Facebook Ads Inspect Tool: A Guide - Jon Loomer Digital

If you aren't familiar with the Inspect Tool (also known as the Delivery View), you'll find it at the ad set level. While an ad set is selected, ... Genericselectors Exactmatchesonly Exactmatchesonly Searchintitle Searchintitle Searchincontent Searchincontent Searchinexcerpt PostTypeSelectors Hidden Hidden 5FacebookAdsTips:(FreeWebinar) FindOutMore 309SHARESFacebookTwitterBufferLinkedin FacebooklaunchedDeliveryInsightsnearlythreeyearsagotoprovideactionabledatarelatedtothefactorsthatcontributetotheperformanceofyouradset.MuchofthisinformationhasbeenmovedtotheInspectTool,whichisenormouslyvaluable. Ifyouaren’tfamiliarwiththeInspectTool(alsoknownastheDeliveryView),you’llfinditattheadsetlevel.Whileanadsetisselected,clickthemagnifyingglassiconatthefarright. ThatwillopentheInspectTool’svariouschartsandgraphs.ThisinformationcanhelpyoudiagnoseissuesrelatedtoauctionFacebookusesanadauctiontodeterminethebestadtoshowtoapersonatagivenpointintime.Thewinneroftheauctionistheadwiththehighesttotalvalue,basedonbid,estimatedactionrates,andadquality.competition,audienceoverlap,adfatigue,andmore. Notethat,asofthismoment,theInspectToolisonlyavailableforthefollowingobjectivesThecampaignobjectiveistheultimategoalforyourFacebookad.Yourselectionwillimpactoptions,includingoptimizationanddelivery.: Traffic AppInstalls LeadGeneration Conversions Italsoisn’tavailableforthefollowing: DynamicAds DynamicCreativeOptimizationHowyouoptimizeimpactswhoseesyourFacebookad.Facebookwillshowyouradtopeoplemostlikelytoperformyourdesiredaction. SplitandLiftTest Let’stakeacloserlookatwhatyoucanfindhere. AuctionCompetition Facebookadsaredistributedbasedonanauctionsystem.Ifmultipleadvertiserswanttoreachthesameperson,anautomatedauctiondetermineswhichadthatpersonsees. Greatercompetitionwillleadtohighercoststoreachpeople.Whileyourconversionratesmaybefineinthesecases,thehighcompetitionmayresultinanunprofitablecostperconversion. Thechartaboverepresentswhethercompetitionisat,above,orbelowaveragelevels.Facebookconsidersanythingover20-percenttobehighcompetition. Theyellowshadedareaattheleftofthechartrepresentswhentheadsetwasinthelearningphase.Thenumber13representsthenumberofsignificanteditsduringthatphase.Ifyouhoveroverthat,you’llgetdetails. ThischartcomparescompetitionlevelstoyourCostPerAction(whateveractionyouareoptimizingfor)tohelpseeifthereisacorrelation.Asyoucanseeinthisexample,competitionandcostperactionwerehighestwhileinthelearningphase. Thisisaverygoodexampleofwhyyoushouldallowyouradsettoexitthelearningphasepriortoturningitoffduetopoorperformance. AudienceSaturation TheAudienceSaturationcharthelpsyourecognizeifadfatigueiscontributingtoadropinperformance. TheprimaryviewcomparesyourCostPerActiontofrequencyovertime. Accordingtothischart,thereisnoclearcorrelationbetweenfrequencyCalculatedas(Impressions/Reach),FrequencyisaFacebookadsmetricthatmeasurestheaveragenumberoftimesusershaveseenyourad.andCostPerAction.Thisislikelybecausetheaudienceislarge,resultinginaverycontrolledfrequency. YoucanalsoviewFirstTimeImpressionRatioasitcomparestoCostPerAction. Thisshowsthepercentageofpeopleseeingthisadforthefirsttimeonadailybasis.Inthisexample,theratiodroppedearlyon,butstayedaround50%duringthelifetimeoftheadset.Thisisconsistentwiththelowfrequencywesaw. YoucanalsogetasenseofhowReachevolvedovertime. Reachisincreasingataconstantrate,againsuggestingthattheaudienceisn’tsaturated.Ifitwere,thelinewouldstartflatteningout. TheAudienceReachedRatioshowsthepercentageofyourpotentialaudiencethatyou’vereachedsofar. Inthisexample,youcanseethatthisratioisverylow—wellunder1-percent.Thisagainsuggeststhatadfatigueisnotsettingin.WecouldsafelyrunthisadsetlongerorevenincreasethebudgetAbudgetisanamountyou'rewillingtospendonyourFacebookcampaignsoradsetsonadailyorlifetimebasis.. AuctionOverlap IfyouarerunningmultipleadsetsAnadsetisaFacebookadsgroupingwheresettingsliketargeting,scheduling,optimization,andplacementaredetermined.thatreachthesamepeople,youmaybecompetingagainstyourself.AuctionOverlaprepresentshowoftenthishappenswithinthesameadaccount. AuctionOverlapdoesn’tonlyhappenwhenyoutargetthesameaudienceinmultipleadsets.Understandthatsomeofthesamepeoplecanbeindifferentaudiences.Forexample,I’dexpecttofindsignificantoverlapbetweenmyWebsiteCustomAudiencesAwebsitecustomaudiencematchespeoplewhovisityourwebsitewithpeopleonFacebook.Youcanthencreateadstoshowtothataudience.,emaillistaudience,andFacebookpageaudience. Alittlebitofoverlapisn’tabadthing.Inthisexample,therewasvirtuallynooverlapuntilafterJanuary7.Itultimatelyspikedtoday,asItypethis.IstartedacoupleofnewcampaignsThecampaignisthefoundationofyourFacebookad.Thisiswhereyou'llsetanadvertisingobjective,whichdefineswhatyouwantyouradtoachieve.yesterdaythataresurelythereasonforthis.Willtheperformancesufferasaresult?Wewillsee! Ifyouclickthelinkto“Showadditionalinsights,”you’llgetalistofadsetswiththemostauctionoverlap.Atthatpoint,youmaydecidetoturnoneormoreadsetsofftohelpimproveperformance. SignificantEditHistory Attheverybottomisalistrepresentingthisadset’ssignificantedithistory. EditswillonlyappearonthislistiftheyresultedinrestartingtheLearningPhase.Thiscanhelpyouunderstandwhethersucheditswerenecessaryandwhattoavoidinthefuture. Overview Attheverytopisachartthatrepresentsthefollowingovertime: CostPerAction NumberofOptimizedActions AmountSpent Reach FirstTimeImpressionRatio AuctionOverlapRate Youcancharttheseindividuallyorallatthesametime.Simplychecktheboxnexttothedatayouwanttosee. Ifyou’reseeingadropinperformance,thismighthelpisolatethecontributingfactors. YourTurn HaveyoubeenusingtheInspectTool?Whatdoyouthink? Letmeknowinthecommentsbelow! 309SHARESFacebookTwitterBufferLinkedin SignuptomyNewsletterJoinmorethan100,000marketersandsubscribetomymailinglisttokeeppaceintheworldofFacebookadvertising! Yes,IwouldliketoreceiveemailsfromJonLoomer FirstName* Email* SignUp Clickheretoviewourprivacypolicy. PHCPowerHittersClub JonLoomer BOOSTyourFacebookMarketingSkills ThePHCprovidesmemberswithaccesstohundredsofadvertiserswhohavedonewhatyou’retryingtodo,haveworkedinyourindustryandwhocanpullfromvaluableexperience. 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