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Gold Part 8/14 Facebook Case Study.

Discussion in 'Guides, Case Studies and Tutorials' started by williamrs, Dec 8, 2014.

  1. williamrs

    williamrs Service Manager Service Manager affiliate

    PART 8


    Tracking campaigns is usually something that many beginners struggle with. They don't understand what they have to monitor, what tools to use, how to set up those tools, etc...

    So, in this short chapter I'll try to answer the most common questions about tracking on Facebook and provide you with simple steps for monitoring your campaigns.

    That said, the very first thing you have to understand is what metrics you're supposed to control.

    CTR of the ads

    The CTR of your ads will determine your CPC. The higher your CTR the lower your CPC. Facebook does it for several reasons, but the main ones are the fact that ads that get more clicks are probably more interesting for the users and also because Facebook makes more money with those ads (if you're paying per click, the more clicks you get the more money Zuck pockets). So, Facebook always rewards ads that have a higher CTR with a lower CPC.

    This metric can be easily monitored on Facebook, since Facebook gives you the CTR of each ad in a given period.

    The formula for finding the CTR of an ad is:

    [clicks * 100 / (reach * frequency)] = CTR

    Reach is the amount of people that have seen your ad and frequency is how many times they have seen it on average, so reach * frequency represents the total impressions of an ad.

    A decent initial goal here is 0.1%+ for right column ads and 3%+ for news feed ads. Obviously, since the CTR lowers your CPC, you may need to adjust the goals after learning more about the campaign and how it converts.

    CTR of the landing page

    The CTR of the landing page is basically the percentage of people who go to the landing page and then to the offer.

    This metric is useful to determine the amount of traffic that your landing page is wasting as well as how relevant people are considering it. If you're losing a lot of traffic on the landing page, chances are that you're not using the right arguments to pre-sell the offer.

    The formula for calculating this metric is the following:

    (clicks on the CPA network * 100) / clicks on Facebook = Landing Page CTR

    You should almost always aim for something above 35%, ideally above 40%. Some efficient landing pages may reach even 60%+.

    Real EPC

    The EPC represents, on average, how much money you're making for every visitor you send to the offer.

    However, when running campaigns that use landing pages, the EPC on the CPA network won't be a very accurate metric, because it will consider just the traffic going from the landing page to the offer, but will completely ignore the visitors who clicked on the ad and closed the window without going to the actual offer.

    That said, you should use the right formula to find your Real EPC. Once you do it, you can compare your EPC to your CPC and determine exactly how much money you're making/losing with the campaign.

    EPC formula:

    earnings / clicks = EPC

    Real EPC formula:

    earnings on the CPA network / clicks on Facebook = Real EPC

    Once you have the EPC, just apply the formula below to find your ROI:

    [(EPC - CPC) * 100] / CPC = ROI

    As you can see, the formulas are simple and you can calculate everything manually.

    So, if you don't want to use a tracking tool you can just split-test everything manually and calculate the metrics.

    For example, you can split-test landing pages simply by running one today and another tomorrow and comparing the metrics you get in both days.

    The ads are even easier, you just upload a bunch of ads on Facebook and watch your CTR.

    For offers, you can do the same as for the landing pages and run one offer each day.

    If you want to split-test targeting options such as age ranges, create a different campaign for each targeting/group and run them separately.

    The only thing you will never be able to monitor (or the process would become insanely complex) is the conversion rate of the ads. You won't be able to know what ads the conversions are coming from.

    It's not very important, since the ads tend to have a similar conversion rate and the decision to keep or drop an ad is usually based on the CTR, but if you decide to control this you will be forced to use a tracking tool.

    The top tracking tools available out there are:


    I use a custom tracking script with some campaigns and Prosper202 with others.

    In case you want to use Prosper202, go here to download it Prosper202 Self Hosted Apps and here to learn how to install it Prosper202 Self Hosted Apps

    There is also a video I recorded some time ago explaining a simple way to use Prosper to track campaigns. There are different ways to do it, but they're probably more advanced/complex.


    Using a tracking tool will make it easier and faster for you to monitor your metrics, but if you can't afford it in the beginning, take the manual route.

    Also, be careful when using self-hosted tools like Prosper, because when you start doing volume you will need to use it on a VPS.


    Part 1/14 Facebook Case Study.
    Part 2/14 Facebook Case Study.
    Part 3/14 Facebook Case Study.
    Part 4/14 Facebook Case Study.
    Part 5/14 Facebook Case Study.
    Part 6/14 Facebook Case Study.
    Part 7/14 Facebook Case Study.
    Part 8/14 Facebook Case Study.
    Part 9/14 Facebook Case Study.
    Part 10/14 Facebook Case Study.
    Part 11/14 Facebook Case Study.
    Part 12/14 Facebook Case Study.
    Part 13/14 Facebook Case Study.
    Part 14/14 Facebook Case Study.

    CPAEvolution: Make sure you check out the relaunch of CPAEvolution and the amazing AffiliateFix only bonus's.
    Last edited by a moderator: Dec 29, 2014
  2. terraleads
  3. Samith Pich

    Samith Pich Affiliate affiliate

    I really like Prosper202 - how much volume should you be getting before you go VPS?
  4. Tracking202

    Tracking202 Service Manager Service Manager affiliate

    We usually recommend skipping shared hosting and starting with a VPS right away because even without a lot of volume, the performance of a VPS will make up for the cost difference almost right away.
    K likes this.

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