So you've already created your ad set, and you've already created your ad. The next thing you want to do is set up how you want your ad to be tracked. That way, when your ad starts running, you have the columns that you want tracked, already set up. So in order to do that, you're going to go back into your ads manager, and ensure you're in the right account. And then again, through your three options, campaigns, ad sets and ads, when I checked as I was going down the ads level, now, there's not too much difference between the ads level and the ad set level in regards to the columns that you could pull up, but you can only see your relevant score in your ads level. And of course, we already know how important it is to track how your relevance is doing.

So again, relevance is between In one and 10. And of course, we want to strive for 10. Because the closer you are to 10, the more engaged to know the audiences with your ad. And the more Facebook believes your ad is relevant to the audience you selected. So are you going to do this go down to the ads level. And this ad, I just started running yesterday.

So this again, is to sell the kids bike. And this ad is to look alike audience that was created based on people who had previously made a purchase within the last 180 days. So as you can see, some columns are already set up, because it's on custom audience. Usually, when you come here, I think it's already preset to performance, but it doesn't matter. wherever it's at, you're going to create your columns from scratch. So you want to base Click this here that says columns.

And you're gonna scroll down to something that says customize columns. And we're going to start building this from scratch. Now when you come down here, you might, depending on where you started off on the columns, you might already have certain things already pre selected for you. Okay, the first thing you want to do is click this here that says save as preset, and you want to name the column that you're creating. So I'm just gonna name it My name, so Trisha is tracking. Okay?

So I'm going to call it because what happens is if you set up your customize columns, and you don't name it, you might actually lose all the information that you've already inputted. Okay, so we're going to just start at the very, very top, the very, so here on the left, you'll see that it's split up into performance engagement conversions, settings and your split test, and they correspond to these options here. So as you can tell, there's quite a lot of options under every single section. So let's just go through some of them. And I'll explain why you want to select what you're selecting. So the first thing that you want to do is click on reach, because you want to know how far your money that you put into the ad, how many people it's actually getting you to look at the ad.

So that's going to be the reach. And again, it depends on the time of year. It depends on what your relevance score is. It depends on a whole bunch of factors on how far that money that you put in how far that reaches going to be. Okay, so frequency is the number of times somebody saw your ad, because what Facebook will do is use your audience and show your ad to only a certain number of people based on your full size audience. And of course, it depends how much money you put into your ad.

But frequency is the number of times somebody could potentially see your ad, because sometimes Facebook will show the ad more than once. So it's kind of like an average of how many times somebody saw the ad. Okay? with frequency, you never want the number. You know, if it starts going over to, I really start scaling back, but it depends on the type of that. So if it's a fresh new ad, people might get annoyed if they don't want your product and they keep seeing your ad.

So you don't want to show it to too many times. However, if you're doing like a retargeting ad, where you basically are following the person around, they've already shown an interest in your product, they just haven't made that purchase. And you basically follow them around Facebook until they, you know, are reminded of why they love your product so much and hopefully that turns into a sale, which very often it does, because retargeting has incredibly high numbers. Then your frequency, you know if it's a two or three, that's fine, because that's the whole point of her retargeting ad. Okay, let's see. Okay, so the other thing I like to track is this thing called action because it's just in general, how many times somebody, or how many actions you've been able to receive in your ads, even if people haven't made the purchase, or other things happening.

So are they potentially liking your Facebook page? Are they going on your website to other pages on your website? Perhaps? Are they commenting on some of your Facebook posts? Like, it's basically because of your ad, how many actions people are actually taking, okay? And most of the times, just you know, if you have a video, most of the times when you have an action if people watching your video, then of course relevant score, you already know how important that is.

So we definitely want to track the relevance score. The relevance score is, again, Facebook's indication of how well your target audience is responding to your ad or how relevant it thinks your ad is to that target audience. So of course of Facebook, it's kind of like a scorecard from Facebook. So we get a really high relevance score, we know we're doing really, really well. Okay, I like to track these things called positive and negative feedback, because it's how people are responding to your ad. If you have very, very low positive feedback, and you have high negative feedback, shut your ad, because Facebook might shut it for you.

You definitely don't want that. What typically happens is a lot of people doesn't matter what the ad is, don't take it personally. A lot of people just don't like the fact that Facebook shows ads, they're going to negatively Mark every single ad as a little rebellion, I guess. So don't worry about it. For the most part, every ad that I put out has a really high negative feedback score, or you know, medium to high cuz people just don't like ads on Facebook, in general. But all my ads have high positive feedback as well.

So I don't worry too much but it but it is something you want to keep an eye on. All right. Let's see. You want Know keep track of how much you've spent. And there we go. Okay, then under this, sorry, it's hard to grab the scroll bar with.

There we go. All right. So the most important thing you want to try to cause is this thing called CP. CP n, you want to keep your CPM at $20 or under or I should rephrase that keep it as much under $20 as you possibly can, if this was going over $20, that's a lot of money to pay for 1000 impressions, okay, so just kind of keep an eye on that number. And the lower the CPM, the better your ad is doing because it means you're reaching more people at a lower cost. Okay, you might want to track cost per any action that your ad results in.

And, you know, and you can play around with all these Different options. I'm just showing you the things that I always, always always track. Okay, so let me just keep scrolling down. So under clicks, I want to know this thing here called click through rate. I want to know what the overall click through rate is. And I also want to know specifically what the link click through rate is.

So link click through rate is that there it is. Okay. So CTR link click through rate, so that how many people have clicked through through the link on your ad, your CTR overall click or clicks on anything within your ad. So sometimes people just click in order to see the picture bigger, or they click to see more if you've got a really long copy. Hey, your link click through rate is just basically when it says people clicking on the link on your ad. Okay, so let's let's keep scrolling down and here under here, this is your website conversions.

So once you set up a conversion ad and you have your pixel set up, these are the types of things you want to start tracking. So you definitely want to track website conversions. It's basically the pixel is going to fire whenever somebody goes from your ad to your website. And you want to know how many of those fires are attributed to your ad. So you definitely want to know what your website's conversion is. And then you want to start tracking your specific things like how many people have added the product to the cart, how many people of course have made the purchase, many content views have there been now just see, you know, if your landing page, if you've set up a content view on your landing page, then it's almost always going to be the same number as the website content views and your website conversions, because that's where people are going to go is your landing page.

And so those two numbers are usually same. I just like to put them both in just so I can compare but they're generally they they're the exact same thing for the most part. And there we go. Okay, so let's have a look at what else we want to look at. Okay, you want to definitely look at how much you're spending per website conversion. So how much money are you actually spending to get somebody to your landing page.

And same thing cost per landing page view, these essentially the website conversion cost per website conversion and the cost per page view, it's essentially taking people to the same place, so they should be the same. Okay. And you definitely want to know how much you're spending for your website purchase. And the reason you want to keep track of that, again, is because obviously, you need to factor in how much it cost you to get the product in how much it costs you to ship it, how much it costs you to advertise it, and then you compare it to how much you're paying for someone to actually make that purchase on average. Right then you Do your calculation. And you always have to verify that you're making more money through advertising, then you're losing money on advertising.

So that's definitely the goal is to make a lot more money, right and to have some profit. After all of that is said and done. Okay? And then of course, you could track anything else that's important and relevant to you. Based on your call. If you are doing any mobile applications, you've got a whole entire section just for mobile applications.

Okay, and your cost for the apps. Hey, and you could see as we're going down, it's showing us which section we're in. These are offline events. So if you want to track based on your ad, how many people have taken some offline actions? an offline option just means they're not on face book or your ad anymore. It's just what they do afterwards.

Okay, let's have a look. And if you know you want something and you don't find any here, you could also use a search bar to find So one thing I also like to track is how many people have clicked on like on the ad, how many people have lost messages and how many people have shared the ad as well. So in priority order, Facebook thinks it's really cool if people like your ad because then it's like, Okay, well, people are interested in Yeah, and it thinks that's, that's good. But if somebody shares your ad, Facebook really starts paying attention, because then they're like, wow, they liked it enough to actually share it. And if people leave a comment under ad knots when you get your really good Facebook score marks because people have actually taken that additional time in order to make a comment on your ad.

So you definitely want to be tracking all of those. Okay? And that's there, everything to do with your posts. So just I'm just going to type in the word post and we're going to find it and here we go. So I want to track post comments. I want to track post reactions and I want to track posts.

There's right so there we go. And as you can tell here on the right, you can start seeing all of the different things that you've selected. In order to track the most important things that I look at our CPM, click through rate link, click through rate. Those are super important to me how people are interacting with the ad what the relevance score is, absolutely. And then Facebook will also automatically show you what the results for results are for your ad based specifically on the type of conversion ad that you're going for. So if you are which you probably will be going after that purchase conversion.

Your results column is going to show how many people have actually made the purchase. Okay, so once that is all set up to your liking, again, just verify that you're saving it and that you've got your name that you're saving and under and then you're going to go ahead and click Apply And I'm just replacing it because I've already I already had mine built. So I'm just going to replace the one I had. So what you want to do after you've built out you'll notice here on columns, you click on it, and then you'll notice that it actually has a new column, and as called, whatever you named it, okay, so these are just your other. These are like columns that Facebook has built for you, in order to just make it easy for you. So if you're just interested in your performance and clicks, you can click on that.

And it already has those specific columns set up for you, if you want just your video engagement, and that's something we forgot to add. But the beauty of this is you can go in and as you're looking at it, you can add more. So let's I'll show you how to do that in just a moment. Okay, so if you're just interested in video engagement and how many people are engaging with your video, you just this will be your shortcut to something like that. But if you want to look at the columns that you've built, that your most important and most interested in You just choose your own column, click it, and it will change it to the custom column. So it won't actually show your column name, it'll just call it custom column.

And then all of those columns that we built and selected are already up at the top. Okay? So let me show you now, as promised how to add something to it. So let's say okay, so I forgot to add video tracking. So I'm going to go back into customize columns. Give it a second to load.

And you're going to go up to the top and we want we're interested in video. Okay, so I want to know how many people have viewed my video at three seconds. You might want to know how many people have viewed your video at 10 seconds or 32 if it's that long, okay. You might want to know, video watches that 25% and video watches that 100 like how many people have actually watched the video to the very, very end. Okay. And if it's important to you might want to know how, what the cost is for somebody.

Watching a video but that's more if you're building a video adding your just your entire goal is to get video views like if you're doing some type of branding campaign. Alright, so I want to add those now, very important if you're adding something to your calling that you've already created, okay, if you don't save it properly, you're going to lose what you just added. So you're going to come back here, save as preset, you're going to type in the name of your column that you already have created. And make sure you hit apply and what that's going to do is add on what and hit replace, it's going to add on that new information to what I already built. We'll go back down twitches tracking, and it should update it for me with the video views see. So at the end now we've got those video columns I added that I'm interested in viewing now.

This ad just you know was just built late yesterday, so it hasn't run very long yet. So I'm not going to have outstanding results yet because if you look at it, the reach, it has only reached 423 people, okay? So it'd be great if I had like massive results based on only 423 people, but definitely need to let it you know, let it sit and let it run for a minimum of two days before I really start getting some good readings and deciding what I need to do based on that. Okay, so out of 423 people, their frequency is 1.05, which means just over one person has watched it, so it's like on average, so some people most people watched once or have seen at once, and some people have maybe seen it twice, or at least not seen it, but at least it's been on their feet.

So this I've had 67 actions. And if you look at it 423 billion a million each, and 67 actions have resulted because of that. So again, because it's a video, most of them, it's going to be video views, but we'll check and compare that to the video view column. So see here, you've got the scroll bar. So this is where you can, because the columns, I mean, as you can tell, there's quite a lot of them. So just use the scroll wherever you need to.

So let's look at video views. So, okay, so we've had 62 people watch the video for three seconds. Okay, so 67 actions and 62 of those are ever result of people looking at the video for 30 seconds. Okay, this is how much money I've spent. So, see it hasn't even run for full day yet, because I've got my AdSense a $10 a day. CPM is 1839 that is quite high.

Again, it's only for one day, I'm not going to panic. I don't like that number, but it is the time of year because I'm in fourth quarter and it's The Christmas season. And it's going to be way higher than it usually is. So I'm not going to panic. But I would really like to see that number come down. Okay, click through rate, not the greatest so far, I'm not going to give myself a hard time It hasn't been it's not a terrible number.

It hasn't been running very, very long. It hasn't been shown to a lot of people click through rate is very, very bad. So this is a new ad for me. So remember, this ad was set up to as a new look alike audience trial. And this is only not even day one ad and the ad that I had been running for this client was getting very, very good results. So that was the campaign.

So the audience that I had built for him was based on his competition audience, and we were getting, I was getting almost a 4% click through rate and my thing clicked through was just about on average, I would say about 1.5. Or one point 50%, which again is over the 1% goal that I usually have for the link click through rate. So it was doing pretty good considering it was a high end product. And it's, it's asking people for a lot of money to put down in order to get the kids bike. But people had been clicking through and people were interested enough to go check it out and get to the landing page, which is awesome. So this, I'm going to keep an eye on because after two three days, if my link click through rates still is under 1%.

On this new audience, I'm going to basically kill this ad and go back to the one that I've been using or under amount spent spent $8 to get to people interested enough to go on the website. So let's see what they did when they were on the website. They didn't add to cart they didn't make a purchase, but they at least got to the landing page view When you want to really start keeping eye on if you're getting a lot of people who are going to your landing page and looking at it, but they're not adding to cart and they're not making website purchases, that's a very clear indication that your landing page is not converting. And if that's the case, I would definitely look at changing your landing page. And you shouldn't just be, you know, doing split tests. And on your actual ad, you should be doing split tests on your actual landing page as well and creating ads that take people to different pages so you can figure out which landing page is going to create the most conversions for you.

And just the tip, the simpler the landing page, typically, the better result you're going to get. Okay, um, so there's just some of the other things I've been tracking. So, so far, we've had one post reaction, and I could see again, how people are interacting with the video. So Again, because it's also one day, I'm not going to take any action on this, my most concerning number right now is the link click through rate is very low. So I don't know why that would be because the audience and theory should be as close as possible to people who have purchased in the past, which means is should be going out to people that are very interested in this type of that. So the link click through rate should actually be very, very good.

And you'll notice that if you create look alike audience, typically the relevant score will be very high as well, because obviously Facebook is going out and finding the people that have look like people who have already taken the action you want it on your website. So that covers this lesson on creating your custom columns. And we basically covered which columns to create how to create the columns how to make changes once you've created the columns. Also went over some of the numbers that you should be looking at. And in the next lesson, I'll go over in a little bit more detail on the columns you want to be looking at and what ideally you want as a result from those columns.