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Campaign Management: Analysing your Ads and Decision making
Knowing when to stop or scale an Adset in a Facebook Ads campaign, balls down to analysing key performance metrics you establish in your campaigns.
I set up my Adset reports in two ways.
The first way is what I refer to as the Funnel Reporting view I use to get a quick glance at performance. Here are the columns I set up:
The second view I use is ROI focused and solely used for tracking costs and making decisions. Here is how I arrange the columns:
You want to set benchmarks for all your ‘cost per…’ metrics. With the most important being:
7:11 Funnel reporting view
8:25 Reach as a very important metric
8:47 The website purchases as a conversion value
9:29 The cost per website purchase
10:54 Ad positive feedback and negative feedback
15:43 What do you do to make decisions whether to kill or keep an ad going?
15:53 Return on advertising spent
16:49 Determining what your benchmarks are
19:44 Keeping an eye on the metrics on a regular basis
20:06 Metrics further down the funnel
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