How do you read campaign results to know what to fix?
A single number tells you nothing until you compare it with the KPIs you set in M5. Module M8 reads 5 core metrics: reach cost, click-through rate, cost per click, cost per result and ROAS. It then maps each symptom to a funnel layer to show which module to go back to, instead of fixing things at random.
- 5 core metrics
- CPM, CTR, CPC, CPA, ROAS
- Compared against
- The KPIs from M5
- Output
- A diagnosis map
What M8 solves
- You can't read the numbers. You see a cost per result but can't judge it, because you have no target to compare it with.
- You fix the wrong thing. For example, the click-through rate is low but you raise the budget, so you spend more on a creative that doesn't work yet.
- You get zero results even though you have clicks, which is usually a tracking problem, not a lack of demand.
What you'll do in this module
- 1
Read the 5 core metrics against target
Look at every metric against the KPIs you set, never at numbers in isolation.
- 2
Map symptoms to funnel layers
Work out whether the problem is in the top layer where people don't click, or the bottom layer where they click but don't convert.
- 3
Point to the module to revisit
Send each symptom to the module that actually fixes the cause, instead of trial and error.
The M8 prompt
This module's prompt is part of the Skill File that students receive when they finish the course, because it only works properly together with the output of the earlier modules.
Right now, 3 modules that work on their own are free to use: M1 Business analysis, M3 Competitor analysis and M10 Tracking check
FAQ
My reach cost is high. Where should I fix it?
It's usually an audience or auction competition issue. Go back to M4 Strategy or M7 Launch, especially for ad sets that overlap each other.
My click-through rate is low. Where should I fix it?
It's a sign that the creative isn't catching attention. Go back to M6 to change the hook or add new pieces. Don't raise the budget.
I have clicks but zero results. What should I do?
Suspect tracking first. Check in M10 that your events fire correctly. If tracking is fine, then look at the landing page in M2.
What cost per result counts as good?
There's no universal number, because it depends on each business's profit per order. The same number can be great for one business and a loss for another. The answer comes from the CAC ceiling and KPIs you calculated in M5.
How often should I check the dashboard?
Check it every day for 5 to 10 minutes to confirm the system is working and there are no errors, but make real adjustment decisions in cycles of 3 to 7 days, because daily data swings too much to draw conclusions from.