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How to Analyze and Evaluate Facebook and TikTok Ad Data | Shot of Espresso

Introduction

Introduction

Hey Shine Honors, Jim Carmella here, bringing you another edition of the "Shot of Espresso." In this post, we aim to simplify the process of setting up and analyzing your ad reports on Facebook and TikTok. We'll cover how to determine winners and losers based on the data metrics. The objective is to keep it brief yet insightful.

Facebook Ad Data Setup and Analysis

When you're first sifting through your Facebook data, you'll likely end up on the Performance Tab, which shows basic columns. While these columns offer some needed insights, they won't give us everything we need. Let's set things up in a way that will help us analyze the exact data we want.

  1. Setting Up Columns:

    • Navigate to "Select Columns."

    • Scroll down to the bottom and click "Customize Columns."

    • Remove all the default columns except for "Delivery" and "Ad Set."

    • Add the following columns in sequence:

      • CPM
      • Frequency
      • CTR All
      • CTR Link Click-Through Rate
      • CPC All
      • CPC Cost Per Link Click
      • Content Views Total and Cost
      • Add to Cart Total and Cost
      • Checkouts Initiated Total and Cost
      • Purchases Total and Cost Per Purchase
      • Purchase ROAS
      • Conversion Value
      • Amount Spent
      • Budget

    • Save this column setup and set it as your default if preferred.

  2. Analyzing Facebook Ad Metrics:

    • CPM (Cost Per Thousand Impressions): Aim for below $ 20. New ad accounts may see a high CPM initially, due to lack of data.
    • Frequency: Not highly important on Facebook, but monitor to ensure the frequency isn't too high.
    • CTR (Click-Through Rate) All: A good CTR All is above 2%.
    • CTR Link Click-Through Rate: Aim for at least 1%.
    • CPC (Cost Per Click): This can shed light on whether your ads are engaging.
    • Content Views: Make sure these metrics align with the number of people viewing your website content.
    • Add to Cart: Target a cost per add to cart below $ 20.
    • Checkouts Initiated and Purchases: These metrics should fall within expected baselines.
    • ROAS (Return on Ad Spend): This should indicate if your ad spend is profitable.

TikTok Ad Data Setup and Analysis

  1. Setting Up Columns on TikTok:

    • Navigate to the "Custom Columns" setting.

    • Modify the default settings by removing unnecessary columns.

    • Add the following columns:

      • CPM
      • Frequency
      • CTR
      • CPC
      • View Content Total and Cost
      • Add to Cart Total and Cost
      • Complete Payment Total
      • ROAS
      • Cost Per Purchase
      • Purchase Value
      • Total Cost (Amount Spent)
      • Budget

    • Save this setup and set it as default if preferred.

  2. Analyzing TikTok Ad Metrics:

    • CPM: Keep it under $ 20.
    • CTR: This can be lower than Facebook's CTR, but aim for above 0.41%.
    • CPC: It should be under $ 1.
    • View Content: Check for discrepancies such as users not moving beyond the collection page.
    • Add to Cart, Complete Payments, and ROAS: Similar to Facebook, these metrics should align with your business goals.

Keywords

  • Facebook Ads
  • TikTok Ads
  • Ad Data Analysis
  • CPM
  • CTR
  • CPC
  • ROAS
  • View Content
  • Add to Cart
  • Complete Payment

FAQ

Q1: What is a good CPM on Facebook?

  • Ideally, it should be below $ 20.

Q2: How do I determine if my ad creative is the issue?

  • Check CTRs. If CTR All is below 2% and CTR Link Click is below 1%, the issue might be with the ad creative.

Q3: How do I decide if my product price is the issue on Facebook?

  • Examine the cost per add to cart. If it's higher than $ 20, consider if your product pricing is too high.

Q4: What do I do if my TikTok CTR is low?

  • Ensure that your ad is engaging enough. If CTR is consistently low across different audiences, the ad creative may need to be reworked.

Q5: How accurate is TikTok's data compared to Facebook's?

  • TikTok’s data is relatively more accurate, approximately 90%, compared to Facebook's.

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