Looking for help understanding FB stats (5)
Hey guys,
First let me say that I'm not completely new to FB advertising, but I would still consider myself still a bit wet behind the ears.
I have a couple of campaigns that I started up this week and I'm looking for some help in understanding the ad stats that I'm seeing since some of the data is making no sense to me whatsoever. It honestly seems to defy logic.
Campaign 1
This is a campaign I started up on Monday.
Inside this campaign I setup multiple ads to split test some images against one another. Each ad contains the same text, only different images. So here's what I fail to understand. The third ad down shows an Ad Reach of 2352 with a CTR of 0.046%. The ad on top has a CTR that is ~3x better, but it's only being shown 25% as much as the ad with lower CTR. The ad in spot 2 is similar in that the CTR is higher, but it's not being shown as much.
What kind of logic is FB using to decide that the lower CTR ad should be shown more frequently?
I have a similar issue with another Campaign, with 2 ads, where the CTR on the 2 ads are about the same, but one if being shown about 10x more frequently than the other. With skewed impression stats like that it make it really difficult to go with the ad one would naturally think to be the winner (the one with the higher CTR), when it impression frequency is 1/10 of the lower performing ad.
Can anyone help shed some light on this please?
Back in the day Facebook would favor high CTR ads, they still do today. The easiest answer of the top of my head is you should separate the ads into different campaigns because their system isnt perfect. I used to send more traffic which would sometimes correct the issue and Facebook would start sending more traffic to the higher CTR ads, but i remember the easiest way is separating the ads into new campaigns.
Those are pretty small numbers still, too. You'll probably find that FB starts to favour the higher - CTR ads over the next few days, in terms of CPC at least.
Sometimes, though, FB just goes mental and decides to give a terrible ad All Of The Impressions. As Stackman says, there's not a lot to do about that beyond separating every ad into its own campaign - which is a big pain in the ass, but sometimes worth it.
Facebook takes initial CTR with a small sample size of impressions and decided to give priority based on that. So your third ad might have got 4-5 (higher ctr) clicks when it had 678 impressions or so making facebook see it as potential ad, thus shifting most of the impressions to it.
Thanks for the info guys. Since I don't have a ton of ads in these 2 campaigns, I think I'll give your suggestion a shot and try the segmentation route to see if that helps.
I have one of these campaigns that I setup 2 days ago. Out of the gate it got ~85K impressions, CTR was a bit low, but not horrible. I had a 65% ROI on that one day one. Yesterday the impressions completely tanked, down to 2300 from the 85K. Still trying to figure this one out. I've bumped my CPC to see if I can begin getting some impressions again as the suggested bid moved up and I was under the low end as of today.
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