It can be extremely frustrating and disappointing after putting in so much time, energy, and money into Facebook ads, which don’t yield the results you expect.
It gets even worse when you can’t figure out what went wrong.
I totally get it.
Every once in a while we all get lost in the sea of data, unable to figure out what to track and what not to.
And this hinders our ability to find what went wrong.
If you are facing a similar issue, then this simple guide is just for you.
This will help you find the broken piece by the end of this article and will put you on a well-laid path on fixing it.
So let’s jump right into it.
The first thing you need to do is…
1. Create an Action Funnel:
With an action funnel, what you really need to do is layout all the actions a user will take along his/her journey.
Everything from seeing the ad to completing a purchase (or whatever your end goal is). As I have done in the figure below.
Now, once you are done creating this action funnel for your objective, you need to…
2. Map Relevant metrics For Each Stage
Think of all the metrics which will help you track your campaign’s performance at each stage of the funnel.
Then map out the relevant metrics with each stage as I have done below.
Please Note: To track users’ actions on your website, you first need to install Facebook Pixel.
And if the Pixel is not tracking your desired action by default, like Form Submissions. You need to create a custom conversion for that.
3. Edit Metrics Column:
Once you map metrics for every stage, you’ll be needing all those to analyze your Facebook ads funnel.
Your Ads manager might or might not have all the metrics that you mapped out in the previous step by default.
If not, you can edit & rearrange the metrics by customizing the columns section.
Once you do that, you can analyze your campaign in the ads manager or you can make it more visual by mapping out the stats in the diagram itself. As I have done in the next step.
4. Making Sense Of The Metrics:
Now you need to find out the broken piece of your campaign by making sense of all the data and fix it.
To give you an idea of how to go about it, let’s try to fix the following funnel together.
This is a funnel for an eCommerce store whose primary goal is to get sales.
What do you think went wrong?
Well, multiple things could have gone wrong here. But the trick is to start fixing your funnel from top to bottom.
Because you can only optimize the bottom stage when you get a large enough sample size. Which will happen only when your top is fixed.
So for the sake of this example, we’ll assume that every stage of the funnel needs fixing and will see how to fix it. From top to bottom!
Cool? Let’s do it.
This is when users see your add while scrolling through their Facebook/Instagram.
The goal at this stage is to grab their attention and make an irresistible offer which makes them click on the ad to check it out.
The metrics you need to track for analyzing this stage are:
- Engagement Rate Ranking
P.S we have 0.53% CTR and it might be good or bad depending on your industry. Facebook ads average CTR ranges from 0.47% to 1.61%.
While CTR, CPC, and Engagement Rate Ranking should be tracked every time you do a health check of your campaign, frequency needs to be tracked when your campaign’s results start diminishing.
That is when your ad was performing well in the past and the results start diminishing after a while.
Chances are, the users might have seen the ad too many times and are facing ad fatigue which ends up affecting the performance. If that is the case, you need to add more refreshing creatives to your creative inventory.
No matter what the case is, your ads performance at this stage depends on two things:
- Targeting: This mostly is taken care of by Facebook’s algorithm. If you are using a custom or LAL audience, then you don’t have to worry much about it. But if you are purely targeting based on interests, you might want to test different audiences as well.
- Creative: Ad Creative is where most things go wrong. Many times the creative is not good enough to grab the attention, and even if it does, the offer fails to strike the right chords.
What to do about it?
You need to test different angles in your ads and then run a/b tests until you find your winning combination of audience and creative.
Don’t proceed to the next stage before finding your winning combination.
Once you find that, your funnel will start looking something like this.
You have managed to increase your CTR and decrease your CPC. Now you need to go to the next stage that needs fixing.
Which in this case is users are going on the product page and very few are adding to the cart.
The metrics you need to track for analyzing this stage are:
- Landing Page Views
- Add To Cart
Now what might have gone wrong on the product page?
These are the components which influence the performance at this stage:
- User Experience: There are multiple things that could create a bad user experience. Like:
- The offer on your ad might not match your landing page.
- The landing page might not be optimized for mobile.
- There might be too many pop-ups.
- Content: Your product description might not include all the details users require to make up their minds.
- The description might focus too much on features and little on benefits.
- Might be missing key details like the size of the product, or shipping details.
- The product images might be of bad quality or might not showcase products from every angle.
Test your product page until you find the one which drives the desired results.
Once your product page is fixed, your funnel will start looking something like this.
You have drastically increased your add to carts, a good number of people have entered their shipping details, but still have a very low conversion rate.
The average cart abandonment rate is 69.57% across all industries, and it might be more in your case.
However, it’s worth taking a look at a few things that could go wrong at this stage of the funnel.
- Your shipping charges might be too high.
- There might be some other additional charges.
- You might not provide a commonly used checkout method.
In case you have something like this happening after adding to the cart, fix it and you’ll be good to go.
If not, then set up your cart recovery emails and launch a remarketing campaign. (This should be done regardless)
And Viola! you now know how to find and fix your broken piece of your Facebook ad campaign.
All you need to do is come up with hypothesis and then test them.
And trust me when I say this, your success depends on your speed of testing things.