How To Audit Your Facebook  Ad Account To Scale Your Business

The ever-evolving landscape of digital marketing is bringing dynamism to mastering the ads accounts like Facebook and Google. In the past, crafting and executing advertising strategies seemed an easy task as with simple adjustments, you could run the same ads and get good profits. As today’s dynamic digital world is changing, we see rigorous evaluations are required to check what advertising strategies have worked, what has not, and what better could be done. It's akin to tending to a garden:

What worked yesterday may not yield the same blooms tomorrow! 

Therefore, auditing ad accounts is not merely a routine task rather has become very strategic in its approach. This process isn't just about ticking boxes; it's about understanding your ad account's in-depth review from results, audience, strategies, tools used, and growth potential. By conducting audits, you can gain insights into missed opportunities, and inefficiencies, and help optimize your campaigns with your advertising strategies. It also empowers you to refine targeting, ad messaging, and budget allocation, ensuring every campaign is finely tuned for success. 

Auditing your ad accounts, especially on platforms like Google and Facebook, is vital to ensuring optimal performance and maximum returns. In this blog, you will learn how to analyse your campaigns, advertising accounts, and reports to spot mistakes and areas for improvement- including the ones that are most frequently encountered by our E-commerce professionals.

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Know in-depth account advertising strategies

Account Overview: Tracking Campaigns, Ad Sets, and Ads

The account overview offers a bird’s-eye view of your campaigns, ad sets, and ads, allowing you to gauge performance at each level. You can easily assess the average number of ad sets per campaign and ads per ad set, providing insight into your account's structure and scalability potential. This comprehensive view simplifies optimization strategies by highlighting areas with high or low asset densities, guiding better resource allocation for maximum impact.

Performance Funnel: Analyzing Key Metrics

The performance funnel delves into crucial metrics like impressions, click-through rate (CTR), clicks, cost-per-click (CPC), conversion rate, conversions, average order value (AOV), and more. It offers pre-calculated data on spent amounts and revenue, enabling swift assessment of your ad performance against investment. This breakdown empowers you to identify areas of strength and pinpoint inefficiencies, facilitating data-driven decision-making for impactful campaign adjustments.

Month-On-Month Performance Trend: Visualizing Deviations

Graphical representations of month-on-month trends illuminate deviations in critical metrics. Tracking impressions, clicks, amount spent, revenue, and other vital statistics over time offers a visual narrative of performance fluctuations. These trends reveal patterns and anomalies, providing insights into your campaign's health and helping you spot trends or pitfalls to address for sustained growth.

Month-On-Month Performance Trend (Tabular Form): Detailed Performance Breakdown

The tabulated month-on-month performance breakdown offers a comprehensive overview of crucial metrics, including impressions, CPM, clicks, CPC, amount spent, conversion rate, purchases, AOV, revenue, return on ad spend (ROAS), and CPP. This detailed breakdown allows for a granular analysis of month-to-month performance variations, aiding in understanding performance shifts across multiple key metrics.

Top Performing Assets: Unveiling High Performers

Identifying the top-performing assets—be it campaigns, ad sets, or ads—is made simple with insights into the top five performers from the last 30 days. This snapshot highlights high-performing assets, enabling focused optimization efforts and replication of successful strategies for sustained performance gains.

Shopping Behavior Analysis Over Different Timeframes

The shopping behavior analysis across various timeframes—yesterday, 3, 7, 14, and 30 days—unveils critical metrics like add-to-carts, checkouts initiated, and purchases. This breakdown offers a granular understanding of customer interactions and buying intent over different periods. By tracking these metrics, you gain insights into consumer behavior patterns, identifying trends in interest, consideration, and conversion phases. This information enables tailored strategies to optimize each stage of the customer journey for improved conversion rates and revenue growth.

Optimising Facebook audience and placement with a strategic audit

Budget Type Configuration: Graphical Breakdown for Clarity

In the last 30 days, the budget type configuration showcases the allocation between average daily and campaign budget optimization (ABO & CBO), delineating funds split between top-of-funnel (TOF) and retargeting (MOF + BOF) funnels. Presented in a graphical format, this breakdown simplifies understanding and decision-making, guiding budget distribution strategies for maximum impact across different funnel stages.

Narrowed Audiences and Maximizing ROI

Evaluating narrowed versus non-narrowed audiences, this analysis offers insights on maximizing return on investment (ROI). It details the number of ad sets narrowed with potential interest, provides recommendations for optimizing ROI, and reviews audience types used in the last 30 days. This comprehensive breakdown empowers informed audience targeting decisions to enhance campaign efficiency and effectiveness.

Learning Stage Insights for Strategic Planning

Analyzing the number of ad sets, ads, and spending in the last 30 days across learning, learning limited, active, and other stages, this analysis highlights the most preferred active stage. This understanding assists in strategic planning, focusing efforts on ad sets and ads in the active stage for optimal performance improvements.

Placement Type Insights and UTM Usage

Discovering the number of ad sets, amount spent, and percentage of spent amounts for advantage and manual placements in the last 30 days, this analysis provides crucial insights into placement effectiveness. Additionally, it offers insights into UTM usage, aiding in understanding campaign tracking and effectiveness across placements.

Inspecting your Ad campaigns

Bid Strategy: Understanding Optimization Metrics

Explore bid strategy metrics like highest volume, bid cap, cost cap, ROAS goal, and highest value. Understanding these metrics aids in refining bidding strategies, ensuring optimal performance aligned with your advertising goals.

Ad Format Data: Assessing Performance Variability

Examining different ad format types—static, dynamic, video, and others—based on the number of ads, amount spent, percentage of amount, revenue, and percentage of revenue, provides insights into ad performance variability across formats.

Overall Account Ad Score: Holistic Performance Evaluation

Obtain an overall account ad score comprising quality, engagement, and conversion rate rankings. Accompanied by remarks, this assessment aids in understanding areas that require attention and improvement, guiding focused efforts for enhanced campaign performance and effectiveness.