why tracking facebook & instagram ads should be one of the deadly sins (the devil is in the...
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![Page 1: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/1.jpg)
#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)
![Page 2: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/2.jpg)
#SocialPro #12B @john_a_lee
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
![Page 3: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/3.jpg)
#SocialPro #12B @john_a_lee
I Want to Add an 8th
Deadly Sin!
DATA OVERLOAD
Who’s With Me!?!?
Image credit: https://flic.kr/p/9Jbrsd
![Page 4: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/4.jpg)
#SocialPro #12B @john_a_lee
So. Much. Data.
![Page 5: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/5.jpg)
#SocialPro #12B @john_a_lee
Likes, Comments, Shares Impressions, CPM
App Installs
Reach & Frequency
Video Views
Clicks, CTR, CPC
Website ConversionsOffer Downloads
Carousel Engagement
![Page 6: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/6.jpg)
#SocialPro #12B @john_a_lee
![Page 7: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/7.jpg)
#SocialPro #12B @john_a_lee
“Just because you can track something doesn’t mean you should. Or have to.”
- Some Guy at #SocialPro
![Page 8: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/8.jpg)
#SocialPro #12B @john_a_lee
Define Success, Then Track That
![Page 9: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/9.jpg)
#SocialPro #12B @john_a_lee
Promoting Content? E-Commerce? Generating Leads? Brand Exposure? What Is Your Goal?
Define Success
![Page 10: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/10.jpg)
#SocialPro #12B @john_a_lee
CTR, Relevance Score, Reach & Frequency
Universal Metrics
Increase these metrics,
everything else gets easier!
![Page 11: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/11.jpg)
#SocialPro #12B @john_a_lee
Engagement, Likes, Shares & Comments
Universal Metrics
Without these, it’s
hard to improve CTR or Relevance
Score!
![Page 12: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/12.jpg)
#SocialPro #12B @john_a_lee
Device, Placement, Age, Gender, Location, Audience
Universal Metrics
It’s a freakin’ goldmine I tell
ya!
![Page 13: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/13.jpg)
#SocialPro #12B @john_a_lee
Add to Cart, Initiate Checkout, Purchase Revenue, ROAS, Profit, AOV Assisted Conversions, Multi-Channel Funnels
Example: E-Commerce
![Page 14: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/14.jpg)
#SocialPro #12B @john_a_lee
Conversions, CPA Sales Funnel Lead-to-Customer Conversion Rate Cost-per-Customer
Example: Lead Generation
![Page 15: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/15.jpg)
#SocialPro #12B @john_a_lee
Carousel Ads Canvas Lead Ads Device & Placement Audience Network (sneaky) What Is This Instagram
Thing?
Measurement Is a Moving Target
![Page 16: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/16.jpg)
#SocialPro #12B @john_a_lee
Set Yourself Up for Success
![Page 17: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/17.jpg)
#SocialPro #12B @john_a_lee
Match Your Goals Dictate Available
Settings, Features Dictate Bidding
Strategies Alter Appearance of
Data
Campaign Objectives
![Page 18: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/18.jpg)
#SocialPro #12B @john_a_lee
Objectives: Events
![Page 19: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/19.jpg)
#SocialPro #12B @john_a_lee
Objectives: Lead Ads
![Page 20: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/20.jpg)
#SocialPro #12B @john_a_lee
Universal Pixel Custom
Conversions Website
Audiences
One Pixel To Rule Them All
![Page 21: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/21.jpg)
#SocialPro #12B @john_a_lee
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
![Page 22: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/22.jpg)
#SocialPro #12B @john_a_lee
Conversions Reported by Facebook and Instagram Ads WILL BE Higher
FYI - Facebook & Instagram Conversions
![Page 23: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/23.jpg)
#SocialPro #12B @john_a_lee
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
![Page 24: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/24.jpg)
#SocialPro #12B @john_a_lee
Reporting
![Page 25: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/25.jpg)
#SocialPro #12B @john_a_lee
Ads Reporting for Facebook & Instagram Ads
![Page 26: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/26.jpg)
#SocialPro #12B @john_a_lee
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?
![Page 27: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/27.jpg)
#SocialPro #12B @john_a_lee
3rd Party Reporting = More Options & Flexibility
![Page 28: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/28.jpg)
#SocialPro #12B @john_a_lee
Devils & Details. 8th Deadly Sin. Whatever…Let Measurement Guide Your Optimization & Segmentation Strategies!
![Page 29: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/29.jpg)
#SocialPro #12B @john_a_lee
“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
![Page 30: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/30.jpg)
#SocialPro #12B @john_a_lee
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
![Page 31: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/31.jpg)
#SocialPro #12B @john_a_lee
Placements Desktop Right Hand Desktop Newsfeed Mobile Newsfeed Audience Network Instagram
Placements – Measure & Segment
![Page 32: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/32.jpg)
#SocialPro #12B @john_a_lee
Devices Desktops (Includes Laptops) iPhone, iPad, iPod and Versions of iOS Android Phones, Android Tablets and Versions of
Android Mobile “other”
Devices – Measure & Segment
![Page 33: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/33.jpg)
#SocialPro #12B @john_a_lee
Audience Age Gender Location Targeting –
Entirely Based on Granularity of Segmentation
Audience – Measure & Segment
![Page 34: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/34.jpg)
#SocialPro #12B @john_a_lee
Ad Sets Optimize For One Conversion Action
Creative, Landing Page & Conversion Action Must Match
Influences Segmentation Strategy
Creative & Conversion Tracking
![Page 36: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) By John Lee](https://reader035.vdocuments.site/reader035/viewer/2022062503/58ed96001a28ab78348b45df/html5/thumbnails/36.jpg)
#SocialPro #12B @john_a_lee
THANK YOU!
SEE YOU AT THE NEXT MARKETING LAND EVENT!