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.