How To ANALYZE Facebook Ad Results The RIGHT Way!
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- Опубликовано: 1 окт 2024
- Wondering how to analyze Facebook ad results?
If you don't know what to look for, it becomes very difficult to make strategic adjustments to your Facebook ad campaigns and optimize performance.
In this video I show you how to assess your Facebook advertising results.
You'll learn to work out which elements of your campaigns are working, which are promising and which need to be turned off.
As a Facebook ads agency we spend more time analyzing Facebook ad campaigns and make adjustments than we do creating new ones.
Being able to analyze your Facebook ads effectively is a crucial skill and one that separates the amateurs from the pros.
#facebookads #analyzefacebookads #facebookadcampaigns
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Thanks for watching guys! Let me know what you think in the comments below :)
Thank you for your effort of making this video. It’s very informative
If Im generating more sales with the same budget, will my CPR drop?
how do you determine your link clicks to sales ratio - i am on shopify and I have an e-commerce business - is this just the conversion on my store? i am not clear.
Thank you for the content. A suggestion: Would you do a demo on a real campaign that ran with the values are already populated in the fields. Seeing blank fields are not as helpful as it would be. Thanks
Ben Heath, I honestly freaking love you
Haha - right back at ya :)
Me too
The ratio of 10 add to carts and 1 purchase is not good, you need to improve your checkout page
If we are getting alot of link clicks but not landing page views, then maybe the website is slow or your ad is appearing in Audience Network which is generating accudental clicks
Thank you so much Ben, straightforward, clear and insightful :) Subscribed!
Awesome, thank you!
Hey Ben, i am running a Click to messenger ads on Facebook where my prospects click the ad and send an inbox message to our business page and we continue to chat.
Could you let me know which metrics should be important here? i wanted to know specifically if the "RESULTS" section is important for my case? and if so what does this result section tells?
screenshot : ibb.co/dmz6syk
Did you have answer ? Same campaign goal
Amazing work Ben, quite relevant even 2 years later. Thanks!
Overall Recap at @16:50
Can you make a video on running multiple campaigns with the exact same objective (e.g. for different countries) vs running one campaign with a lot of ad sets? 🙏 Seems to me like you would want to put them all in one campaign for maximal use of CBO but I see many not doing it.
Great idea - added to the to-do list :)
So I've been learning from your videos for a while now. For me you are
by far the best, the clearest and the most professional source for FB ads I could find on YT (and I dig through a lot).
Your ability to pin point whats important and whats noise is priceless.
Also the "Keep it simple" mind set is so important and I love it.
Bottom line thanks to your tutorials I brought my ads to performance that makes "professional" online marketers to drop their jaw (its a local saying not sure it make sense in English, but lets just say they are shocked) when I share the numbers
Ive been looking for a local consultant or guru for a while and could not find anyone with your knowledge and effectiveness.
What you are doing is amazing, and I really hope Ill have the budget to work with your company in the near future
Keep it up
Wow, thanks a lot Eli - that is much appreciated.
Question: How much should my daily Budget be?
I'm trying to run an E-Commerce Business and have set my daily Budget to be 15 USD.
Is this enough for a small Region such as Switzerland to get consistent Results?
My CPC is 3 - 4 and CTR 0.6%.
Its terrible honestly but I thought I should still leave it as the Ad Set is still in the learning Phase, what do you think?
No Conversions yet at the End of Day 1.
Do i still have to keep the rule of 2%-5% conversion rates agains link clicks if i just launched my CBO ads for 3 days for cold targeting? Or is it for when you already have found your warm audiences?
We sell hand made lamps from wood. CBO conversion Ads are been running for 3 days now. We send people to our collection page for our e-commerce business. We target all ads only for Mobile (No Desktop): azadecor.com/collections/all-lights-decors
As far, these are the data and matrix you are talking about in this video :
Unique link clicks 80,
Unique Landing page views 77
Frequency is 1,7
Content view 28
CPM $6.16
8 ads in CBO
CBO budget 50 dollars
I want to reduce number of ads and increase the budget.
Thanks
Commenting for the algorithm. Thank you, Ben!
You bet!
I have started a cold campaign with no segmentation to sell a book, letting FB decide who the audience would be, and to my surprise, the CPM is 10x higher than my old campaigns and my CPC is 4x higher as well. Although the high CTR is great, with a much smaller reach, it doesn't give me better results than the old campaigns and I wonder why I'm getting such a high CPM this time. Ideally I would love to get the cheap CPM of my old campaigns and the high CTR of the new campaigns. Any thoughts on this folks?
1. Cost per Purchase
2. Frequency
3. Conversion rate (how many conversions from link clicks)
4. Adds to Cart & Purchase ratio
5. CPM
If you could make a vid on how fb is spending our money becuase the spending is not stable constant the same each day is different then other and keep saying payment requested manully or you requested and i didnt !! My account ads set to automatically billing iam the only on the account ,I couldn't understand it at all so confusing & weird , if there a vid you recommand on that reply plz need it urgent
Can you release a video on how to optimize your check out page? I have a lot of add to carts, but very few completed purchases. Thank you!
Good idea Haley :)
I have a client that likes to look a result rate and it's hella annoying because it's an aggregated metric. They look at it and compare that result rate across industries saying that if we can do it for this business, it should be the same for another business. How do I address this argument...
.. I have duplicated my add already so I have 3 videos 3 ads.....so now when I go to duplicate my add sets it then duplicates the ads again so it’s now showing 6 videos same video twice . Why is this happening I am really confused
Hi @Ben Heath, thank you so much for your videos. Really helped our startup company.
I have one question though and I'm hoping to get a reply from you.
Does the conversion window really matter when creating Ads? In our case, we are selling products that are priced at around $20.
What conversion window should I choose? The 1 day click? Or the default 7 days and 1 day click. Does it matter which conversion window I choose?
If I choose 1-day click, I need 50 sales a day for my Ad, and I don't think our store is capable of hitting that yet, that's why I set them to 7 days and 1 day click, the default option, because I want my Ads to graduate from the learning phase and I am hoping I could get 50 sales within a week, but if I am losing sales because of this conversion window, then I might change them to 1day click.
Please I need your advice on this. Thank you so much.
PS: I would also like to hear what others think about this.
Please Ben ,what should we do when we switch to the second ad manager ,but it doesn't convert conversions ,knowing that after the first ad account was restricted .thank you
I need a vid on message campaigns and how to analyze them ?! I couldnt find any which is werid !!
Hello want to know what's the best way to show which creatives are working for an fb campaign?
This is amazing - my question is around should I use the same non performing ad/asset or turn them off and create new ones with tweaked variants at at ad and ad set level
Hi Ben, its really wonderful how you've simplied the analysis process in such a simple manner.
I'm slightly confused between the Cost per Result and Cost per Conversion though. Which metric are we to analyze for campaigns with Conversions objective?
Thanks a lot :)
If you are using the conversion objective then they are the same thing.
Hi Ben great video :)
One question- how do you figure out what an acceptable Cost per Conversion is for your campaign? I understand it'd probably depend on what service/product you're advertising, but is there a way to calculate this/figure it out?
Great question and this video should help with that: ruclips.net/video/YwAE2M0jbkk/видео.html
CTR below 1 is a red alert, you should have it between 1.2 to 5 min
Can you make a video on how to analyze and manipulate data with Fb reports.
Hi Ben...can you please share the Targetting Strategy for Financial Planning Business...my ROI is very low...unable to get enough results
Good idea - i'll add that to the to-do list.
My first conversion campaign was very successful thank you Ben for all the tips. Sold 500products in 23 days. I sell t-shirts and my question, how can I know what is a good cost per conversion, the industry benchmark so to say?
That's awesome - glad to hear it :)
I would base your target around your profitability. It depends how much you make. If you make $20 per t-shirt in profit then a $5 CPP sounds decent to me.
Hi Ben!!
Very interesting video!! Thank u.
I am new to ecommerce and running my first 10 ads for 4 days now. I wanted to ask you what are the metrics you should look when you run ads and you have no sales yet? So you have no cost per result. How you decide which ones to turn off?
Great question and it that scenario I'd check out the metrics shared in this video: ruclips.net/video/8ht6XhMwMiA/видео.html
how to analyze when you don't have add to carts and few website views
Thanks Ben, you hv been saviour!! Keep Doing !! One question -- What should be the ideal range for Link Click Ratio against Impression? specially for fitness classes sign up, if you have or can give any idea please
You are very welcome. A CTR above 1% is usually pretty good.
Thanks Ben this is one of the most useful vids on FB ads.. Really pro level.. Keep coming back to this, working my way up (or down the CPP :))
One silly question - How you managed to add "Cost Per Add to Cart"? I don't have this metric in the columns selection pop up.
Only have "Add to Cart". Obviously can easily calculate that, but better to just see the metric
Thanks you rock :)
Another great video Ben! I know you don't work with businesses that aren't spending $100/day or more, but have you considered doing individual zoom mentoring sessions at an hourly rate? I would be interested!
Hi Tyler, that’s actually something I offer. You can book a consulting session with me here: leadguru.co.uk/consulting-sessions
So it is good to keep your frequency at a low level?
If you notice your CPM is high (after going through the list you gave) what would be the first few elements you would look at? Would it be something like: Offer > Ad Type (photo, video etc.) > Ad creative (the specific photo, the specific slideshow etc.)? I would think a good offer could fight off a not so good ad, but maybe if it never catches them in the first place the ad creative is actually FIRST before the offer?
Hey Ben, is this video still relevant in 2024?
very good video thx. so when i add the p ixel to the ad, the purchase will be tracked automatically? (If i install the pixel correct)
Yes provided it is all set up correctly.
Ben , i love you man !!! The info is so valuable , keep up man ❤️
My question is
My ad frequency is 1.17
My cpm has also increased slightly 1.50 rs , earlier (20 days back) it was 2.07 rs and now its 3.75 rs
Earlier is use to get 55-85 msgs in a day now its 18-20 only
I cant understand whats happening
Bcz my frequecy score is 1.17 only , is that a problem or what is the problem ,i dont understand. 🥺
really you dont have captions on your video?
What if my daily reach is 1249 but I only get 40 link clicks? Frequency is 1.04... Thinking I may need some ad creative!? I have 3 ad sets (2 interests with large amount of people and one with a 1% lookalike) and 2 ads that are my two best performers over the past two months. Thanks for all your help. Love your content!
Hey, this is very helpful information. WASK is being used for A/B testing. I can run A/B tests on my Facebook, Instagram, and Google ads. Moreover, based on the results of my A/B tests, I can remove inefficient ads and keep my efficient ads running.
Hi Teacher Ben, you certainly have a flair for simplifying complex stuff! With your teaching, I don't dread trying to understand FB complexities and watching your video is a breeze. Have a great weekend.
Thanks a lot Kym. Glad to hear it and you too :)
Great video for newbie's to FB Ads. Lots of info to take in and hopefully making better campaigns in the future
Glad it was helpful!
Hi Ben, iam facing a problem in facebook ads that is ads manager is showing around 20k reach for using an old post. But post data shows only 71 reach. Iam not able to understand why there is this big difference?? Can you help in this?
Hey Ben, what campaign goal would you recomend for a survey? I'm very new to marketing and have a big client who wants to run a survey.
Thanks for your time 🙏
I'd go with leads :)
Thank you! @@BenHeath
does this still apply in 2024?
If facebook is choosing to put more money towards one ad and it has more leads. Why does it have a much higher CPM than an ad that performs not as well. I'm just curious why facebook is putting more money towards it when its costing more than maybe an add with a lower CPM
Good question and that will be because Facebook isn't optimising for the lowest CPM, they are optimising for conversions - assuming you are using the conversions objective.
@@BenHeath I really appreciate the reply. So is it up to me to decide if an ad is working or not based on CPM, frequency, and cpl? Or does facebook take those factors into account when putting more money towards an ad or ad set?
Really appreciate your content. Thanks a lot Ben! I'll explore what more you can offer.
Thanks Chad :)
Really Ben giving information with this it's way will be useless without showing the real deal !
Love your videos, Ben :) I did get most of my metrics right this time. Did a check along watching your video. Hurray. I would like to run the same campaign again. If we have completed a successful campaign and that has delivered decent results, would you advise me to restart the same campaign again with the same audience or create a new campaign (with the same ad copy) but this time adding audiences of those added to cart+ fb watched video 25%? The only thing I noticed is that on my results section, when I hover the mouse on results, it shows me a snapshot of all results, in that added payment info was the right figure of purchases than the website purchase metrics. What could be the reason for that? Thanks, haris
Great video Ben, I appreciate you - Ricky Ohrn
Hi, Ben, like always thank you for sharing great content with us! Please could you give me a an advice?
A holiday apartment complex wants to advertise on FB holiday apartments for short rent (from 1 day stay to as long as the client wants). What Strategy would you use? Direct to offer or lead magnet - generating leads and then contacting people with the offer for example? The rent for one day cost between 60 to 120 euros.
Thank you so much!
can someone put the summary in terms of Lead Generations please?😅
Hi Ben!
Thank you for your all great videos they helped me a lot :)
I have a question. I'm running conversion campaigns and I start spending 2x-3x more money per conversion. My metrics such as Frequency, landing page conversion rate they didn't changed and performing very well. But the cost per click increased 2x-3x times from 0.10cent to 0.20 or even 0.35cent per click. My question is why my CPC increased so much? And where I should look to fix this issue? (My target audience is quite broad and I recently started using "Reach beyond your target audience" feature.) Many thanks Ben have a wonderful day :)
How much does it cost to run a facebook ad for 3 month for say a website that provides children books? Can we opt out of the facebook at any point?
Hi Hans, it costs as much as you want it to - you have complete control over the budget. You could spend $1 per day or $500,000+ per day - literally. Yes you can pause your Facebook ad campaigns at any time.
Thanks Ben. How many sales do u think I could make by running an ad for say 10 days. Taking into consideration that scope is national and not local. How have the recent results been on an average prospective sales a person makes a day by running Facebook ads? Any figures that would help?
thankyou for the video content, thanks again
My pleasure!
do you know how to analize which words are doing the best when you have multiple campaigns?
Do you mean targeting options? or words in ad copy?
@@BenHeath like targeting options,
I have like 20 campaigns and choose different words to see which one did the best but the organization is confusing
@@climblifeif we depulicat the ad with same setting targeting and only changing words offer to test will it erase all likes & comments entraction made on that ad ??
This is awesome! You are the best! Well explained!
What about CTR?
For frequency, do we check it by month or lifetime?
Hello Ben
Thanks for the video great content do you know about a software like presellio to create and track easly the add created ?
Regards
Thanks, Ben Heath Really Helpful Information about Facebook Analytics
Glad it was helpful!
Thanks! Really helpful. I just have one question. When you say is great if someone can afford to pay $15 in terms of cost per purchase and generate purchases for $6 I don’t get it. Sounds like it’s costing me $15 to make $6. I’m loosing $9. Am I missing something?. Thanks again!
Hi Facu, when I say generate purchases for $6 I mean that is your cost per purchase. Not what you generate in revenue. So if you can afford to pay $15 to acquire a customer and you are actually acquiring customers for $6 that's great :)
@@BenHeath thanks for replying Ben. I get it, thanks!
Very insightful 👏🏼
Thanks a lot :)
Video was posted a while ago so not expecting a response, but I always optimized around ROAS rather than cost per result, why does it matter if the cost per result is high if it is still profitable?
Hi Michael - there's no problem with doing that instead. Just not all businesses have that metric to use.
Would you use Add to Cart or Unique Add to Cart to determine if you're getting to many in comparison to purchases?
It's not a bad idea to check those metrics :)
You provide so much value, thank you and keep up the great work
Thanks a lot :)
Excellent explanation. Thank you for making this very simple for us all
Glad it was helpful!
I was quite surprised to see no mention of CTR. Is CPM a better metric to evaluate how well the individual ad does?
I use CPM more to track audience quality. CTR can be a bit misleading. Sometimes very clicky ads don't don't convert all that well. Although we do use it
Hey Ben 👋 what software/tool do you use to record your videos?
It's done with separate cameras and then my editor puts it all together :)
@@BenHeath oh okay. Thanks!
Great video Ben! One quick question. Which Frequency should we keep eye on, at Campaign level or Adset level? Because at campaign level number can be much higher.
If Im generating more sales with the same budget, will my CPR drop?
Yep :)
Great stuff Ben, would love to learn more about stuff like this.
Good to know :)
Ben, great video. I have a question about facebook quality rankings. I've put time and money into videos, images, trying to make high quality creatives, etc.. but cant seem to escape the "below average ranking" part. My link CTR is 2-3.5%, too. What should I do about it?
Thanks Ken. In your situation I would try to change up your offer. Make that more interesting if possible
Thanks so much for this video. It was super helpful in trying to determine where to focus to improve my campaign results. When I'm spending £3k a month on FB ads I'm coming your way!!!!
Glad it was helpful!
thanks for sharing :)
My pleasure 😊
I'm a social media assistant, and I swear I wouldn't know how to do shit without you! Thank you :)
Haha - happy to help
where can you see which photo or video got the most clicks inside the ads manager or BM?
Hi Danial, you can see that ad the ad level if you then select Performance and Clicks under Columns
Hey Ben! Should I be reporting on the clicks purchases or the views? I am so confused by the new attribution settings! The views attributions purchases seem so much higher! You should do a tutorial on that hahahaha! ( but seriously)
I'd start with purchases then move onto other metrics. But base most of your decisions arounds purchases or another conversion event.
@@BenHeath Thank you! Yes both attributions are coming up for purchases. Eg website purchase view attribution and then website purchases click. I just wish I could see overall total of purchases fro the month.
What's the best frequency for cold, warm and audience?
And what frequency ratio will you assume that the ad is doing great, dropping or already on fatigue?
Hi Augrez, there isn't a best frequency really. You just don't want it to be too high.
I am honestly so impressed by and so grateful for your content! 100% useful. A solid lesson in critically analyzing Facebook Ad results.
Awesome, thank you!
This was the most straightforward, easy to understand video on the important metrics to follow. Thank you SO much for posting this video. It was extremely helpful! I have subscribed. :)
Glad it was helpful!
Excellent content probably better than most paid courses by Facebook Gurus ! Please continue the good work Ben ..
Thanks a lot - I will do :)
Hey Ben, Great Video as always! Sometimes i have less Ad to Cart Events than Purchase Events? How is this possible? Before you buy you have to add the product to the cart, at least on our clients website. Thanks for your answer!
Thanks Jonas - that sounds like the Pixel isn't set up properly to me.
@@BenHeath Thanks for your answer!. I thought the same. We're using shopify and i've tested the pixel with ''test-events'' and it shows the right events. What would you do at this point?
Hi Ben,
Thanks for the video. To questions...
1) If I run a "Messages" Campaign, can I say in my ads something like "Send us a private message right now" or will that
trigger Facebook and either decline my ad, or label it as "Low Quality"?
2) I run ads for a local business in Romania, so my copy is in Romanian. If I ask people to give a like, comment, and share, but use actual Romanian words for "like, comment & share" would that trigger Facebook, or I could bypass their algorithm that way?
I wouldn’t say Private - but send us a message should be fine
2) I don’t think that will work I’m afraid
@@BenHeath Thank you for both replies! You are awesome!
As always Great info Ben... One question if you pause ads or ad sets then restart them do they always go back to the start of the learning phase. or is there a pause time period that the ads avoid going back into the learning phase. Thanks
Thanks :)
They don’t always do so and it is a time thing. Any pause less than 7 days is likely to be ok
What is a good Add to Cart to Purchase ratio? I'm receiving a 50% conversion rate. Or purchases in my case.
That sounds pretty good to me :)
@@BenHeath the add frequency is ideal, CPM (Impressions) is ideal, Link Clicks to Conversions is ideal, Add to Cart to Conversions is ideal but my CPC (Cost per Conversion) is higher than ideal. (The ad has run over a 7 day span.) The relevancy score is below average, but the engagement rate ranking and conversion rate ranking is average. Day 1 CPC: $40, Day 2 CPC: $123.68, Day 3 CPC: $43.39, Day 4 CPC: $36.37, Day 5 CPC: $108.99, Day 6 CPC: $104.56 and Day 7 CPC: $139.97. The What would you recommend to look at if I want to lower Cost Per Conversion?
Hi Ben! Thanks for sharing that.
Quick question, when analyzing the cost per result/conversion, what is the best time range to look at? So if one of my ads has a lifetime cost per result that is well within my goal range, but for the past few days it suddenly started getting more expensive, how much time should i give it before i pause? Or what is the best way to approach it?
Also, if the cost per result for a certain ad is low, but also the cost is low, meaning Facebook barely spent money on it, does that indicate that it is good to keep it? Wouldn't Facebook have spent more on it if it were to do well?
Thank you Ben! Excellent value from this video.
Glad it was helpful!
Thank you, man. I really do appreciate the high-quality content you share and your honesty.
Great to hear :)
Appreciate your effort. Thank you so much.
Thanks for watching :)
You said that stop the ad that has high cpm, what if the ad with high cpm has 2x more ctr with less impressions?
In that case you may want to keep it running a bit longer - remember you always need to check conversion data before you make a change.
@@BenHeath Great insights. Thanks man
Thanks!
Thank you very much :)
Hi Ben, came across your content and would like to know in your opinion. how effective can Facebook ads be to my gardening business start up? i am just starting off this week and i am no sure how effective it will be as i would only have a small audience size (Glasgow). what do you think?
I think you should start first by analysing your competitors, see what they are doing and the ones that are working for them. That will take you a long way up
It could be an absolute game changer provided you can work out how to make it work for your business
@@BenHeath Thank Ben, i have been looking at it for a few weeks now, there is no other gardening company to note that is running ads (in my area).
Awesome video Ben. I want to ask, should we need to duplicate the ad set in that existing campaign and edit the new duplicated one once we found the age group or gender, etc which are performing well or just edit the existing ad set? Thanks
Thanks a lot.
I'd duplicate and then edit :)
@@BenHeath Your welcome. Can you please elaborate on why you would duplicate and then edit? Or do you have any video on this?
Thank you Ben!
Thank you so much.. Please create a video on how to adjust the adset when having an ad fatigue.
I have covered this to some extent in my 'overcome Facebook ad fatigue' video :)
Thank you, Ben. Excellent again.
Thanks again!
Hi Ben,
Thank you for the video. It has really helped me to understand the relations between different metrics. I would like to know if there is any "benchmark" for CPM indicator. I own an e-commerce business and I am not sure what values are still considered ok and what are too high. Thank you.
You are welcome. There aren't any benchmarks I'm afraid as it varies so much between industry, country, etc.
Brilliant! A natural communicator!
Thank you very much :)