Inspect the Facebook announcements of the tool: what is and how to use it

The secret to analyze your Facebook ads: inspect the tool guide

Hi Marketer! Today, we will talk about a function present in each advertising account, designed by Facebook to allow each advertiser to analyze the performances of its in -depth campaigns.

And not, before drawing precipitated conclusions, we are not talking about parameters such as CPA, CPL and unique CTRS, but «secondary» data which can really give us a 360 degree view of what is happening within our business manager.

Are you ready? Let’s start!

Now 3 years ago, Facebook launched «delivery information» to allow all advertisers of the platform to consult data in depth on all the factors related to the performance of our various publications.

Recently, all of this information was moved to the «Inspectful tool», giving this extreme section.

What is the Facebook inspection tool

If you have never heard of the inspect tool, you should know that it is easily displayed in terms of ad: with a set of selected ads, you actually need to click on the magnification glass icon to enter the analytical dashboard directly. (as indicated down)

The graphics and trends related to Adset will be displayed at the click. This information will help you diagnose different problems that can afflict your campaign, for example: the overlap of the public, the fatigue and the characteristics of the auction (but does not end here.)

We would like to clarify that, for the moment, the inspection tool is only available for the following objectives: E

• Traffic
• Installation of the application
• Lead generation
• Conversions

Instead, it is not possible to see it for:

• Dynamic ads
• Dynamic creative optimization
• From the test

Let us now see in detail all the possible analyzes that we can perform thanks to this «secret» tool: p

Auction competition on Facebook ads

As many know, Facebook advertisements work via a auction systemThis means that if more advertisers target the same audience, an auction system will intervene to establish who and how this public can reach the most efficient way.

It is easy to imagine how, a higher competition leads to a cost greater than our advertisements.

This is the reason why in crucial periods such as Black Friday and all Christmas holidays, the cost of Facebook advertisements is much higher than usual.

More expensive auctions can lead to higher conversion costs for companies and individuals, but there are several ways to prevent this from happening, such as the adequate list of preparing Friday preparation and tightening it with a recimbing and an e -mail – this will help us not to waste the budget and not to conclude with all the other advertisers who are looking for new customers » CPMS are currently.

NB It is only a way to intelligently exploit traffic in a highest point of the year – if you need advice to maximize income from your electronic commerce or to give your generation of lead – Contact us

The image above makes us very clearly understand the percentage of competition from a certain auction, Facebook generally considers each value greater than 20% as «high competition»

The part indicated in light yellow determines the famous «learning phase», while the number «13» indicates the number of modifications made in this ADSET from the moment of its creation.

This graph also manages to make a comparison between the CPA and the level of competition, helping us to understand if there is a correlation.

In the example chosen, the competition and the CPA were higher during the learning phase.

This makes us understand how important it is to bring out our Adset from the learning phase and be patient before turning it completely and declaring it not to work.

Public saturation

The graph of public saturation allows us to understand if the famous phenomenon of advertising fatigue helps to reduce our performance.

For those who do not know it, the announcement of fatigue consists of a clear drop in performance (according to our goal) which afflicts the announcements which have been online for a long time and which now bored our audience, due to the high number of times when our advertisement has been displayed.

This view allows us to compare CPA with frequency (n. From the moment when a user has seen the announcements) over time.

Printing time report

According to our example, we do not see a correlation between these two factors, it is because the chosen public is very important and will need a lot of time and budget to reach saturation.

From the inspecting tool, you can also examine the «printing ratio for the first time» and compare it directly to your CPA. The first time the printing ratio indicates the percentage of users who saw advertising for the first time in a certain period.

The higher it, the more the «virgin» of our communication is cool and «virgin», the more we will be sure that our audience will be up to saturation.

According to the graph, we see that the coverage develops constantly, it makes us understand that the public is fresh and that it continues to grind the «new viewers» of our ads.

The public has reached the ratio

The ratio reaches the public, on the other hand, is very interesting because it shows us with a percentage of value that the quantity of audiences obtained by advertisements, very useful for understanding the size of the public and how much it would still lack for possible fatigue.

In this example, we can see that this percentage is very weak, clearly this insertion group still has a long life ahead of itself.

Overlap (overlap) of the auctions

If in your business manager, there are several Adsets that aim for the same audience, you could run the risk of competing against yourself, with the auction function that we will examine this point exactly.

The overlap of the stems does not only occur when the same audience is maintained, but this could occur even when different audiences finish containing irreparab to contain the same users.

Here is an example: you can have an auction overlap for a personalized audience taken from your newsletter and an audience made up of interactions on your business’s Facebook page.

Do not worry, however: a little overlap is sometimes inevitable, our advice is to always exclude, at the Adset level, the other public used in the countryside (or in other campaigns) this will allow you to be as surgical as possible in targeting.

In the example above, we see a small peak of overlap at the end of the graph, this may be due to the activation of other advertisements on the same audience.

Bonus advice: If you click on «Show additional information», you will find an ADSET list with the highest auction assistance, from this screen, you can make decisions on which Adset is deactivated to improve overall performance.

Historical changes

Last point but no less important, at the end of the list, you will find this function which shows us all the modifications made to an ADSET.

This helps us keep the historian under control (especially if the account is managed by several people – or by the customer himself: p)

Note: a change will only be drawn if it obliges Adset to return to the learning phase.

Preview

The excess function, as we see in the image, acts as a summary for all our objectives / details to which we must pay attention.

These are some of the useful data provided to us:

• Cost per action
• Number of optimized shares
• Amount spent
• Reach
• Printing ratio for the first time
• Auction rate of auction rate

The thing is beautiful, it is that we can see them even only, we simply make the data we want to be bursting and voila! We will isolate metric in the graph for a more detailed analysis.

This «global» vision helps us to find a possible cause of a possible decrease in the performance of our campaigns.

And you? Did you know or use the Inspect Tool function in your advertising account on Facebook ads?

Let us know in the comments!

See!