Analyzing Facebook ad traffic

Analyzing traffic advertising campaigns involves the use of many different metrics, each of which plays a key role. These metrics are essential for evaluating the effectiveness of campaigns and determining their profitability. For example, metrics such as Click-Through Rate (CTR) affect the likelihood of conversion, and the revenue-to-spend ratio helps evaluate the ROI of an entire ad campaign.

When analyzing data inside the Facebook cabinet, it is important to rely on specific metrics and values that allow you to identify ineffective strategies and optimize successful ones. This allows you to quickly react to mistakes and adjust ad campaigns to achieve better results.

Facebook campaign analytics allows you to determine which combinations of metrics are working most effectively and which aspects need improvement. This approach helps maximize profits and achieve your digital marketing goals.

Key analysis tools in the Facebook Ads cabinet

To evaluate the effectiveness of a Facebook ad campaign and determine if it is reaching its target profile, it is important to use specific analytics tools. The three main tools that help in this process are “View Charts,” “Breakdown,” and “Columns.”

“View Charts” allows you to visualize key metrics and campaign trends, making the analysis process more intuitive. This tool helps you quickly evaluate the dynamics of metrics such as costs, conversions, CTR and others.

“Breakdown” allows you to examine data in detail at different campaign levels: the campaign as a whole, ad groups and individual ads. This is especially useful for identifying the most successful and ineffective parts of the campaign.

“Columns” allows you to customize the display of key metrics directly in the Facebook cabinet interface, making it easier to monitor and analyze important data without having to switch between different reports.

All these tools together help marketers and analysts effectively evaluate the results of advertising campaigns, identify strengths and weaknesses, and make quick decisions to optimize strategies for maximum profit.

View charts

To see the charts in Ads Manager, you need to open the desired ad and click on the “View Charts” button. There you can see charts that show various metrics of your ad campaign, such as CTR (click-through rate), conversion rate, and cost per click. By analyzing these metrics, you can determine what changes you should make to your campaign to improve its performance.

Charts also provide additional information about campaign performance, including the number and value of conversions, as well as the total amount spent. They also show demographic data such as audience age and gender, which helps you understand which categories of people are most responsive to ads. In addition, you can see a breakdown of leads by platform and device type, which provides insight into which channels and devices ads perform best on.

Breakdown

Columns in Ads Manager provide the ability to easily view and analyze multiple metrics and get detailed information about your current ad campaigns.

Columns

The Breakdown feature allows you to structure data on the audience that interacts with ads into different categories. This includes a breakdown by ad placement (placements), audience age and gender, device type, geographic location, and other parameters. This approach allows you to more accurately determine which aspects of a campaign are most effective and which user groups to focus on to further improve ad results.

Important metrics when analyzing ad effectiveness

To achieve a positive ROI in Facebook gambling, it is important to closely monitor key metrics in the conversion funnel. The overall funnel structure includes stages from display creative to user deposit: creative - offer (procla/prilka/PWA) - app install - signup - deposit.

It is important to realize that testing one creative within one campaign may not be effective at the initial stage. It is better to run several variants of creatives on different accounts or in different campaigns for more accurate analysis and further scaling of successful solutions. This will help to replace ineffective creatives in a timely manner, and to customize lendings and offers.

Conversion at each stage of the funnel directly impacts ROI. Important metrics to track:

1. CTR (Click-Through Rate): the ratio of clicks to impressions. A low CTR may indicate that the creative is not aligned with the content of the landing page or app, requiring creative changes or other approaches.
2. CPM (Cost Per Mille): the cost per 1,000 impressions. Higher CPMs can be caused by various factors such as accounts, campaign goals, creatives used, and auction competition.
3. Preland2land: a coefficient that estimates the number of conversions from prelanding to landing (taken into account if prelanding is used).
4. Click2install: a coefficient reflecting the number of app installations after clicking on a link.
5. Install2reg: a coefficient that reflects the number of registrations after the app is installed.
6. Reg2dep: a coefficient showing the number of deposits after user registration.

These metrics help to understand the effectiveness of each stage of the funnel and adjust the strategy in time to achieve positive financial results from Facebook gambling ad campaigns.

It is important for webmasters to closely monitor the metrics mentioned and analyze them regularly. If conversions start to decline after a conversion from a pre-launch or landing page, it is important to check if the creative is meeting the expectations created during the user engagement phase.

If users install the app or PWA but don't sign up, it's useful to run an isolated test of the entire funnel before the signup stage. This will help identify the reasons why users don't make it to registration and adjust accordingly.

It's also important to pay attention to the signup-to-deposit ratio (Reg2Dep). If this rate is declining, it's worth contacting the advertiser for information on available payment methods in specific countries without unnecessary complications. It's also helpful to know typical Reg2Dep conversion rates to evaluate performance and optimize your funnel.

These steps will help improve the results of your Facebook gambling advertising campaign, increasing conversion and ROI by more accurately analyzing and adjusting each stage of the funnel.

Conclusion

Before launching an advertising campaign, it is important to clearly define what metrics and values need to be tracked at each stage of the funnel to achieve a high return on investment (ROI).

When the campaign is already active, you should carefully analyze all numerical data and evaluate the overall profitability of the campaigns. This allows you to identify the most effective combinations of advertising elements and scale successful results.

It is also important to monitor the performance of running ads and quickly identify those that have high cost per installs with low user engagement. Evaluating and analyzing data will help make decisions about revising ads and creating duplicate creatives with high sign-up-to-deposit conversion rates (Reg2Dep).

These steps will help optimize ad campaigns, improve their effectiveness and achieve a higher return on advertising investment.