We will start with the basics:
- Conversion
- Cost per conversion
- Unique link clicks
- Cost per unique click
- Unique CTR
- Website purchases
- Cost per website purchase
- Website purchase conversion value
- ROAS
- Relevance score
- Page engagement
- Ad feedback
Primary objective:
- Lead generation
- Webinar Registration
- Sale
- Strategy Session
- Direct to sale
- eCommerce
Target goals:
- Cost per lead (CPL)
- Cost per registration (CPR)
- Cost per sale/acquisition (CPA)
- ROAS (if applicable)
Campaign objective:
- Are you turning campaigns on and off?
- Are you changing objectives?
- Are you running too many campaigns?
- Are you running ads to the same funnel inside different campaigns?
- Are you using campaign level budget?
- Are you running automatic vs. manual bids in the same campaigns?
Adset structure:
- What conversion event is being used?
- Could you be testing one step before the funnel?
- What is your budget strategy?
- Are you spending enough to feed the learning machine 10 conversions/day/adset?
- Are you running continuous or start/stop dates?
- Are you running daily vs lifetime budget?
- PLUS 30 more adset factors most people overlook
On-page elements:
- Is the page branded with a logo and/or business name?
- Does the page include the compliance elements (TOS, privacy, disclaimer, etc)?
- Is the pixel present?
- Is it the right pixel?
- Are the events firing?
- Are you using custom conversions?
- Are you using standard events?
- Do you have multiple events throughout the funnel?
- and more...
Creative/Funnel Messaging:
- Is it obvious who the ideal audience/customer is?
- Is it obvious the pain/problem their audience is facing?
- Is it obvious how they solve that pain/problem?
- Is it obvious the benefit you're promising?
- Is there any risk reversal/guarantee?
- Is the landing page congruent with the ad?
- and so much more...