1. MER is our directional metric Based on the client's needs - it ranges from 20 to 35 That’s the number we first have in mind when optimizing We track it on a monthly basis

Of course, you are here dependent on other traffic sources, meaning > Even if FB is great, but MER is bad, we are not scaling until Google or TT decrease There are some exceptions to this, but MER is the main metric We are an extension of the client's team, and we act that way

2. Shopify a) Revenue The next thing we check is Shopify revenue > First yesterday's numbers to see how the day ended > Then today's numbers to see how are we pacing

b) Conversion rate > We also check CR on a daily basis, just to make sure we are on the right track due to the CR affect on FB Having clients in different timezones makes you track how the store is actually trending to make better decisions

3. FB ROAS + 3rd party tracker ROAS We then check what FB dashboard says + what NB/TW says We check if there’s a discrepancy or if those are aligned The majority of the decision is based on a tracker, but FB can still provide some inputs

We check the difference between 1dc ROAS and 7dc1dv ROAS both in FB and tracker We try to understand if there’s a discrepancy, what caused it > Maybe an email was sent that caused FB to overattribute > Maybe Shopify has some issues so ROAS is bad because of that

When optimizing we are switching between today, the last 3d, and the last 7d of data It’s a good mix of historic and trending data Making decisions is not anymore just one metric It’s a combination of metrics!

We have benchmarks for multiple checkpoints for all the stores we manage, so it’s easy to spot irregularities TL;DR > MER - directional metric (monthly) > Shopify revenue - trending (yday, today) > ROAS - in FB and 3rd party tracker (today)

If you are spending at least 50k a month on your FB ads, and need help with the decision-making and your ad account optimization, shoot me a DM

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@IstvanicMarin these KPIs are 🔑 to scaling 🚀 Most brands don't pay much attention to these

@dtc_alchemist and it doesn't get more simple that this, but this is all you really need

@IstvanicMarin Good thread!

@IstvanicMarin great sharing 👍

@IstvanicMarin @acatillon heavy

@IstvanicMarin Could you please elaborate on the inputs you get from fb Dashboard instead of NB/TW?