𝐊𝐞𝐲 𝐌𝐚𝐭𝐫𝐢𝐜𝐞𝐬 𝐭𝐨 𝐜𝐨𝐧𝐬𝐢𝐝𝐞𝐫 𝐰𝐡𝐢𝐥𝐞 𝐨𝐩𝐭𝐢𝐦𝐢𝐳𝐢𝐧𝐠 𝐨𝐫 𝐤𝐢𝐥𝐥𝐢𝐧𝐠 𝐅𝐚𝐜𝐞𝐛𝐨𝐨𝐤 𝐀𝐝𝐬 · Adam Ayase

𝐊𝐞𝐲 𝐌𝐚𝐭𝐫𝐢𝐜𝐞𝐬 𝐭𝐨 𝐜𝐨𝐧𝐬𝐢𝐝𝐞𝐫 𝐰𝐡𝐢𝐥𝐞 𝐨𝐩𝐭𝐢𝐦𝐢𝐳𝐢𝐧𝐠 𝐨𝐫 𝐤𝐢𝐥𝐥𝐢𝐧𝐠 𝐅𝐚𝐜𝐞𝐛𝐨𝐨𝐤 𝐀𝐝𝐬

If you're running Facebook ads in any niche to generate leads, it's really important to track the right metrics for decision-making and ad optimization. The most important ones are

𝗖𝗼𝘀𝘁 𝗣𝗲𝗿 𝗟𝗲𝗮𝗱 (𝗖𝗣𝗟): CPL gives you a direct insight into how much you're spending to get each lead. If your CPL is above $30, you must enhance your ad experience to improve results.

Keep in mind, that leads are just info about clients, don’t stop there.

𝗖𝗼𝘀𝘁 𝗽𝗲𝗿 𝗔𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻: At the end of the day, you need to know how much you are spending to acquire a paying client/project. To keep the business profitable, your CPA should not exceed 20% of your service charge.

You also need to track the conversion rate from lead to actual customer.

𝗪𝗵𝘆?

Because you might find that some ads are excellent at generating a high volume of leads but fall short in converting them into paying customers. On the other hand, some ads might have a higher CPL but produce leads that convert at a much better rate. All your optimization efforts should focus on balancing these two metrics: CPL and conversion rate.

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