Facebook Ad Account Health Checklist (How we audit accounts and evaluate their potential)

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Last week I created an extensive checklist to evaluate account potential and current health.

Let me share some of the main metrics we look at.

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#1 Ad Account Consolidation

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Ad account has no more than 10 campaigns. A good general rule of thumb is to divide the amount of campaigns by the daily ad spend. Each campaign should get at least 3x CPA daily spend.

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#2 Last 7 days frequencies below 2

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If frequencies are above 2 in the last 7 days then it means that either the budget allocation to retargeting is too high, not enough strict exclusions or too much ASC.‍

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#3 Percentage of budget spent in learning phase below 50%

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A good indication about account effectiveness and consolidation. Ad sets that exit the learning phase in the first 7 days have a higher chance to perform well over an extended period of time.

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#4 Cost per checkout is below 30% of the AOV

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Optimal checkout price to get enough volume for data and have a good enough CPA. If the checkout price range is above 30% then there is a need to troubleshoot the checkout page and traffic quality.

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#5 Creative success rate above 10%

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At least 1 in 10 creative tests prove to be a winner. A winner is the creative which gets 5-10 sales with at least average account ROAS.

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#6 AOV is above $80

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It’s difficult to scale low AOV products on Meta. Performance can fluctuate a lot with low ticket items because they are more prone for increase in CPM’s.

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#7 Conversion rate above 2%

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Every ecommerce store should have a 2% Facebook level conversion rate unless the AOV is $150.

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#8 Advertorials and listicles being used

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Different types of landing pages are being leveraged for diversity and for creative lifetime extension

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#9 20% of the budget is spent on MOF/BOF

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15% of the daily budget should go to MOF and 5% BOF to leverage engaged traffic.

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#10 Creatives are being tested at high enough budgets

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Creative testing ad set budget is at least 1x the average account CPA

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There are a total of 36 things we evaluate to get a grasp on the accounts health and potential.

Then we use the ICE grading system to evaluate the business.

It’s a grading score consisting of 3 different variables that show the potential of a business.

I - Impact we can create from 1 to 10.

C - How confident we are to create an impact from 1 to 10.

E - How easy it would be to create an impact from 1 to 10.

Then we evaluate the score according to the answers and rate the ad account.

<15 - Very Low | 15-25 - Low | 26-30 - Medium | 31+ - High

You can grab the ICE Notion Template here: https://deividastokaris.gumroad.com/l/dnean

Enjoy!

Deividas

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