why tracking facebook & instagram ads should be one of the deadly sins (the devil is in the...

#SocialPro #12B @john_a_lee

A Guide to Measurement & Targeting Success

Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins

(the Devil is in the Details)


Who Is This Guy?Managing Partner – Clix MarketingDigital Advertising Geek Emphasis on “Geek”

Prior Sentences Served: Hanapin Marketing Wordstream

Writer: Search Engine Watch, ClickZ, Clix Marketing

Blog, The SEM Post, Acquisio Blog, PPC Hero

Speaker: SMX, SocialPro, SES / ClickZ Live, HeroConf,

State of Search, Acquisio User Summit, Bing Ads Connect, MNSearch Summit, Ticket Summit, Zenith Conference


I Want to Add an 8th

Deadly Sin!

DATA OVERLOAD

Who’s With Me!?!?

Image credit: https://flic.kr/p/9Jbrsd


So. Much. Data.


Likes, Comments, Shares Impressions, CPM

App Installs

Reach & Frequency

Video Views

Clicks, CTR, CPC

Website ConversionsOffer Downloads

Carousel Engagement


“Just because you can track something doesn’t mean you should. Or have to.”

- Some Guy at #SocialPro


Define Success, Then Track That


Promoting Content? E-Commerce? Generating Leads? Brand Exposure? What Is Your Goal?

Define Success


CTR, Relevance Score, Reach & Frequency

Universal Metrics

Increase these metrics,

everything else gets easier!


Engagement, Likes, Shares & Comments

Universal Metrics

Without these, it’s

hard to improve CTR or Relevance

Score!


Device, Placement, Age, Gender, Location, Audience

Universal Metrics

It’s a freakin’ goldmine I tell

ya!


Add to Cart, Initiate Checkout, Purchase Revenue, ROAS, Profit, AOV Assisted Conversions, Multi-Channel Funnels

Example: E-Commerce


Conversions, CPA Sales Funnel Lead-to-Customer Conversion Rate Cost-per-Customer

Example: Lead Generation


Carousel Ads Canvas Lead Ads Device & Placement Audience Network (sneaky) What Is This Instagram

Thing?

Measurement Is a Moving Target


Set Yourself Up for Success


Match Your Goals Dictate Available

Settings, Features Dictate Bidding

Strategies Alter Appearance of

Data

Campaign Objectives


Objectives: Events


Objectives: Lead Ads


Universal Pixel Custom

Conversions Website

Audiences

One Pixel To Rule Them All


URL Parameters Google Analytics,

Countless Other Applications

API for Lead Ads bit.ly/lead-ads-api

Automated Custom Audience Updates

bit.ly/custom-audience-api

3rd Party Data Integration


Conversions Reported by Facebook and Instagram Ads WILL BE Higher

FYI - Facebook & Instagram Conversions


Facebook Ads Pixel & Conversion Tracking 24 Hour View-through Conversions All Conversions vs. Unique 28-Day Lookback Significant % of Users Browse in HTTPS – Which Can Strip

URL Parameters in Redirect to HTTP Possible to Change Attribution Window for Click-through

and View-through Conversions Hat Tip: bit.ly/ppchero-facebook-convs

Reconcile Facebook/Instagram Conversions


Reporting


Ads Reporting for Facebook & Instagram Ads


Validate Assumptions for Custom Audiences (Email or Web), People Connected to Page.

Which Channels Meet Your Criteria for Demographics, Interests & Behaviors?

Audience Insights As a Report?


3rd Party Reporting = More Options & Flexibility


Devils & Details. 8th Deadly Sin. Whatever…Let Measurement Guide Your Optimization & Segmentation Strategies!


“Device performance often follows demographics. CPC, CPM and CPA differ by placement, by device. 20 year olds don’t convert the same way 50 year olds do. #millenialsFTW”

- That Same Guy at #SocialPro


All of That Measurement & Tracking Talk Comes to This…

Build a Campaign Based on Research & Assumptions

Measure the Results Optimize & Segment

Based on the Data

Feedback Loop – Measure & Segment


Placements Desktop Right Hand Desktop Newsfeed Mobile Newsfeed Audience Network Instagram

Placements – Measure & Segment


Devices Desktops (Includes Laptops) iPhone, iPad, iPod and Versions of iOS Android Phones, Android Tablets and Versions of

Android Mobile “other”

Devices – Measure & Segment


Audience Age Gender Location Targeting –

Entirely Based on Granularity of Segmentation

Audience – Measure & Segment


Ad Sets Optimize For One Conversion Action

Creative, Landing Page & Conversion Action Must Match

Influences Segmentation Strategy

Creative & Conversion Tracking


@john_a_lee [email protected] www.clixmarketing.com

Questions?

mailto:[email protected]


THANK YOU!

SEE YOU AT THE NEXT MARKETING LAND EVENT!

http://marketinglandevents.com/?utm_source=slideshare&utm_medium=referral&utm_content=upcoming+events

why tracking facebook & instagram ads should be one of the deadly sins (the devil is in the...

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