Facebook Ad Metrics 2019 | The Headache-Free Way To Tracking | Flexxable

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– Hi everyone. Today I wanna talk to you
about tracking you metrics within your advertising accounts because if you’re going to run ads and become very, very good at your lead generation
efforts or whatever it is, whether you’re doing
e-commerce, lead generation, you’re spending quite a bit of money on the Facebook platform or the Google platform but let’s focus on Facebook for today, you need to be on top of your metrics across the board, okay? Because what happens and if you’re crap at running ads, you’re going to see your
cost per lead spike one day, all right and you’re gonna panic, you’re gonna think, it’s
this ad, I switch off or it’s this audience, I’m
gonna can that audience and try a new one, I’m gonna duplicate, I’m gonna do this, this and this and you’re actually running blindly. You have not idea what you’re doing and you’re making decisions off emotion rather than off kind of stats and scientific evidence, I guess. So, if you are serious about running a lot of media spend and all that type of jazz and you wanna become a
proper real PPC agency, then you have to start somewhere, okay? Trust me, the really, really big boys have data science, they use pivot tables, Tableau, all of these analysis tools that helps them get these metrics at the click of a finger, okay? If you’re starting out, you don’t have these tools but you can still do a
pretty good job from that and today I’m gonna talk to you about how you can set
this up relatively quickly and at least give yourself
some peace of mind so you’re not making
decisions off the back of your emotion and gut feel, more off scientific evidence, all right? So, what we do is we have a tracking sheet for each advertising account. We just keep it in Google Drive and it looks like this. On the left-hand side is date and then it’s the 1st of July, 2nd of July, 3rd of July, all the way down to the end of the month, so this is a monthly tracking sheet. Across the top here, we have the metrics
that are important to us that we see within the
advertising account. So, it could be spend, it could be cost per 1,000 impressions, it could be cost per click, it could be cost per video view, if you’re running video, cost per view, it could be landing page percentage. Cost per lead. All the other stats you
wanna check needs to be done across here and it could be literally 20 or 30 different columns that you’ve got going along here, okay? At the bottom of the spreadsheet, you sum them all up and you have an average, so you’ve got your average figures down the bottom here, okay? And what happens is that you might see your cost per lead coming in here at seven pounds, eight pounds, six pounds, blah, blah, blah and it stays that way and then it gets down to
the middle of the month and it jumps up to 19
pounds per lead, okay? And when people make decisions on emotion, they will start to switch stuff off, they will start to bin the ads and say that it’s Facebook algorithm and that there’s nothing
they can do about it but what they’re not looking at is all of these different stats, okay? Has the cost per 1,000
impressions doubled, okay? Has the cost per click doubled or has it remained the same? We’ve seen this within our own stats. We will see that the CPMs, the cost per clicks stay the same, the spend stay the same and then the landing page
percentage drops by 10% or 20% or whatever it is and it goes from
converting 30% down to 20% and then we can tell very quickly as we look down these stats what the problem is and what the issue is and what you’ll find a lot of the time is maybe that landing page is not rendering on mobile or tablet or there’s a spelling
mistake on the landing page or it’s broken and it’s
not loading properly or the variation in your
testing does not work and you forgot about
that variant in Unbounce or whatever split
testing software you use. And you just can’t remember
all this stuff in your brain. You have to have stats
measured across the board that you can look at on a daily basis and make calls off the back of that. Okay? I hope that makes sense, all right? I can’t remember all the
metrics we’re tracking but you can easily just find them across, in your Ads Manager all the way, if you go to Performance
and Clicks, for example, you’ll be able to see all
of the different metrics. It takes you 15 minutes each morning to gather that data, put
it into the spreadsheet and then you’ve got a history that you can make rational decisions on. I hope that makes sense. So, if you wanna really ramp up your game, as a media buyer and sell leads like the professionals, then you should come and talk to us, we’ve got a case study
that explains how we built a lead generation agency and how we move away from
the old retainer contracts and local businesses and how we work with big juicy clients that pay us five figures a week. So, yeah, I hope you enjoyed this video. I urge you to do something like this even if you’re running
ads with a small budget. It’s still worth doing. I hope you enjoyed it. Bye.

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