This article explains how you can evaluate the impact of changes in a specific channel, campaign, or adgroup on your performance
The changes you’re making in budgets for every campaign, channel, or adgroup will impact your performance in different ways. To know better how to invest budget in a channel or campaign, just follow the steps in this tutorial!
- Choose an entity
A channel, a campaign, or an adgroup - And filter the board based on it. In this case, we chose a Facebook Brand campaign.
- Choose a market (OS/Country) and a timeframe (1-2 recent months)
Filter the board based on the desired market. In this case, we chose US/Android.
Alternatively, you can also filter based on a multiple country campaign, and measure the changes across multiple countries. Here’s a detailed explanation on how.
- Mark the significant changes
Review the significant changes in costs across time.
In our case, we’ve identified a decrease in spend in June, and another one in July. We’d measure them both to view the impact of those changes on the overall performance for each KPI.
Let’s click ‘Measure’ and review the results!
- Review results
When we’ve decreased $6,000 in June, we haven’t seen any impact over performance - Meaning, we can decrease spend further without harming performance!
When we’ve decreased $2,000 in July, we again haven’t seen any impact over performance - Confirming the previous measurement, and allowing us to further decrease spend from this campaign.
Based on those two measurements, we’d suggest decreasing the budget from this campaign, and dedicate it to another campaign or channel in the same market, which will generate more incremental value.
This process can be done repetitively, for any entity or market. Measuring every channel across a market this way will allow you to see the right “move” for each channel - Which should be lowered or increased in spend, and will gain more incrementality as a result.
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