How to Audit a Meta Ads Account In Ten Minutes | Part 2

[00:00:00] now if we undergo kind of that framework and we come out with the conclusion that generally across the board these are all fairly healthy we move on to analyzing the funnel now if we undergo kind of that framework and we come up with the conclusion that generally across the board these are all fairly healthy we move on to analyzing the funnel and that is we're talking about the purchasing funnel at this point so the way that I set it up is I look at clicks landing page views add to carts checkouts initiated and purchases if you set them side by side this becomes really clear um I don't have it set up that way but we can still look at it so you can see on my screen here here's the clicks column and then we have landing page views add to carts checkouts initiated and then purchases over on the left on this particular account though I just realized that there is a little bit of an issue with landing page views

[00:01:09] tracking so um we're going to Omit that from this framework but what we can still do is we can look at clicks to add to cards and I wish that I could give everybody a steadfast metric to say you know if a 25% drop between these two metrics is healthy but it's going to be very dependent on Niche price of the product um General offering types of creatives and so on so you can but you can use common sense quite a bit here to understand if this is a healthy drop off between each of these steps of the purchasing funnel so clicks generated we're just looking at about a week worth of data here um generated 50 700 clicks call it almost 5200 of those individuals added to card now what that can tell us is that overall the quality of traffic that's actually clicking on our ads and landing on the website is pretty high the quality is there because you know that's a really high percent of individuals that are adding that are

[00:02:24] actually clicking on our ads are actually adding to the cart now starting to enter into website um issue territory when we're seeing large discrepancies between these two numbers which is exactly what's highlighted here so just about 5200 people added to their cart less than 850 actually initiated a checkout that tells me that the quality audience that we've now sent to the website has added product to their cart but there's a pretty steep drop off here which would indicate that there's some sort of a website issue whether that's the offer a lot of the times with Brands I'll find that um when there's a steep drop off between AD to cart and initiate checkout that actually means that there's a ux issue and there's some sort of a a problem that's preventing people from initiating a checkout in this case this isn't the case with this particular client um it's just a very low ticket product that

[00:03:33] people typically don't um follow through on the purchase for but anyway um this can give you some insight for a client that maybe there's something happening on your website that you should look into further because at this stage it's essentially out of our hands right we can tell the client there's quality traffic being sent to the website now it's all on you to convert them um and then we see a pretty reasonable drop off between checkouts initiated and purchases 846 checkouts initiated 444 followed through with the purchase and I would call that a pretty healthy number around 50% I would say is far above um business average on meta so that's a good way that you can walk through a funnel like this um with clients and kind of showcase to them first of all how well is how well are their ads performing if it's a quality audience that's being sent to the website and second of all if there is

[00:04:42] becoming a website issue now here's another example of this which um shows a different landscape of the purchasing funnel so we can see here 2100 clicks 14 or sorry 21,000 clicks 14,000 landing page views only 576 people added to cart a lot of those individuals 454 of them actually initiated a checkout we can assume here that most of these 454 people are initiating the checkout to understand what the shipping cost is going to be on their product and then only 80 people purchased so again that tells us that there is some sort of an issue with not necessarily the website in this case likely um an issue with shipping cost or product cost that people are finding another offering somewhere else that has a better shipping price or a better cost of product so that's a very steep decline from 454 people to 80 people actually checking out or actually making the purchase all right before I move on does anybody

[00:06:05] have any questions about that I know I kind of just blew through a bunch of stuff there okay all right and that that basically rounds out how you can audit an account in call it 10 minutes or less it's very quick and you can do it right firsthand with a client to help them understand if they have an agency run it or if they're running it themselves how well things are performing um and obviously there's a lot of nuances to what I've shared here and there's a lot that can be done to go further to explore the issues that you found um some additional considerations to that would be the frequency of testing new creatives um this is another reason why we can start to see frequ frequency climbing really high um when we're not or the client is not testing creatives enough um a lot of the times we'll see this Evergreen approach where clients have this understanding that they can run ads for months on end without having to switch

[00:07:16] them up because they were performing really well at one time and now they're struggling to find out the issue and it's because creative fatigue is set in and they kind of back themselves into this corner without testing any new creatives so that's something that you can look into uh Dynamic product ads versus creative based ads is another important factor in overall success of an ad account again a lot of the time we're seeing that clients are coming to us and there's five six seven eight Dynamic product cataloges all running on a on um a variation of different audiences but they're leveraging the dynamic product catalogs so heav because they do perform well but they're overleveraging them and they need to revert back to more of a creative based approach um so I think there's a time and place for both but we're seeing more frequently than not that a lot of businesses are overusing the DPA

[00:08:19] structure and then you can get down into the audience breakdown so you can start to look into the different um different audience setups so whether they're using lookalikes what percent of lookalikes are they using how quality are the seed audiences to those lookalikes the interests that they're testing whether they're using any broad audiences or asc's and a lot of this um you can review I think Jonathan did a great job of explaining this on last week's call and that recording should be in the drive so if you want some more information on what that actually looks like on platform that's a great video to review that on but that is pretty much it does anybody have any questions now that we've kind of reviewed all of that what do you mean about people over are using the DPA structure what does that mean what I mean by that is that they're testing or they're not testing they're creating more dpas and they're creating

[00:09:22] creative based ads so they're not necessarily using still images and videos as much as they are just leveraging that Dynamic product catalog feature um and again time and place for it I it performs great I have it running on pretty well every single account that's um that's an Ecom business but you can I find that people overextend themselves with it they run too many ads with it got it for context I think it performs really well when paired with an ASC and just leave it open no bid budget caps no um no strong arming it to avoid spending on past purchasers you just leave it open-ended and it's kind of like a catchall at the very bottom of the funnel and can do some prospecting if it needs to all right all right so um again likely what's going to be happening in the case that we're reviewing an account and a client is bringing an account to us to audit um the likely scenario is that there's

[00:10:42] something going on with their business that they're