After launching a Facebook advertisement campaign, what do you want to do next? Will you sit back and keep on investing without thinking sensibly? I don’t think so.
Being a Facebook Pixel auditor, my work is to remain clear about certain aspects. They include;
- Defined goals
- Tracking performance
- Evaluating results
- Optimizing goals and milestones
- Constant conduction of ads
When I use all these areas to find the audit report, it will give a clear picture of the following:
- How to make ad accounts work on Facebook?
- What should I stay away from (in order to run a successful campaign)?
- When and what to tweak in the campaign to make it more awarding?
In order to do so, I have to be sure about a lot of aspects. These include a clear understanding of Facebook ad auditing, how to define goals, pixels, and their functioning, assessing audience, evaluating objectives, and analysis of advertisement creatives.
What is “Facebook Advertisement Auditing”?
A detailed review of campaign performance along with the Facebook (for business prospects) account is essential for many reasons. This process of knowing and understanding the said is however termed as “Facebook auditing”. In this process, we start with defining goals. Then based on the goals set, we track different key metrics that assist massively in measuring goals.
Also Read: How to Delete Facebook Pixel?
While reviewing the Facebook account and campaigns run on it, I take care of the following areas. When I do so, it gives a clear picture of how to follow my plans for the client. Those aspects are;
- Conversion tracking
- Ad creatives
If you want to run an audit for your Facebook, simply follow the steps mentioned below.
Step 1: Defining Facebook Ads Goals
The main difference between a review and an audit is the absence or presence of defining goals. When there is a defined goal, it becomes an audit. Otherwise, it is a review. Without objectives, one cannot go places. The growth is stagnant. Answering the following questions will however help in defining goals:
- Why do I think advertising on Facebook is a good idea?
- What will I receive at the end of the Facebook campaign?
- What do I want to attain with all the investments done on Facebook marketing?
While being part of Digital Aimz and working as a Facebook Auditor, I learned a couple of things. First thing first, most of the clients are looking for leads and conversions. One of the ways to measure results is easy and convenient on Facebook.
Digital Aimz aims to give the lowest cost on every conversion. It also increases ROI. However, clients need us for a reason – to set up “Conversion Tracking” properly. That is actually the first thing we Facebook auditors look into.
Step 2: Functionality of Facebook Pixels
What is a Facebook pixel? Whenever my clients asked questions like this one, I usually tell them that it is somewhat coding. Yes, some of them get the point. Others don’t. And that is fine with me. After all, I am a Facebook auditor. So, for the readers here, we can tell that Facebook pixel is a code that needs to be integrated on the official site. What does it do to get conversions and all? It gathers relevant data that later aids in tracking conversions. It also helps in optimizing advertisements, builds a targeted audience for advertisements in the future, and retargets the audience for remarketing purposes.
If you are new to Facebook pixels and have no clue, don’t worry. Digital Aimz will help you in setting it up and making sure it becomes useful. If you know about it and need a reminder, then check the steps mentioned below.
Step 1: Log in to the Facebook Manager
Step 2: Click on the Ads Manager
Step 3: Go to the dashboard
Step 4: Press “Events Manager”
Step 5: There will be 3 columns on your left
Step 6: Fine “Data Sources” and there will be many pixels with Ad Account
Step 7: Check the last activity
Step 8: If there wasn’t any activity received, it means the setup is wrongly done
PS: Staying in touch with us or the web developer whom you hired, to fix the needful. The fault however exists because of the incorrectly placed pixel code (in your official website).
What if the pixel is activated?
If in case you are sure about the pixel activation, then press on “Details”. From there, you will get to see different events that have been tracked. Also, it will showcase events that have been received. At this point one thing has to be monitored – all conversions are tracked and communicated on the website or Facebook. You also have to look after the missing or missed events. If something of that sort takes place, you have to incorporate additional code for the Standard Event. Keep in mind that there are 17 different tracked Standard Events within the Facebook pixel. To complete the action, either you have to learn Facebook coding or rely on us, Digital Aimz.
Last but not least, all the Standard Events are tracked, you have to take care of the final step. In this step, you must check that the data is recorded accurately. To do so, simply follow the step below.
Filter results for the last week (7 days) and then recheck if Facebook reported the numbers. Also, check if there was Facebook correspondence or not. If the numbers match and align, that doesn’t need more work. At the end of the event check out the domains and links as in URLs it was tracking. The issue may lie when it shows multiple domains. To fix the issue, please remove the Facebook pixel from extra domains.
Step 3: Assessing and Evaluating Facebook Ads Audience
To enable perfect Facebook campaigns, one must check into the audience. It is so that an impact can be created for the campaigns. However, two phases should be taken while auditing the Facebook campaign. Those are mentioned below.
Phase 1: Reaching Maximum Audience
Advertisements are a must to be placed under appropriate audience. Means, their demographics should be checked before using them as an audience. In demographics, we check age group, gender, behavior, and interests towards certain products or services. We at Digital Aimz set the right audience and then align with the market. Another aspect that we make sure of correctness is location. Adverts reach people in particular cities, towns, countries, and even zip codes. However, bearing in mind that targeting outside the sales zone will not give expected results is also important. With Facebook Advertisements, anyone can target an audience as close to a 1-mile compass.
Phase 2: Comparative Studies Between Audiences
If in case you have different types of audiences, then you should understand the reasons behind WHY. As in why do you need a diverse audience? What kind of progression in sales are they bringing? What happens when there is only one type of audience? How do they complement or react to each other? All these questions are necessary to be catered to. Once you have the answers and know the basics, it would be best to continue using different audiences. Then only it will make sense to invest more and increase the budget.
Goals should be the main focus based on which you have to customize metrics. Setting a time frame to assess and evaluate the columns is also needed.
Step 4: Knowing About Objectives of Facebook Audit
It is a must to define objectives after setting goals. Facebook gives you 11 options and it tells the priority. Upon setting objectives campaign will be optimized in that given area. It will also determine in setting how ads would look and deliver.
Objectives should be such which allows you to reach nearer to the goals. While Facebook audit, we make sure to dive into the past campaigns, check the list of objectives chosen, and the investment made on every objective. Accommodating budget in the objectives that bring you closer to the goal is where you should invest.
Step 5: Reviewing the Delivery
There is a tool on Facebook Ads Manager, “Breakdown”. It lets the user or the manager know what kind of actions are delivered at what time. Means, three aspects are taken care of – delivery, time, and action. However, in the initial stages of working as a Facebook pixel auditor, you have to take a check on the following areas:
- Age: performance of campaigns will be revealed or shown taking age as the focus point.
- Platform: different platforms will be assessed for the percentage of success. The platforms may include Audience Network, Instagram, Facebook, and Messenger.
- Country: a country will be the focus area to determine the success level of a campaign.
- Gender: in this area, genders will tell the success level between different campaigns.
Step 6: Advertisement Creatives
Last but not least, Ad Creatives have been one of the main factors to determine the performance of a campaign. Ads are given more attention when they have the best headings, titles, descriptions, and images. That’s the reason why we give a complete check to the ads.
While doing audits, professionals at Digital Aimz review ads deeply. With the best creatives, the possibility of performance metrics increases.
Conclusion – Facebook Pixel Audit Summary
All in all, when we operate Facebook Advertisement Campaigns, fixing loopholes becomes mandatory. That is mostly done through regular audits. As mentioned above, there are six steps to complete the audit. Keeping objectives and goals as the first step and ad creatives as the last one would really help in running a successful campaign.