What metric to check in your report to find the most fitted platform for your ads

Facebook or Instagram ads?

which one`s better and could give my business more results?

This is a 10 years question that I got a lot as my job at the Digital Marketing Industry:

where should I place my ad? Facebook or Instagram?

if you search on the net, you will find many different answer. but I stick with these 3 answers I gave here. If you read that article, one of the answer is to test it out and find which platform that would give more results.

Now let’s say if you with me on this and choose to test it out first. You placed your first ad campaign in Facebook and Instagram and run it for one or two weeks.

Finally the ad reports come in and you have to decide which platform is the Spiderman (or do you prefer the Superman) of your business. What metric to care and how you analyze this? How should you set your mindset? well stay tuned this one’s is for answering your question.

what metric to check in your ad report to find the most fitted platform!

placement breakdown — Meta ads report

Placement Breakdown

Yes, it is Placement Breakdown metric that you are looking for. It’s quite clear that you should focus on the platform with the highest number of conversions based on your goal.

Is that it? or you need to care for other metric too? well yes, you also need to care at which platform does your ads get link click the most. For this goal you need to watch on Link click and CTR (Click Through Rate) metric.

The platform with the most link clicks or the highest CTR should deserves the credit, and you should use that placement again in your future ad campaigns.

Meta ad report

Example

You can see within my Meta ad report above that Instagram feed placement (below Instagram reels) is the one who contribute the most. It looks like this ad got better results with fewer clicks in this particular placement compared to others.

while my sample above is the campaign that set for messaging goals, However you can also implement these analytical steps inside sales campaign or others.

Next Step

If you’ve found your golden placement, now you can plan your next ads campaign and make sure to tick down your golden placement and give it a go

What about the other placement? you’ve seen the initial campaign results, it’s your call to still use the placement or not. I know, I wouldn’t.

Okay I will continue my ad campaign with my golden placement but I need to change the ad content. Well, if that’s the case, I think you should prepare for some changes in results. I am not saying if the results could affected, but you need to be careful for some possibility there. Because usually each placement has its own golden content.

So now you know what metric to care to have the insights of the most contributed ad placement for your next ad campaign. This might be a simple steps, but this step will contribute to your ad campaign success.

What do you think? do you think there is other metric that we need to look other than this? feel free to leave comment down below. see you in the next topic