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Finding index

What goes wrong in a Meta ad account

Every account fails in a small number of recognisable ways. These are those ways, named, with the severity each one actually deserves — because “performance dropped” is not a diagnosis and the difference between two of these is usually where the money goes.

14 findings · 1 written so far

Critical3

Warning8

  • active_no_delivery

    Active but not delivering

    The campaign says Active and has spent nothing at all.

    writing it
  • cpl_above_normal

    Cost per lead above normal

    Leads still arrive, at a price this account does not usually pay.

    writing it
  • creative_fatigue

    Creative fatigue

    The same people are seeing the ad repeatedly and responding less.

    writing it
  • placement_concentration

    Placement concentration

    One surface has quietly taken most of the budget.

    writing it
  • low_ctr

    Low click-through rate

    The ad is being shown and almost nobody is clicking it.

    writing it
  • cheap_leads_unverified

    Suspiciously cheap leads

    Cost per lead has dropped far below normal and nobody has checked them.

    writing it
  • region_spread

    Spend spreading beyond the brief

    Delivery is wider than the areas the campaign was briefed on.

    writing it
  • segment_no_outcomes

    A segment producing nothing

    One region, placement or age band has spent enough to expect results and has none.

    writing it

Opportunity2

  • scaling_opportunity

    Room to scale

    Results are arriving comfortably below this account's normal cost.

    writing it
  • qualified_cost_confirmed

    Qualified cost confirmed

    Enough leads have been reviewed to trust what a real one actually costs.

    writing it

Info1

  • no_action

    No action needed

    Nothing here needs a person. Most campaigns, most days.

    writing it

These are the findings Admetriq raises on the accounts it monitors, at the severities it raises them. The pages describe how to reach the same conclusion by hand, because the reasoning is worth having whether or not anything is doing it for you.