If you have run Facebook campaigns in the past, either lead gen or conversion campaigns, you may have experienced a dilemma on how to make the decision to pause an ad. We are here to tell you that you are not alone.
In this blog I walk you through the process we take at Metric Labs to come to a decision on whether to pause an ad or not. Let’s get into it.
As we all know optimising Facebook ads is the most commonly practiced optimisation strategy on Facebook with many marketers evangelising the need for ad AB testing. I don’t doubt its effectiveness but we need to be careful about the metrics we choose to look at before making the decision to pause an ad.
For optimal performance we need to look a good balance between hard and soft metrics.
The first thing to be mindful of is reach, before making any decision we need statistical significance, so you need to ensure that the ad has sufficient reach before you make any decision. I emphasise looking at reach and not impressions because reach doesn’t incorporate frequency as impressions do so the metric reduces individual user bias.
If you have conversion tracking properly set up with your Facebook pixel, you can start off by looking at purchases and the cost per purchase figures. I find it best to create an optimisation report with custom columns so you can make this analysis easier. I typically include metrics as shown below;