are four other metrics that
00:05:45	00:05:48	are in this chart as well
00:05:46	00:05:50	if we want to add any specific number
00:05:48	00:05:52	all we have to do is come over
00:05:50	00:05:53	click on the name and a new line will be
00:05:52	00:05:55	added to the chart
00:05:53	00:05:58	you'll see that the axis guides went
00:05:55	00:05:59	away because now we have two different
00:05:58	00:06:01	metrics that are cost
00:05:59	00:06:02	and now they're being plotted relative
00:06:01	00:06:03	to each other but we can't have the same
00:06:02	00:06:05	axis
00:06:03	00:06:06	labels because it's going to be way too
00:06:05	00:06:07	far out of whack so if i take amount
00:06:06	00:06:09	spent
00:06:07	00:06:11	off those chart labels on the left and
00:06:09	00:06:12	the right will come back but the more
00:06:11	00:06:15	lines that we add in
00:06:12	00:06:17	we lose those metrics and unfortunately
00:06:15	00:06:19	each time we add one of these in it gets
00:06:17	00:06:21	a little bit harder and harder to read
00:06:19	00:06:23	but you can see that you can chart each
00:06:21	00:06:24	one of these metrics and you can
00:06:23	00:06:26	eventually have
00:06:24	00:06:28	this specific table show you pretty much
00:06:26	00:06:29	any metric combination that you want
00:06:28	00:06:31	if you think that purchases versus
00:06:29	00:06:33	amount spent is more meaningful
00:06:31	00:06:35	great if you want to see reach just by
00:06:33	00:06:37	itself you can do that as well
00:06:35	00:06:38	it's really easy to customize this chart
00:06:37	00:06:40	and see what the performance was for
00:06:38	00:06:42	each of those individual metrics
00:06:40	00:06:44	the second chart that we have down here
00:06:42	00:06:46	is around bid strategy
00:06:44	00:06:47	the goal of this chart is to show you
00:06:46	00:06:49	the relationship
00:06:47	00:06:51	between your bid strategy and your
00:06:49	00:06:53	ongoing cost per result over time
00:06:51	00:06:55	effectively you're trying to determine
00:06:53	00:06:57	if any rising costs
00:06:55	00:06:58	are related to your bid strategy and
00:06:57	00:07:00	it's trying to plot
00:06:58	00:07:02	what your bid strategy is versus
00:07:00	00:07:03	performance over time
00:07:02	00:07:05	so you can understand the trade-offs
00:07:03	00:07:06	between the bid strategies that you have
00:07:05	00:07:08	in place
00:07:06	00:07:09	so the reason that i chose this ad set
00:07:08	00:07:11	within this account
00:07:09	00:07:13	is because this one utilizes cost
00:07:11	00:07:16	control one thing to note
00:07:13	00:07:17	this ad set utilizes cost control this
00:07:16	00:07:20	is where we're trying to keep a
00:07:17	00:07:21	certain cost per purchase in mind and
00:07:20	00:07:23	right now you can see that our cost
00:07:21	00:07:25	control was at 55
00:07:23	00:07:27	cost per purchase and overall
00:07:25	00:07:30	performance was at 43.27
00:07:27	00:07:32	here you'll notike that we have the blue
00:07:30	00:07:34	line that shows the overall cost per
00:07:32	00:07:34	purchase as performance was trending it
00:07:34	00:07:37	goes up
00:07:34	00:07:38	comes back down typically stays under
00:07:37	00:07:40	the dotted line
00:07:38	00:07:43	which is the cost per purchase target
00:07:40	00:07:44	that we had in place or the cost control
00:07:43	00:07:46	at 55
00:07:44	00:07:47	so it does show you your cost per
00:07:46	00:07:50	purchase relative to
00:07:47	00:07:52	what your bid strategy was by demarking
00:07:50	00:07:54	your bid strategy
00:07:52	00:07:55	cost cap with that dotted line now i
00:07:54	00:07:57	mentioned i chose this specific account
00:07:55	00:07:59	for a reason let me hop back into the
00:07:57	00:08:01	other account that i'll be utilizing for
00:07:59	00:08:02	other charts to show you why
00:08:01	00:08:04	this is the second account that i'm
00:08:02	00:08:04	going to use for some other charts down
00:08:04	00:08:06	below
00:08:04	00:08:08	you'll notike here that the bid strategy
00:08:06	00:08:10	section just has some text and there's
00:08:08	00:08:11	no chart eligible
00:08:10	00:08:14	says the lowest cost bid strategy
00:08:11	00:08:16	provides no direct control over costs
00:08:14	00:08:18	costs may rise over time as cheaper
00:08:16	00:08:18	opportunities are exhausted or budget is
00:08:18	00:08:21	increased
00:08:18	00:08:22	so long story short if you're utilizing
00:08:21	00:08:24	the default
00:08:22	00:08:25	lowest cost bid strategy like most of my
00:08:24	00:08:26	campaigns are
00:08:25	00:08:28	and my guess is that most of your
00:08:26	00:08:31	campaigns are this bid strategy section
00:08:28	00:08:32	is going to probably be blank there's
00:08:31	00:08:32	not going to be anything that you can
00:08:32	00:08:34	run with
00:08:32	00:08:35	don't fret if you don't see any data
00:08:34	00:08:37	here it's probably just because you're
00:08:35	00:08:39	utilizing lowest cost bid strategy for
00:08:37	00:08:40	the next few charts i'm going to stik
00:08:39	00:08:42	with this account
00:08:40	00:08:44	because it has data that the other one
00:08:42	00:08:45	doesn't so the next chart is going to be
00:08:44	00:08:46	auction competition
00:08:45	00:08:47	i'm going to scroll up a little bit so
00:08:46	00:08:49	we can see this a little bit better but
00:08:47	00:08:53	effectively what this is trying to do
00:08:49	00:08:53	is tell you if the competition in the
00:08:53	00:08:56	auction
00:08:53	00:08:57	is the reason for any potential rising
00:08:56	00:08:59	costs
00:08:57	00:09:01	the way you read this chart is that it
00:08:59	00:09:02	uses a percentage to track auction
00:09:01	00:09:04	competition
00:09:02	00:09:06	says for example a data point of five
00:09:04	00:09:08	percent means that competition for that
00:09:06	00:09:09	day is five percent higher
00:09:08	00:09:11	than the average for your selected time
00:09:09	00:09:14	period it does go on to say
00:09:11	00:09:15	that anything between twenty percent and
00:09:14	00:09:18	negative twenty percent
00:09:15	00:09:19	should be considered stable or normal
00:09:18	00:09:21	within the facebook auction
00:09:19	00:09:22	so effectively what we're trying to do
00:09:21	00:09:24	with this chart is to say
00:09:22	00:09:26	if i'm seeing rising costs for my
00:09:24	00:09:28	campaign is that due to competition or
00:09:26	00:09:30	is there something else going on
00:09:28	00:09:31	let's look at the data for this audience
00:09:30	00:09:33	specifically and you can see here that
00:09:31	00:09:34	the auction competition is going to be
00:09:33	00:09:37	this
00:09:34	00:09:37	robin egg blue color and cost per lead
00:09:37	00:09:39	is
00:09:37	00:09:41	unfortunately only a slightly different
00:09:39	00:09:43	color so hopefully most of you out there
00:09:41	00:09:44	are able to differentiate the two but
00:09:43	00:09:47	you can see that we have
00:09:44	00:09:48	a slightly rising cost per purchase as
00:09:47	00:09:52	we get here into
00:09:48	00:09:53	june kind of the 23rd into the 26th
00:09:52	00:09:54	around in there and there is a little
00:09:53	00:09:57	bit of an increase
00:09:54	00:09:59	in competition not on this first day
00:09:57	00:10:01	that's that's still down at negative
00:09:59	00:10:03	about 9 and cost per lead is about
00:10:01	00:10:04	normal at about 50
00:10:03	00:10:07	but then we have an increase of about
00:10:04	00:10:10	five percent cost per lead goes up to
00:10:07	00:10:12	151 which is not really proportional
00:10:10	00:10:13	only to a five percent increase
00:10:12	00:10:16	but then cost per lead is still high at
00:10:13	00:10:17	a hundred auction competition is upwards
00:10:16	00:10:18	of sixteen percent more competitive that
00:10:17	00:10:19	day
00:10:18	00:10:23	and then the next day cost per lead is
00:10:19	00:10:25	at 148 and auction competition is up 13
00:10:23	00:10:27	on average compared to normal days we
00:10:25	00:10:30	then have another day where it's
00:10:27	00:10:31	still up 9 but cost per lead jumps way
00:10:30	00:10:33	back down to 43
00:10:31	00:10:35	and then it has some fluctuating
00:10:33	00:10:36	performance as time goes on the biggest
00:10:35	00:10:39	takeaway i have from looking at this
00:10:36	00:10:40	chart is that we had some bad days
00:10:39	00:10:43	toward the end of june
00:10:40	00:10:44	we've had one not so great day kind of
00:10:43	00:10:46	in the middle of the beginning of july
00:10:44	00:10:48	around july 6th and there have been some
00:10:46	00:10:50	other fluctuant performance
00:10:48	00:10:54	but overall competition is within the
00:10:50	00:10:56	normal range of that 20 to negative 20
00:10:54	00:10:57	i would take away from here that we
00:10:56	00:11:00	might have seen a little bit of an
00:10:57	00:11:00	influx toward the end of june that could
00:11:00	00:11:02	be having a bit of an
00:11:00	00:11:04	impact but on average things are
00:11:02	00:11:05	relatively stable in terms of
00:11:04	00:11:07	competition
00:11:05	00:11:08	it's probably something else going on of
00:11:07	00:11:10	why we had lower days
00:11:08	00:11:12	maybe this is when our audience was
00:11:10	00:11:13	taking a holiday maybe we changed
00:11:12	00:11:16	something on the landing page
00:11:13	00:11:18	seems like there's an external factor or
00:11:16	00:11:19	two playing into why those days didn't
00:11:18	00:11:21	perform as well
00:11:19	00:11:23	competition is not necessarily the main
00:11:21	00:11:25	culprit but it could be playing a factor
00:11:23	00:11:26	for those specific days one other thing
00:11:25	00:11:28	that i want to call out
00:11:26	00:11:30	while we're looking at this chart is
00:11:28	00:11:32	that you might think
00:11:30	00:11:34	maybe you made a significant edit during
00:11:32	00:11:35	this time period that threw the campaign
00:11:34	00:11:37	back into the learning phase
00:11:35	00:11:39	you'll notike none of that formatting is
00:11:37	00:11:40	eligible in this campaign
00:11:39	00:11:42	because we did not make any significant
00:11:40	00:11:44	edits during this time period
00:11:42	00:11:46	all of the yellow bars and the yellow
00:11:44	00:11:46	lines that you saw in the previous
00:11:46	00:11:49	account
00:11:46	00:11:49	are not here not because that formatting
00:11:49	00:11:51	isn't working
00:11:49	00:11:53	but because there were no significant
00:11:51	00:11:56	edits so if all your charts look white
00:11:53	00:11:57	like this that means that any change you
00:11:56	00:11:59	made during the time period that you're
00:11:57	00:12:01	reviewing performance for
00:11:59	00:12:03	there were no significant edits and the
00:12:01	00:12:04	campaign was not in the learning phase
00:12:03	00:12:06	so just want to call that out as well
00:12:04	00:12:07	for anybody who might be thinking
00:12:06	00:12:09	maybe the learning phase is why
00:12:07	00:12:10	performance wasn't as good for those
00:12:09	00:12:12	days that would not be the case here
00:12:10	00:12:13	because there was no learning phase
00:12:12	00:12:15	the next section down is audience
00:12:13	00:12:18	saturation and this i think
00:12:15	00:12:20	is really helpful to see how you're
00:12:18	00:12:21	reaching your audience and there are a
00:12:20	00:12:24	few different stats that we have
00:12:21	00:12:25	eligible in here we have the frequency
00:12:24	00:12:27	which is going to count how many times
00:12:25	00:12:29	over the lifetime that this ad has been
00:12:27	00:12:30	running that an individual user has seen
00:12:29	00:12:33	it we have first time
00:12:30	00:12:35	impression ratio which is going to say
00:12:33	00:12:36	the number of impressions
00:12:35	00:12:38	that are for the people who are seeing
00:12:36	00:12:39	it for the first time
00:12:38	00:12:41	there's also reach which is also a
00:12:39	00:12:43	lifetime stat which just counts the
00:12:41	00:12:45	number of people who have seen your ad
00:12:43	00:12:47	and then one of my favorite metrics to
00:12:45	00:12:47	check in on from time to time is
00:12:47	00:12:49	audience
00:12:47	00:12:50	reached ratio and that means that it is
00:12:49	00:12:54	going to be the
00:12:50	00:12:56	amount of the target audience that you
00:12:54	00:12:57	have reached based on the estimate
00:12:56	00:12:59	facebook gives you
00:12:57	00:13:00	in the audience creation section so i'm
00:12:59	00:13:02	not going to do it
00:13:00	00:13:03	right now but if i were to hop back into
00:13:02	00:13:05	this edit function
00:13:03	00:13:07	for this ad set it would tell me that
00:13:05	00:13:09	there are 24 million
00:13:07	00:13:10	users within this estimated audience
00:13:09	00:13:13	size
00:13:10	00:13:15	and we can take the 4.72 percent
00:13:13	00:13:17	mark down here to know that we have
00:13:15	00:13:20	reached almost
00:13:17	00:13:22	5 of that 24 million user set so that
00:13:20	00:13:24	tells me that we have not overstayed our
00:13:22	00:13:26	welcome completely in this audience
00:13:24	00:13:27	there's still plenty to reach out into
00:13:26	00:13:29	even if we start to notike that
00:13:27	00:13:30	frequency might be getting a little bit
00:13:29	00:13:32	higher than we would like there's still
00:13:30	00:13:33	plenty of ways that we can reach new
00:13:32	00:13:34	members within the target audience that
00:13:33	00:13:36	we have
00:13:34	00:13:37	as you review each of these different
00:13:36	00:13:38	metrics you'll notike that the cost per
00:13:37	00:13:40	lead
00:13:38	00:13:42	stat stays in place but that the only
00:13:40	00:13:43	thing that changes will be that
00:13:42	00:13:44	frequency will change to audience
00:13:43	00:13:46	reached ratio
00:13:44	00:13:49	facebook is going to leave the cost per
00:13:46	00:13:51	lead metric so you can compare
00:13:49	00:13:53	what your costs have been over time to
00:13:51	00:13:54	each of these individual metrics
00:13:53	00:13:56	so you can see here that we've gone from
00:13:54	00:13:59	about a 4.2
00:13:56	00:14:00	maybe in the high 4.1 all the way up to
00:13:59	00:14:02	4.72
00:14:00	00:14:04	an audience reached ratio the reach line
00:14:02	00:14:07	is going to look relatively similar went
00:14:04	00:14:09	from about a million to 1.1 million over
00:14:07	00:14:09	time that's pretty much always going to
00:14:09	00:14:11	linearly
00:14:09	00:14:13	increase because we're always reaching
00:14:11	00:14:15	new users and then we also have the
00:14:13	00:14:16	first time impression ratio which is
00:14:15	00:14:18	going to bounce back and forth depending
00:14:16	00:14:18	on how many times you've reached a new
00:14:18	00:14:20	user
00:14:18	00:14:22	and we do see a little bit of an
00:14:20	00:14:24	increase in new user ratio during that
00:14:22	00:14:26	time where we had higher costs
00:14:24	00:14:27	but again it's still mostly in line with
00:14:26	00:14:30	what the first time
00:14:27	00:14:32	impression ratio has been on average so
00:14:30	00:14:33	i wouldn't necessarily say that that was
00:14:32	00:14:35	the cause of those rising costs during
00:14:33	00:14:37	that late june period either
00:14:35	00:14:38	overall this section is really useful to
00:14:37	00:14:40	help you determine
00:14:38	00:14:43	if you're starting to see declining
00:14:40	00:14:44	results you can try and rule out the
00:14:43	00:14:46	idea of
00:14:44	00:14:47	saturating the audience if all stats in
00:14:46	00:14:49	here look normal
00:14:47	00:14:51	i would say if we started to see
00:14:49	00:14:52	continual declining performance from
00:14:51	00:14:54	this audience as opposed to just a
00:14:52	00:14:56	couple of days that aren't as good
00:14:54	00:14:58	i would look here to see if we're over
00:14:56	00:15:00	saturating the audience
00:14:58	00:15:01	in these metrics that are here i would
00:15:00	00:15:02	not conclude that i think we're doing
00:15:01	00:15:03	just fine
00:15:02	00:15:05	the frequency might be a little bit
00:15:03	00:15:07	higher than i'd like but overall it's
00:15:05	00:15:08	really not that bad so if we're seeing
00:15:07	00:15:10	declining performance and audience
00:15:08	00:15:12	saturation is
00:15:10	00:15:13	low like this account would be there's
00:15:12	00:15:15	probably some other factor playing into
00:15:13	00:15:17	it whether it's ad fatigue or again
00:15:15	00:15:19	going back to the idea that we made
00:15:17	00:15:20	external changes on the landing page
00:15:19	00:15:22	something along those lines but if we do
00:15:20	00:15:24	see that audience saturation
00:15:22	00:15:26	has increased or if that were trending
00:15:24	00:15:29	toward a more dangerous level
00:15:26	00:15:31	it could be time to switch out audiences
00:15:29	00:15:32	expand an audience and try and make sure
00:15:31	00:15:34	that we get some new eyes
00:15:32	00:15:35	in that group so that we're not
00:15:34	00:15:37	continually reaching out to the same
00:15:35	00:15:39	people who aren't going to convert
00:15:37	00:15:41	the next chart is the last performance
00:15:39	00:15:42	chart that we can see within the
00:15:41	00:15:44	campaign here and it's going to be
00:15:42	00:15:45	around auction overlap and that's going
00:15:44	00:15:47	to show you
00:15:45	00:15:49	how often your ad set ended up in the
00:15:47	00:15:51	same auction as another
00:15:49	00:15:53	from the same account so this isn't
00:15:51	00:15:55	going to compare just within a campaign
00:15:53	00:15:56	it's going to compare across your entire
00:15:55	00:15:57	account
00:15:56	00:15:59	to prevent you from bidding against
00:15:57	00:16:02	yourself facebook removes the less
00:15:59	00:16:03	competitive ad set from the auction so
00:16:02	00:16:04	what you're trying to determine is
00:16:03	00:16:06	whether any
00:16:04	00:16:07	under delivery may be related to auction
00:16:06	00:16:09	overlap
00:16:07	00:16:11	so if you notike that one ad set isn't
00:16:09	00:16:12	delivering as much as you want you're
00:16:11	00:16:14	not spending your full budget
00:16:12	00:16:17	something along those lines it could be
00:16:14	00:16:17	because your audience is overlapping too
00:16:17	00:16:19	much
00:16:17	00:16:21	with other audiences in your account and
00:16:19	00:16:23	this one is simply losing out
00:16:21	00:16:25	so what you can do is you can review
00:16:23	00:16:27	this chart to see if your auction
00:16:25	00:16:28	overlap rate is too high
00:16:27	00:16:30	one thing i do want to point out is that
00:16:28	00:16:32	auction overlap rate
00:16:30	00:16:34	is different from audience overlap rate
00:16:32	00:16:37	auction overlap rate refers to the
00:16:34	00:16:39	number of times that your audiences were
00:16:37	00:16:40	in direct competition in the auctions
00:16:39	00:16:42	with each other we have a video that
00:16:40	00:16:43	shows you how to use the audience
00:16:42	00:16:45	overlap tool
00:16:43	00:16:47	and that is something you would want to
00:16:45	00:16:48	use basically before you get to this
00:16:47	00:16:50	stage
00:16:48	00:16:51	to make sure that your audiences don't
00:16:50	00:16:53	overlap but they are
00:16:51	00:16:54	different just because your audience is
00:16:53	00:16:57	overlapped doesn't
00:16:54	00:16:58	necessarily mean that your auctions will
00:16:57	00:17:00	overlap as well
00:16:58	00:17:02	it's a pretty darn good indicator that
00:17:00	00:17:03	they will so i will refer you to some of
00:17:02	00:17:05	the guidelines that we had in that
00:17:03	00:17:07	audience overlap video
00:17:05	00:17:09	but this is going to be different from
00:17:07	00:17:10	that metric and you'll notike that the
00:17:09	00:17:12	percentages are probably going to be a
00:17:10	00:17:14	lot lower than what you would see
00:17:12	00:17:16	in that audience overlap tool in a lot
00:17:14	00:17:18	of examples that you put together for
00:17:16	00:17:18	this account specifically this audience
00:17:18	00:17:22	was in the same
00:17:18	00:17:24	auction it had an overlap rate of 3.59
00:17:22	00:17:25	with other audiences within the account
00:17:24	00:17:28	overall
00:17:25	00:17:29	that's relatively low that's not too
00:17:28	00:17:31	terribly concerning for me
00:17:29	00:17:34	i have seen some accounts that have very
00:17:31	00:17:34	high percentages where audiences overlap
00:17:34	00:17:36	quite a bit
00:17:34	00:17:38	tends to happen a lot when people don't
00:17:36	00:17:40	set up their retargeting to have
00:17:38	00:17:42	certain audiences excluded if they're
00:17:40	00:17:44	trying to have multiple different layers
00:17:42	00:17:46	or if you're trying to target the same
00:17:44	00:17:46	user through a number of different
00:17:46	00:17:48	interests
00:17:46	00:17:50	and you have all of your ad sets broken
00:17:48	00:17:52	out very granularly these people might
00:17:50	00:17:53	overlap and they might end up being the
00:17:52	00:17:56	same auction
00:17:53	00:17:56	when you have auction overlap data there
00:17:56	00:17:58	is an
00:17:56	00:18:00	option down here to show additional
00:17:58	00:18:02	insights and down here you can
00:18:00	00:18:03	see the top overlapping ad sets for that
00:18:02	00:18:05	same period
00:18:03	00:18:06	so there are three audiences here i'm
00:18:05	00:18:07	sorry that the names are going to be
00:18:06	00:18:10	blurred out but basically
00:18:07	00:18:12	the top one has a 1.17 overlap rate the
00:18:10	00:18:14	second one is 1.03
00:18:12	00:18:16	and the third one is down just over a
00:18:14	00:18:18	half of a percent overlap rate so
00:18:16	00:18:21	overall this 3.59
00:18:18	00:18:22	is not just compared to a single other
00:18:21	00:18:23	audience
00:18:22	00:18:25	it's for all audiences within the
00:18:23	00:18:28	account and you can start to determine
00:18:25	00:18:30	which audiences of yours have too much
00:18:28	00:18:32	in common with other ones and maybe you
00:18:30	00:18:35	want to start to narrow those down
00:18:32	00:18:36	group them into the same ad set to help
00:18:35	00:18:38	lower cpms
00:18:36	00:18:39	reduce this overlap rate and stop
00:18:38	00:18:41	bidding against yourself
00:18:39	00:18:43	the last section within the inspect tool
00:18:41	00:18:45	is going to be the significant edit
00:18:43	00:18:48	history and like i toked about earlier
00:18:45	00:18:50	this specific ad set had no significant
00:18:48	00:18:51	edit history during this time period
00:18:50	00:18:53	we've really been trying to minimize the
00:18:51	00:18:54	learning phase for this account because
00:18:53	00:18:55	it's been hit
00:18:54	00:18:57	extra hard every time it goes back into
00:18:55	00:18:59	the learning phase so let's hop back
00:18:57	00:19:00	into that other account that we looked
00:18:59	00:19:02	at earlier
00:19:00	00:19:03	to see how this looks effectively it's
00:19:02	00:19:06	going to be formatted
00:19:03	00:19:07	pretty similar to the change history
00:19:06	00:19:08	section within
00:19:07	00:19:11	facebook ads you'll be able to see the
00:19:08	00:19:13	specific activity the activity details
00:19:11	00:19:15	who it was changed by and the date and
00:19:13	00:19:16	time so each time you're reading one of
00:19:15	00:19:17	these
00:19:16	00:19:19	charts i'm just going to look at the
00:19:17	00:19:21	auction overlap report here and you'll
00:19:19	00:19:22	see why i looked at the other account
00:19:21	00:19:24	for that because there's
00:19:22	00:19:25	no auction overlap for this audience but
00:19:24	00:19:28	here we'll see that there is
00:19:25	00:19:29	significant edit history so we can see
00:19:28	00:19:31	that there's a change here
00:19:29	00:19:32	on january 4th there was another one on
00:19:31	00:19:35	the 7th and there are going to be some
00:19:32	00:19:37	other ones down here on the 21st 25th
00:19:35	00:19:38	29th and you'll see here that the 29th
00:19:37	00:19:40	those are going to be the line items
00:19:38	00:19:42	that are up here up at the top if you
00:19:40	00:19:44	are reading each of these individual
00:19:42	00:19:46	charts whether it's from the auction
00:19:44	00:19:48	overlap tool the audience saturation or
00:19:46	00:19:48	even just the performance trends at the
00:19:48	00:19:50	beginning
00:19:48	00:19:52	you should be able to hover over the
00:19:50	00:19:53	icon here and although it says view
00:19:52	00:19:54	details
00:19:53	00:19:56	i've come to find that if you click on
00:19:54	00:19:58	that it doesn't do anything doesn't take
00:19:56	00:20:00	you anywhere so unfortunately
00:19:58	00:20:03	if you want more information on what ad
00:20:00	00:20:05	was updated on january 29th
00:20:03	00:20:06	you can come down into the significant
00:20:05	00:20:07	edit history log
00:20:06	00:20:09	all the way down at the bottom of the
00:20:07	00:20:11	inspect tab and get more information by
00:20:09	00:20:13	hovering over the
00:20:11	00:20:14	little i icon next to that ad change
00:20:13	00:20:17	line item
00:20:14	00:20:19	overall the facebook inspect tab was
00:20:17	00:20:21	a real surprise to me i've really come
00:20:19	00:20:23	to value the data that is in here
00:20:21	00:20:25	there's a lot that you can see
00:20:23	00:20:27	in a very quick manner and i find that
00:20:25	00:20:29	the formatting is really easy to see
00:20:27	00:20:31	performance trends versus the learning
00:20:29	00:20:33	phase when we've made significant edits
00:20:31	00:20:35	and try and map a number of different
00:20:33	00:20:37	stats against each other to understand
00:20:35	00:20:39	how performance is trending without
00:20:37	00:20:40	having to do really big reports to get
00:20:39	00:20:42	any information
00:20:40	00:20:43	and on top of that it's pretty awesome
00:20:42	00:20:45	that there's a
00:20:43	00:20:47	quick way to check and see if
00:20:45	00:20:49	competition is going up or down
00:20:47	00:20:50	if you're competing against yourself and
00:20:49	00:20:52	if you're over saturating your audience
00:20:50	00:20:54	in a short period of time
00:20:52	00:20:56	that data is invaluable on facebook and
00:20:54	00:20:57	it's super important when it comes to
00:20:56	00:20:59	optimizing your campaigns
00:20:57	00:21:01	so hopefully you are just as impressed
00:20:59	00:21:02	with this inspect tab as i was
00:21:01	00:21:04	and this overview is going to help you
00:21:02	00:21:05	make a lot better decisions in your
00:21:04	00:21:07	facebook ads accounts
00:21:05	00:21:08	thanks for watching our video if you
00:21:07	00:21:08	thought it was useful give us a thumbs
00:21:08	00:21:10	up below
00:21:08	00:21:12	we release a new video at least once a
00:21:10	00:21:13	week so if you want to get notified of
00:21:12	00:21:14	when a new one comes out
00:21:13	00:21:17	be sure to subscribe to the paid media
00:21:14	00:21:17	pros channel