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How to Easily Analyze Facebook Ad Results With 3 Custom Reports - YouTube
Channel: Social Media Examiner
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Are you tired of clicking
around in Ads Manager
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trying to filter, sort,
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and essentially find all
of the data that you need?
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These three reports will
save you a boatload of time
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measuring your Facebook ad results.
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Now, you might be asking yourself,
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so Bondio, what do I do now
that my ads are running?
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Girlfriend, I'm glad that you asked that
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because what we do is we track
the heck out of your results.
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In this video,
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you'll learn how to create
three custom reports
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inside of Ads Manager.
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The first is the ROI Snapshot Report
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for measuring your sales results.
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The second is the Lead Progress Report
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for measuring your lead costs.
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And the third is the Engagement Report
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for measuring how engaging
your Facebook ads are.
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And be sure to stick around to the end
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where I'll show you how
to share these reports
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with your team members,
bosses, or clients.
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The RIO Snapshot Report is
an advertiser's best friend.
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And you would use this report
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when you're running conversion
objective campaigns.
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This means you are
trying to generate sales
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using the purchase conversion objective
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or you're generating leads
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using the lead conversion objective.
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A simple thing to note
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is that you do have to have
your Facebook Pixel installed
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and tracking correctly.
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But don't worry, we've got you
covered with a video for that
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teaching you exactly how to
setup your Facebook Pixel
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if you don't have that already.
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Be sure to check that out
in the description below.
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To create the ROI Snapshot Report,
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we're gonna dive in to Ads Manager.
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On the right-hand side here,
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we're gonna click the columns,
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performance drop down button here.
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Scroll down to the bottom
and click customize columns.
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You'll see a popup appear here.
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On the right-hand side,
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18 columns are automatically
selected for you.
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Since we're creating these custom reports,
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we're gonna delete some of these metrics
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and add brand new ones to
create the ROI Snapshot Report.
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Click the X and remove the following.
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Errors, Delivery, Ad
Set Name, Bid Strategy,
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Budget, the Last
Significant Edit, the Reach,
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Impressions, Quality Ranking,
Engagement Rate Ranking,
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Conversion Rate Ranking,
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Ends, and Schedule.
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It's almost like we just
deleted all of them,
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but we should have five left
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as we move onto adding new ones.
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In the search bar, begin typing check-out
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and put a check mark next to
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total and cost.
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One thing to note,
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is if there's any pre-checked selections
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on the right-hand side here,
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like mobile app checkouts initiated
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or website checkouts initiated,
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let's go ahead and deselect those
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for everything that they appear for.
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Once checkout is done, we'll
go back to the search bar
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and begin typing in purchase.
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This time we'll click purchase
ROAS, ROA under total.
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Then, under purchases,
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we'll click value and cost per purchase.
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Quickly deselect all of the check boxes
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so that we're left with
10 columns selected
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on the right-hand side.
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I like to organize this report in a way
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where I can understand how deep people are
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in our sales process.
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Starting with the initiate checkout
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and moving to the purchase conversion.
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Those successful transactions.
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To organize it in that manner,
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we simply move around these
columns that we just selected.
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So, starting at the bottom we
would move our purchase ROAS
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all the way down
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and then our purchase conversion value
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would be the second to last.
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We'll add in our cost
per purchase after that
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and then the number of website purchases.
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After that, we're gonna end
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with our cost per checkouts initiated
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and then checkout initiated.
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Then, to save this report,
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come on down to the
bottom left-hand corner
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to click save as preset.
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And from there, we'll call
this one the ROI Snapshot.
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And then just click apply
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to go back to the regular
Ads Manager screen.
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All right, so the ROI Snapshot
Report is really great
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for getting a quick at a glance view
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of how profitable your ads are.
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And this next report,
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the Lead Progress Report
is going to build on that.
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To create the Lead Progress Report,
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where we'll understand our cost per lead
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and what those leads are
doing in our sales funnel,
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all we gotta do is hop into the same place
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that we were before.
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This columns and click customize columns.
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Once that popup appears,
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all we're gonna do is
add some new elements.
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This time we're not deleting any.
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Same as last time, we'll
head up to the search bar
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and type in link.
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Select link clicks as well as CPC,
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Cost per Link Click.
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Go ahead and also add in the CTR,
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the Link-Click-Through Rate.
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Next up, you'll type in
registrations or leads,
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depending on which
standard event you're using
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with your Facebook Pixel
to track your conversions.
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Under either registrations
completed or lead,
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you'll click total as well as the cost.
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Like last time I wanna
arrange these columns
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in a very particular view,
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starting with leads entering
into our sales process
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going towards that checkout process
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and ultimately a sale.
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So, let's rearrange them again,
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this time from the top.
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After amount spent, we're
gonna come down to the bottom
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and pull up link clicks.
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That'll be the next one.
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After link clicks,
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we wanna understand the
cost per link click,
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how much it cost us to acquire that link.
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Click through our Facebook advertising.
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Then, our Click-Through-Rate
of those links.
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So our links are all
grouped together as one.
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After, we'll do our leads or
our complete registration.
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So, let's pull those up to
the top under our Link Clicks.
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And be sure if these
check marks are showing,
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to deselect them as you pull it up.
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Last thing that we need to do
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is pull that cost per registration
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up underneath of the
registrations completed
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and then confirm that the order
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is then Checkouts Initiated,
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Cost per Checkout Initiated,
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the total number of Website Purchases,
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our Purchase Conversion Value,
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and then our Return on Ad Spend.
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And to save it, click Save as preset,
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and we'll call this one Lead Progress.
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When I'm looking my Lead Progress Report,
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I'm breaking it down into
a few different sections.
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In this top example here
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we've spent almost $30,000
to generate 1259 link clicks.
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Now, the Cost per Click that
you can see in the next column
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is simply the total ad spend
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divided by the number of link clicks.
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After that, you'll see
the Click-Through-Rate
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for your links here.
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I love looking at this metric
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because it tells it what
percentage of people
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who are seeing our ads are
actually clicking through.
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So, that helps me understand
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if we're targeting the right audience.
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The higher the click-through-rate,
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the more compatible your ad is
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with the audience that you're targeting.
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After looking at our link clicks,
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we're gonna come on over
here and look at our leads.
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This is the total number of leads
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that you've generated from these ads.
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And of course, this number
is going to be much smaller
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than the traffic that you've generated,
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because the number of people opting in
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or subscribing to your email list
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is going to be a fraction
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of the total amount of traffic
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that you've sent there in the first place.
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I also love knowing how much I'm spending
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to acquire a new lead in my business,
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so that I can compare that to the value,
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the total amount of revenue
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that a new lead brings
to the business as well.
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After that, we're gonna move
deeper into the sales process
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and look at the number
of checkouts initiated.
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Again, this is going
to be a smaller number
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than your total leads because
people are moving deeper
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into that sales process.
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I also love knowing our
cost per initiate checkout
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so that we can understand our metrics
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at each and every stage of the funnel
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to know exactly how much it costs
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to get somebody on that checkout page.
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And lastly, we'll move to look
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at the number of websites purchases
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as well as how much it costs us
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to acquire that customer for our business.
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That's the cost per purchase.
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The next up is the purchase
conversation value.
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So, all of those purchases when totaled
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at the end of the day,
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equal this amount of revenue.
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And moving on to the last column,
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the holy grail of your
Facebook ads metrics,
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you're ROAS, which shows you
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for every dollar that you
spend on Facebook advertising,
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how many dollars you're earning in return.
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The Lead Progress Report,
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has everything to do
with the sales process
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but the next report,
the Engagement Report,
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is all about your ad specific performance.
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To create this report, we're
gonna keep it super simple
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and build on the Lead Progress Report.
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See how we did that?
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Made it easy for ya.
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Go ahead and click Customize Columns.
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However, we're gonna ax some
of the selections first.
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Starting with leads and
everything below it.
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Go ahead and just click
X to get rid of it all.
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You should be left with seven columns.
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Your original columns we started with
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and then our link
engagement columns as well.
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Now, we're gonna go ahead
and add some new selections.
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I like coming down here
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to the engagement section
on the left-hand side,
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where you can see Page Post.
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And then we'll start at the Post Comments.
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So, we're not really looking
at how our page overall
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is performing but how the
ad itself is performing.
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Click Post Comments, Post Engagement,
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Post Reactions,
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Post Saves and Post Shares.
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As well as the Cost per Post Engagement.
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We wanna understand what we are paying
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to generate the engagement on our ads,
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not just how much we're
paying per link click
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or per purchase,
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but how much we're spending
on the engagement itself.
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After that, we're gonna
scroll down and select
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2-Second Continuous Video Views,
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10-Second Video Views,
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and then all of these
video watches percentages.
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So, there's 25, 50, 75, and 100.
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And then we'll finish this off
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with the Video Average Watch Time.
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To save this report, click Save as preset
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and then we'll call this
one Post Engagement.
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Click apply and now we're going
to navigate to the ad level.
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For every other metric,
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we've been looking at the campaign level
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to see how our campaigns
are performing overall,
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but now it's time to get
into the nitty gritty
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of how these ads are performing
for each and every audience.
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To do that, select the
ads for this campaign
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and now you'll see each
individual ad for each audience
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and how people are interacting with it.
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My recommendation for you with this report
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is to use it as a discovery
tool to understand
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which type of content
resonates with your audience.
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Let's say you have zero
comments on your ads.
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Maybe your audience isn't resonating
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with the way that you're
sharing your message.
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So, that could be an indicator
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to go back and work on
your copywriting skills.
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On the flip side, if your
audience is sharing it like crazy
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and it's blowing up,
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you might be onto something there.
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So, I highly recommend to continue
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doing that type of ad
content for your community.
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Now, there's no right or
wrong way to use these reports
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but I recommend that you
start to get familiar
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with all the different metrics
so that you can use that data
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to make better ad buying decisions.
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If you're not the only decision-maker
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that needs to see these reports,
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as promised, let me show
you how to share this
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with your team members, your
bosses, or your clients.
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Simply click Reports and then Share Link.
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As you can see on the screen,
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this report is only available to people
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with access to your ad account.
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So, be sure to share it with the people
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that have the appropriate permission.
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Now, we just briefly
touched on all the metrics,
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so if you wanna go more in-depth
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on the seven most important
metrics you need to know,
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click this video on the screen.
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Or check out Jenn Herman's Instagram video
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to go deeper into Instagram
analytics and insights.
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