This was a great post. At least when it comes to Meta where they may show some creative to a more top of funnel audience (prospecting) compared to other ads in the same account that are going to lower in the funnel audience. It's hard to tell if the ad is truly being effective because it might spend with a high CPA but it might be attributing more to other ads making their CPAs seem considerably lower.
I love your analysis but how do you account for this?
I have not had the opportunity to run TikTok ads just yet so this might be a meta only issue (excluding Google for this).
The Production and Slugging Rate chart is set up as follows:
- Purple is videos
- Green are statics
- Dark colors are hits
Any of those that spent above $5,000 in the launch period. Each of the bars is based on the period that they were launched, and then the black is the projected number of creatives needed based on the total budget.
The last 4 charts are the projected numbers from there. That said, if static vs video isn't your primary production metric (like it is for most brands), you can switch that out and instead focus on type of format or product in video, whichever is the biggest indicator of performance and primary thing you want to split out. Go ahead and do that, or you can make multiple as well.
I'm planning to do occasional breakdowns of these on my Substack and go more in-depth with each one as they come, so definitely keep an eye out for that.
I pulled this info from Super Metrics out of the Facebook interface. There are a lot of helper columns that we have to set up, like first run date, the unique ad name, etc. That depends a little bit on how your account is set up, but that's where it starts.
Where can I find the guide on setting up these charts? I would love to set this up for clients.
This was a great post. At least when it comes to Meta where they may show some creative to a more top of funnel audience (prospecting) compared to other ads in the same account that are going to lower in the funnel audience. It's hard to tell if the ad is truly being effective because it might spend with a high CPA but it might be attributing more to other ads making their CPAs seem considerably lower.
I love your analysis but how do you account for this?
I have not had the opportunity to run TikTok ads just yet so this might be a meta only issue (excluding Google for this).
I think it’s important to look out for this for sure, just wrote a deep dive on this today!
Great insights! What are the colors in the Production & Slugging Rate Chart? And what does the line represent? Live creatives?
The Production and Slugging Rate chart is set up as follows:
- Purple is videos
- Green are statics
- Dark colors are hits
Any of those that spent above $5,000 in the launch period. Each of the bars is based on the period that they were launched, and then the black is the projected number of creatives needed based on the total budget.
The last 4 charts are the projected numbers from there. That said, if static vs video isn't your primary production metric (like it is for most brands), you can switch that out and instead focus on type of format or product in video, whichever is the biggest indicator of performance and primary thing you want to split out. Go ahead and do that, or you can make multiple as well.
If you could create a video walkthrough of these and how they were built that would be amazing.
I'm planning to do occasional breakdowns of these on my Substack and go more in-depth with each one as they come, so definitely keep an eye out for that.
@curtis, thank you. Do you have any further info on where to pull this data from?
I pulled this info from Super Metrics out of the Facebook interface. There are a lot of helper columns that we have to set up, like first run date, the unique ad name, etc. That depends a little bit on how your account is set up, but that's where it starts.
Super helpful, thanks for sharing!
You're welcome!