SE3 EP31: Campaign Management - Analysing Performance and Making Decisions (DAY 5) ~ Pillars of a Rock Solid Facebook Ads Strategy

2X eCommerce Podcast · April 27, 2018 · 22 min

Summary

This episode provides a tactical breakdown of analyzing Facebook Ads campaign performance for e-commerce businesses. It details two essential reporting views—a Funnel Reporting view for quick performance glances and an ROI-focused view for critical decision-making—along with key metrics to track and benchmark for optimizing ad spend and scaling sales effectively.

Key takeaways

• Implement a 'Funnel Reporting' view for Facebook Ads focusing on metrics like Budget, Delivery, Reach, Link Clicks, Amount Spent, Purchases, ROAS, and Cost Per Purchase to quickly gauge campaign health.
• Establish an 'ROI-focused' reporting view to track costs and inform decisions, including Amount Spent, Conversion Value, ROAS, Cost per Result, and Cost per Checkout Initiated.
• Set clear benchmarks for crucial 'cost per...' metrics, especially Cost per Website Purchase, Cost per Unique Link Clicks, Unique CTR, and CPM, to identify when to scale or pause ad sets.
• Utilize Klaviyo's pre-built email automation flows like cart abandonment, upsells, and win-backs, and leverage its integration with Facebook Audiences to enhance retargeting efforts.

Themes

Topics covered

Episode description

If you are an online retailer and looking to scale your sales further through Facebook advertising, check out Kunle's agency:2xmedia.co. It caters specifically for ecommerce businesses. Get in touch to apply. 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) --- SPONSORS: T

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Frequently asked about this episode

What does this episode say about paid acquisition?

Implement a 'Funnel Reporting' view for Facebook Ads focusing on metrics like Budget, Delivery, Reach, Link Clicks, Amount Spent, Purchases, ROAS, and Cost Per Purchase to quickly gauge campaign health.

What does this episode say about analytics & attribution?

Establish an 'ROI-focused' reporting view to track costs and inform decisions, including Amount Spent, Conversion Value, ROAS, Cost per Result, and Cost per Checkout Initiated.

What does this episode say about conversion & cro?

Set clear benchmarks for crucial 'cost per...' metrics, especially Cost per Website Purchase, Cost per Unique Link Clicks, Unique CTR, and CPM, to identify when to scale or pause ad sets.

What does this episode say about paid acquisition?

Utilize Klaviyo's pre-built email automation flows like cart abandonment, upsells, and win-backs, and leverage its integration with Facebook Audiences to enhance retargeting efforts.

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