If you’ve been running ads for a while now, you’ll know that sometimes ad performance can tank overnight (The most annoying thing to wake up to, btw).
Whenever I want to analyze an ad more in depth, particularly if the performance has tanked on a previously well-performing ad, I use delivery insights.
Delivery insights is a tool you can use if your ad has over 500 impressions not including the stats of the current day. So it’s especially useful when you’re reusing an older ad.
Once you have 500 impressions, drag your cursor over to where it says active and there should be a pop up. When I access delivery insights there are 3 main things that I focus on.
The first is audience saturation.
When you are running a prospection ad set, you don’t want a lot of people to see your ads more than once. With this insight, you can see how many people have seen your ad twice, and how many people you have reached in your audience.
A high first impression ratio means many people seeing your ad are seeing it for the first time. If it’s too high, then your ratio is likely too high for a prospection audience and is causing poor performance. Hence, why it tanked overnight.
The second metric I look at is auction overlap.
Auction overlap is when you have two ad sets targeting a similar audience causing you to be in the auction twice. Facebook does prevent this by taking out the lower performing ad set to ensure you aren’t bidding against yourself (costing you more money).
But this is still something you want to avoid. I try to keep my audience overlap below 25% so that Facebook doesn’t have to make the decision on what ad set goes into the auction. Once you leave that choice up to FB, it has a 50/50 chance to put the worse ad out to the audience and the better ad out of the auction.
The last metric I pay attention to is auction competition.
This will show you if you have a spike in competition from people buying media in your audience. Very important to check on this if your performance tanks suddenly. Most of the time, this will be the reason for sudden bad performance. However, as long as the number is below 20%, you should be fine.
So if you wake up in the morning to see a failing ad – Check out your delivery insights. It will show you exactly what went wrong and with that… then you can fix it ezpz.
Keep this in mind as you experience the ups and downs that are common with Facebook ads (it will come around).