if you are an Ecom owner struggling to scale your Facebook ad span here are three crucial kpis that you should be looking to optimize your ads and maximize your efficiency we update these daily and using this tracker for multiple 8 to n figure stores to guide our decision making number one is Mr or marketing efficiency ratio it's our directional metric it tells you what percentage of overall budget you're spending on Advertising while combining all of your channels spend Facebook Google or maybe Tik Tok and Snapchat and what percentage of that budget is compared to your
daily revenue based on the client needs and targets it ranges from 20 to 35 we even have some clients that are okay with M being 50 that's the number we first have in mind when optimizing and we track that number on a monthly basis of course you're here dependent on other traffic sources meaning even if Facebook is great and you're doing Facebook ads but me is bad we are not going to scale because first we need Google or Tik Tok to decrease so we get into position that me is good because business is more important
than a single Channel and we are an extension of a client's team and we act in that way it doesn't make sense to scale one channel if the business is losing money there are some exceptions to this when people are tracking am or acquisition M and they're focused on acquiring new customers but in most cases it's me that is the main metric nordstar metric that we first follow second metric is Shopify when it comes to Shopify numbers we are tracking number one first Revenue basically we check yesterday's numbers to see how the day ended and
then we check today's numbers to see how are we pacing through the day after we check the revenue we check conversion rate daily just to make sure we are on a right track due to the huge impact conversion rate has on Facebook Ross basically if the Ross is down and we see that overall Shopify conversion rate is down okay we're not going to make a problem we are just going to flag it having clients in different time zones makes you track how the store is actually trending to make better decisions so for our Australian clients
we have all the metrics available right away when we wake up other useful metrics in Shopify that I glance every now and then is aov and returning customer rate but those are most ly stable unless you have some big sale events or new product launches that are going to spike up uh the returning customer rates but probably Spike down the aob number three kpi that we are checking is Facebook Ross and third party tracker Ross we check what Facebook dashboard is saying for yesterday and today and what norb or triple V is saying for Facebook
R we usually do that to check if there's a discrepancy or if those are aligned the majority of decision is usually based on the third party tracking software but Facebook can still provide some inputs especially with clients that have server side tracking implemented with the tools like converge which actually is sending more data back to Facebook so you can make decision based on Facebook what I check in Facebook is also the difference between one day click and 7-Day click one day view Ross as well as between Facebook Ross and third Parts tracking Ross I try
to understand if there's a discrepancy and what caused it so a couple of reasons that could cause discrepancy are if an email was sent that caus Facebook ads to over attribute if maybe Shopify has some issues so R Us is bad because General Shopify conversion rate is bad or maybe exclusions were not set up properly so Facebook is going more after existing buyers which is allowing Facebook to claim more view through conversions which are not necessarily incremental and usually not visible in third party tracking softwares when actually optimizing the ad account I'm switching between today
last 3 days and last 7 Days of data but I found out that my sweet spot is today plus last four or 5 days it's a good mix of historic data and the recent Trends you can see that making decisions is not anymore just one metric It's a combination of metric so that's why for each client we have benchmarks and checkpoints for all the stores with that we manage so it's easy to spot irregularities on a daily basis so to recap we track me which which is our directional metric and we track it monthly we
check Shopify revenue and we check that for yesterday and for today and then we check Facebook Ross both in Facebook and in third party tracking soft so this triangulation gives us the best way to actually make decision that are incremental for our client if you are spending at least 50k a month on your Facebook ads and you need help with decision making and your ad account optimization just book a call below if you're not on that level like And subscribe for more useful content like this
