Dominate your Facebook Ads game with this comprehensive audit checklist. By reviewing these key areas, you’ll identify areas for improvement and unlock campaign optimization opportunities.
#1 - Tracking & Analytics
Pixel Power: Verify pixel installation and event firing using the Pixel Helper Chrome extension.
Advanced Auto-Match: Boost audience size and attribution accuracy by enabling advanced auto-matching.
Standard vs. Custom Events: Choose the optimal event type (standard or custom) based on your tracking needs.
Event Tracking Made Easy: Utilize the Event Setup Tool for seamless setup of specific event tracking.
Conversion Tracking: Select the ideal conversion tracking method (custom or standard) to accurately measure campaign success.
Unlock Insights: Set up Facebook Analytics for in-depth campaign performance, website traffic, and user behavior insights.
Ensure consistency between data reported in Facebook Ads and your website analytics to account for attribution window differences.
#2 - Strategy & Objectives
Align & Conquer: Align campaign objectives with your overall marketing goals (brand awareness, lead generation, sales).
Know Your Audience: Develop a clear understanding of your target audience’s preferences for ad formats and messaging.
Spy on the Competition: Leverage the Ads Library to research competitors’ ads and gain inspiration for your own creative and messaging.
Unlock Data-Driven Decisions: Analyze website data to identify high-performing landing pages and user behavior to inform campaign decisions.
#3 - Creatives & Ad Formats
Performance Pulse: Monitor key metrics (CTR, engagement, video views) to understand your creative’s effectiveness.
A/B Test for Success: Consider creating multiple video versions with slight variations for A/B testing and cost optimization.
Embrace UGC: Incorporate user-generated content (UGC) like reviews and customer images/videos for increased social proof and credibility.
Showcase Social Proof: Utilize social proof ads featuring customer reviews (image, video) across various stages of the funnel (MOF/BOF).
Mobile-First: Leverage the 4:5 vertical video format for optimal presentation on mobile feeds in Facebook and Instagram.
Ensure Consistency: Use high-quality 1080 x 1080 square videos for consistency across various ad placements.
Placement Perfection: Ensure creatives have the correct dimensions for each ad placement to avoid a poor user experience.
Explore Options: Experiment with various ad formats offered by Facebook Ads Manager, such as collection ads, for improved results.
Immersive Experience: Consider using Canvas ads for their immersive capabilities and potential for improved CTR, CPC, and landing page views.
Test & Track: Test Lead Gen ads, particularly for B2B businesses, and track cost per lead (CPL) and lead quality alongside other metrics.
Audience Network Optimization: Optimize creatives for different placements when running ads on the Audience Network.
#4 - Targeting - Segments & Data
TOF Audience Size Matters: Maintain sufficient audience size (200k+) in TOF campaigns for optimal optimization and exclude existing audiences.
MOF/BOF Optimization: Adjust ad frequency based on MOF/BOF audience size. Create multiple ads for smaller audiences to avoid ad fatigue. Implement audience segmentation based on user behavior for improved targeting and delivery.
Remarketing Powerhouse: Leverage dynamic remarketing ads for e-commerce businesses to automatically personalize product content for website visitors.
#5 - Performance Optimizations - Beyond Conversions
Bidding Strategy Selection: Choose the optimal bidding strategy (automated bidding, lowest cost, etc.) based on campaign goals and budget.
Monitor TOF CPM: Keep an eye on cost per thousand impressions (CPM) for TOF campaigns, as reaching new audiences typically costs more.
Go Beyond Conversions: Track various metrics like landing page views, video views, engagement, and CTR to optimize campaigns beyond conversions.
#6 - External Optimizations
Landing Page Optimization: Ensure your landing page is optimized for conversions after users click on your ads.
Craft Compelling Offers: Create a compelling offer or incentive to capture audience attention and encourage desired actions.
My name is Ferran. I am a Professional Digital Designer and Front-End Developer with over a decade of experience in this field. I was born and raised in Denpasar, Bali.
I developed an interest in art and design from an early age and started my career as a designer in 2008.