These Facebook Ad METRICS Matter (Track Them This Way)

Wondering which Facebook ad metrics you should be tracking?
Separating the Facebook ad data that matters, from the data that doesn't, is really important.
You need to know what Facebook ad metrics to use to optimize your Facebook ad campaigns.
In this video I show you my exact setup, including:
- The Facebook ads data I track
- What each Facebook ad metric means
- How I adjust my Facebook ad campaigns based on what I see
- How to diagnose Facebook ad issues
- Using this process to massively improve results
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Got Facebook ad questions you would like me to answer?
Become a member of my KZbin channel and you get priority reply to comments (among other perks).
You can find out more and become a member here: / @benheath

[@BenHeath]

Next make sure you've got your Facebook Ad Pixel set up properly (including the additional iOS 14 steps) with this video: kzbin.info/www/bejne/d4LOgnxjhc5nhrc

[@jerryosborne7767]

Please how can i contact your agency to do an ad campaign?

[@todorbra]

Amazing summary of analyzing data! Great that there is an option to be a channel member and get your questions answered by an expert such as yourself!

[@BenHeath]

Much appreciated :)

[@kierenkane7516]

Great video as ever Ben, thanks! Will definitely incorporate this dashboard into our agency!

[@BenHeath]

Glad it was helpful :)

[@ksgiftsnthings]

I got a lot of value from your video. Thank you!

[@alirahman2845]

Thank you for sharing this Ben!

[@DerekDeVries]

This was massively helpful - thank you!

[@BenHeath]

Glad it was helpful!

[@realtyrobertnyc]

A perfect primer on what to analyze. Very helpful.

[@BenHeath]

Glad it was helpful!

Great video Ben! One question...in terms of reach versus audience size what is an acceptable % reach vs audience size goal. Or a what point should you be concerned and start to assess your campaign.

[@therealnavice]

Thank you for all your basic knowledge and fundamentals

[@beneditabg]

Hi Ben, Thanks for the information. I would love to see how you guys go to the next phase, the results. Do you analyze your results using the Data Studio or just with Excel? Thank you.

[@sujitg31]

Insightful, valuable content. Thanks Ben!

[@BenHeath]

Glad you enjoyed it!

[@zolalola90]

Great video. Needed this, thanks!

[@BenHeath]

Glad it was helpful!

[@karangoyal970]

Hey Ben, great info. Please post a video on the store traffic campaign objective and strategies for a perfect store traffic campaign.

[@tumblingrosesstudio]

Your channel deserves a million likes!

[@BenHeath]

Glad you think so :)

[@nokotable]

i have been running ads since 2010, but it today I really understood this data and how it can affect my biz

[@BenHeath]

Happy to help :)

[@easyonlineearning1945]

Very informative Ben. Thanx alot and for that i just subscribed your channel. keep sharing valuable information

[@BenHeath]

Thanks a lot :)

[@alinavid1]

Super helpful! You are God sent!

[@BenHeath]

Happy to help :)

[@cklg88]

Love you, Ben THANK YOU!

[@BenHeath]

My pleasure :)

[@alqaldemindset]

Hey Ben solid work! You've been such great help. I just got 1 question. Regarding the "Adds to cart" metric - Isn't this the number of items that were added to the cart and not the number of people that added to cart. ie. A Customer could add 5 items in their cart and the metric would register 5 instead of 1. So the issue is in relation to "Purchase," so now the drop off becomes significant. ie. 10 customers added 5 items per cart, 5 proceeded to purchase. The metric would show "Adds to Cart = 50" and "Purchase = 5" Your explanation would work in a single product store, but for ecommerce sites that offer multiple items the analysis would be different. Is there a metric in FB Ads that would show the number of "People" that added to card instead of the total number of items that were added to cart? This way we could answer the question "What is the percentage of people that added to cart proceeded to purchase?" with confidence. Thanks a lot!

[@CrackaLackTV]

My favorite Facebook ad expert.

[@BenHeath]

Thanks a lot :)

[@tylerjameshq]

hey thanks for the awesome content. Quick question are you going throw these metrics in chronological order?

[@user-lo9oo6yj2k]

Really helpful!

[@BenHeath]

Glad it was helpful :)

[@wasfia.a.hassan462]

Thank you so much.

[@BenHeath]

You're welcome!

[@impulse2]

Hey Ben, you are an absoloute legend, I will meet you some day xD

[@TayabBhatti193]

Nice video with nice style of teaching.

[@BenHeath]

Thanks a lot

[@hasanaman3960]

Brilliant video once again. So if I understood you correctly, the reason FB shows the ad to a fraction of a large audience and hits 2+ frequency is that there is a possible issue with the creative and/or it is not resonating well with the audience? Yes, I have studied your Ad Fatigue videos quite thoroughly :). I just don¨t fully understand why a video ad hits 2+ frequency when it has reached only 20% of the whole audience. I thought maybe budget could be an issue as the creative itself is performing great.

[@BenHeath]

Thanks a lot. Yes that's right - Facebook want advertisers to create exceptional creative before they share what you have with a large percentage of your audience.

[@shoppermaniac]

New background video..nice

[@user-fx6nk4xu5h]

love it!

[@loved1000]

Very helpful

[@BenHeath]

Glad you think so!

[@kubakubiczek]

That's another great video! There is just one thing - how do we make sure everything is working on the client's side like pixel setup on the page so that we can collect and analyse real, live data?

[@BenHeath]

Thanks :) Facebook Pixel Helper - the Google Chrome Extension can help you do that.

[@marthe4943]

Great vids

[@BenHeath]

Thank you :)

[@antstudiojakubkejval9465]

Hey Ben, really great video! How do you measure for example sales? Sometimes it happens to me that I have like 80K in sales when it comes to the data in Business Manager but when I check Google Analytics I see a number much lower. How would you deal with this? I am trying to find out a better way how to track it and see if my campaigns truly work or not. Thank you in advance and have a nice day!

[@axentwut]

Use triple whale

[@addimouse]

So true, imo clicks and landing page views is the most useless metrics. The bounce rate and avg time spent per session is so junk it feels as though bots are actively clicking on the ads. So much lost dollars over the last 2 years! I would steer off Traffic objective moving forward.

[@channiXjohny]

I have pixel setup domain verified web configurations done ... but in ad set level after choosing pixel and event it says error.. set up conversions.... shall I wait for 72 hours after web event configurations

[@nokotable]

you are the real GOAT

[@BenHeath]

Thanks a lot :)

[@xingchenluo5695]

Hi, ben. Thanks for sharing. I have a problem, I am using wocommence, the data collected by my FB CAPI is inaccurate and there will be omissions. Is there any way to improve it?

[@filipsolvenas7667]

Hey Ben! I have a question, one of my clients have a really really big drop between “add to cart” and “purchase”. You said some good examples in this video, but do you have a tip how I can go to the bottom with this problem?

[@joshuaoduwaiye3788]

Check out your offer and scarcity/urgency as your prospects are interested in your product but are not taking action because they don't feel they're losing out on something huge.. Just my 2 cents

[@paolo_305]

Hi Ben, thanks for the video. Is there a specific reason why you compare link clicks vs landing page views? I am not a big fan of this comparison since i'd rather compare outbound clicks vs landing page views, As a consequence I prefer CPC calculated with outbound clicks and not link clicks. *clearly for conversion campaigns :)

[@BenHeath]

Hi Paolo, you can use outbound instead. For a campaign like this there is usually almost no difference between outbound and link clicks so it wouldn't make any difference here.

[@paolo_305]

@@BenHeath thank you Ben! Have a nice weekend :)

[@Bibleinfocom]

Hi Ben, just watched your video about "These Facebook Ad METRICS Matter". I have a question. I am trying to set up Facebook automated reporting to be sent to me each week with stats about the prior week. Everything is working find except the week is defined as Monday - Sunday. How can I change the start and end of that week in the report to show Sunday - Saturday? Thank you in advance.

[@crisrivasg]

not all heroes wear capes, thanks !

[@BenHeath]

Haha - thanks for watching :)

[@akrmeen2007]

Hi ben, If I have an ad group with 3 ads > frequency 1 time per week.. Does this mean that each person in this ad group will actually see my ad 3 times a week and facebook counted as 1? 2- In the coming weeks, the same ads will be repeated to the same people "loop" Or Facebook will renew the audience every week Especially if the budget is low?

[@theaduguru4170]

Love your content! However, what if there is more than 1 ad in the campaign? Let's say 3 ads in each campaign with a very different creative (different videos completely, but all offer to book an appointment). Still, the magic number is 2.5? Thank you

[@BenHeath]

Yep :) But you want to look at the ad set level in that case, not the ad level

[@TrissiaGonzales]

Hi ben! Can you give an idea what’s a good percentage of like people who added to cart and then purchased?

[@BenHeath]

I like to see at least 20% of add to carts purchasing - it will depend on the industry though.

[@TrissiaGonzales]

@@BenHeath that’s good to know im at 35% and my pixel is still 5 months old. Thank you for all your videos I watch them almost everyday 😅 whenever i encounter a problem or i have a question about fb ads, you have a full video uploaded about it so It’s helping my small business a lot and many more! Your channel is a gem 💖 Merry Christmas Ben 🎄

[@Dani-kw7lz]

Man, it's so hard that Facebook's data shows so off when you check your Shopify Store. Over 40-50% of purchases don't even appear on Facebook. Hopefully then can it fix it soon, so we can scale better and see exactly which ad set/ad is working.

[@yichaozhang745]

Really appreciate this Ben. I just have a question: is it true that FB doesn’t actually charge based on CPC, rather, our CPC is purely a result of CPM divide by clicks? Means it charges by the impressions，regardless of the clicks, unlike Google ads

[@happylegoleon9209]

Correct, Facebook is a bidding system and it makes you pay based on impressions rather than clicks. CPM costs can be reduced from various different ways, like targeting audiences with less competition or having a higher quality ad account. CPC is more of a vanity metric for ecommerce stores for example, only ROAS matters. High CPC can indicate a highly contested audience as they are more quality. Low CPC can indicate a low quality audience or a less contested audience. Don't pay attention to the CPC if you are an ecommerce store unless you have a specific reason.

[@happylegoleon9209]

Only ROAS matters for ecommerce really.

[@BenHeath]

Yes that's right - Facebook thinks of everything in CPM terms and just converts the metric.

[@arshin16]

Hi @Ben , Active follower of your contents these days. I have a request. Would you be able to do a new version of this video? Im thinking why my landing views reports less number than Add to Cart Value. Is this because of tracking limitations that facebook has these days? Maybe a video with a title " How to read your facebook metrics in 2023" Would help many. Looking forward and many thanks :)

[@BenHeath]

Good idea :)

[@chrisgayle1623]

What campaign objective were you using for the demonstration?

[@BenHeath]

We'll typically use sales or leads :)

[@Manoj_V_J]

Could you pls tell the formula for Add to Cart Conversion Formula?

[@shalwarbrides8516]

Hi Ben I am Rilwan from Sri Lanka I have a question. I am running reach campaign for my store and for the awareness purpose . My audience size shows as one million and it will hardly reach 400k the issue is I normally use $15 daily budget so when ever I start the campaign on the first day it will reach almost 70k and from the second day it will only reach 20k CPM WILL getting High every day SO ANY SOLUTION FOR THAT I am kindly looking for the reply from you

[@pauls1883]

Is it possible to edit the columns I.e. create a “custom columns” layout? How?

[@BenHeath]

Sure - click on Columns and then Customize Columns

[@kevstowe]

Do you recommend comparing these metrics against your industry benchmarks? If so, is there a good place to find the benchmarks?

[@BenHeath]

If you can find reliable ones then yes - but finding that is next to impossible. It's not something I worry about.

[@bamaboy2711]

I'm running a conversion campaign for the last 4 weeks or so. Every week that goes by, I create a custom audience from the last weeks from when I started and create a lookalike audience based off that and optimize my campaign further. The metric I track the most is "Cost Per Conversion". Do you (or anyone else) have tips on how I can optimize and reduce my conversion cost further outside of using Custom and Lookalike audiences? Or are there any metrics specific to my objective that I should be tracking to use for optimization? Answers would be massively appreciated.

[@BenHeath]

Hi Zhung, there are so many things you could do to improve performance. I'd recommend checking out a bunch of my other videos. Before campaigns = better results. You can improve your targeting, ad creative, headlines, offers, etc.

[@bamaboy2711]

@@BenHeath Yeah I've been watching almost everything you've put up before I started running my ads so I know how it all works. They've been really helpful and thank you so much Ben. But I feel I'm slowly hitting a ceiling now in terms of bringing the CPC down. If you can direct me to any video I might have missed pertaining to CPC that would be awesome

[@curtiskelleher8246]

Hey Ben, I see that you mention "comparing metrics in relation to other ads/campaigns" to see whether a certain element performed better. Now in theory this makes sense but it doesn't quite work out that way. Like the majority of e-commerce ad accounts, I duplicate entire ads to scale and each time they optimise differently and have a different CPC, CTR, ROAS etc. Some duplications will optimise better than others and some won't perform at all. (and that's with no elements being changed) Which then begs the question when you test a new element. Did the new creative perform better or did it just optimise better.

[@BenHeath]

Hi Curtis, firstly I'm not a big fan of duplicating when scaling, you can run into a number of issues, including the one you mentioned. Also it sounds like you are after 100% certainty but you're never going to get it. If an ad performs better than another it is most likely because that ad is better than the other. There will be rare circumstances where it's an optimization thing, but that is much less likely. We operate in a system with incomplete information - at the end of the day you need to work with what you've got. Say 'this is most likely the best action to take' and crack on.

[@tidxrl2531]

Hi, i have a quite big problem, all my metrics are fantastic, i never had such good statistics, but i get no sales, i tested my purchase tunnel many time but i don't understand why it do not work out🙁

[@jawad311]

can i creat custom audiance based on facebook profile id ?

[@oof8850]

We recently increased our price for a product by $10 (around a 35% increase in price) but our ROAS went from 5 to 1. Is such a jump common with this kind of price increase?

[@yoelorue9662]

Was this change done through black Friday?

[@happylegoleon9209]

That depends on a case to case basis. Start by altering the price slightly and slowly at first.

[@happylegoleon9209]

Do a lot of split tests.

[@happylegoleon9209]

Such sudden price changes will hurt the ad set, as the ad set learns and bases its data on previous purchasers. The same people purchasing at £30 might not purchase at £40 for example.

[@happylegoleon9209]

When doing split tests like this, pause original ad set and create a new one and test it over 3 days

[@hanbal-ishaq]

but my concern as you said frequency more than 2.0 is not so good but what about the marketing mantra that people interact with your brand after watching your ads around 7 times? how do you see that thing? maybe facebook shows our audience again and again to those people who interacted with our ads and Facebook think they are interested.. what are your thoughts on this?

[@BenHeath]

The 2 (or 2.5) frequency is an average. Most of the people in your audience that have seen your ads have seen them a bunch more times than that - then a whole bunch of people haven't seen them at all or just the once. Plus the 7 exposures doesn't have enough nuance - is that for a car or a chocolate bar? A brand based marketing company like Coca Cola or a direct response local business. Be very careful with those simplified statements.

[@sujitg31]

@@BenHeath love the way you explain things.You're the BEST

[@linknecklaces]

I also have a question about frequency. We are in the fashion jewelry business. The frequency on our Retargeting Ad is 3.26 at the moment, but we had 5 purchases via the ad which has been running for one month now. Would you advice to create a new ad for the same audience or keep this ad running as long as it gets purchases? Thank you!

[@sujitg31]

@@linknecklaces Pls look at your ROAS, and based on that you can keep running those ads as long as they are profitable

[@StuartMacadam]

@@linknecklaces It's best to only exclude purchases from the last 30 days in a niche like yours, reintroducing them into retargeting after that.

[@user-vz3tc4be9b]

Hi, thank you for the video! :) I asked this question in another video (kzbin.info/www/bejne/ap6pamCpjdNogrc) you uploaded but couldn't get the answer so I decided to ask here again. Hopefully, I can get the answer. :) Thank you so much ------------------------------- Thank you for this helpful video. You are awesome as always! I have a question here. I wonder what is the best time period for the comparison such as "last 14 days" and "last 30 days". Say, A ad set performed better than B ad set in last 14 days but B ad set performed better in last 30 days. This kind of result confused me always. I've been wondering about the best time period for a long time but have yet to get the best answer. I wonder what time period you use for the comparison. Hopefully, I can get an answer from you soon. Thank you so much!

[@happylegoleon9209]

When doing data analysis, 30 days is better as it shows more consistency and statistical significance.

[@happylegoleon9209]

It depends if the 30 day one is still profitable, and how much better the 14 day one is performing.

[@BenHeath]

I would tend towards the longer timeframe when assessing results. However you need to keep in mind that ads can fatigue and that could explain a more recent drop. There's no specific rule with this - you need to develop a feel for how an ad is performing over time.

[@user-vz3tc4be9b]

@@happylegoleon9209 Thank you so much for the answer! :) I really appreciated it!

[@user-vz3tc4be9b]

@@BenHeath Thank you so much for the answer! I will try to find the "feel"! :)

[@CameronExplores]

Hey Ben, wasn’t a fan of that fake “live webinar” shit. Love your KZbin content but that fake webinar stuff just looks bad.

[@BenHeath]

Hi Cameron, it's not a live webinar if you watch it now and we don't pitch it that way. It was live when it was originally recorded and that's why it might appear that way when we go through. That's why you can watch the webinar almost immediately - because it's a recorded version.