Ep 189: AKNF - Are you still using Facebook's On Platform Metrics? (and when to SLAM SPEND)
DTC Podcast · with Grayson · April 1, 2022 · 24 min
Summary
Many DTC advertisers still rely solely on Facebook's on-platform metrics, leading to inaccurate performance analysis. This episode reveals why these metrics are insufficient and guides operators on leveraging third-party tracking, geo-testing, and human analysis across multiple data sources to get a true picture of ad campaign profitability and make informed decisions on when to aggressively scale spend.
Key takeaways
Avoid making critical ad spend decisions based solely on Facebook's on-platform metrics, as they often present an incomplete and misleading view of performance.
Implement a multi-tab, multi-source approach, combining third-party tracking tools with human analysis, to accurately reconcile ad performance data and overcome data silos.
Utilize geo-testing methodologies to validate on-platform results and understand true incremental lift across different regions before scaling campaigns.
Understand that accurately measuring campaign profitability requires looking beyond basic ROAS and accounting for the full customer journey and true customer acquisition cost.
Be prepared to "SLAM SPEND" by aggressively increasing ad spend when comprehensive data from multiple sources consistently demonstrates true profitability and scalability.
Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and welcome to All Killer No Filler. Today's episode topic came from Pilothouse senior media buyer Grayson's observation that many advertisers in the space are still using Facebook Ads on platform metrics as their primary source of truth.
Work with us https://pilothouse.co
This podcast covers: Why so many advertisers lean heavily on FB's on platform metrics What to use instead Why it still takes a human, and at least 5 tabs to have a clean sense of what's happing How to Geo-Test your on-platform results What third party tracking software tools we've tested and what the results are. Subscribe to DTC Newsletter - https://dtcnews.link/signup
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Work with Pilothouse - https://dtcnews.link/pilothouse
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Watch this interview on YouTube - https://dtcnews.link/video
What does this episode say about paid acquisition?
Avoid making critical ad spend decisions based solely on Facebook's on-platform metrics, as they often present an incomplete and misleading view of performance.
What does this episode say about analytics & attribution?
Implement a multi-tab, multi-source approach, combining third-party tracking tools with human analysis, to accurately reconcile ad performance data and overcome data silos.
What does this episode say about dtc strategy?
Utilize geo-testing methodologies to validate on-platform results and understand true incremental lift across different regions before scaling campaigns.
What does this episode say about paid acquisition?
Understand that accurately measuring campaign profitability requires looking beyond basic ROAS and accounting for the full customer journey and true customer acquisition cost.
What does this episode say about paid acquisition?
Be prepared to "SLAM SPEND" by aggressively increasing ad spend when comprehensive data from multiple sources consistently demonstrates true profitability and scalability.
