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#SocialPro #12B @john_a_lee
A Guide to Measurement & Targeting Success
Why Tracking Facebook &
Instagram Ads Should Be
One of the Deadly Sins
(the Devil is in the Details)
#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
#SocialPro #12B @john_a_lee
Image credit: https://flic.kr/p/9Jbrsd
#SocialPro #12B @john_a_lee
So. Much. Data.
#SocialPro #12B @john_a_lee
Clicks, CTR, CPC
#SocialPro #12B @john_a_lee
#SocialPro #12B @john_a_lee
“Just because you can track something
doesn’t mean you should. Or have to.”
- Some Guy at #SocialPro
#SocialPro #12B @john_a_lee
Define Success, Then Track That
#SocialPro #12B @john_a_lee
 Promoting Content?
 E-Commerce?
 Generating Leads?
 Brand Exposure?
 What Is Your Goal?
Define Success
#SocialPro #12B @john_a_lee
 CTR, Relevance Score, Reach & Frequency
Universal Metrics
Increase these
metrics,
everything else
gets easier!
#SocialPro #12B @john_a_lee
 Engagement, Likes, Shares & Comments
Universal Metrics
Without these,
it’s hard to
improve CTR or
Relevance
Score!
#SocialPro #12B @john_a_lee
 Device, Placement, Age, Gender, Location,
Audience
Universal Metrics
It’s a freakin’
goldmine I tell
ya!
#SocialPro #12B @john_a_lee
 Add to Cart, Initiate Checkout, Purchase
 Revenue, ROAS, Profit, AOV
 Assisted Conversions, Multi-Channel Funnels
Example: E-Commerce
#SocialPro #12B @john_a_lee
 Conversions, CPA
 Sales Funnel
 Lead-to-Customer Conversion Rate
 Cost-per-Customer
Example: Lead Generation
#SocialPro #12B @john_a_lee
 Carousel Ads
 Canvas
 Lead Ads
 Device & Placement
 Audience Network (sneaky)
 What Is This Instagram
Thing?
Measurement Is a Moving Target
#SocialPro #12B @john_a_lee
Set Yourself Up for Success
#SocialPro #12B @john_a_lee
 Match Your Goals
 Dictate Available
Settings, Features
 Dictate Bidding
Strategies
 Alter Appearance of
Data
Campaign Objectives
#SocialPro #12B @john_a_lee
Objectives: Events
#SocialPro #12B @john_a_lee
Objectives: Lead Ads
#SocialPro #12B @john_a_lee
 Universal Pixel
 Custom
Conversions
 Website
Audiences
One Pixel To Rule Them All
#SocialPro #12B @john_a_lee
 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
#SocialPro #12B @john_a_lee
 Conversions
Reported by
Facebook and
Instagram Ads
WILL BE
Higher
FYI - Facebook & Instagram
Conversions
#SocialPro #12B @john_a_lee
 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
#SocialPro #12B @john_a_lee
Reporting
#SocialPro #12B @john_a_lee
Ads Reporting for Facebook & Instagram Ads
#SocialPro #12B @john_a_lee
 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?
#SocialPro #12B @john_a_lee
3rd Party Reporting = More Options & Flexibility
#SocialPro #12B @john_a_lee
Devils & Details. 8th Deadly Sin. Whatever…
Let Measurement Guide Your
Optimization & Segmentation
Strategies!
#SocialPro #12B @john_a_lee
“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
#SocialPro #12B @john_a_lee
 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
#SocialPro #12B @john_a_lee
 Placements
 Desktop Right Hand
 Desktop Newsfeed
 Mobile Newsfeed
 Audience Network
 Instagram
Placements – Measure & Segment
#SocialPro #12B @john_a_lee
 Devices
 Desktops (Includes Laptops)
 iPhone, iPad, iPod and Versions of iOS
 Android Phones, Android Tablets and Versions of
Android
 Mobile “other”
Devices – Measure & Segment
#SocialPro #12B @john_a_lee
 Audience
 Age
 Gender
 Location
 Targeting –
Entirely
Based on
Granularity of
Segmentation
Audience – Measure & Segment
#SocialPro #12B @john_a_lee
 Ad Sets Optimize For
One Conversion
Action
 Creative, Landing
Page & Conversion
Action Must Match
 Influences
Segmentation Strategy
Creative & Conversion Tracking
#SocialPro #12B @john_a_lee
 @john_a_lee
 john@clixmarketing.com
 www.clixmarketing.com
Questions?
#SocialPro #12B @john_a_lee
THANK YOU!
SEE YOU AT THE NEXT
MARKETING LAND EVENT!

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Editor's Notes

  1. Although this is a template, all of the slides have been created as examples to show you what’s possible within the template. PLEASE DELETE ALL EXAMPLE SLIDES AND NOTES BEFORE CREATING OR IMPORTING YOUR OWN DECK. This template works best if you use it to create a presentation from scratch. However, this blank layout offers you flexibility to insert your own slides above the SOCIAL PROP footer. You must use this footer at minimum on almost all of your slides. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately! Before you do anything else, replace “#XXa” in the footer with your session’s specific hashtag. In PowerPoint, Select VIEW>SLIDE MASTER to edit and include it on all slides of your presentation. Also add your @twitterhandle (or @companyhandle if you prefer). You can find your session specific hashtag next to its title on the online agenda: http://marketinglandevents.com/socialpro/agenda/ (click through to your session to see the hashtag). This template is high-resolution 16:9. DO NOT change it to 4:3. Also note that if you import a 4:3 presentation into 16:9 you may encounter display issues. The template uses Arial & Arial black as default fonts. Verdana is a secondary font that may appear. Note that older versions of PowerPoint do not have this as an option; change to Arial or other standard sans-serif-font. When inserting text, please use only standard fonts. If explicit fonts are important, you may provide a PDF to the event organizers to present your live presentation from on site, and to be used in the version SOCIALPRO CONFERENCE will upload to Slideshare. WE CANNOT ACCEPT any PPT Decks with specialty fonts used or embedded, nor can we install fonts on conference presentation machines. NO EXCEPTIONS. You must use PDF option if you require special fonts. Powerpoints with animations may not translate well to pdf/slideshare format – you may also submit a 2nd version / scrubbed deck more appropriate for that medium.