Facebook Event Analysis

facebook Tutorial

Leverage Oribi's Events to Analyze & Optimize Your Facebook Ad Set Performance

Leverage Oribi's Events to Analyze & Optimize Your Facebook Ad Set Performance
Finding the right targeting is crucial for creating successful Facebook campaigns. It’s usually a combination of the best performing audience (Lookalikes, interests, or both), together with Facebook’s targeting options: the right placement, devices, gender, age group, and countries.
Exporting events from Oribi to use them side-by-side with Facebook’s breakdowns will help you in choosing the right settings for better ad sets.

Use Cases For When to Employ Oribi’s Events:

  • Analyzing the main goal that is not the ad set objective. When creating a new ad set, you define an objective. Facebook will optimize the ad set based on that and automatically target the right audience. However, this works only if the conversion selected occurs at least 50 times/week per ad set. It can be challenging to reach these numbers. Using the breakdowns with an exported event will enable you to manually optimize the ad set.
  • Optimizing an ad set in the learning phase or after some edits. Facebook’s algorithm optimizes ad sets based on the conversion. This can take a few days. Using the breakdowns together with an exported event, you will be able to more quickly see what works and change what doesn’t. For example, you might see that visitors coming from Facebook are much more likely to buy than visitors coming from Instagram, and can right away allocate your budget accordingly.
  • Analyze different events and optimize your campaigns based on the breakdowns. While Facebook enables you to select only one event as the ad set objective, there are other important events on your website. For example, your objective may be ‘signups’, but you’re also interested in visitors scheduling a demo. Using the breakdowns, you can analyze both events and optimize the campaigns accordingly. In some cases, it will also help you optimize your website.

How to Optimize Campaigns Using Oribi’s Events

Step 1:
Set your key actions as Magic Events in Oribi.
Choose the events you want to export to Facebook. This can be any of your key business goals. For example, an online shop’s main goal is for their visitors to purchase, but it can also be for them to create an account, subscribe to the newsletter, or add items to their cart.
Step 2:
Export events to Facebook.
Once Oribi is connected to your Facebook Ads account, you can export any Magic Event in Oribi under Manage Magic Events. Here’s a step-by-step guide.
Step 3:
Add the events to Facebook’s Main View.
1. In your Facebook Ads Manager, open the Columns dropdown and choose Customize Columns….
Facebook Event Analysis - customize columns
2. Select Custom Conversions from the sidebar of the popup.
Facebook Event Analysis - custom conversions
3. Choose the conversion you want to analyze and choose to see the Total count and the Cost.
Facebook Event Analysis - customize columns select
4. Click Apply.
Facebook Event Analysis - apply changes
Step 4:
Start analyzing breakdowns.
1. In your Facebook Ads Manager, choose the breakdown you would like to see for any campaign, ad set, or ad.
Facebook Event Analysis - By Delivery
2. Explore one breakdown at a time. Take a look at the cost per event for each segment. You’ll probably spot some segments where the cost per conversion is much higher than the average. Try to exclude these segments. For example, if you see that the cost per conversion of visitors under 25 is 2x higher than the average, redefine your ad sets to only target visitors who are 25 and older.

Best Practice: General & Breakdowns

  • Make sure you don’t base decisions on a low conversion count. For example, you have 200 conversions from mobile and only 3 conversions from desktop, which cost 2x less. The count of your desktop conversions is too low to decide on turning off mobile ads. Check other ad sets and try reaching a high enough volume first.
  • Only exclude audiences with results far from the average cost. Facebook campaigns usually work best when targeting a large audience. When you get too specific, such as a small age group using a specific device, Facebook’s algorithm will probably stop working quickly and won’t drive good results. Use the Breakdowns analysis to remove the outliers.
  • Try to analyze all Breakdowns together and apply all changes at once. Facebook ad sets are sensitive to changes and we recommend not editing them too often. Try to make a few changes at once rather than editing the ad set every other day.

Here are the main breakdowns we suggest exploring:
  • Age. See if there are age groups that underperform and change your age targeting accordingly.
  • Country and Region. Check the cost per conversion for each country and/or region, and see if it’s more effective to allocate more budget to specific countries.
  • Placements. Facebook offers multiple placements for your ads: Facebook feed, Instagram feed, messenger, audience network, and many more. In many cases, you’ll discover that some placements hardly drive any results or are too pricey. You can eliminate placements from your campaigns.
  • Platform & Device. This breakdown can be a bit tricky. While you might see better results coming from desktop, excluding mobile visitors can result in too small of an audience, which does not perform well. You will probably see major changes between iOS and Android. If you’re advertising exclusively on mobile, it’s easy to target only one of them. However, if you advertise on desktop as well, your mobile count is probably too small to exclude one platform. Try excluding interests which represent these audiences instead.
Under detailed targeting - behaviors -> mobile device users - you can find certain categories which will help you exclude iOS/Android users.