BreakdownsBreakdown is a technique to get insights into your advert efficiency associated to time, supply, motion, or dynamic artistic aspect. Extra could be the most useful and underutilized characteristic in Adverts Supervisor. When you’ve used it, you perceive it’s one thing you possibly can’t do with out. The issue is that so many advertisers don’t even understand it exists.
You could find the Breakdowns dropdown menu between Columns and Reviews on the best aspect of Adverts Supervisor. Observe that breakdowns are additionally present in Advert Reviews, however we’ll deal with how they’re utilized in Adverts Supervisor right here.
The six classes of breakdowns:
- Time
- Demographics
- Geography
- Supply
- Motion
- Dynamic Inventive Component
You’ll solely see the Dynamic Inventive Component breakdown class when contained in the Adverts view.
Let’s undergo every of those breakdown classes. In every case, we’ll stroll by way of what is offered and a minimum of one particular method you may use it.
By Time
Breakdown Choices
Description
When utilized, you’re going to get further rows for every day, week, two weeks, or month.
Examples
These breakdowns are useful for understanding tendencies. Should you look solely at your total outcomes, it could be tough to identify how one thing is doing proper now. If a marketing campaign hasn’t been operating for very lengthy, chances are you’ll need to breakdown by day to get a way of how efficiency is trending. For longer operating campaignsThe marketing campaign is the inspiration of your Fb advert. That is the place you may set an promoting goal, which defines what you need your advert to attain. Extra, you possibly can breakdown by week, two weeks, or month.
Within the instance above, Price Per Lead is steadily rising each week.
By Demographics
Breakdown Choices:
- Age
- Gender
- Age and Gender
- ViewersThat is the group of people that can probably see your adverts. You assist affect this by adjusting age, gender, location, detailed concentrating on (pursuits and behaviors), customized audiences, and extra. Extra Kind
Description
Generate further rows to isolate efficiency by age and gender (or a mixture of age and gender). Viewers Kind is restricted to Benefit+ Buying Campaigns (new vs. current clients).
Examples
Whenever you run Benefit+ Buying Campaigns, you should have the choice of setting an Current Buyer FundsA finances is an quantity you are prepared to spend in your Fb campaigns or advert units on a every day or lifetime foundation. Extra Cap. Through the use of the Viewers Kind breakdown, you may get a clearer image of how your adverts are performing for present and new clients. Based mostly on these outcomes, chances are you’ll regulate the cap.
Breaking down by age, gender, or age and gender is fascinating from a analysis perspective. However, what I wouldn’t do is let it’s motivation to micromanage your concentrating on. There was a time when that will make sense. However now, the algorithm ought to regulate robotically based mostly on outcomes.
By Geography
Breakdown Choices:
- Nation
- Nation and Viewers Kind
- Area
- Enterprise Areas
- DMA Area
Description
Add a separate row for every nation or area. The Nation and Viewers Kind is related solely to Benefit+ Buying Campaigns and refers to present and new clients by nation.
Examples
This may be particularly useful when operating adverts to a number of nations. Is most of your finances getting spent in a single nation? Are most of your outcomes coming from one nation? Breakdown by nation to search out out.
Because of this it’s best to think about grouping nations by comparable CPM, particularly in order for you distribution by nation to be principally constant. In any other case, the algorithm will typically spend most of your finances within the nations that can get you probably the most impressionsImpressions are the variety of instances your adverts had been exhibited to your target market. Impressions aren’t counted whether it is detected they got here from bots. Extra.
By Supply
Breakdown Choices:
- PlacementA placement is a location the place your advert is proven. Examples embody Fb’s cellular Feed, Messenger, Instagram feed, Viewers Community, right-hand column, and extra. Extra
- Platform
- Time of Day (advert account time zone)
- Time of Day (viewer’s time zone)
- Impression System
- Platform and System
- Placement and System
- Media Kind
- Product ID
Description
Primarily for isolating efficiency by placement and platform, but in addition related for catalog adverts (Product ID).
Examples
The first method that I exploit this breakdown class is by placement to pinpoint potential distribution issues. Should you’re optimizing for an motion apart from some sort of conversion, sure placements might need weaknesses that lead to high-volume, low-quality actions. Due to that, the algorithm could spend nearly all of your finances there to get you as lots of these actions as doable.
Should you optimize for hyperlink clicksThe hyperlink click on metric measures all clicks on hyperlinks that drive customers to properties on and off of Fb. Extra or touchdown web page viewsTouchdown Web page View is a Fb adverts metric that represents when folks land in your vacation spot URL after clicking a hyperlink in your advert. Extra, you’ll possible see this with Viewers Community. It is going to lead to unintended clicks, bots, and click on fraud (previous to detection) that offers you low-cost, however low-quality outcomes.
One other instance is Viewers Community Rewarded Video when optimizing for ThruPlay. Customers are incentivized to look at your video with a purpose to get one thing in return. You might assume watching extra of your video means they’re truly all for your product, however that’s typically not the case.
By Motion
Breakdown Choices:
- Conversion System
- CarouselA carousel means that you can show two or extra scrollable pictures or movies in the identical advert, with the flexibility to hyperlink every to a special URL. Extra Card
- Vacation spot
- Submit Response Kind
- Model
- Class
- Video Sound
- Video View Kind
- On the spot Expertise Element
Description
There are a couple of use instances for the Motion class of breakdowns. Should you run carousel adverts, you may get a greater sense of which card folks interact with. Submit Response Kind generates rows for every sort of response. Vacation spot signifies what hyperlink was clicked (if a number of had been offered) to go to your properties. Model and Class are helpful for catalog adverts. Video Sound and Video View Kind breakdown the standard of video engagement. And On the spot Expertise Element allow you to perceive which objects in your On the spot Expertise are driving engagement.
Examples
A lot of choices right here, however let’s deal with a pair.
First, chances are you’ll know that your adverts are producing a lot of reactions as a result of you have got a column for that. However, are these optimistic or adverse reactions? A breakdown may make clear.
What could be nice is that if we may see how purchases and different actions breakdown by response sort, however that info isn’t obtainable.
Video Sound and Video View Kind are nice for getting a greater sense of how folks interact together with your movies — past merely how a lot of your video they watched.
Was your video watched with sound on or off?
This additionally helps formulate a technique associated to captions or ensuring the video sends the supposed message with out sound if this proportion is excessive.
Video View Kind breaks down how many individuals clicked to look at your video, which may present a better stage of engagement.
By Dynamic Inventive Component
Breakdown Choices:
- Picture, Video, and Slideshow
- Textual content
- Headline (Advert Settings)
- Description
- Name to MotionA call-to-action is a button or hyperlink in your advert that means the motion you need your viewers to take. Examples: “Study Extra” or “Signal Up.” Extra
- Web site URL
Description
Add rows based mostly on variable parts in an advert.
Examples
This breakdown was created particularly for Dynamic Inventive, which lets you present as much as 36 artistic parts for Meta to experiment with. I didn’t understand till just lately that these breakdowns additionally work when utilizing different sorts of artistic optimization.
For instance, in case you create an advert with a number of textual content choices, you possibly can breakdown by Textual content to see how finances is distributed and every variation performs.
You are able to do the identical factor for any of the advert artistic parts. However, I’d specific some warning concerning how you utilize this.
For probably the most half, this must be for informational functions solely. It can be used to assist perceive what performs greatest with the intention to apply it to future adverts. However, I wouldn’t use it to dissect a present advert and attempt to override what Meta is and isn’t displaying.
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