General numbers: > Spend consistent around 4k except April & May scaled during that period because of seasonality > Video Thumb stop dropping, but still above the average Hold-rate dropping, now it's below the average Watch time average

> Traffic CPM stable, CPC and CTR are currently good probably due to the seasonality? > Conversions cATC stable, CPA improved FB ROAS seems great in FB, but TW doesn’t reflect that Blended still seems fine AOV stable, CR improved 15-20% view-through conversion - too high

Campaigns: 1) ABO Testing > 25-65, US, all genders, Auto placement, 7dc1dv Broad, excluding only the purchase of 60d How come no buyers as well? > Ads Same ad copy and headline and 8 different variations of an ad Mostly different hook Good approach

> Ad copy is just 1 line Did you test any other, longer ones? > In all 8 variations always the same thumbnail It could have a massive impact on the performance, especially since the thumbnail was chosen randomly, and it's not showing the product or problem or benefit

2) ASC+ CBO ASC can’t be CBO, so this is wrong labeling 0% purchase exclusion - great > Bad optimization There are some ads that are bad both on FB and TW that need to be turned off Maximizing efficiency is not just scaling, it's also cutting down the losers

3) ASC Shop No customer cap - how come? > Ads not using post ID - Massive mistake The same ad is gathering its own social proof, it’s starting from scratch, both in FB and in users' eyes This is happening for every ad of yours in a different ad set, making your CPC go up

4) CBO scaling > Can’t understand the optimization Some things are bad on FB & TW is still active - makes no sense > CBO not great in maximizing efficiency 2nd highest spending, but worst in terms of results either so ABO or optimize properly

Recap of mistakes: > No post ID > No congruent exclusions > No proper testing framework > The budget is not aligned with the performance > Not great optimization

Recap of opportunities: > Interests with winning ads > Proper retargeting setup > DABA - Great for a multiple SKU store like yours > Thumbnail testing for unlocking additional scale > Isolating IG story and reel as it's your best placement

Funnel analysis: > Good CTR, page loads fast > People checking 3.7 pages on average Every click on a different variant loads a new PDP > Low % of people add to the cart Create “fake” discounts - show them how much would they save No bullet point benefits or trust badges

If you are an ecom brand spending at least 50k a month on FB ads, and want a custom audit of your brand, funnel, and ad account, so you can scale your store, send me DM.

@IstvanicMarin Why do you track all these creative metrics? What are they supposed to tell you?

@TaylorHoliday because I want to see if there's a correlation between those creative metrics and performance

@IstvanicMarin This seems like a lot of numbers to track. Is it needed? What 2 or 3 things are you looking at

@iamshackelford ROAS is always number 1 we are not tracking all of these numbers on a daily basis for our clients, they help to paint the picture and give a context when doing the audit MER, nCPA, and CR & AOV is something I track on a daily basis for clients

@IstvanicMarin Thx

@IstvanicMarin how was he profitable with these super high CPAs? is it because of repeat purchases later down the road?

@HarshitTaneja18 that + amazing margins

@IstvanicMarin Honesty/vulnerability time Seeing something like this with just FULL of numbers scare/is overhwhealming to me Math ain’t mathing I’m not afraid to say I’m trying to improve on this. I may not know everything 100% but I WILL TRY WITH MY ALL AND DO MY BEST EVERY TIME

@IstvanicMarin A $30+ CPM is absolutely insane. I guarantee they have a horrible account structure.

@gogomarketer they don't Have you ever run ads for Skincare or supplements in the US? CPM doesn't depend on the account structure but on your niche, competition, and messaging.

@IstvanicMarin It’s quite impressive to get decent results with such inflated Ad costs. FB is really getting more and more expensive 😱$30+ CPM 😳 With programmatic advertising, you can target context relevant video streams outside of social media, and buy video ads for 10x cheaper. I know

@IstvanicMarin Hey Marin. Thanks for your content. Could you explain how you take over an ad account that has already spent quite a bit of money without turning it upside down. Do you cut all the old campaigns to activate yours? Do you gradually reduce the budget of the old campaigns?

@IstvanicMarin CPA is so high for such a low AOV. The CR% is great, why not test the product at a higher price point? Unless the LTV is amazing or they have a subscription model, they are emorraging money.