Marin.Istvanic

Uncover the wild side of WEIRD Facebook ad account audits with me!

After auditing over 100 audits this &amp; past year, I've captured 18 of the most bizarre ones.

You are gonna launch ot this, I promise.
[UPDATED VERSION]

Check them now:

> One guy told me that his looking just today's data/results when optimizing the ad account

Basically, no matter what the performance was previously, if it's bad today, he'll decrease the budget

If it's terrible for 5 days, but today is great, he'll increase

I call him day tr

&gt; During an onboarding call, I asked one client what is his target ROAS

He said he thinks 8 could be nice (he had ROAS of 3 atm)

I asked why 8, and what's his Breakeven ROAS

He said he doesn't know

When I calculated that for him, I realized his BE ROAS was 1.5...

> During the audit, I realized that one guy increased budget 5x in 7 days on his ASC campaign, which looked amazing on FB

but when I checked his Audience segment breakdown, I noticed 70% of the budget was going to Existing customers, out of which, most were view sales

While his ma

&gt; One guy told me his main KPI is NC ROAS

But he was using an exclusion audience that was manually uploaded 3 years ago

So basically, he thought he was excluding his list of buyers, but he actually was excluding just 600 people that he initially uploaded

> During a consulting session, one guy told me FB doesn't want to spend his money despite his high budget

When he shared the screen, I noticed he set a Cost Cap of $10, while his AOV was over $100

He just thought CC is some magical number FB will always get you sales for, no ma

> One girl had success with her product organically, getting sales mostly from under 18 audience

When she launched the ads, CPMs were super cheap, but CR was terribly low

I couldn't explain to her that she can't expect a high CR for that audience

Her disappointment was huge as sh

> One guy told me that his ROAS is higher than his MER despite him not running any other channel

I told him that's impossible

When I checked his ad account, I noticed all sales were coming in pairs - 2, 6, 10, 14, etc.

When I checked the breakdown per hour, I noticed all sales we

&gt; There's one ad account that had a predetermined lifetime budget per monthly campaign

basically:
Aug - 80k
Sep - 100k
Oct - 100k

No matter the performance, the campaign was turned off on the last day of the month, and a new one is relaunched (often with the same ads)

&gt; One guy told me he didn't have the time to check the ad account for more than a month

What's even crazier, the results were somewhat okay considering nobody touched anything for such a long time

&gt;One guy told me he turns off all of his campaigns at 11am

He saw that performance was better in the morning, and he just kept ads active in the morning

Not even using dayparting, but just manually turning them off

He was surprised when I told him my ads are always active

&gt; One guy had all of the ad sets on a $20 budget, no matter the results

When I asked why, he told me that someone told him that increasing budgets is gonna mess up the results

And the guy was spending around 2-3k a day

Do some math to calculate the number of active ad sets...

&gt; One guy told me that he's not adding NEW ads unless he turns off some other existing ad

Basically, he had a fixed number of ads in the ad account he wanted active and that's it

I believe the number was around 10-20-30

&gt; One girl had a ROAS of 14

When I checked the breakdown by attribution setting, over 90% of sales were coming from a view-through conversion

They didn't even know what that meant

They had a super strong organic presence and community, which was driving the conversions

> One guy launched his own campaign in the middle of our account management and reached out to tell me he created a better campaign

I asked what he meant, and he said that he brought down the CPC to under $0.2 compared to our over $1

It turned out he launched a Traffic ca

&gt; When I asked one guy to provide me access so I could do the audit, he said he couldn't, as he didn't have access to it

His agency is the owner of the account, and he never SAW anything that's happening there

They just send monthly reports to him and that's it

Major red flag

&gt; One guy had over 50 campaigns

In each campaign, only 1 ad set

In each ad set, only 1 ad

ALWAYS

Talk about not trusting FB to properly distribute the budget...

&gt; One guy told me that his ASC is crushing

When I checked the % cap for existing buyers, it wasn't even set

And ASC had ROAS for existing customers over 10, and for new customers under 1

Imagine his facial expression when I explained to him why that's not a good thing

&gt; One girl had 6 ad accounts, in total spending 4k

When I asked why, she said that her media buyer told her he couldn't scale differently, that he needed even more ad accounts to scale

Do I need to mention that all of those accounts could be part of just 3-4 campaigns...

If you want someone to check your ad account to make sure you are not making dumb mistakes like this, shoot me a DM.

&gt; During the audit, I realized that one guy increased budget 5x in 7 days on his ASC campaign, which looked amazing on FB

but when I checked his Audience segment breakdown, I noticed 70% of the budget was going to Existing customers, out of which, most were view sales

While his