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Campaign Management: Analysing your Ads and Decision making

Knowing when to stop or scale an Adset in a Facebook Ads campaign, balls down to analysing key performance metrics you establish in your campaigns.

I set up my Adset reports in two ways.
The first way is what I refer to as the Funnel Reporting view I use to get a quick glance at performance. Here are the columns I set up:

• Budget
• Delivery
• Reach
• Link Clicks
• Amount Spent
• Website Purchases Conversion Value
• Website Purchase ROAS (Return on Ad Spend)
• Cost Per Website Purchase
• Website Purchases
• Website Add to Cart
• Cost per 1,000 People Reached
• CPM (Cost Per 1,000 Impressions)
• CTR (Link Click-Through Rate)
• Unique Link Clicks
• Button Clicks
• Cost per Unique Link Click
• Website Checkouts Initiated
• Website Adds of Payment Info
• Cost per Website Add to Cart
• Relevance Score
• Frequency
• Page Likes
• Positive Feedback
• Negative Feedback

The second view I use is ROI focused and solely used for tracking costs and making decisions. Here is how I arrange the columns:

• Amount Spent
• Website Purchases Conversion Value
• Website Purchase ROAS (Return on  Ad Spend)
• Website Purchases
• Cost per Result
• Cost per Website Purchase
• Website Checkouts Initiated
• Cost per Website Checkout Initiated
• Website Adds to Cart
• Cost per Website Add to Cart
• Unique Link Clicks
• Cost per Unique Link Clicks
• Website Content Views
• Cost per Website Content Views
• Reach
• Cost per 1,000 People Reached
• CPM (Cost per 1,000 Impressions)
• Unique CTR (Link Click-Through Rate)
• Cost per Outbound Click

You want to set benchmarks for all your ‘cost per…’ metrics. With the most important being:

• Cost per Website Purchase
• Cost per Unique Link Clicks
• Unique CTR (Link Click-Through Rate)
• Cost per 1,000 People Reached or CPM (Cost per 1,000 Impressions)

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Timestamp

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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