All language subtitles for 14 - Métricas y optimizaciones Facebook e Instagram Ads.eng

Metrics and optimizations:
Facebook and Instagram Ads

In this lesson I will teach you how
to analyze metrics in Business Manager

and how to optimize results

in your Facebook Ads and
Instagram Ads campaigns.

I show you how.

To analyze the most
interesting metrics,

you have to have the pixel installed

because if not, you will not be
able to know what sales you have had.

This is the most important
thing for e-commerce campaigns.

First I'm going to teach
you how to make a report

so that when entering the platform,

you can see exactly the
metrics that interest you.

I'm going to tell you about the
ones that I usually use and look at

and then I'm going
to give you some advice

so that you can take more into
account the performance of your campaigns.

If you see here, in this
option that it says Columns,

this is predetermined by Facebook,
which doesn't tell me that much either.

I like to customize the
columns the way I like it.

In this way, I can remove some metrics

that I don't usually look at or
that don't seem so interesting to me.

For example, all this I remove.

The budget, I know which one
I have, I could also leave it,

but it gets in my way.

I even remove Results
because I put the purchases.

This one can be interesting,
I usually put it at the end.

Here you can select or
click all of this from here.

Here you can find it
faster, for example, Shopping.

I want to know the total
of purchases and their value.

Here I am going to put all the
purchases but I am going to deselect this

because it is a breakdown that does not
interest me, I want to see all of them.

I'm going to upload it here
because it seems more interesting to me

and I prefer to see it faster.

I also want to see the
clicks on the link and the CTR,

what is the proportion of the time

product display versus clicks.

I will see Percentage
of clicks on the link

because before I have
selected Clicks on the link.

I'm going to pass it
above, just below Impressions.

I usually have a way
of selecting the columns,

to order them.

I usually put the CTR below

because clicks and
impressions is their relationship.

After I have the conversion rate,

the purchases I have had and
what I have spent for that purchase.

The value of the conversion
would go after the expense.

One of the most
important metrics within Facebook

is the Frequency metric.

This is super important,
especially in those DPA campaigns,

because we show people
who have visited our website

and if the audience is too small,

we will be impacting
our users all the time.

Normally the frequency
that I usually leave ...

Here we have a frequency of
1.12, that means that per day,

have seen this ad 1.12
times the same person.

However, I have DPA campaigns
that have been very frequent.

I'm going to show you some.

This is already starting to be quite
high in a dynamic remarketing campaign.

Think of it as a dynamic ad,

that is, it will show
you different products

that you have seen on the web,
and the ad is not always the same.

Non-catalog campaigns,

I usually leave them
up to six or five times

and those of DPA or
dynamics, because DBA is also dynamic,

I would leave them ...

Up to eleven
already seems normal to me.

From there, it seems too much to me.

After eleven, I already paused it.

The rest, that of DBA,
has a much lower frequency,

therefore, I have left it.

It has a very high
purchase value for the cost it has.

I have spent 171 euros and
the purchase value is 7451.

Here I have my default
column, so I can get the ROAS here

and see that I have 44 ROAS.

This is based on what Facebook shows.

Then you have to evaluate
with other analytics platforms

if really your investment
and the value of the conversion

that you see in your
analytics platform is 7000 or less.

However, we see that
the ROAS is quite high.

To be able to save
this arrangement of metrics

that we have
configured, I can give Customize,

I select here all
the metrics that I want,

I give Save as default and,
for hobby, I always put "Def",

of "definitive", but you
can put the one that you want.

I give Apply.

This, as I have already done ...

Now, every time I
log into this account,

I will always have this layout and
no longer the default of Facebook.

It is important because if
not, I waste a lot of time

to always create the same
metrics and see what is happening.

We finish with the
content of the course.

I hope you liked it, but don't go.

In the following video we
will summarize everything seen

and I will give you several tips

for you to successfully
carry out your final project.