Auditing a Meta Ads account is essential for any marketer looking to optimize their advertising strategy on platforms like Facebook and Instagram. In this step-by-step guide, we'll effectively explore the comprehensive audit approach to a Meta Ads account.
To perform the audit we need:
View-level access to the FB ad account and 3rd party tracker GA/TripleWhale/NorthbeamTarget ROAS to evaluate the current decision-making process
Share our Business Manager ID, and the client add us as a partner
If it's an individual account, request an employee to their BM
→ Collect the last 2 yrs’ data via Meta Custom Reports
→ We want to track the following
MonthFB Ad SpendPurchasesRevenueROASCVR%AOVCPPCPMCPCCTRImpressionsLink clicks
The end output with data will look like the following:
<aside>🔟 Grab The Template Here
Compare KPIs vs. Peers with Varos
Start by examining the overall structure of the ad account. Key aspects to consider include:
One example of an ideal campaign structure:
Evaluating the optimization efforts helps in understanding how the budget is managed:
Ad Creative testing is critical for improving ad performance. Points to check include:
A thorough analysis of the ads can reveal a lot about their effectiveness:
Understanding the customer journey is crucial. Key aspects to analyze:
A) If the ATC rate is too low:
→ Possibly ad is being served to low intent audience.
→ Users are being sent to the homepage or collection page, instead of PDP or the key page directly
→ Use Persuasive Ad Content
→ Enhance PDP Content: Provide detailed, attractive product information on PDP.
B) If the Abandoned Cart Rate is too low:
→ Streamline Checkout Process: Simplify steps and reduce checkout complexity.→ Offer Multiple Payment Options: Include diverse, convenient payment methods.→ Ensure Mobile-Friendly Experience: Optimize for seamless mobile transactions.→ Provide Clear Shipping Information: Display shipping costs and times upfront.→ Implement Cart Reminder Notifications: Use email or SMS for cart reminders.
C**) If the Checkout Rate is too low:**
→ Optimize Payment Security: Enhance and highlight security features for trust.
→ Reduce Checkout Steps: Simplify the checkout process with fewer steps.
→ Address Hidden Costs: Clearly state all costs upfront to avoid surprises.
→ Auto-apply discount code or make the process easier with the available discount codes (if any applicable)
→ Offer Guest Checkout Option: Allow purchases without mandatory account creation.
This tool can be instrumental for new creative tests:
<aside>🔟 Use the calculator here.
Conclude the audit with:
<aside>🔟 Grab This 50+ point Meta Audit Checklist here.
ConclusionAuditing a Meta Ads account involves a detailed examination of various components, from campaign structure to individual ad performance.
By following these steps, marketers can gain a deeper understanding of their ad account's strengths and weaknesses, enabling them to make informed decisions for optimization and scaling.