Free META ADS media audit template (Notion)

What is a META (facebook & Instagram) Ads Media Audit?

An audit is a methodical examination and review by an independent party. The person and/or people that are conducting an audit should have an analytical mind and an affinity for data.
The examination will go over the data and scrutinize the results.

When it comes to Social Media [paid social] advertising and to be more specific, META Ads Advertising, a media audit will deal with the data, the goals, and the outcome of that particular account.
It will evaluate the efforts of the people who had created the strategy, those who manage the account, the effectiveness of the ads, and the outcome for the business.

How long does it take to perform a in-depth META Ads Media audit?

There are many things that one can look for when it comes to META Ads because the platform serves ads on multiple placements. This increases the complexity of the audit. That in turn increases the time required in order to do a in-depth META Ads Media audit.

Who benefits from a META Ads Media audit?

A META Ads Media audit can benefit anyone who is currently running campaigns or planning to do so in the future. Here are some of the groups who can benefit from a META Ads Media audit:

1. Businesses of all sizes can benefit from a META Ads Media audit. An audit can help identify areas of improvement, such as ad performance, budget allocation, and targeting strategies. This can help businesses optimize their campaigns, reduce costs, and increase conversions.
2. Marketing agencies that manage META Ads campaigns on behalf of their clients can use an audit to assess their media performance and identify areas for improvement. This can help the agency provide more value to their clients and increase their ROI.
3. In-house marketing teams can use a META Ads audit to evaluate their campaigns’ effectiveness and identify areas for improvement.
4. Freelancers and consultants who provide META Ads services can use an audit to evaluate their clients’ campaigns and provide recommendations for improvement. This can help them provide more value to their clients and increase their reputation as a Google Ads expert.

In summary, anyone who is currently running campaigns on META can benefit from a META Ads Media audit.

What is include in a META Ads creative audit?

the elements that are included are the following:

1. Ad Copy:
2. Visual Elements:
3. Ad Format:
4. Targeting:
5. Ad Placement:
6. Ad Testing:
7. Ad Frequency:
8. Performance Metrics:
9. Ad Compliance:
10. Competitive Analysis:

In order to better understand the performance of the creatives we will have to make some assumptions.

The first is that ad copy is fairly similar on all creatives. The second is that targeting is the same. The third is that the creatives are compliant with Facebook’s advertising policies to avoid any issues or disapprovals. The forth is that ad placements are the same for all creatives (where applicable) The fifth is that pixel tracking if functional and registering events properly. Even better, if you have Conversions API enabled.

Before we begin, I need to point out that there are 2 templates. One is designed for lead based campaigns and the other is for sales based campaigns. That said, let’s jump on the metrics being tracked.

Metrics to track

The metrics that follow are available on both templates.

Days running Spent impressions CPM CPLC Link clicks CTR CPC Frequency Thumpstop rate Hold rate Results CPA

LEADS

The metrics that follow are available for the leads template.

Website Leads Instant Forms (On Facebook leads) Contact (Phone calls)

Ecommerce

The metrics that follow are available for the ecom template.

Purchases Purchaces value ROAS Add 2 cart Add 2 cart value CAE (Spent to A2C) CVE (Spent to A2C value) Remove from cart (optional) Remove from cart value (optional)

Metrics explanation

Days running: This metric points to the days the media was used in paid ads. A good rule of thumb is to let each creative run for minimum 7 days before you make a decision.

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Spent: This metric points to the budget used for that particular creative.

Ad spend refers to the total amount of money spent on advertising through META’s platform within a specified period.

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impressions: The metrics points to the impressions gatherd by each of the creatives.

Impressions refer to the number of times an ad is displayed on a user’s screen. An impression is counted each time the ad is fetched and appears in the user’s news feed, mobile device, or on the right column of Facebook. It’s important to note that an impression is counted regardless of whether the user interacts with the ad.

Tracking impressions is important for understanding the reach and exposure of a creative. It helps advertisers assess how widely their creatives are being seen and whether adjustments are needed to optimize the campaign’s performance.

This is generated automatically.

CPM: This metric points to the CPM (cost per mille) costs of each creative.

CPM stands for “Cost Per Mille” (mille is Latin for thousand). CPM is a common advertising metric that represents the cost an advertiser pays for one thousand impressions of their ad. It is a measure of the cost efficiency of an ad campaign, particularly when the primary goal is to increase brand awareness and reach a broad audience.

CPM is commonly used in scenarios where the main objective is to maximize the reach and visibility of the ad, rather than focusing on user interactions such as clicks or conversions.

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CPLC: This metric points to the cost per link click (CTA) generated by each creative.

“Cost Per Link Click” is a metric that represents the average cost an advertiser pays for each user click on a link within their ad. This metric is relevant when the primary goal of the advertising campaign is to drive traffic to a specific website or landing page.

Cost Per Link Click is a valuable metric for advertisers looking to understand the efficiency of their campaign in driving traffic to a specific destination. It allows advertisers to assess the cost-effectiveness of their efforts in getting users to click through to the intended website or landing page.

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Link clicks: This metric points to the volume of the link clicks genated by each creative.

Link clicks refer to the number of times users click on a link within an ad. This metric measures the engagement and interaction with the content provided in the ad, particularly when the ad contains a call-to-action or a link that directs users to a specific destination such as a website, landing page, or app.

Link clicks are an essential metric for advertisers looking to understand how effective their ads are at driving traffic to a specified destination. It helps measure the success of the ad in encouraging users to take the desired action, whether it’s visiting a website, filling out a form, or engaging with content.

It’s worth noting that link clicks are distinct from other engagement metrics, such as post engagements or reactions, as they specifically focus on interactions with the provided links in the ad.

This is generated automatically.

CTR: This metric points to the click thru rate of each and every creative.

Click-Through Rate, is a metric that measures the percentage of people who clicked on an ad after seeing it. CTR is a key performance indicator that helps advertisers assess the effectiveness of their ad in engaging and generating interest among the target audience.

A higher CTR generally indicates that a higher percentage of users who saw the ad engaged with it by clicking through to the destination (such as a website or landing page). Advertisers often monitor CTR to assess the relevance and appeal of their ad creative, targeting, and overall campaign strategy. A higher CTR can be a positive sign that the ad is resonating well with the audience.

CPC: This metric points to the cost per click of each and every creative.

CPC is a common advertising pricing model where advertisers pay a fee each time someone clicks on their ad. The cost is based on the number of clicks received, regardless of whether those clicks lead to a conversion (sales, leads, etc) or not.

CPC is calculated by dividing the total amount spent on the ad campaign by the total number of clicks.

In a CPC model, you are charged for each click, which means you’re paying for actual engagement with your ad. Do note that clicks can occour everywhere on the ad and not just the CTA

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Frequency: This metric points to the frequency of each and every creative.

Frequency: refers to the average number of times a device has seen your ad. It’s a metric that helps advertisers understand how often their target audience is being exposed to a particular creative.

The frequency metric is calculated by dividing the total number of impressions (how often an ad is displayed) by the reach (the number of unique users who have seen the ad). For example, if an ad has 1,000 impressions and reaches 500 people, the frequency would be 2 (1,000 impressions / 500 reach = 2).

Monitoring frequency is important because it can impact the effectiveness of an ad campaign. While repetition can be useful for reinforcing a message, excessively high frequency might lead to ad fatigue, where users become tired of seeing the same ad too frequently, potentially resulting in a decline in engagement or effectiveness.

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Thumpstop rate: This metric points to the Thumb stop rate of each video creative. The metric is calculated by 3-second video plays divided by Impressions.

Hold rate: This metric points to the Hold rate of each video creative. The metric is calculated by 15-second video plays divided by Impressions.

Results: This metric points to the conversions generated by each and every creative.

This metric refers to the specific action you want someone to take after clicking on your ad. It’s essentially the goal or desired outcome of your advertising campaign. Conversions can vary depending on your business objectives and may include actions like making a purchase, signing up for a newsletter, filling out a form, or any other action that aligns with your marketing goals. Conversions are a key metric in assessing the success and return on investment (ROI) of your META (Facebook & Instagram) advertising efforts.

CPA: This metric points to the Cost per Acquisition generated by the creatives.

CPA is a metric that represents the average cost an advertiser incurs to acquire a specific action or conversion. The action or conversion can vary based on the campaign objective and the goals set by the advertiser.

The metric is calculated by the total amount spent on the creative divided by the number of conversions generated.

A lower CPA indicates that you are acquiring customers or achieving your desired actions at a more favorable cost, while a higher CPA may suggest that adjustments to the creative strategy may be needed for better performance.

This is generated automatically.

Website Leads: This metric points to the number of leads generated outside of Facebook’s ecosystem

Some common types of website leads are:

1. Form Submissions: Users fill out a form on your website, providing their contact information.
2. Newsletter Sign-Ups: Users subscribe to your email newsletter by entering their email address.
3. Account Registrations: Users create an account on your website.
4. Content Downloads: Users download a piece of content, such as an ebook or whitepaper, after clicking on your ad.
5. Product Trials: Users sign up for a free trial of your product or service.

Website leads generally refer to individuals who have taken a specific action on your website as a result of clicking on your Facebook ad. This action is often related to lead generation and may include activities such as filling out a contact form, subscribing to a newsletter, downloading a whitepaper, or any other interaction that allows you to capture their information for future marketing efforts. The definition of “website leads” can vary based on your specific marketing goals and the actions you consider valuable for your business.

Instant Forms (On Facebook leads): the metric points to the number of leads generated by Instant forms and inside META’s ecosystem.

Instant Forms typically refer to individuals who have expressed interest in your product, service, or offer by providing their contact information directly on META’s platform. META provides a lead generation ad format (Instant form) that allows advertisers to create ads with a built-in lead form, simplifying the process for users to submit their details without leaving the ecosystem.

This method is convenient for users, as they don’t need to navigate away from META in order to provide their information. For advertisers, it streamlines the lead generation process and makes it easier to capture potential customers. Advertisers can then follow up with these leads to nurture them through the sales funnel or engage them further based on their marketing objectives.

Contact (Phone calls): This metric points to the phone calls generated by each and every creative outside of META’s ecosystem eg website.

Phone calls typically refer to a specific type of ad objective or campaign goal where the primary desired outcome is to encourage users to call a designated phone number. This is often used by businesses that want to drive phone inquiries, bookings, or direct communication with potential customers.

This type of campaign is particularly useful for businesses in industries such as local services, healthcare, real estate, and others where direct phone communication is an essential part of the customer journey.

The definition of “phone calls” in META Ads specifically pertains to the engagement metric of users calling the designated phone number as a result of interacting with the advertisement.

Purchases: The metric points to the volume of purchased generated of each and every creative.

Purchases refer to a specific action taken by users who click on your ad and subsequently complete a transaction by buying a product or service.

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Purchaces value: The metric points to the value of purchased generated of each and every creative.

Purchase value refers to the total monetary value generated from the purchases tracked by the META Pixel on your website or online store.

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ROAS: The metric points to the Return on Ad Spend generated by each and every creative.

ROAS is a metric used to measure the revenue generated for every dollar (or local currency) spent on advertising. It helps advertisers assess the effectiveness of their ad campaigns by providing insight into how well their advertising investments are performing in terms of driving revenue.

The formula for calculating ROAS is:

Revenue Generated from Ads / Ad Spend

A ROAS value greater than 1 indicates a positive return on investment, meaning that the advertising campaign is generating more revenue than the cost of the ads. Advertisers often use ROAS as a key performance indicator (KPI) to optimize their campaigns, allocate budgets effectively, and make informed decisions about scaling or adjusting their advertising strategies.

This is generated automatically.

Add 2 cart: The metric points to the volume of add to cart events generated of each and every creative.

Add to Cart is a Standard event that represents the action of a user adding items to their online shopping cart after clicking on a ad. The “Add to Cart” event is crucial for e-commerce businesses as it indicates user interest and engagement with specific products.

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Add 2 cart value: The metric points to the value of add to cart events generated of each and every creative.

“Add to Cart Value” refers to the total monetary value associated with the products or items that users have added to their online shopping carts after clicking on a Facebook ad. It helps advertisers understand not only how many users are adding items to their carts but also the financial value of those items.

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CAE (Spent to A2C): This metric is a ratio between Add to Cart volume and ad spend.

This metric gauges the effectiveness of your campaigns by measuring the ratio of “Add to Cart” actions to your ad spend.

CAE provides a granular understanding of how efficiently your ads drive users to take a crucial step—adding items to their cart. Campaigns with high CAE are ideal for scaling and those with lower CAE for potential refinement, ensuring optimal resource allocation.

This is generated automatically.

CVE (Spent to A2C value): This metric is a ratio between Add to Cart value and ad spend.

This metric gauges the effectiveness of your campaigns by measuring the ratio of “Add to Cart Value ” actions to your ad spend.

CVE goes beyond clicks and conversions, offering insights into the monetary value generated per unit of ad spend, enabling you to prioritize high-value campaigns. CVE helps your campaigns to amplify returns, and pinpoint areas for improvement to enhance the efficiency of your marketing budget.

This is generated automatically.

Remove from cart: The metric points to the volume of Remove frm cart events generated of each and every creative.

Remove from Cart is a Custom META event that represents the action of a user removing items to their online shopping cart after clicking on a creative.
The Remove from Cart event is crucial for e-commerce businesses as it indicates a negative user interest and engagement with specific products.

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Remove from cart value: The metric points to the value of Remove from cart events generated of each and every creative.

“Remove from Cart Value” is a Custom META event and refers to the total monetary value associated with the products or items that users have removed from their online shopping carts after clicking on a creative.

It helps advertisers understand not only how many users are removing items from their carts but also the financial value of those items.

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Links

Grab the free META Media Performance Metrics templates by visiting the Notion links below

LEADS Free META (Facebook – Instagram) Media Audit template for leads 2023 (NOTION)

Ecom

Free META (Facebook – Instagram) Media Audit template for ecom 2023 (NOTION)