How you review a split test differs from a LEAD ad and a CONVERSION ad.
Check out below how to review your ad performance on these two types of ads.
Below, is an example of a Conversion ad result.
This is the cost per click so essentially what Facebook charges you each time someone clicks on your ad. You typically want to see this in around the $2 range or lower.
This is is the cost per thousand impressions this is the cost for a thousand people to see your ad. This isn't a super important number for most people on making a decision on your ad performance.
The number of people who have seen the ad.
The number of people who have clicked on the ad.
What you have spent in total on your ad.
The number of people who have at least left an address in the case of a seller ad. We then break down the cost to acquire a lead based on the ad spend. On average for this particular ad, a cost per lead should be around the $2-3 mark, but, this will vary from market to market. More competitive and higher-end markets will typically see a high cost per lead.
The number of people who have also left an email in addition to an address. The cost per email is also calculated in the same way as the cost per lead. On average on this seller template, the cost per lead is around $6.
NOTE: In the example of the image above (Conversion ad), it's showing us we have a 100% click-to-contact ratio (30 clicks and 30 leads (addresses)). That's phenomenal but also not common. We generally are looking for a minimum, 50% click-to-contact (address) ratio. Then, out of those 30 addresses, we have had 12 of those prospects leave you with at least an email, which is above the 33% ratio we would like to see (1/3 of addresses leaving an email is what we want to see). Then, for every 3 emails, we want to see 1 phone number (33% ratio).
**Be sure to read the "Things to consider" below these two video buttons.**
Things to consider
When reading your ad metrics and deciding on which ad is performing best in most cases the lower cost per lead and email will be all you need. However, there are some things to consider in instances where you have ads that are close in performance.
Click thru rate: what is the ratio of clicks to leads? The higher the better
Which ad is giving you more phone numbers?
Which ad is giving you more leads from a more desirable area?
In the last two points above, you might have a higher cost per lead but if it is giving you more phone numbers or from areas you really want, then it might be worth paying a little more for them.
To see the specific leads from an ad, click "show leads" beside the specific ad. Do note, that this will not show you your address only leads as you want to base a winning ad off which ad brought in more emails, phone numbers, and names, keeping in mind the "things to consider" above. As on a conversion ad, you may not always choose the lowest cost per lead, unless, the one ad has hit it out of the park compared to the other two.
LEAD ad Review.
A lead ad is simple to review because you're always going to receive a name, phone# and email (never an address). You're not having to decipher which ad brought in more full contact info. Looking at the image below, you see how on the left-hand side it shows a $3.39 Current Lead Price. This lead price matches the email cost stats on the right. So for a lead ad, you're generally going to go with the ad that has the lowest lead cost.