Original subtitles

Metrics and optimizations: Facebook and Instagram Ads

In this lesson I will teach you how to analyze metrics in Business Manager

and how to optimize results

in your Facebook Ads and Instagram Ads campaigns.

I show you how.

To analyze the most interesting metrics,

you have to have the pixel installed

because if not, you will not be able to know what sales you have had.

This is the most important thing for e-commerce campaigns.

First I'm going to teach you how to make a report

so that when entering the platform,

you can see exactly the metrics that interest you.

I'm going to tell you about the ones that I usually use and look at

and then I'm going to give you some advice

so that you can take more into account the performance of your campaigns.

If you see here, in this option that it says Columns,

this is predetermined by Facebook, which doesn't tell me that much either.

I like to customize the columns the way I like it.

In this way, I can remove some metrics

that I don't usually look at or that don't seem so interesting to me.

For example, all this I remove.

The budget, I know which one I have, I could also leave it,

but it gets in my way.

I even remove Results because I put the purchases.

This one can be interesting, I usually put it at the end.

Here you can select or click all of this from here.

Here you can find it faster, for example, Shopping.

I want to know the total of purchases and their value.

Here I am going to put all the purchases but I am going to deselect this

because it is a breakdown that does not interest me, I want to see all of them.

I'm going to upload it here because it seems more interesting to me

and I prefer to see it faster.

I also want to see the clicks on the link and the CTR,

what is the proportion of the time

product display versus clicks.

I will see Percentage of clicks on the link

because before I have selected Clicks on the link.

I'm going to pass it above, just below Impressions.

I usually have a way of selecting the columns,

to order them.

I usually put the CTR below

because clicks and impressions is their relationship.

After I have the conversion rate,

the purchases I have had and what I have spent for that purchase.

The value of the conversion would go after the expense.

One of the most important metrics within Facebook

is the Frequency metric.

This is super important, especially in those DPA campaigns,

because we show people who have visited our website

and if the audience is too small,

we will be impacting our users all the time.

Normally the frequency that I usually leave ...

Here we have a frequency of 1.12, that means that per day,

have seen this ad 1.12 times the same person.

However, I have DPA campaigns that have been very frequent.

I'm going to show you some.

This is already starting to be quite high in a dynamic remarketing campaign.

Think of it as a dynamic ad,

that is, it will show you different products

that you have seen on the web, and the ad is not always the same.

Non-catalog campaigns,

I usually leave them up to six or five times

and those of DPA or dynamics, because DBA is also dynamic,

I would leave them ...

Up to eleven already seems normal to me.

From there, it seems too much to me.

After eleven, I already paused it.

The rest, that of DBA, has a much lower frequency,

therefore, I have left it.

It has a very high purchase value for the cost it has.

I have spent 171 euros and the purchase value is 7451.

Here I have my default column, so I can get the ROAS here

and see that I have 44 ROAS.

This is based on what Facebook shows.

Then you have to evaluate with other analytics platforms

if really your investment and the value of the conversion

that you see in your analytics platform is 7000 or less.

However, we see that the ROAS is quite high.

To be able to save this arrangement of metrics

that we have configured, I can give Customize,

I select here all the metrics that I want,

I give Save as default and, for hobby, I always put "Def",

of "definitive", but you can put the one that you want.

I give Apply.

This, as I have already done ...

Now, every time I log into this account,

I will always have this layout and no longer the default of Facebook.

It is important because if not, I waste a lot of time

to always create the same metrics and see what is happening.

We finish with the content of the course.

I hope you liked it, but don't go.

In the following video we will summarize everything seen

and I will give you several tips

for you to successfully carry out your final project.