How do I know My Ads are working before I get my first conversion?

We get asked this ALL THE TIME. How do I know my ads are on the right track? Even before I get my first conversion?

Here are some metrics we look at:

CPM- This is the cost to reach 1,000 people. Meta determines your CPM based on how engaging and relevant your ad is to the audience. If your CPM is high (compared to your industry average), this indicates your ads might not be resonating with your audience.

CTR- This metric is the number of clicks divided by the number of impressions. The higher the CTR, the fewer impressions it requires to get someone to click. A high CTR tells you your ads are engaging and scroll-stopping, people are likely to click on your ad, not just scroll past. Generally, any CTR at 2% or above is a good CTR.

CPM and CTR greatly vary by industry and offer so make sure to research what is 'good' for your industry.

Caveat: run your ads for a minimum of 2 weeks before deciding to make large changes. Allow the algorithm the time to learn, especially for a brand-new account! These are just some preliminary metrics we keep an eye on to gauge the health of our campaigns.

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