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Facebook Inspect Tool

Published on: December 7 2022 by Paid Media Pros

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

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