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Effective Strategies for Meta Ads Analysis

Mar 16, 2025

Analyzing Meta Ads Data (2025)

Overview

  • Many advertisers still focus on the wrong metrics like CTR, CPM, or CPC.
  • This session provides a comprehensive guide to analyzing Facebook ads data effectively from beginner to expert level.
  • Aim: Scale smarter without wasting money.

Agenda

  1. 2025 Updated Column Setup in Ads Manager
  2. Tools for Data-Driven Decisions
    • Motion
    • Triple WH
  3. Advanced Data Analysis Techniques
  4. Free Creative Reporting Checklist available

Key Metrics in Ads Manager

  1. Primary Metrics

    • Amount Spent
    • Purchases
    • Cost Per Purchase
    • ROAS
    • These metrics indicate if a campaign is working.
  2. Secondary Metrics (Storytelling Metrics)

    • Frequency: Average number of times people see the ad.
    • Reach: Number of unique individuals who saw the ad.
    • Impressions: Total views, possibly repeated.
    • CPM: Cost per 1,000 impressions.
    • Unique Outbound Click-Through Rate: Tracks unique users reaching the landing page.
    • CPC: Cost per link click.
    • Hook Rate: Percentage of viewers staying for the first 3 seconds of a video ad.
    • Post Shares: Organic shares of the ad content.

Bid Strategy and Attribution Settings

  • Suggested Bid Strategy: Highest Volume
  • Attribution Setting: 7-day click and 1-day view

Analyzing Ads Manager Data

  1. Sorting by Spend: Prioritize high-spend campaigns.
  2. Evaluating Primary KPIs: Focus on amount spent, purchases, cost per purchase, and ROAS.
  3. Understanding Audience Metrics: Analyze frequency, reach, and impressions for audience insights.
  4. CPM Variations: Depends on industry, product, and other variables.
  5. Creative Analysis: Hook rate and hold rate give insights into video performance.
  6. Analysis of Post Shares: Indicates organic engagement and potential reach.

Advanced Data Analysis

  • Use of Motion for detailed creative analysis and reporting.
  • Creative strategy involves understanding what is working and why.
  • Focus on trends rather than individual successes.
  • Tools like Triple WH and Northbeam help in attribution for larger scale campaigns.

Motion's Role in Creative Strategy

  • Quickly identifies top-performing creatives.
  • Allows comparative analysis between different agencies and creator strategies.
  • Reports for creative retros, format analysis, and performance comparisons.

Analyzing Creative Impact

  • Importance of qualitative data: Formats, creators, messaging, and imagery.
  • Messaging Analysis: Understand which messages scale better.
  • Breakdown Data: Detailed insights into age, placements, and gender.
  • Comparative Data: Analyze against own and competitor data for performance insights.

Closing

  • First-party data tools like Triple WH are valuable for scaled operations.
  • Ads Manager is sufficient for small to medium campaigns.
  • Advanced insights focus on qualitative understanding of creative success.