When people are finally able to get their ads up and running, and then they actually have some data to look at, it’s exciting! So it’s not uncommon to see posts in the Absolute FB Ads Support Group that say something like, “I ran my ads and reached a gazillion people and got 300,000 video views for $0.02 each! That’s good, right???”
Sometimes, though, I have to be the bearer of bad news. I’ll point them in the direction of the chapter on reading your reports, and then they’ll come back and say “Oh. Well I only got a handful of conversions and they were $10 a piece.”
This is something that really pisses me off about Facebook ads: they highlight the numbers that are going to make you HAPPY (or at least optimistic) about your campaigns, and they hide the ones that show you what really happened to your hard-earned money.
(When I say “hide” I mean that they aren’t on display as soon as you open up the Ads Manager. If you know where to look, which is behind the Columns button, then the important metrics are easy to find. And I’m going to help you get there!)