How To Get 100% ACCURATE Facebook Ads Data (Really!)

0:00in this video i'm going to show you how to get 100 accurate facebook ads data yes it really is possible and there's a couple of different ways to do it i'm also going to share a facebook ads conspiracy theory that might help explain some of the weird stuff that's been happening to do with facebook ads over the past 12 months or so make sure you stick around for that now we all know that since the ios 14 released last year facebook ads data has been much less accurate we can't see exactly how many leads and sales our campaigns are generating that makes it much more difficult for us to work out how

0:30profitable our campaigns are or aren't it makes it much more difficult for us to optimize our campaigns because we can't exactly see which elements are performing best and that lack of data also affects facebook's machine learning process if they have if meta has less data with which to optimize our campaigns then results can drop off and some advertisers have seen a drop-off in results because of ios 14 and the drop-off in data that's coming through but you can get 100 accurate facebook ads data in a post ios 14 facebook ads world in fact there's a couple of different ways to do it there's a low effort way and a higher way the low

1:03effort way requires a bit of setup at the beginning but then you can just operate as usual the higher the way requires more manual involvement on your part i'm going to explain both and you can decide which one you may want to use so the lower third way is to transition all your facebook and instagram ad campaigns into in-app campaigns so instead of sending people to an external location like your website which is where the data gets lost we can keep people in app and get 100 accurate data all that data can be tracked now there's two main ways to do that depends on your business and what it is that you offer

1:34the first is to use lead generation campaigns instant forms and if i jump over to an example add account just to quickly demonstrate this if we click on the green plus create button if you've got the new odac's menu like i have here if you select leads click continue and then jump over to the ad set level you can see that the default is now instant forms and that's what we're referring to when we say lead generation it used to be a separate campaign objective called the lead generation campaign objective and you may still have the old campaign objective menu in which case you want to

2:02use that and you'll see the same thing if you've got the new odax menu then you want to select leads and then instant forms which is interestingly enough the default if you're not familiar with this type of campaign instead of someone being sent through to your website to become a lead there and inquire say via a contact form they are presented with a form inside of facebook or instagram and they're able to enter in their details there and go on and become a lead very easily within app and like most alternative ways of doing things to do with facebook ads there are pros and cons to using instant forms as opposed

2:31to traditional lead campaigns for your website firstly big pro the leads tend to be a lot cheaper okay so it's easier for people to stay in app submit their information because of that there's less friction people are more likely to take that action the lead cost is less we do sometimes find that the quality on the other hand is not as good because it's easier less friction you don't filter out as many of the people that aren't that interested so you might find that when you go ahead to contact try and contact those leads less people respond and you have a harder time converting those people that's the trade-off now

3:04meta is working really hard and they recently announced that they're bringing in new tools for us to be able to easily filter leads that come through via instant form so that we don't have to waste a lot of time trying to contact leads that aren't that interested so i think this is something that's going to improve over time but that's the sort of major pro versus con of using instant forms lead generation as opposed to traditional lead campaigns and if you are using facebook and instagram ad campaigns to generate leads i'd strongly encourage you to test this we'd always recommend you test leads generated by your website against an instant form

3:36lead generation setup you may find that one works much better than the other and particularly when you factor in the 100 accurate data that you will get via your instant forms as opposed to the maybe 70 or so accurate data that you're going to get for your website you may well find that overall this approach works best the other main way to transition your facebook and instagram ad campaigns to in-app destinations is to use a facebook shop this is gonna be particularly applicable for anyone that's looking to sell products any e-commerce businesses you can use a facebook shop keep people within the meta family of apps facebook

4:09instagram etc and that's going to give you much much more accurate data because i've already said facebook can track all that stuff that goes on in-app it's when people go to external locations that we see that data drop off now there are of course some pros and cons associated with transitioning to a facebook shop as opposed to using another external platform like shopify for example at the time of recording there's less features less um tools that you can use with a facebook shop than you can with something like shopify and that may be a big issue for your business depending on what you use and how advanced your store

4:44is and what you're using to set things up and to optimize performance and all that sort of stuff so that is a con associated with this on the pro side facebook shops again reduce friction is quite similar to lead generation campaigns and as things improve over time we may find that users people on facebook instagram your potential customers quite like the experience of just being kept on platform nice and easy for them to take an action and that sort of thing again it's something that meta is working really hard to improve because they want people to be using facebook shops as much as possible um but just like with the lead generation

5:16campaigns this is something i'd recommend testing it does take a bit of time to get set up but if this does work better for you especially factoring in the more accurate data it may well be a great way to go doesn't mean you need to completely get rid of say your shopify store or something like that but you could keep that and also test using a facebook shop and sending people directly there and see how it performs that's the best way to find out the best approach and the accurate data may well be worth it so at the beginning of this video i mentioned that i'm going to share a facebook ads

5:43conspiracy theory with you and here it is a lot of people think that facebook now meta didn't really mind the ios 14 update that's something that apple decided to do and facebook made some noise around this is bad for small business owners etc etc but they didn't really take proper action to stop it from happening and the reason why is because they actually don't mind they quite like the outcome that this might make advertisers do the action that it might take which is to transition their facebook and instagram campaigns to in-app destinations facebook have wanted us to use lead generation campaigns as opposed to sending people to a website

6:20to generate leads for a long time they want to keep people in app same applies to facebook shops that benefits the platform overall the more time that everyone including your users where you're sending them from when they click spends in app the better it is for facebook and it's easy to forget that facebook now meta had a really big bargaining chip to use here if they wanted to when it came to the the ios 14 update you might think well there's nothing they could have done these apps are on iphones apple is in charge of that in the app store what could they have done facebook could have threatened

6:52to remove the facebook instagram and whatsapp apps from the app store that would have been devastating for apple that would have undoubtedly resulted in a big drop in iphone sales because if you couldn't get access to facebook instagram or whatsapp a lot of people would buy an android device instead um facebook could have played that card they could have threatened to do that and they didn't and the theory is that facebook whilst making some noise they didn't like this actually is kind of happy about it because it's gonna force people to do what they've wanted all along and that's advertise in a way that keeps people in facebook in instagram

7:27and spend as much time as their as possible there is also evidence to suggest that facebook will charge you a lower cpm if you advertise in a way that keeps people in app now we might expect for example you to generate a lower cost per lead via instant forms as opposed to sending to your website because there's less friction of things already mentioned but a lower cpm means that facebook is actually charging you less as an advertiser to advertise using an instant form as opposed to advertising to people that are going to your website now we don't know that conclusively but it does seem to be the case and that

7:57would further confirm or help confirm what we talked about in the facebook really wants to incentivize advertisers to keep the people they're advertising to within facebook instagram the meta suite of apps okay so what is the high effort way when it comes to generating 100 accurate facebook ads data and that's to create unique landing pages for your facebook ads instagram ads and you can get as specific as you want you could have unique landing pages for different campaigns unique landing pages for different ad sets even unique landing pages for different ads depending on how much time and effort you want to dedicate to this now i'm not talking

8:33about a complete redesign of your landing page for each element we're talking here about unique urls what that means is that you can then track exactly where people start your website and where they go through using google analytics and you can see okay the people that went through to this page um converted at this percentage people went through to this page converted that percentage we know that this page corresponds to that ad set this page corresponds to that ad and you can use that to work out exactly which elements within your facebook and instagram ad campaigns are delivering the best results and then optimize those accordingly now the downside to this

9:04approach is that that 100 accurate data that you can track and monitor yourself won't be fed back into your facebook ad account so facebook's machine learning process won't be able to optimize as well as the low effort way where you just keep everyone um in app so whilst you might be able to optimize better the machine learning process will just operate in exactly the same way as it does with with probably what you've got going on right now where you're sending people to your website generating leads and sales that way with about roughly 70 accurate data the main advantage to this high effort approach is that you can

9:36keep using your website and if that's really important to your business which i know it absolutely is to tons of facebook advertisers then that might be worth taking the time and effort to get this set up now i can imagine some of you are watching this thinking why not just use utms why go to the trouble of creating whole unique landing pages we tested this a whole bunch they're just not as accurate if you really want if accuracy is super super important to you the unique landing pages is the best bet if you're sending people to your website so which option should you choose the low effort way the higher for way maybe

10:05neither i think it really depends on how important it is that you send people to your website for some businesses that's absolutely essential in which case you know what to do for others it's not and it may be easier just to keep people in app you may also decide that you don't want to go with either of these options you'd rather just keep doing things as you are accept the fact that your data isn't quite as accurate and optimize accordingly that might be the best option for your business we certainly run many campaigns under that setup so don't feel like you have to do one of these but if you

10:33really feel the lack of data and the inaccuracies in there are costing you and costing you in terms of facebook ad campaign performance a lot it may well be worth at least testing one or both of these options you can always make a decision once you've run a few experiments over the next few weeks months and that might make a huge difference to the long-term success of your facebook and instagram advertising i also want to quickly mention our facebook and instagram advertising services my company lead guru is a specialist facebook and instagram as agency we create manage and optimize campaigns for our clients if you want to

11:03find out more information you can book a call with one of my team members there's a link in the video description below you just click on that you go through to a page on our website and you can book a slot directly into our calendar no obligation we can just find out more about your business we've probably worked with a business similar to yours in the past you can find out how we work and hopefully we get a chance to to work together we do have a 3k per month minimum budget requirement so please only book a call if you meet that criteria but um if you do go ahead book

11:29a call hopefully we get a chance to work together now if you've never created a lead generation campaign before and want to give it a go based on what we've covered in this video something i would strongly recommend i've created a step-by-step video tutorial on it right here in that video i show you exactly how to create lead generation campaigns that generate a ton of very inexpensive leads go ahead and check it out