5 Steps To Conduct A Facebook Ad Account Audit For Optimal Results 2024

Are your Facebook ad returns declining? Are you struggling to optimize your numerous campaigns? A Facebook ad account audit is your solution. This process will help you identify what is working and pinpoint areas for improvement. Learn how to conduct a thorough audit with this comprehensive guide.

What Is A Facebook Ad Account Audit?

A Facebook ad account audit is a thorough review of your Facebook ad accounts’ effectiveness. It helps you understand how all of your ads are performing, spot existing campaign errors, and identify areas for improvement, thereby, you can optimize your campaigns to achieve the best results.

When Do You Need To Audit Facebook Ad Accounts?

The frequency for a Facebook ad account audit can vary, from once a month to once a quarter, but it’s necessary to audit your accounts on a regular basis to keep everything on the right track and updated.

Besides, it’s essential to have a Facebook ad account audit when:

• You are taking on Facebook ad account management of a new client or partner.
• You see stagnation in the results of your existing campaigns.
• You are experiencing low traffic or low engagement.
• You want to test out a new strategy and make changes to your ad campaigns.

How To Conduct A Facebook Ad Account Audit? (5 Steps)

Breaking down the Facebook ad account audit process will help you stay organized and dive deep. An audit encompasses 5 key sections: ad account structure, tracking setup, audience targeting, ad creatives, and ad reporting. 

Assess your Facebook ad account structure

Your ad account structure is paramount when conducting a Facebook ad account audit. Go to Facebook Ads Manager, and review your existing campaigns in 3 levels: campaign level, ad set level, and ad level. 

• Campaign: Your campaigns should be structured around the objective, such as brand awareness, leads, or sales. It would help if you create separate campaigns for different business goals to monitor your budgets and results more effectively.

• Ad set: Ad sets should be named and organized by the targeting method, such as website visitors and lookalikes of website visitors. By that means, you can identify which target audience works or which doesn’t, and allocate your budget accordingly. 

• Ad: Ads should be named by creatives for easy monitoring and evaluation. Remember to run a maximum of 5 ads in one ad set for best delivery. 

Here’s an example of a Facebook ad account structure.

>>> Related: What Is An Ad Account In Facebook? A Complete Overview

Review your conversion tracking setup

Setting up conversion tracking for your Facebook ads allows you to track users’ actions after interacting with your ads, including purchasing your product, downloading your app, or signing up for newsletters. 

With proper tracking setup, you can figure out which ads really convert into leads or sales, which target audiences to concentrate on, and where to allocate your budget. 

Advertisers can set up conversion tracking using Meta Pixel. To check if the pixel is already set up in this ad account or installed correctly on the website, go to Ads Manager > All tools > Events Manager. If the pixel is not set up yet, select Data Sources to start configurations.

When conducting a Facebook ad account audit regarding tracking setup, you should compare data from Meta Pixel with the activity on Google Analytics in the same period. If they match, your pixel is tracking correctly.

Evaluate your audiences and placements

The next step in the Facebook ad account audit process is accessing your audiences and ad placements.

Audiences

First, go to Ads Manager > Audiences to review all audiences you created, including custom audience, lookalike audience, and saved audience.

You can see all information regarding your audiences, from the type, size, targeting details, etc. 

Name your audiences clearly according to the type or targeting details, and include dates and times if possible.

For example: Webvisitors_August_2024.

Custom audiences and lookalike audiences

It’s recommended that you update your custom audiences and lookalike audiences every 1 to 3 months. It can be done manually by uploading new customer lists, or automatically with a third-party tool.

Audience size

Another thing worth your attention is the audience size. Keep it broad enough, because too narrow or specific audience can negatively impact the ad delivery and performance. Setting your audience of at least 500,000 users is ideal. 

Audience exclusions

Setting up rules to exclude audiences helps you avoid running ads to existing customers or unlikely-to-convert users, and make the most out of your ad spend.

Ad placements

You can let Facebook determine ad placements for you, or manually choose where you want your ads to appear across Facebook, Instagram, Messenger, and Meta Audience Network. Based on the products or services you advertise, you can remove some ineffective ad placements. For example, if you are promoting a tech product that doesn’t work on mobile, you should exclude mobile placements.

Analyze your ad creatives

Compelling ad creatives is crucial for increasing click-through rate (CTR), driving better ROI, and resulting in winning campaigns. When reviewing your ad creatives, focus on three main elements.

Ad copy

To create engaging ad copy, you must understand your audiences, and identify and resolve their pain points. Focus on the benefits, not functionalities.

Start with a striking headline that immediately piques the curiosity of the audience, then create a sense of urgency with a strong CTA that aligns with your desired action.

Ad visuals

Craft original ad images and videos that are highly relevant to your product and suitable for your target audience.

Make sure all ad visuals follow the 20% text rules and in the recommended 1200 x 628 pixels size.

Landing pages

Landing pages are an inseparable part of your ad creatives. Make sure the content in your landing pages is unified with your ad copy and ad visuals to create a seamless experience for users when being redirected to your page.

You also don’t want to upset your potential customers with low loading speed or a user-unfriendly interface.

>>> Related: 5 Expert Solutions To Facebook Ad Account Disabled Appeal 2024

Review your ads reporting

Facebook Ads Manager empowers you with a customizable reporting setup so that you can tailor your reports to your business objectives.

By pinpointing the metrics that matter most, you can gain actionable insights into your campaign performance.

7 core ad metrics we usually use to track our campaigns:

• CPA: cost per acquisition
• CPC: cost per click
• CVR: conversion rate
• CPM: cost per mille
• CTR: click-through rate
• Video plays at 25%, 50%, 75%, 100%
• Video average play time

Protip: Rent Facebook agency accounts to lower your CPA to 10-15%. Enjoy free advice and 24/7 support. 

Conclusion

This article has covered the full steps to conduct a thorough Facebook ad account audit. By following these guidelines and auditing your account regularly, you can optimize campaign performance and boost your ROAS. 

Encountering challenges during your audit? GDT Agency top Facebook ad specialists are ready to assist you. Contact us for personalized guidance and tailored solutions to help you achieve your advertising goals.

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