How To Analyse Your Facebook Ad Results – Video 18 Of 20
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Video 18 Of 20. In this lesson we talk about analysing your ad results. How to figure out what’s working and what’s not.
How your ad is performing and what data to look at.
This FREE Shopify training course includes 20 video modules including transcripts. We cover everything you need to know to make your first sale using Facebook ads, something we know many of you are struggling with.
Tutorial Video 18 – Complete Your Facebook Ads Setup.
Watch the video below to learn more.
Tutorial Video 18 Transcript – How To Analyse Your Facebook Ad Results
Video 18 – Shopify Tutorial – Analyse Your Facebook Ad Results
Alright so here we are we are inside our Facebook dashboard.
We want to look at some of the results of the ads that we run and it’s nice to take a look at what’s working and what isn’t working so that we can the optimise forward so once you publish your ad campaign and its running for a few days you will be able to come into Facebook and actually take a look at how that advertisement is performing or how that ad set it performing so here we are looking at just one ad set we can see that it ran from November 24th until now which is November 29th
So it’s really started in the last week so I’m looking at 7 days of data here and I have the budget set to 300 dollars a day because it’s a big group of people and I’ve got a good budget.
My frequency is pretty high, the frequency of times that a person has seen this is 2.77 you really want your frequency to be under 3 basically so this is pretty good.
If your frequency is over 3 then that means that each person is seeing your ad more than 3 times which might be a little bit too much. You might notice that I have a lot of data here, I want to tell you what this data is. Facebook is going to start you with one of their sort of dashboards performance for example they have these sorts of pre-set dashboards.
And you because you’re a Shopify store owner actually need to make your own special dashboard so what I like to do is start with their performance and clicks dashboards.
So, this is a dashboard that Facebook has built in, it’s called performance and clicks it’s got a bunch of data points on it so what I want you to do is come into your ad set inside of Facebook, your campaign rather which might have multiple ad sets depending on how many you set up choose performance and clicks.
Once you do that come down it will be performance and clicks, click the customise columns button, so you click the customise columns button and this is going to allow you to display what columns show up in this little menu that lets you see what’s going on.
So, I’m going to have you get rid of some stuff. For example, I’m going to have you get rid of results, budget, ends and schedule, clicks all, CTR all, cpc all, cpm, link clicks and CTR so basically, you’re going to be left with delivery, reach, frequency, cost, amount spent, relevance score and impressions.
Now what we are going to do is go down this menu here and we are going to add stuff in. First I want you to do is take impressions and put that in front of reach, and we will have frequency there, so we will have reach, impressions and frequency and as we scroll down I want you to click on website which is going to, rather I want you to click on clicks, here on the left menu to pull up a list of things, now if you scroll down basically you will notice that Facebook scrolls and this left menu as you scroll so it’s going to tell you where you are.
Now I’m going to have you click on clicks and I want you to put unique CTR link and then unique clicks all and then I want you to select cost per unique click.
And I want you to grab this and I want you to put unique clicks after frequency and then I want you to put CTR after clicks and then cost per click after that so I’m having you set up the dashboard in a very specific way.
Then I’m going to click on website and you’re going to have all these options here because Facebook is tracking all this data because you have Shopify and it’s going to be under Facebook Pixel so under website under add to cart Facebook Pixel you’re going to select that and then purchase Facebook pixel you’re going to select that.
Then you’re going to scroll down just a little bit and you’re going to grab cost per add to cart Facebook pixel and cost per purchase Facebook pixel, you’re going to take total cost and you’re going to put that at the end, take relevant score and put that under total cost you might have to watch this video slowed down to be able to follow this because it is a lot, and then we are going to grab add to cart Facebook pixel and then cost per add to cart Facebook pixel and then purchase and cost per purchase and put that amount spent at the very end, we will actually just get rid of cost.
So, this is our dashboard that has all over of information that we need, delivery, reach, impressions, frequency, unique clicks, unique ctr, cost per unique click, add to cart etc I’m going to walk you through what some of these are, so click apply.
That’s going to have that dashboard actually show up in your window. Then what you want to do its click this drop-down menu and there’s going to be save button next to custom so you want to save it so you don’t have to build that again, you can call it custom shopify sales dashboard and save.
Now every time you come in here no matter what ad set your looking at you can look at your custom shopify sales dashboard which is going to give you all the information that you need about how that advertisement performed.
On the ad set level what we are interested in is how many impressions happened, how many times was this thing seen, how many people did It reach 6800 unique people and a total of 19000 times and each person saw that on average of 2.77 times, 800 unique clicks, it had a 7% click to rate which is really good, cost me about 2 dollars to get someone on my offer page which is pretty high.
I had 114 people add to cart which is 14 dollars per time that happened so I paid 14 dollars to get someone to add a product to the cart, I had a total of 70 purchases and it cost me 24 dollars per purchase which is pretty good for me so because my products are higher priced I’m happy to pay 25 dollars to generate a sale on Facebook because I’m selling a 90 dollar unit you might need to spend a little less if you are selling a cheaper product.
Another thing to click on is if you’re looking at your dashboard here and you have another ad set you can click on breakdown and you can see things like platform, placement and device so what we can see when we select that is of those purchases 35 of them happened on a mobile feed on a iPhone, it was only 20 dollars a sale on the iPhone on the android tablet I had 2 purchases, on a iPad I had 12 purchases, on a desktop look how much more expensive a desktop is, cost me 40 dollars and iPhone only cost me 20 dollars so for example what I could do is go in and modify this ad set so that I’m only targeting iPhone as iPhone are doing the best and that’s how you narrow down.
That’s what I mean about wide to narrow, you look at what’s working and you narrow down, similarly you can look at age and you can say take a look at this, cost of 24 dollars on average for 55-64, 35 dollars on average for 45-54, and 21 dollars on average for 65+ so what if I only targeted 65+ and I only targeted iPhone, then this ad set would do better so I got some data and based on that data I can narrow further using my sales dashboard and the breakdown options and you can look at things like time of day, geographical location and see what cities are doing best there’s a lot of interesting information.
Then a cool thing is that within this ad set if I click on it this ad set has ads within it so if I click on ads in this ad set I can then see my dashboard for the actual advertisement and one thing to do is look at video engagement and you can actually start to see, video engagements are pre-set up by Facebook dashboard that they give you, you can see how many 3 second views you had, how many 10 second views you had, how much it cost you to get you for example to consume 25% of the video, 50% of the video, 95% of the video so you can see how engaging your videos are.
Based off this information you can then make decisions about how to optimize your ad set going forward.
So that’s how you look at your data inside of Facebook I’ll see you in the next video.