Meta AdsBefore the review
- Check that the data is fresh: the date of the last sync, and any source that is late or missing.
- Confirm the period and the comparison, for example the last 7 days against the 7 days before.
- Mark every number as measured or not measured. A missing number is not zero.
In the review, in this order
- Start with the outcome: orders or revenue, then MER against the client's break-even line.
- Move to the drivers: spend, new customer rate, average order value and return rate.
- Read the channel split, then the three campaigns or ad sets with the biggest change, not the biggest spend.
- Compare tracked orders with store orders for the same days, so a tracking problem is not read as a sales problem.
- Read the change log for the period, and match each change with the numbers that moved after it.
After the review
- Write three lines: what moved, the most likely cause, and what we will check next.
- Give each open check one owner and one date.
Made-up scenario: MER for a made-up store drops 8% in one week. Tracked orders match the store, spend rose on one campaign, and the change log shows a new audience added on Tuesday. The next check is that campaign's frequency on Monday.
The numbers worth putting on the screen are listed in ten numbers for a client dashboard.
