General numbers: > A massive increase in spend - great > Thumb-stop around average, hold rate good, watch time good > Cpm highest in Q4, now rising again, As well as CPC, CTR stable > CPA improved, AOV pretty stable > ROAS over the target with ROAS, why not scale more?

Funnel: Good funnel metrics > great CTR > page loads quickly Room for improvement: > from VC to ATC add more testimonials, trust badges and how to use product > from IC to Purchase highlight shipping and guarantee info add more social proof

Campaigns: 1) TOF Creative test Auto placement, M 18-55, best countries $15 starting budgets > Some ad sets have great results, but the budget wasn’t increased I have some ad accounts where my highest spending campaigns are testing campaigns Keep increasing what’s working

Testing one 1 per ad set Why is that? > FB is pretty good at finding the winner Using the same creative, but a different copy > Copy doesn’t have a high impact > Hooks and thumbnails have a much bigger impact Next step: I would put ads in the same ad set, and not test copies

2) Retargeting Different warm audiences - ATC, IC, website visitors But not excluding each other, so your ATC audience is in both ATC and IC ad set > Either segment them or exclude them Also, 30d and 90d are overlapping as 90d is not excluding 30d > Use only 90d or exclude

How come testing in multiple countries, but retargeting only in the main 4? Ads > not using IG handle and not using post ID (if you need to change UTMs, the ad would be reset) Some ads have random “black screen” thumbnails - missed opportunity No optimization on the ad level

3) TOF Scaling > Some ad set with the exact same settings are duplicated 3 times Why is that, is it a way of scaling? > Some ad sets have only 1 ad per ad set It’s basically hit or miss approach

4) ASC+ > No existing customers are excluded Better to introduce % a cap for buyers and determine for yourself what % of the budget you want going to existing buyers > Great results, but the budget wasn’t increased in the last 7d, how come? Not maximizing efficiency

5) TOF Shotgun Scaling Again same ad set with the same ads duplicate several times The budget is always the same, no matter the performance I'm not a fan of this duplication strategy, but if you are gonna do it, it makes sense to adjust the budget based on the performance

Recap: > Optimization Budget not increased where there’s a chance Not maximizing the efficiency > Testing Not many variations of hooks and thumbnails Launching 1 ad per ad set > Setup Retargeting overlap Duplicate ad set setup ASC - No customers excluded

In total, there weren't many mistakes, but the ones I spotted can really make a difference and unlock the next level of scale. If you are an ecom brand spending at least 50k a month on FB ads, and want the audit of your ad account, DM me.

Do you run a DTC brand and need help scaling your store? 🚀 We'll help you maximize the efficiency of your FB ad account and add an extra 5-6 fig/month WITHOUT any extra ad spend Go here & stop making the same mistake and burning your money on ad spend: https://bit.ly/inspiremarin

@IstvanicMarin Wow that's some varying data right there!

@IstvanicMarin Audits always find hidden gold.

@IstvanicMarin How do you gather the account-wide data for EG Thumb-stop ratio, hold-rate, etc? My brands preformance has been taking a hit over the last couple of months so I'd like to create a very similar document to see how our data has been trending over the last months.

@mackebfan not sure what do you mean just create custom metric, include it in your columns and check the totals at the bottom

@IstvanicMarin What is your take on scaling budget? I suppose he duplicated adset to scale faster.

@matt____9000 He did in a few campaigns, but I don't like that approach. I scale with budget, new audiences, ASC and manual bids.

@IstvanicMarin If you have a winning ad, do you just keep increasing the budget? I currently create a duplicate ad set and ad because I am limited by the fb 20% ad budget increase rule that i was taught in the past. Does this still apply?

@Bostonjoe07 yes, I increase the budget

@IstvanicMarin You've increased your ad budget 6x since Q4, so how have you seen the change in ad performance? CPM is on the rise again after peaking in Q4, so what factors do you think caused this increase? ROAS already exceeded target, so why not scale up your campaign even more?

@IstvanicMarin would love to know your thoughts about the creatives they are using :D

@AbdullahMamun45 can't disclose that sorry

@IstvanicMarin Why did they pull back spend so much in Q4?

@clovrecich they didn't pull it they just started at that time