Launching campaigns on Facebook is one thing; analyzing the results of our ads when they end is another entirely. The “Ad Manager” tool can be complicated to demystify for someone who has never used it or is just starting to use Facebook in their marketing strategy.
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At J7 Media, we’ve gathered the data we systematically examine following our campaigns, which we think are the most important to decipher. We’ve grouped them under three foolproof and easy-to-follow analysis methods.

To make all these numbers finally mean something, we invite you to read the following article.


This data can be found in the “Ads Manager” tool under the “Ads” tab.

For each of our ads, Facebook gives us a score, the relevance score. This is a score on a scale of 1 to 10 that is calculated based on the relevance of our ad.

How does Facebook know if our ad is relevant or not? It looks at two things: the targeting and the message.

When the message resonates well with the target audience, there is what we call a “match” between the two when it generates interaction. This is when the score given by Facebook will be close to 10/10.

The relevance score is the first data that we recommend analyzing because when it is below 7/10, it is a sign that the ad will not receive the expected results and that it is useless to continue its efforts.

With a score of 6 or less, it is advisable to change the ad. The visual, the message, or the target audience can be altered to improve the score.

For example, a children’s clothing company that publishes an ad on Facebook targeting 18-year-olds will receive a meager relevance score. There is no consistency between the two, and the audience will not be interested in the message.

So, to make sure you’re on the right track, you need to keep your eyes open for a score of 7/10 and above.


While the relevance score is interesting, it doesn’t provide much information. To learn a little more about the performance of our ads, we will look at the Click Through Rate (CTR) and the Click Through Rate (CDR).

This data is located in the same place as the relevance score, but for it to appear on the screen, you must click on the “Columns” drop-down menu and select “Performance and clicks.”

However, before looking at this, we’ll be looking for a reach of over 8,000 impressions. If the number of people who saw the ad is below that number, the data may fluctuate and not be accurate.

First, CTR is a metric that tells us how many people clicked on our ad compared to the number of people who saw the ad. Facebook considers all the clicks, whether to look at the image, write a comment, like a page, see all the text if it doesn’t appear in full, etc.

The TDC, on the other hand, indicates the number of people who have clicked to be redirected to a web page. This is more important to consider because a person who visits our website has a better chance of converting than a person who clicks on “Like.”

It would help if you aimed for a CCR between 1% and 3% because a lower rate means that the visual or the message does not capture people’s attention enough.


According to the previously determined objective, the cost per result tells us how much our advertising costs us.

An effective technique to get the lowest cost per result is to create duplicates. For example, by keeping the same ad but changing the target audience, it would be possible to lower costs. We could also develop copies by keeping the same audience but changing the visual or the writing.

We quickly realize that one ad performs better than the others following these tests. It is recommended to close the advertisements that are not performing as well and only let the ones that cost the minor run.

It is also recommended to invest more money in the cheaper ad, which will generate more opportunities in the end.

In the long run, testing helps lower the cost per result, as we better understand what type of advertising works best.

Ultimately, the data that Facebook provides us is very relevant to analyze. Now that you have the tools to understand it and justify the shot when needed, you will see a steady improvement in your results.

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