From the SocialPro Conference in Seattle, Washington, June 20-21, 2016. SESSION: Facebook & Instagram Ads: Mobile Strategies That Boost Brands & Sales. PRESENTATION: Why Tracking Facebook & Instagram Ads Should Be One of the Deadly Sins (the Devil is in the Details) - Given by John Lee, @john_a_lee - Clix Marketing, Managing Partner. #SocialPro #12B

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A Guide to Measurement & Targeting Success
Why Tracking Facebook &
Instagram Ads Should Be
One of the Deadly Sins
(the Devil is in the Details)

2. #SocialPro #12B @john_a_lee
Who Is This Guy?
Managing Partner – Clix Marketing
Digital 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

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Image credit: https://flic.kr/p/9Jbrsd

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So. Much. Data.

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Clicks, CTR, CPC

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“Just because you can track something
doesn’t mean you should. Or have to.”
- Some Guy at #SocialPro

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Define Success, Then Track That

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 Promoting Content?
 E-Commerce?
 Generating Leads?
 Brand Exposure?
 What Is Your Goal?
Define Success

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 CTR, Relevance Score, Reach & Frequency
Universal Metrics
Increase these
metrics,
everything else
gets easier!

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 Engagement, Likes, Shares & Comments
Universal Metrics
Without these,
it’s hard to
improve CTR or
Relevance
Score!

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 Device, Placement, Age, Gender, Location,
Audience
Universal Metrics
It’s a freakin’
goldmine I tell
ya!

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 Add to Cart, Initiate Checkout, Purchase
 Revenue, ROAS, Profit, AOV
 Assisted Conversions, Multi-Channel Funnels
Example: E-Commerce

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 Conversions, CPA
 Sales Funnel
 Lead-to-Customer Conversion Rate
 Cost-per-Customer
Example: Lead Generation

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 Carousel Ads
 Canvas
 Lead Ads
 Device & Placement
 Audience Network (sneaky)
 What Is This Instagram
Thing?
Measurement Is a Moving Target

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Set Yourself Up for Success

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 Match Your Goals
 Dictate Available
Settings, Features
 Dictate Bidding
Strategies
 Alter Appearance of
Data
Campaign Objectives

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Objectives: Events

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Objectives: Lead Ads

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 Universal Pixel
 Custom
Conversions
 Website
Audiences
One Pixel To Rule Them All

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 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

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 Conversions
Reported by
Facebook and
Instagram Ads
WILL BE
Higher
FYI - Facebook & Instagram
Conversions

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 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

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Reporting

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Ads Reporting for Facebook & Instagram Ads

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 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?

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3rd Party Reporting = More Options & Flexibility

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Devils & Details. 8th Deadly Sin. Whatever…
Let Measurement Guide Your
Optimization & Segmentation
Strategies!

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“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

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 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

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 Placements
 Desktop Right Hand
 Desktop Newsfeed
 Mobile Newsfeed
 Audience Network
 Instagram
Placements – Measure & Segment

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 Devices
 Desktops (Includes Laptops)
 iPhone, iPad, iPod and Versions of iOS
 Android Phones, Android Tablets and Versions of
Android
 Mobile “other”
Devices – Measure & Segment

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 Audience
 Age
 Gender
 Location
 Targeting –
Entirely
Based on
Granularity of
Segmentation
Audience – Measure & Segment

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 Ad Sets Optimize For
One Conversion
Action
 Creative, Landing
Page & Conversion
Action Must Match
 Influences
Segmentation Strategy
Creative & Conversion Tracking

35. #SocialPro #12B @john_a_lee
 @john_a_lee
 john@clixmarketing.com
 www.clixmarketing.com
Questions?

36. #SocialPro #12B @john_a_lee
THANK YOU!
SEE YOU AT THE NEXT
MARKETING LAND EVENT!