1. Not sure what you’re looking for to assess performance, but Facebook’s attribution has been missing a lot of purchases.

    An alternative metric to use can be MER (All revenues / Total Ad Spend) and see how that has moved to assess whether there is an objective drop, or is it a missed attribution problem.

    If this isn’t the case, best way is to draw out your funnel. I’d track these four metrics:
    a. CPM
    b. Ad CTR
    c. Landing Page conversion rate (broken down into ATC/Views and PUR/ATC). ATC refers to Add-to-cart, and PUR stands for purchase)
    d. AOV
    and see what has changed and do an RCA on why that happened.

  2. Hi Garima,
    I agree with all the points Sachin has mentioned above. In addition, across platforms I am observing this trend. I lead marketing for a mid-sized marketing team and we extensively use Linkedin and to some extent Google for our campaigns. The average CPL in 2020 vs 2021 has risen and the leads have come down drastically. Since we were going after a niche audience, we were told by our agencies that audience fatigue has set in. While I agreed on that reasoning to some extent, I also see that a combination of factors like more people leveraging social media for their campaigns due to covid (other platforms like print, physical and direct marketing have all been not so effective), inorder to stand out – both the message and the creatives has to be really differentiated, too many going after the same audience etc.

    Not sure if my above response makes sense. But thought of sharing my personal experience as I also have the same experience.

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