what SHOULD you be looking at?
Posted: Thu Apr 17, 2025 8:49 am
Cost per action (CPA): This seems obvious, but we still encounter tons of advertisers who measure the wrong cost per action.
Facebook's optimized bidding algorithm is designed to optimize for what interests you, so setting the wrong target will result in underperforming ads (most of the time). The same goes for your own daily reporting. Make sure you're tracking what really matters to you.
For example, cost-per-click is irrelevant if you're interested chinese thailand data in website purchases. It could be (and is likely with Facebook ads in particular) that more expensive clicks result in a cheaper cost-per-purchase.
Ad decay (the combination of CPM and CTR): Ad decay is the number one killer of Facebook Ads campaigns (probably after not setting a high enough bid price). I can't count the number of times people have called us in a panic because impressions are down and cost-per-action is up! This is ad decay.Ad decline is due to a number of factors, including high frequency, low relevance scores, low engagement, or even website bounce.
Facebook's optimized bidding algorithm is designed to optimize for what interests you, so setting the wrong target will result in underperforming ads (most of the time). The same goes for your own daily reporting. Make sure you're tracking what really matters to you.
For example, cost-per-click is irrelevant if you're interested chinese thailand data in website purchases. It could be (and is likely with Facebook ads in particular) that more expensive clicks result in a cheaper cost-per-purchase.
Ad decay (the combination of CPM and CTR): Ad decay is the number one killer of Facebook Ads campaigns (probably after not setting a high enough bid price). I can't count the number of times people have called us in a panic because impressions are down and cost-per-action is up! This is ad decay.Ad decline is due to a number of factors, including high frequency, low relevance scores, low engagement, or even website bounce.