Author: Anton Meshcheryakov, targeting specialist
Monitoring the implementation of planned KPIs in advertising campaigns is one of the most significant rituals in promoting a business on social networks.
If one ad account contains several active ad campaigns with a couple of ad groups, then repeated steps to analyze the results take up a little time. It’s another matter when the number of ad groups increases and there are more than ten such campaigns. In this case, it takes much more time to check and analyze the results, and the likelihood of making a mistake increases.
Even an experienced SMM specialist can get confused by all the numbers and diagrams while analyzing data in the Ads Manager ad office.
An SMM specialist needs to analyze any deviations from the implementation of plans and make decisions on changes based on them. That is the only way to influence the effectiveness of campaigns and not to lose the clients’ trust.
For business, it is important to monitor the progress of work to have a reliable picture of the results of advertising campaigns and to be sure that specialists are doing everything exactly as planned.
Often, a marketer on the business side does not have free time to monitor the work of an SMM specialist and analyze it.
How not to get lost among the many numbers and quickly track planned KPIs on Facebook and Instagram
Using the example of working with our client, one of the largest distributing companies of children’s toys in Ukraine, we will show which solutions allow us to monitor from 10 to 60 active advertising campaigns at once.
As a working tool, we use regular Google Sheets with formulas. They help us track KPIs for all active campaigns and data from old launches for specific projects in one file.
Let’s take a closer look at the main columns from our table.
Fig. 1. An example of a table with data for one advertising campaign to promote a series of products
We color the individual columns and cells in our tables with different colors.
As a rule, cells with completed KPIs are highlighted in green. In red, we usually mark lagging or not achieved indicators and that we need to pay attention to them.
Thus, it is more convenient for us to focus on the details and highlight the completed and lagging groups for ourselves based on the results in a specific project.
2. Monitoring budget
The main goal of monitoring is to prevent possible risks associated with the consequences of the redistribution of money within the advertising cabinet after the shutdown or restart of ad groups.
Let’s take a closer look at cost tracking using an example of one of the advertising campaigns:
Fig. 2. An example of cells for monitoring the budget in several ad groups in one campaign
At the start of the promotion, we indicate the size of the budgets for each ad group in separate cells.
To avoid possible errors with budget differences in campaigns, we fill in a separate column with the ratio of currencies, for example.
Using the formulas in the adjacent cells, we fix the percentage of budget realization for comparison with the indicators on the implementation of reach and results in each group:
Fig. 3. An example of a cell with a formula for calculating the realization of the budget in one group
Thus, we do not have to tear between several tabs in browsers, compare the numbers in the Ads Manager dashboard with data from media plans, or write down all changes and calculations in notebooks. In our document, all information about budgets is in one place, and it is easy to read.
In just a couple of clicks, you can add a new line, specify the allocated budget and calculate the total costs for the entire advertising campaign if you need to restart one of the ad groups.
3. Monitoring campaign results
In a similar way, we monitor the results in advertising campaigns – in the columns with plans, we record the predicted KPI data for reach and outcomes (for example, in the campaign from Figure 1, we monitor the number of interactions with advertising publications) and compare them with the actual indicators in the adjacent columns after daily updates.
Fig. 4. An example of highlighting a lagging ad group with a high frequency of impressions and lagging behind the plan in terms of reach
4. Frequency control
The column with the frequency indicator deserves special attention. In Figure 4, we have captured a common situation. In the lowest ad group, impressions exceeded the limit, and the reach percentage lagged behind budget realization. The skyrocketing frequency signals a gradual burnout in our audience, as ads increasingly target the same people.
Comparing these indicators helps us to analyze the current results faster:
- We need less time to select and make edits to the settings of ad groups.
- It is easier to track the dynamics of changes in the results later – we can see all the changes after groups’ optimization.
- Timeline of changes in advertising campaigns
It is difficult for one specialist to remember the sequence of making all the edits in advertising campaigns for each project, not to mention the joint work of several specialists.
You can’t keep track of all the changes, so we recommend that you write down all work on projects on separate tabs in Google Sheets. We have made the most simple and understandable version of the diary for our advertising campaigns, where:
1. We fix the deadline for each change.
With its help, we plan the order of making one or another edit in advance and describe the current work on changes in campaign settings.
2. We describe all the details of the changes.
Fig. 5. Example of a table with the daily chronology of made changes by campaigns
Maintaining such a table takes us up to an hour every day: we work on average with five active advertising campaigns for one product, so the number of hours spent on updating information may vary.
Effective advertising on Instagram and Facebook is impossible without regular tracking of results.
Depending on the goals and the number of advertising campaigns, you can track the required metrics in one place, using ordinary Google tables and formulas. This tool helps to:
- Save time on daily checks and analysis of advertising campaigns.
- Track costs, frequency, and results quickly and error-free across multiple campaigns of different products.
- To prevent possible risks associated with the consequences of the redistribution of money within the cabinet after the shutdown or restart of ad groups.
- Record all work on advertising campaigns.
- Multiple professionals to keep abreast of all changes.