🗓️ DAY 1: Meta Ads Learning
✅ Primary Tasks
1. Research on Meta Ads Library
○ Search your niche on the Meta Ads Library.
○ Look for ads that have been active for more than 2 weeks – these are likely
generating sales.
○ Click on the advertiser’s website to analyze:
■ Product pricing
■ Landing page layout
■ Offer structure
■ Trust elements (reviews, guarantees, etc.)
2. Analyze Creatives
○ Note what type of ad creatives are being used:
■ Video Ads (high engagement)
■ Image Ads (simple, direct)
■ Carousel Ads (multiple products or storytelling)
3. Identify Target Audience
○ Go to Facebook & Instagram and start searching & engaging with
niche-related content.
○ After some time, Meta will show you ads related to that niche.
○ Click on “Why am I seeing this ad?”
■ Note down the interests, behaviors, and demographics being targeted.
4. Website Research
○ Explore product page structure.
○ Observe layout, urgency tactics (timers, low stock), and upsell strategies.
○ Look at branding (logos, color schemes, trust badges).
🔍 Pro Tips
● Save High-Performing Ads for inspiration using Meta Ad Library filters.
● Take screenshots or screen recordings of competitor funnels and creatives.
● Use tools like SimilarWeb, Koala Inspector, or Commerce Inspector for extra data.
🗓️ DAY 2: Understand Facebook Ads Manager & Custom
Metrics
✅ 1. Facebook Ads Manager – Structure
Three Levels in Ads Manager:
1. Campaign
○ a. Goal (Traffic, Conversions, Awareness, etc.)
○ b. Budget (optional)
2. Ad Set
○ a. Where to fulfill the goal (Website, App, etc.)
○ b. Budget (optional)
○ c. Target Audience (Age, Gender, Location, Interests)
○ d. Placement (Where to show the ad – Facebook, Instagram, Reels, etc.)
3. Ads
○ a. Creative (What your audience sees – image, video, carousel)
✅ 2. Columns in Ads Manager → Delivery Status
Track ad performance with these Delivery Labels:
● a. Active – Running successfully
● b. Learning – Optimizing, collecting data
● c. Learning Limited – Not enough data for optimization
● d. Creative Limited – Low engagement or low audience reach
● e. Creative Fatigue – Audience tired of seeing the same ad
● f. Account Error – Technical issue from ad account
● g. Rejected – Ad didn’t meet Meta’s policy guidelines
✅ 3. Custom Metrics Setup (Important for Analysis)
Format = All percentages %
Metric Name Formula
Hook Rate 3-Second Video Plays ÷ Impressions
Hold Rate 95% Video Plays ÷ Impressions
Landing Page View Landing Page Views ÷ Link Clicks
%
Add to Cart % Add to Carts ÷ Landing Page Views
Initiate Checkout % Checkouts Initiated ÷ Landing Page
Views
Purchase % Purchases ÷ Landing Page Views
✅ 4. Attribution Settings (Tracking Conversions)
Attribution setting defines how Facebook tracks conversions after someone views or clicks your
ad.
● Recommended:
○ 7-day click or 1-day view
● It helps Meta know which ad to give credit for a sale.
🗓️ DAY 3: Meta Ads – Optimization, Metrics, & ROAS
✅ 1. Attribution – Advanced Understanding
● c. 1-Day Engaged View Attribution:
1. Facebook attributes conversion within 1 day of watching the ad without
clicking, if the user engaged.
● d. Negative Points of Attribution Settings:
1. Delayed data reporting
2. Inaccurate ROAS if multiple ads are running
3. Possible overlap in conversions
● e. Two Ways to Work Around Attribution Challenges:
1. Use UTM Parameters (URL tracking)
2. Use Third-Party Tracking Pixels (e.g., Triple Whale, Hyros, etc.)
✅ 2. CPM – Cost per 1000 Impressions
● a. CPM stands for Cost Per Mille (1000) impressions.
● b. Facebook charges advertisers based on CPM.
● c. Lower CPM = more cost-efficient reach.
✅ 3. Key Performance Metrics (Benchmark Targets)
Metric Abbreviation Target Benchmark
Hook Rate — 50% (3-sec plays ÷ impressions)
Hold Rate — 20% (95% plays ÷ impressions)
Landing Page LPV% 70% (LPVs ÷ link clicks)
Views
Add to Cart % ATC% 10–12% (ATC ÷ LPVs)
Initiate Checkout % IC% 8% (Checkouts ÷ LPVs)
Purchase % PUR% 4% (Purchases ÷ LPVs)
✅ 4. ROAS – Return on Ad Spend
● a. Definition: Measures how much revenue you earn per unit of ad spend.
● b. Formula:
ROAS=RevenueAd Spend\text{ROAS} = \frac{\text{Revenue}}{\text{Ad
Spend}}ROAS=Ad SpendRevenue
● c. Example:
○ You spent 1 lac PKR on ads
○ You earned 8 lac PKR in revenue
○ ROAS = 8 (excellent performance)
🧠 Additional Note: Buyer Psychology
On average, a customer needs to see your ad 7–20 times before they make a
purchase.
This is why retargeting and frequency management are critical.
