These Facebook Ad METRICS Matter (Track Them This Way)

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.

Thank you for all your basic knowledge and fundamentals

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

Super helpful! You are God sent!

Really helpful!

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 :)

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

you are the real GOAT

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!

Thank You!

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

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

Very helpful

love it!

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

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?

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.

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

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?

Great vids

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

What campaign objective were you using for the demonstration?

Your channel deserves a million likes!

not all heroes wear capes, thanks !

Thank you for sharing this Ben!

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!

Insightful, valuable content. Thanks Ben!

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.

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🙁

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?

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

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.

Great video. Needed this, thanks!

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!

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?

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.

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 :)

When do you think we'll have the on-device learning algorithm?

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

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?

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

A perfect primer on what to analyze. Very helpful.

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

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

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.

Thank you so much.

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.

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.