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E-commerce

Facebook Cost Per Conversion Report

The REAL Facebook Ads Cost Per Conversion Report

By | E-commerce, Facebook | No Comments

If you’re using Facebook Ads to generate leads or sales, then I’m tipping you keep a close eye on your cost per conversion. And if you’re running Conversion Optimised campaigns, it’s pretty easy to keep a handle on your cost per conversion.

By default, you’ll see reports like these in Facebook Ads Manager:

Facebook Ads cost per conversion report

Typical Facebook Ads cost per conversion report

In the example I’m using above I’m tracking purchases in a Conversion Optimised campaign so one would assume that we’re seeing direct conversions from our ads.

But what many Facebook advertisers don’t realise is that Facebook tracks view through conversions by default.

So ever if someone sees your ad, doesn’t click on it but, for example, clicks on an email you send or an AdWords ad, they still record a conversion.

If you want to see direct click through conversions, there’s a report for that…

If you want to see direct click through conversions, from Facebook Ads manager, click on the Columns drop down menu and click Customise Columns.

Facebook Ads Report Customise Dropdown

Select the Attribution Window of your choice. For e-commerce campaigns, I like to see how many conversions I’ve had within 24 hours of clicking, so I usually look at “After Clicking Ads – 1 day”.

Facebook Ads attribution window

Now you can see how cost per conversion differs:

cost per conversion facebook ads

As you can see, cost per conversion is more than doubled when we look at the 1 day click attribution window.

If you’re doing email marketing campaigns, and using Custom Audiences to promote you Facebook ads to the same list, you will see a significant difference between the default Cost Per Purchase and the 1 day click through conversion.

 

How to use Facebook Carousel Ads for E-Commerce Product Research

By | E-commerce | No Comments

If you’re running an E-commerce website, or contemplating it, and wondering what products you should stock, here’s a method you can use to test new product ideas.

Recently I headed over to Europe on a business trip and was inclined to invest in some new carry on luggage. Something that would fit my laptop as well as the extra other bits and pieces you take with you on a long flight. My old grubby backpack just wouldn’t provide the protection I wanted for my laptop.

The exercise of finding a suitable carry on bag got my e-commerce juices flowing; could one setup a niche website dedicated to selling carry on luggage and market it via Facebook Ads? From my experience trying to find a decent bag in a short space of time, I could see that the margins could be good.

Hence I decided to test the premise, without setting up a full blown e-commerce store and without spending hundreds of dollars importing products from China.

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