Funnel Diagnostics How to Troubleshoot Your Facebook Campaigns

Before commencing a Facebook Ad campaign, you need to ascertain if you have laid the groundwork necessary to run a successful campaign and be seen as a ‘good’ advertiser on the platform, here’s a handy checklist to get you started:

  • My Privacy Policy is up to date and displayed clearly on my website and landing pages
  • My website and landing pages have a cookie notice bar
  • On any landing page where I have made a claim, I have up to date disclaimers
  • There are a minimum of two methods of payment connected to my ad account
  • My landing pages and funnels load in less than 3 seconds and are mobile optimised
  • I am consistently posting engaging content to my Facebook page with a minimum of two posts a week
  • My website and landing pages have schema installed 

Once all of the above is in place you’re ready to dig a little deeper into your advertising strategy…

What is the goal for Facebook?

It’s important to recognise what it is that Facebook is striving for so you can set campaigns up with what they, as an advertising platform, are looking for with its users in mind. 

Facebook’s ultimate goal is to expand its user base. But these users can’t just be numbers, they need to be engaged users so that Facebook can use the platform to advertise to people in the most authentic way possible.

If you can help Facebook to achieve their goal of getting engaged users (and lot’s of them!) then you will earn some credibility with them that can really help to boost your campaigns results.

How do I improve on my previous campaigns?

It’s a common misconception for many advertisers that the reason their campaigns aren’t effective is because the audience is indifferent. It’s also easy to blame it on Facebook itself for not working as it should be. 

It’s time to look inwardly and use the information provided to us by Facebook to analyse where our campaigns are going wrong.

Some metrics will only be available once you have 1,000 impressions per ad. You should make sure your reporting columns are pulling through the engagement and quality scores so you can readjust and enhance your ads where it’s needed. On top of this, particularly in the testing period, we recommend not making any edits to your campaigns until you hit 5-8k impressions at the ad set level: at this stage, Facebook will have had time to optimise and show your ads to the people that are most likely to take the campaign objective action you have set and gather enough data on this basis for you to work from.

You’ll also need to make sure that your reporting columns in Ads Manager are pulling through relevant data at each step of your funnel. 

Here is an example of what needs to be included if you are an eCommerce site;

Table 3

How to Understand Your Campaign Performance

ROA (Return on Ad Spend) is generally considered the most significant metric when reporting how successful your ad has been. But there are other factors that need to be considered as shown below;


Table 1

Ad Relevance Diagnostics

Table 2

If you can get your Facebook advertising right, it can open doors and most importantly, generate revenue. Using the above information to troubleshoot your current marketing is a great start but if you’d like to discuss your approach further then please email for a Facebook advertising strategy session;

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