Hi All, Monika here the lead media buyer at DimNiko Agency.
Today I’d like to share with you how I like to set up the reporting tabs in Ads Manager, so when I check several ad accounts I can quickly understand the most important data and identify the key indicators that need attention.
The Basic Columns
In the first couple of tabs I like seeing the basic information, such as Campaign /Adset / Ad Name, Errors, Bid Strategy, Last Significant Edit, so I know what the default settings are. All this followed by the Budget, Amount Spent, Results, Cost per Result, ROAS, Website purchases (often the same as results in ecom) and Purchase conversion value, which instantly gives me an idea of what is the current performance.
I usually check today/ last 7 days/ last 14 days and last 30 days data when analysing the recent performance. Comparing each of them to the previous periods. I love Facebook onsite comparing features. It really helps finding a specific metric that might cause an overall drop or increase in the ad account performance. When I do a larger audit on an ad account I compare results on quarter to quarter and year on year basis, together with the Shopify metrics as well so I can get a better perspective of the business and the Paid Traffic.
Traffic and CPA Columns
After the basic performance metrics, I will look more deeply into the traffic and what actually determined the CPA. Impression, Reach and Frequency is going to indicate how the ad is being served to the selected audience. This is getting more and more important over time.
For example if you are running the same campaign for months it’s useful to check these numbers on a month view compared to a last 6 months view. However higher frequency is not always bad. In fact for retargeting campaigns we often see better results on higher frequency, but it’s a metric that needs to be closely monitored.
Not just for choosing the right audience, but to understand how your ads attract the right prospects. If your audiences keep clicking your ads but are not moving down the sales funnel then your ad message needs to be adjusted.
The next metrics I will be looking at are:
– The CPM, which will show how much we are paying for 1000 impressions,
– CTR (link clicks) which will show what percentage of those impressions got clicked at.
– Then the CPC (link click) which will show how much that click cost us.
In ecommerce these metrics or changes in these metrics does not always predict the performance on a sales level, as expensive clicks can bring more sales and cheap clicks can come out more expensive with no sales. However, looking at the data is still important to identify if something is wrong or see whether there is an opportunity for improvement.
Content Specific Columns
After the Traffic specific tabs I will look at the Content views, Cost of Content view, Unique Content view, and cost of unique content view, and the same for Add to carts and Initiated checkouts. To make it easier to compare I often have a tab here for Cost or purchase and unique purchases, cost of unique purchases.
I think analysing the data from step to step in the customer journey can help fine tuning the sales funnel and improve customer experience along the way.
In the end of my ads manager reporting I will add Ad and video specific metrics such Relevance Core, Quality, Engagement, Conversion Rate Rankings, Cost per Post Engagement, Thruplays, Video Play per 25%, 50%, 75%, 96% and Cost of Thruplay. Checking these metrics on ad level is probably the most useful, however looking on campaign and adset level still gives valuable insights.
I hope you enjoyed reading about my way of setting up reporting tabs in Ads Manager, which is very useful in my opinion if you run ads for ecommerce businesses with conversion campaign objectives.
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