We’re going to show you how to uncover your Facebook Ads performance.
First off, we’re a huge supporter of using Facebook ads for driving revenue for any business. Whether you’re a retailer selling product in remarketing ads through your Shopify store or generating leads from your website from Facebook ads, you probably see results, but are you looking deep enough into that performance?
We’re talking about attribution windows.
If you’re not familiar with the attribution settings in Facebook ads then you definitely want to read this.
I find that it is little known by many to what ‘conversions’ Facebook is recording in your performance. Most have the pixel on their checkout confirmation or thank you page and it’s easy to see X number of purchase events. Take that number of purchase events and divide your spend across to see how much it cost you per purchase in ad spend. That gives you a good idea of your profitability from ad spend. Seems simple enough! When I say, are you looking deep enough though, I’m talking about the default attribution settings in your Facebook account.
When you setup a Facebook ads account, under your
You can find this from Facebook Business Manager in Settings > All Tools > Settings
Step 1: Go to Business Manager Settings
Step 2: Select Settings
Step 3: Select ‘Edit’ in the ‘Attribution’ Section
Step 4: Set Conversion Attribution Window
This is important for a lot of reasons. For one, you need to have an idea of how long it typically takes for a person to become a customer on your site. Not all purchase decisions are immediate.
I will typically adjust the view through
How much credit do you give view through conversions?
We’re going to go to Facebook Ads Manager > Columns > C
Step 1: Customize Columns
Step 2: Compare Attribution Windows
Step 3: Adjust Attribution Windows
Step 4: Analyze Your Data
Now you see the cumulative view/click results same as you did before, but you also see them independently. For
This all helps your business invest in ad spend more strategically because you now have a better view of what’s going on behind the scenes in your results.
In my professional opinion, if you are targeting users who don’t know your business then view through is more valuable than if you were targeting existing customers. For example, I was working with a large restaurant chain in Columbus, OH and they have low-cost, loyal customer base. If I run retargeting ads on Facebook in Columbus, OH, I can effectively show ads to most of their existing customer base and I’ll collect a TON of view through conversions because quite a few of those customers were going to buy food regardless. So we reduced the window of view through and the credit for
If you have questions, leave them in the comments below and if you’re interested in a consultation, ads management or even an audit of your existing campaigns reach out to email@example.com or fill out the form on the homepage!
CEO & Founder, Flywheeladvertising.com