Advanced Ways to Maximize your FB RoAS

Five methods to kick your ad campaigns into high gear

Once you have followed the generic advice around match types and automated bidding, it’s easy to feel lost about how to further improve your ad campaigns.


Well, here are five methods to kick your ads into high gear:

Avoid relying on vulnerable cookies​

The 3rd party cookies used by Facebook and Google are increasingly unreliable, due to iOS 14 and ad blockers. You can’t trust you are really seeing the correct amount of visitors and events.

So, verify the data with reliable 1st party cookies.

Tools such as Fathom only collect a minimal amount of anonymous data. Others such as SegMetrics record each customer’s full journey by connecting the visitor cookie to their contact ID.


Optimize for sales using Offline Conversions

  • When sales happen after a long email funnel
  • Deals closed on a sales or demo call 
  • Conversion from trial to paid subscription
  • Payments that are collected on a separate website
  • Sales outside of the 7-day attribution window

You can manually upload this conversion data each week using CSVs, or you can automate the process with SegMetrics’s Conversion Feeder. It feeds conversion data to the advertising AIs, without being impacted by iOS 14.

Separate funnels for different lead types

No information can be ideal for both of these groups. Yet they are usually all poured into the same sequence. It would be better to build out different content variations instead.

Experiment with sending your leads into different funnels based on:

  • Decision making stage 
  • First time buyers or switching from competitors
  • Pain point that attracted them
  • Company size/industry
  • Demographics such as age or parent status

That way you can send information specific to them, instead of trying to have mass appeal with each message.

Measure success using LTV, not small events

Measuring success with PDF downloads or trial signups isn’t good enough.

To make the most of your ad spend you need to see where your big spenders came from. Whether it’s leads that turned into customers, trial signups that became paying subscribers, or customers that become repeat buyers.

The attribution from ad platforms hides the fact that leads aren’t converting into customers at an equal rate. SegMetrics users find that there’s as much as a 3x variation in the LTV of leads from different campaigns, with some “successful” campaigns actually wasting their money.

There is a range of tools (such as SegMetrics) that will track customer journeys from ad click to repeat purchases, so stop measuring success through proxy metrics.


Test upsell combinations and strategies

Boosting the average order value (AOV) is a great way to get the most from your ad clicks.

So, go ahead and run an A/B test on your upsell. Or if you don’t have an upsell, test a new strategy for promoting follow-up purchase. You could try:

  • An upsell vs a downsell
  • A delayed “next purchase” suggestion
  • Other complimentary products
  • Offers exclusive to existing customers

Of course, you will ideally want to see whether people from different ad campaigns work best with different upsells instead of treating them as one uniform group of people. You could do this using the tags in your email platform, or with a few clicks using SegMetrics.

Want to measure how these advanced optimization strategies perform? Grab a SegMetrics trial

With SegMetrics you can optimize every campaign and tactic to maximize lifetime value.

Improve Your Marketing with SegMetrics

SegMetrics is your complete marketing analytics toolset in one package

SegMetrics give you the power to find exactly what works – for email content, Lead Magnets, webinars, and more – so that you can improve your marketing


Understand your whole customer journey

Every action a lead takes gives you valuable marketing data. The impact of your marketing depends on how easily you can gather the key metrics for your funnels. See every purchase, page visit, clicked ad, and more – and lets you see it all with the click of a button.

Define your cohorts based on what your customers are doing through the marketing funnel, and find the segments that make you money, and those that don’t. Go beyond top-level dashboards to find your most valuable cohorts.


Analyze and optimize with explorative reports

As marketers, our most impactful insights come from those “Huh, that’s weird” moments. SegMetrics’ explorative reports lets you filter and break down your cohorts in realtime, letting you find the segments that are working, and the ones that aren’t.

Once you’ve identified the cohorts you want to monitor, save your reports, or put them on your live dashboards to keep tabs on their performance.

SegMetrics deciphers the data so you don’t have to.

We built SegMetrics to be reliable, simple to set up, and easy to read. Because no matter the size or type of your business, success shouldn’t depend on wrestling some sense out of confusing or conflicting data. Get back to making clear-headed, informed decisions. We’ll handle the numbers.

michelle warner
We added SegMetrics to see if it could find answers to questions a client’s had for over a year and that couldn’t be put off any longer. It could, and did so within about 30 seconds

— Michelle Warner — Strategy Consultant


Connect your favorite CRM, eCommerce and more

Easily connect your marketing platform with your ecommerce and all the other tools you use, including Infusionsoft, Ontraport, ActiveCampaign, Google Ads, Facebook, MailChimp, Klaviyo and much more. Contacts are automatically connected through each of your systems, so you can follow your leads through their entire journey, no matter where it takes them.


Build your unique KPI dashboard

What gets measured gets improved, and the more visible, the more they improve. SegMetrics’ dashboard and team features keep your core KPIs at top of mind, and alert you if things start to slip.

Whether you need to keep a close eye on MRR, quickly get the Lead Value of all your sources, or monitor leads as they go through your funnel – SegMetrics fits your reporting needs like a glove. Build custom dashboards in just a few clicks and get the vital data you need to improve your marketing.

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SegMetrics empowers hundreds of marketers like you

Online marketing is more competitive than ever, which means it’s critical to understand which of your lead sources and marketing funnels are bringing you the best return on your marketing efforts, and which are a waste of time and money. See other marketers like you that are already using SegMetrics to optimize their marketing.

hs marcus

Thanks to SegMetrics, I can give my clients real-time understanding of their audience, and the major metrics that drive their growth. What used to take hours of merging spreadsheets is instantly available in my SegMetrics reports.

— Marcus Blankenship — Executive Coach


Passionate support is our superpower

The SegMetrics support team has extensive experience working closely with marketers and agencies to solve their reporting needs. If you have a questions about your data, or a report you’re looking to build reach out to our team. We’ll help resolve it ASAP – even if it’s technologically convoluted or completely specific to your business.

SegMetrics’ reporting is always improving, and gaining new features every month. Our world-class development and analytics team is constantly working to make reporting easier, effective, and more reliable.

chris mason

For all the power that comes with Infusionsoft, it can be a really complicated tool. Reports that should be available with a few clicks just aren’t there. With SegMetrics we can see exactly which leads are most profitable and where our biggest opportunities lie. SegMetrics is like your marketing crystal ball.

— Chris Mason — Automation Marketer at Titans of Direct Response

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