Advertisers like to share wonderful conversion outcomes to impress purchasers, potential purchasers, and different advertisers. However these outcomes are sometimes too fundamental, leaving out necessary data.
It is best to ask these inquiries to get necessary context…
1. Who’s the Focused Viewers?
If it’s remarketing, outcomes are typically view-through heavy. Remarketing tends to provide you nice outcomes on the floor, however it’s not scalable or incremental.
You’re capped on what you’ll be able to spend on these small audiences. And it’s questionable whether or not most of those conversions are incremental — they could have occurred anyway with out your advertisements.
Good, sustained outcomes reaching a bigger viewers are each extra spectacular and sustainable. And since Meta tends to prioritize remarketing when concentrating on extra broadly anyway, it’s questionable whether or not limiting the viewers is useful.
2. What’s the Breakdown by Viewers Segments?
Should you’re working a gross sales marketing campaign, you will get a way of how your advertisements are distributed through the use of the breakdown by viewers segments characteristic.
Even if you happen to aren’t remarketing, it’s potential {that a} excessive share of outcomes are from the engaged viewers and present clients.
Whereas not intentional, a excessive focus on remarketing would possibly recommend that the snapshot of excessive efficiency might not final with out extending to a chilly viewers.
3. What’s the Breakdown by Attribution Setting?
It is best to use the Examine Attribution Settings characteristic usually.
Should you’re remarketing, you’ll usually discover a excessive focus of view-through conversions. View-through can have worth, significantly when reaching a chilly viewers. However you don’t need them to make up a excessive share of your conversions. Whereas larger dedication gross sales could have an extended buyer journey, the extra 1-day click on conversions, the higher.
Additionally, if the conversion occasion isn’t a purchase order, you’ll be able to principally ignore something aside from 1-day click on.
4. What’s the Breakdown by First and All Conversions?
It’s potential your outcomes are inflated by just a few clients performing a number of conversions. You’ll be able to minimize out the extras by isolating First Conversions when evaluating attribution settings.
This issues much less when the conversion occasion is a purchase order, although just a few clients who make a number of purchases may inflate outcomes. It is a greater deal for different conversion occasions that pump up the numbers and make them look higher than they’re.
At all times ask questions if you see conversion outcomes that appear too good to be true — whether or not they’re your individual or one other advertiser’s.
