How To Analyze Your Facebook Ads Metrics (Shopify Dropshipping Tutorial)

In this video, I will be showing you how to objectively analyze your Facebook Ads metrics and how to identify the weak links in your funnel. This in-depth tutorial will teach you:
How to set up your Facebook Ads Manager columns
The most important metrics to look at when analyzing your Facebook Ads
How to identify leaks in your funnel
Live examples of how to apply what is taught in the video
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DISCLAIMER
Any advice given in this video is strictly based on my own professional experience and does not guarantee similar results.
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KEYWORDS
Gabriel St-Germain digital marketing ecommerce shopify dropshipping tutorial oberlo nate schmidt the beast of ecom debutify jonathon zamora facebook ads tutorial ecommerce mentoring arie scherson wholesale ted dan vas how to analyze facebook ads marketing consultant The Ecom King Jordan Welch Ricky Hayes The Ecom Wizard Verum Ecom Biaheza Sharif Mohsin Sebastian Ghiorghiu

[@THEECOMKING]

Amazing video 🙏🏽🚀

[@JorgeVieiraEcom]

Thank you! Learned from the best!

[@nareshmaganti2748]

To be honest, I watched this video with hesitancy, believing that it lacked quality content, just like most of the other videos they make to promote their services. But this is one of the best videos I've ever seen, and I love how he explains the metrics and how to diagnose campaign performance with real-world examples. Get your pen and paper ready, guys; you'll need them if you want to learn something from this video. Thank you so much Jorge.

[@JorgeVieiraEcom]

Hey Naresh, thank you for your feedback. I'm very happy to hear that you found my content valuable and enjoyed my teaching method.

[@sandipanmukherjee007]

Best video ever in this topic

[@analynsumalinog3403]

This is the best video I have seen so far! 😍

[@JorgeVieiraEcom]

Hey Analyn, thanks! What other channels do you usually watch for Facebook Ads?

[@islamlogic3769]

i watch every video 2 3 times and everytime i get new golden nugget love you bro and I also want to thank you for teaching us.

[@JorgeVieiraEcom]

My pleasure! Happy to hear that you got value

[@busntrack3692]

the best video id ever seen on fb ads ! thank you sir

[@JorgeVieiraEcom]

Thanks man! What part did you like the most?

[@ArrayyanErrahaoui]

By far, the best video explaining step by step FB metrics, I learned a lot from this video, I have a clearer and better understanding of FB metrics and how to do the analytics and make the right decisions after this video. Thanks very much Jorge. Keep it coming Can't wait for the next one

[@1226CT]

The best video I have seen so far on how to analyse. I just to memorise it and get it through my head now.

[@sumityellure2014]

the best video ever seen for FB ads thanks man thanks a lot #love from India

[@JorgeVieiraEcom]

Hey man, glad you liked it. What part did you find the most useful?

[@Miguelangel-fn2rz]

Keep making these types of videos bro full of value !

[@monke2871]

Fantastic video. Important information explained simply!

[@ljubishatrajkov8473]

I was looking for this kind of video whole time. Thank you so much. ❤

[@prabhukannan4660]

Loved the live example, never seen that content before in all the videos iv seen on DS. Thanks Jorge.

[@beatriznascimento4089]

This is the best channel ever. Thank you!

[@omarbouasria2867]

the best explanation i ever heard on analyzing compaigns, thank you from the heart

[@sumityellure2014]

you prove that quality content always stands out..the most in detail video ever on youtube

[@juniormadlife2642]

Very simple, very explaining, direct to the point. amazing video!!

[@Ezone-vw7gf]

Amazing video! I learned so much! Thank you!

[@himanshiwadhwa9868]

Hey, this is super helpful. Would love to see more such videos on analysis of Facebook Ads metrics!

[@JorgeVieiraEcom]

Hey Himanshi, thank you for the feedback! More videos are coming out in August!

[@renukasharma855]

Awsome bro. this is the best video i have ever seen on matrix calculation

[@JorgeVieiraEcom]

Hey there, I appreciate the feedback. Which part of the video did you find to be the most helpful?

[@ecommerce317]

Great video Jorge! The next star in Hollywood

[@AbhijeetSinghs]

Very useful set of videos upload more thanks 🙏

[@hamzasabir6053]

Bro, you can't imagine how helpful your video is. Clear and concise! Thanks a lot !!

[@hundepfotenofficial]

Hey Jorge, I love your voice it's really enjoyable

[@DomzAdOptimize]

Finally found real metrics analysis! Subscirbed!

[@khanhtranthivan6877]

This is a very helpful content for me since I just started running ads and need some guideline on this. Thank youuu!! 🙌

[@ma.elizabethbonghanoy8399]

This is very helpful, I'm just having trouble using it in the real estate niche. But I've learned a lot so thank you so much!

[@evelynren1888]

The best content about FB ads I've seen so far! Thank you for passing down such value-packed videos. Please keep them going :)

[@JorgeVieiraEcom]

Hey Evelyn, will do! Is there a topic you would like to see in a future video?

[@palinayakubets6370]

Amazing video and material. Made a whole conspect. Keep going!

[@JorgeVieiraEcom]

Hey Palina, thanks for the support! Have you checked my latest strategy in my facebook ads free course?

[@gads_guy]

Really good explanation. Thanks Jorge

[@JorgeVieiraEcom]

Hey Romal, glad you liked it. What would you like to see in a future video?

[@officialgtech]

Brother this was so helpful. I loved how you tied everything together in the end, and applied everything in the video. Thank you for your time!!

[@JorgeVieiraEcom]

Hey man thanks for the feedback, glad to hear it was helpful. Any topics you'd like to see in a future video?

[@zirryllepatrickmarchades5757]

Very useful! Please create another video with more sample of analysis please!🤞

[@wikibi500]

Excellent... took notes and subscribed

[@JorgeVieiraEcom]

Hey Enaya, thank you for the feedback, glad to have you on board.

[@shafeenyousoof2340]

Well explained. Without a doubt the best at understanding metrics. Examples do a very good job in grasping. Thanks a lot.

[@JorgeVieiraEcom]

Thank you! I appreciate the feedback!

[@eminz.8554]

Perfect video. Thank you!

[@JorgeVieiraEcom]

Hey Emin, thank you for the feedback. What part did you find most useful?

[@Manoj_V_J]

Wow 🎉 you just got a new subscriber ❤️

[@davidrushton11]

Really helpful video

[@VirtualKenji]

Hey man this is the single best video explaining FB metrics that I ever watched. Everything starting to click now with my ads. Keep it brother, keep them coming please and thank you so much!

[@JorgeVieiraEcom]

Thank you! Very happy to hear that it was useful. More of these coming every week.

[@Ahmad-fb5np]

thank you It’s very helpful video🎉🎉🎉🎉

[@yakupsoyalp1757]

Thank you very much.I love you.

[@jordangoold4425]

such an amazing video

[@canaykoseoglu4766]

Very good advice, I'll keep it in mind! My favorite is WASK, where I can view what words my competitors are driving traffic from and from which countries. Thanks to WASK, I can also do competitor analysis and metric measurement. I sincerely recommend!

[@Nobel0]

Thanks a ton Mr. Jorge.. Please continue this series.. It helps me so much better than other gurus.. Thanks

[@JorgeVieiraEcom]

Will do, some more videos on Facebook Metrics coming very soon.

[@Nobel0]

@@JorgeVieiraEcom Much appreciated sir. I am too excited to watch them!

[@JorgeVieiraEcom]

​@@Nobel0 Hey, what would you like to see explained in the next Facebook video?

[@autopulse4687]

Amazing Presentation 👍

[@JorgeVieiraEcom]

Thank you! Glad to hear it was useful. What other topics would you like to see covered?

[@jeremyiu6034]

so much value here wow!

[@JorgeVieiraEcom]

Really glad you liked it!

[@ecomjoseph7635]

Great video! Could u make a video going over all the metrics and explaining them in details?That would be awesome For example what if we get low or high cpm what should we do? Or if we get low or high cpc or ctr,what to do This kinda video but explaining all the metrics And for example ,explaining what number this metrics should have,meaning for example what the cpc should be,what the cpm or ctr should be I hope you make this kinda video would be so helpful THAT WOULD BE SO GREAT AND HELPFUL THANK U FOR THE CONTENT

[@JorgeVieiraEcom]

Hey Joseph, thank you for your support! My next few videos will go over these topics!

[@amiland9202]

Great video 👍😍👍

[@JorgeVieiraEcom]

Thank you man!

[@arnoldd9493]

Very good video 10/10

[@JorgeVieiraEcom]

Hey Arnold, thank you! What would you like to see in a future video?

[@nabeelkhan2632]

you got a new sub today 🙂

[@JorgeVieiraEcom]

Welcome aboard!

[@mohamedkhidirahmedmohamed3677]

Great video

[@JorgeVieiraEcom]

Hey Mohamed, thanks man. What part did you find most useful?

[@fodilgourari5723]

Very strong content

[@JorgeVieiraEcom]

Hey thanks man I appreciate it. Glad it was helpful.

[@vedankmohan]

Value bomb!

[@JorgeVieiraEcom]

Hey man thank you!

[@imadchihab7306]

THANK YOU

[@JorgeVieiraEcom]

My pleasure. Glad to have you around!

[@guymagal3638]

great video! really! How do you know the numbers for : content views - 10-20% - add to cart - 25-50% - Purchase. does it change overtime?

[@schelman1]

Obrigada! 👌

[@spartancheung8303]

Thank you Jorge! This is an excellent video! I have a much clearer idea about those metrics now! But I'm still a bit confused about below similar terms during setting up my columns since it's a bit different from King's 2021 free course. Could you tell us a bit more about the difference between: 1) CPC (All), CPC (Cost per link click) 2) CTR (All), CTR (Link Click-Through Rate), Outbound CTR (Click-Through Rate) Thank you very much!!!

[@JorgeVieiraEcom]

Thank you, I appreciate your feedback! As for the differences in the metrics that you mentioned: CPC (All) includes any click in your ad whereas cost per link click only takes link clicks into account. Same in terms of CTR metrics: CTR (all) includes all clicks and while the other two are specific, link clicks only or outbound clicks only.

[@MariaFigeuiredo]

obrigada 😀

[@paballojr.497]

Thanks Jorge for the informative video, your way of teaching is clear and precise! One question, would you equate link clicks to content views? Would it be correct to say that 10-20% of link clicks would end up as add to carts? Thanks a ton!

[@JorgeVieiraEcom]

Hey Paballo, thank you for your support! I'm glad you like the way the videos are laid out. Link clicks do not always equate to content views, specially if the website is slow to load - in these cases a lot of people will leave before the content view event can fire but after they've clicked the link. 10% is a good CV to ATC ratio, but it always depends on the product.

[@omarbouasria2867]

i would like to hear from you about structure of profitable creatives , thak you

[@ahmrza]

Hye, Superb video! I have a question: On which time frame we should analyze metrics ?

[@JorgeVieiraEcom]

Hey Ahmad, thank you! That depends on your profit margin and how much you're spending daily. I'll make sure to go over that in my next videos!

[@hassanalomari1283]

Juste perfect you are the best but we need a video about tik tok ads and how we can analyze data thanks.

[@JorgeVieiraEcom]

Hey Hassan, thank you! Have you checked my TikTok tutorial video?

[@hassanalomari1283]

Yes of course i'see all your videos about tik tok ads but a video like how you analyze data on fecbook i'm sorry but no and all the videos on youtube no one talk about kpi and data Juste testing stratégies manuel biding aco cbo all that staff.

[@raymondlagcher9735]

Hi, great video! I have a question: how long would you generally run an ad set before you make a decision on whether continuing or stopping an ad set based on these metrics?

[@JorgeVieiraEcom]

Thank you, I appreciate it! Check my video about Facebook Ads Strategy, it's all in there: kzbin.info/www/bejne/fH3XhKmOq9Spq6M

[@franciscosanchez6675]

For CTR, which one on the ads manager you look at?

[@-nocapjayyy7368]

Thank you Jorge, only question is what would generally be an acceptable CPM?

[@JorgeVieiraEcom]

No such thing as an acceptable CPM! Depends on how much you can afford to spend to acquire a new customer. It's all relative to what you can afford to achieve your campaign objective, whatever that may be. The CPM itself is just an indicator of your ad quality and competitiveness of the audience that you target.

[@-nocapjayyy7368]

@@JorgeVieiraEcom thank u so much for the help i really appreciate it

[@hichamahmane4094]

Content View it means People Seeing Our Landing Page or our Creative on Facebook Ads ?

[@Ania-qx9wy]

Hello sir! Such a great and informative video, thank you a lot! Can you also answer, how many percent of clicks to the link should be with 300 views?

[@JorgeVieiraEcom]

Hey Ania, thank you! By 300 views do you mean 300 impressions on your ad or 300 video views?

[@Ania-qx9wy]

@@JorgeVieiraEcom 300 impressions :)

[@spencer-wx9tk]

Hi, I had a question about the columns in the beginning. I am searching for a lot of those columns such as "Mobile App Content Views" but that exact column isn't showing up. What am I supposed to do?

[@justinwong7301]

Thanks for this Jorge! When dropshipping low ticket & high ticket items, do you use the same references for the CV ratio to ATC ratio to Purchase ratio? Thank you :)

[@JorgeVieiraEcom]

Yes within the same intervals! The major difference between high ticket and low ticket would be how much you have to spend before you make decisions.

[@justinwong7301]

@@JorgeVieiraEcom Thank you very much Jorge

[@shxwn5092]

hi Jorge, can u tell me if the benchmarks and this global metrics analysis are still good in 2023? ty mate

[@JorgeVieiraEcom]

Yeah, the metrics are not dependent on strategy, they’re just about overall cost efficiency with your ads

[@leorii7]

how do you calculate ATC to PUR to determine whether the store falls between desired percentage of 25-50% in the live example you showed in this video ?

[@JorgeVieiraEcom]

Divide the number of PUR by the number of ATC. For example for 50 PUR and 100 ATC, that would be 50% of your ATC converting into PUR (0.5 x 100 for the percentage).

[@nikolanikolov7102]

Any tips how to improve product page perfromance?

[@JorgeVieiraEcom]

There's a few different things you can do. Run a scan with a tool like GTMetrix and it will tell you what you can do to optimize your page score.

[@castrok2185]

Are you from Florida???

[@lurveeko]

Hi Jorge! Where do I monitor these metrics? In the Ad Set level only?

[@JorgeVieiraEcom]

Hey Bren, these metrics can be relevant at any level. A few examples: If you're using ABO's for audience testing you should check them at the ad set level, if you're testing creatives you should monitor them at the ad level or if you're running a CBO campaign you could focus on the campaign level. What sort of campaign structure are you using and what is your goal?

[@VirtualKenji]

Question - when you assess CTR - do you look at CTR (all) or CTR (link click-through)?

[@JorgeVieiraEcom]

Outbound CTR

[@jordanlopez885]

How do you handle poor checkout metrics? For my ATCs in the last 7 days, only 3% of them purchased. What can I try to fix this? I already have all the payment options (shoppay, metapay, paypal, etc.) Maybe I should try free shipping or something?

[@planetpaw2606]

Great Video! What would it mean if you have low CPC (less than 1.5 USD), but very low/no Content Views? Thank you!

[@JorgeVieiraEcom]

Thank you! Probably an issue with your Pixel not tracking the content views properly.

[@planetpaw2606]

@@JorgeVieiraEcom thanks, but is it possible due to slow website loading?

[@JorgeVieiraEcom]

@@planetpaw2606 Yes, if it's extremely slow it could cause people to just leave before it loads.

[@DGAT4692]

I'm unable to add mobile app columns. Do I create these manually?

[@JorgeVieiraEcom]

Not a problem, you don't need them unless you're running campaigns related to Apps (selling Apps, for example). I would guess that the option will only display for your ad account if you have an App associated with it - just a guess though, haven't checked it.

[@rassulkz4486]

Hi, where can I find your presentation in PPT? Thanks

[@JorgeVieiraEcom]

Hey, the link to the Google Doc shown in the video is in the pinned comment

[@rassulkz4486]

@@JorgeVieiraEcom to be honest I wasn't able to find it. Looked several times. Can you share the link here? Thanks

[@dreamglow552]

Hi Jorge! Im selling high ticket item, is the $1.50 CPC reference still applicable or it should be higher since my product is expensive? Thanks

[@JorgeVieiraEcom]

Depending on your margin, you may be able to afford more expensive clicks while still remaining profitable but $1.50 is a good reference in any case.

[@dreamglow552]

@@JorgeVieiraEcom thanks, so you mean $1.50 is a good reference point no matter the price of the product whether cheap or expensive? Thanks

[@JorgeVieiraEcom]

@@dreamglow552 Yes, CPC tends to fluctuate depending on the industry more than depending on the price of the product itself. CPC is all about the audience/offer match. In any case, if you're doing dropshipping and not advertising to a completely different industry (like, let's say, financial services), $1.50 is a good reference.

[@verysupercoolguy123]

whats the logic behind having cost per atc to be half the profit margin? is it because its halfway thru the funnel? and what abt cost per IC? should that be 75% of profit margin? Great vid!

[@JorgeVieiraEcom]

Thank you! In short, yes, because it should be halfway through the funnel. If you want to be more rigorous, and thus why I’ve mentioned an interval of 25-50%, if you want to consider the IC step, you would have ATC at 25% of CPP. In practice though, the actual use of this number is so that you can evaluate the performance of a certain audience before you even give it enough money to make a reasonable amount of purchases, and in this case the 50% benchmark is a better option because judging an audience at 25% CPP on ATC would be far too restrictive.

[@verysupercoolguy123]

@@JorgeVieiraEcom but why dont you consider the IC step? isnt this a part of the funnel where leaks can occur? Why would considering this step change max CPATC to be 25% of profit margin? And what would be an ideal max CPIC benchmark then?

[@JorgeVieiraEcom]

@@verysupercoolguy123 I do consider it in terms of looking for leaks but I don’t consider it within the scope of a lower budget testing strategy. This would take us into a much longer discussion that wasn’t intended for the scope of this video. If you want to look for leaks you should consider a 50% dropoff between ATC and IC, so ATC would be 25% CPP and IC would be 50% CPP. If you’re thinking in terms of esrly results assessment in a lower budget strategy, 50% CPP is perfectly fine for CPATC.

[@nabeelkhan2632]

lovely video. where are you based.

[@JorgeVieiraEcom]

Hey! I'm based in Portugal, how about you?

[@nabeelkhan2632]

@@JorgeVieiraEcom Australia based, originally from Pakistan.

[@JorgeVieiraEcom]

@@nabeelkhan2632 Awesome, are you currently running Facebook Ads?

[@franciscosanchez6675]

Which CPC? CPC All, Cost per link click, unique outbound click

[@islamlogic3769]

And please don't let your content knowledge drop when you reach a million followers.

[@Helenvolg]

The shipping is making the total cost very expensive making no room for profit

[@JorgeVieiraEcom]

You need to either reduce your costs or get a product with high enough perceived value to allow you to charge the premium you need to get decent margins

[@rauldelapaz5286]

why dont you use unique metrics its more accurate?

[@JorgeVieiraEcom]

Unique metrics are no longer supported by Facebook since the iOS 14 update.

[@1226CT]

I have created my first Ad sets. These were the results in first 24hrs. How do you read this result? Also, in terms of what is high, what is low or in the middle? Eg, What's a middle gauge for CPM, CTR, CPC? I want to get my head around these figures, but don't know how to read it. Reach 1692 Impressions 1806 Frequency 1.07 CPM $20.92 CTR 1.16% CPC 1.80 Link clicks 21

[@lhb3860]

Amazing Content Brother, i loved it. Keep going bro🤩

[@JorgeVieiraEcom]

Hey there, thank you for the support! Glad to hear you enjoyed it. We keep going, for sure! Have you checked my latest Facebook ads video (the free course)?

[@lhb3860]

@@JorgeVieiraEcom yes for sure i loved it seriously, and on other video you talked about how you start and paypal held your moneyand your business stoped. Im facing this problem now i found a good product with good profite margin but paypal hold money and i stoped ads, until they release it, i will never give up. Thank you so so much.