YT YouTube2Text

YouTube2Text → Transcripts → How to Analyze Facebook Ads Data the Right Way (The 2026 Guide)

How to Analyze Facebook Ads Data the Right Way (The 2026 Guide) — Transcript

by Dara Denney · 5,837 words · 820 segments · language en · Watch on YouTube

Open in transcriber Summarize with AI Download SRT/VTT

Full transcript

0:00analyzing meta ads data is well
0:02complicated in fact in 2025 many
0:05advertisers are still focusing on the
0:08wrong metrics like clickthrough rate CPM
0:12or CPC so in this video I'm going to
0:14show you exactly how to analyze Facebook
0:17ads data the right way from the beginner
0:20to expert level this way you can scale
0:22smarter and not waste your money so if
0:24you ever felt like you were missing
0:26something critical when analyzing your
0:28ad campaigns this video is for you
0:30here's our agenda here's everything that
0:32we're going to go through today first my
0:342025 updated column setup in ads manager
0:37and then we're going to go over the
0:38tools I use to make data different
0:40decisions like motion and triple wh then
0:43we're going to explore some Advanced
0:44Data this is actually the data that I
0:46find nearly all advertisers even experts
0:49tend to miss out on one last thing I
0:51also have a free creative reporting
0:54checklist that you guys can download in
0:56the link in the description bar below
0:58but more on that in a bit so these right
1:00here are all of the metrics that I'm
1:02going to be tracking inside of ads
1:03manager and here's exactly what it looks
1:06like so first you're going to see we
1:08have the delivery column set up this
1:10campaign ran a few months ago so the
1:12campaign is off and we also have the bid
1:16strategy and attribution setting right
1:18here now if you guys have any questions
1:20about the different types of bidding
1:22strategies or even the different types
1:24of attribution settings please let me
1:26know in the comments I'm more than happy
1:28to jam on that there or even make future
1:30videos about it but if you're just
1:31starting off I would highly suggest for
1:33your bidding strategy to do highest
1:35volume and for your attribution setting
1:38to have 7day click and one day VI and
1:41essentially what bid strategy means is
1:44this algorithm is going to go after the
1:46highest volume of conversions there's
1:49going to be a few different ones but
1:51that's definitely the one that you're
1:52going to want to start off with if you
1:54are just beginning an attribution
1:56setting is essentially saying hey if
1:58someone clicks on your ad within a 7-Day
2:01period or views it within 24 hours one
2:05day then that means that that specific
2:08ad or Campaign Will then have that
2:11purchase attributed to that specific ad
2:15now once we scroll over here we can see
2:17budget this is an ASC Campaign which is
2:19why we have adset and this is a $700
2:22daily budget now if you're just starting
2:25off you're not going to have budgets
2:26that high of course um I would suggest
2:29starting off with at least $100
2:31especially if you're doing an ASC
2:33campaign but now let's get to the data
2:35let's get to the good stuff now you can
2:37see here we have amount spent purchases
2:39cost per purchase and Ras now these four
2:42metrics are essentially going to show
2:44you if your campaign is working and
2:46specifically what is working everything
2:49else is going to tell you why now when
2:51I'm looking at data and ads manager I
2:53actually like to sort from highest to
2:54lowest so that I can prioritize what's
2:57working the best or at least what's
2:59getting the most most amount of spend
3:01because if something isn't working but
3:03it's getting a ton of spend that's
3:04obviously something I'm going to want to
3:05optimize and turn off next we're going
3:08to have purchases now your purchases or
3:10your cost per purchase could also be
3:12substituted for lead or cost per lead
3:15but since most of my brands are in
3:17Ecommerce and they're going after
3:19purchases that's why I have that as the
3:21primary kpi and your cost per purchase
3:25is essentially going to be how much does
3:26it cost to acquire a customer on that ad
3:30your rowad self-explanatory is your
3:33return on ad spend so for every $1 that
3:36you put into this campaign or to this ad
3:39how many dollars are you then getting
3:42back from those customers now again
3:45these four metrics are going to be your
3:47primary kpis they're going to guide
3:49everything now the next five metrics are
3:51actually going to tell you about the
3:53people you are reaching so we have
3:55frequency this specific metric is going
3:57to show you how many times on average
4:00people are seeing your ads now this was
4:03looking at the data over a one- Monon
4:05period and we were actually reaching
4:08quite a few new people with this
4:10specific campaign I actually tend to get
4:13a little worried if I see frequency
4:15numbers above five across the last s
4:19days or the last few weeks cuz this
4:22might tell me that we are starting to
4:24hit a lot of retargeting audiences so if
4:26you see those higher frequencies it
4:29might be a sign Des that your creatives
4:30are targeting the same people over and
4:32over again or your campaign is now your
4:35reach is going to show you that
4:37individual people that saw your ad
4:40whereas The Impressions is actually
4:42going to show the number of times that
4:45your ads were shown sometimes to the
4:47same people which is why I really like
4:49looking at the frequency number two
4:52because I always want to make sure that
4:53my ads are reaching new people and not
4:55just hitting the same people over and
4:57over again and then we have of course
4:59cost per reach and CPM now I'd say that
5:03CPM is probably going to be a lot more
5:05important than cost per reach but CPM is
5:08actually the number that I find a lot
5:10more advertisers talk about and this is
5:12essentially the cost per 1,000
5:16Impressions now I know that you're
5:18probably looking at this CPM number and
5:20you're like oh mine are you know maybe a
5:22lot higher maybe a lot lower what is the
5:25average CPM and the truth is is that
5:28your CPM is highly dependent on your
5:31industry right and sometimes even
5:33specifically your product if you're
5:35curious about benchmarking data and
5:37where you should be falling for your
5:39specific product or demographic or
5:41location varos is the tool that I use to
5:44make sure that my brands are within the
5:47Benchmark essentially and then the next
5:50six metrics that I really like looking
5:52at here are your unique outbound
5:54click-through rate now this is
5:56essentially just a click-through rate
5:58but I like looking at unique outbound
6:01because this is the one that actually
6:03looks at how many individual users are
6:07clicking through in actually going
6:09through to your landing page if you look
6:11at just the average click-through metric
6:13you are actually looking at people who
6:15click on your ad go nowhere click on
6:16your ad and end up going to the profile
6:19or click on your ad and don't actually
6:20make it to the landing page this is the
6:22purest click-through rate which is why I
6:24really like to follow this one and again
6:26if you're looking for that type of
6:28benchmarking data to know what is a good
6:31click-through rate that's something that
6:32varos can really help out with and then
6:34I have CPC now there isn't a CPC for
6:39Unique outbound click through rate
6:40essentially so I look at the next best
6:43one which is cost per link click which
6:45is just essentially going to tell me hey
6:47for someone to click on the link that
6:50goes to the landing page what's the
6:52average cost of getting someone to click
6:54on that link then after that we're going
6:57to have the hook rate now this is
7:00actually something that is not already
7:02inside of ads manager you actually have
7:04to add this as a custom metric I am
7:07going to show you the exact formula for
7:09that later on in this video but
7:10essentially What The Hook rate shows us
7:12is hey when looking at video creative
7:15only what percentage of people actually
7:18watched the first three seconds of that
7:21video now this can really help show if
7:24you are targeting the right people by
7:27using the right type of messaging and
7:30creative and visuals inside of the first
7:333 seconds of your video ads so we can
7:35see here that we actually have a few
7:37differences right and of course we don't
7:39have data for this top one because that
7:41was actually an image ad there is no
7:44equivalent unfortunately for a hook rate
7:46or a hold rate for image ads the only
7:49thing that we have really is
7:50click-through rate and your
7:51click-through rate isn't always going to
7:52be an amazing indicator of great
7:55performing creative because now that the
7:57targeting on meta ads is primarily Broad
8:00sometimes you were going to see lower
8:02clickthrough rates because we were just
8:03hitting a much broader audience instead
8:05of the more concentrated audiences where
8:08we would see those more inflated
8:10clickthrough rates so your whole rate is
8:12similar to your hook rate and it's going
8:13to tell you one of two things it's
8:15either going to tell you the percentage
8:16of people who watch the first 15 seconds
8:20of your ad or if your ad is under 15
8:23seconds long it's going to show you what
8:25percentage of people actually just
8:27watched the entire thing
8:30now I like being able to look at hold
8:32rate and then also cross analyzing that
8:35with the video average play time because
8:38often times that I will find that if we
8:41just look at one or the other if you
8:43have really long video ad creatives like
8:46you have you know maybe ones that are a
8:48minute or a minute and a half versus
8:50ones that are 30 seconds sometimes your
8:52average video play time will look a lot
8:54longer I find that it's a much purer
8:56metric because we're really able to zero
8:59in in on ad creative that retained
9:01people past 3 seconds instead of just
9:04looking at that average video play time
9:06which again can be conflated now the
9:08last metric that I really like to look
9:09at is post shares which just essentially
9:11says hey how many times was this ad
9:13shared organically now the reason why I
9:16like to track this is because on the
9:18organic social media side meta has
9:21actually said multiple times that the
9:23number one metric that they have for
9:25success is sharable content so how many
9:28people are sharing that piece of content
9:30to stories or even sharing that in the
9:32DMS so that's something I also really
9:34like to track on the ad buying side and
9:37that's my dashboard setup I really like
9:38to keep this as simple as possible I
9:41really just want to look at the metrics
9:43that are most important to number one
9:46being able to determine what is working
9:48and two why potentially it is working
9:52but more on that in a bit so I'm going
9:54to be honest I actually do a lot of my
9:57analysis inside of motion MO is the
10:00creative strategy tool it's what I use
10:02to analyze all of my creatives and
10:05honestly build reporting that helps me
10:07get my Brands to the next level in fact
10:10there's a brand that I work with that
10:11spends millions of dollars per month on
10:13meta ads and we have several creative
10:15team members and departments and so many
10:18moving pieces and motion has really been
10:21imperative to our success and sharing
10:24data that actually moves the needle for
10:26instance every single week I look at
10:27this report that shows me the top top
10:29performing creatives for the week
10:31automatically this is something that I
10:33also share with the broader team now I
10:34am going to spend the next few sections
10:36of this video inside of ads manager but
10:39if you want to take a look at the
10:40advanced reports that I'm using inside
10:43of motion be sure to skip to this part
10:46of the video it's really advanced stuff
10:48and worth even beginners looking at okay
10:50let's get into it how to analyze data
10:53inside of ads manager now step number
10:55one is actually a mind shift change that
10:58I need everyone to get on the same page
11:00for so a mistake I often see is that
11:03people try to optimize and analyze at
11:07the same time but really the analysis
11:10needs to be done first before you start
11:12tweaking things so take a deep breath
11:15and focus on one thing at a time and I'm
11:17going to simplify this especially for
11:18the beginners when you are looking at
11:21all of this data inside of your ads
11:23manager you are actually only trying to
11:26answer two questions number one what is
11:29working what is working inside of your
11:31ad account what creatives are working
11:33what campaigns are working what's
11:35working and number two a little bit more
11:37complicated but why is it working these
11:40two questions and the answer for these
11:42two questions will ultimately guide
11:44every single thing that you do inside of
11:45ads manager and that brings us to step
11:47number two which is going to be
11:48analyzing your primary metrics versus
11:51your storytelling metrics so all of your
11:54metrics are going to fall into one of
11:56these two categories now your primary
11:58metrics are are going to tell you what
12:00is working and these are the only
12:03metrics that you should be using to
12:05optimize your account so these primary
12:07metrics are going to be things like your
12:09amount spend your purchases your cost
12:12per purchase and even your Ras and if
12:14you're doing lead generation of course
12:16then you are going to swap those results
12:18around for cost per lead or number of
12:20leads now these are the only things that
12:24you should be using to optimize your
12:26account so if you see oh this cost per
12:28purchase and these number of purchases
12:31are profitable for me I should increase
12:33the budget not looking at your secondary
12:36metrics now your secondary metrics are
12:39going to help illuminate potentially why
12:42something is working right so this is
12:44going to be your frequency your CPM so
12:47all of these metrics potentially could
12:49illuminate why potentially an ad
12:52creative is working or not working if
12:54you have a high CPM potentially that's
12:56saying hey this creative is costing too
12:59much to deliver which is why ultimately
13:02we're not able to get the type of costs
13:04that we want right maybe you're saying
13:07that your click-through rate is too low
13:09and your CPC is too high so people
13:11aren't ultimately clicking on that ad to
13:14go through to the landing page now what
13:16I will say is very often the most
13:19important storytelling metrics often
13:22comes down to video creative because we
13:23have a lot more data when looking at
13:27video creative right we're able to see
13:29hey how good did this creative do at
13:31actually hooking our audience or how
13:34good did this video do at maintaining
13:36and retaining that viewership and also
13:39ultimately on average how long was
13:42someone viewing that data so what I will
13:44say is video hook and video hold aren't
13:47automatically inside of ads manager this
13:49is a custom metric that you have to add
13:51in but I do have the formula right here
13:53for you so that you can add those in and
13:55again the the thing that's you know sort
13:57of frustrating is this is only going to
13:59be available for your video creatives
14:02not necessarily your images but I do
14:06have more data that we can look at later
14:09on in this video that are going to help
14:11illuminate a lot more as to why certain
14:14creatives worked or didn't work but
14:16again this isn't necessarily data that
14:18you're going to get inside of ader but
14:20more on that in a bit so let's put all
14:21this data into action right and analyze
14:24a campaign that I worked on a few months
14:26ago okay this is an ASC campaign that we
14:29ran a number of months ago and I do want
14:30to point out actually I've seen a lot
14:32more success with ASC campaigns in the
14:35recent months if you have a lot more ad
14:38creative inside of them I've actually
14:39heard that the minimum number you should
14:41have in an ASC campaign for Optimal
14:43Performance is 20 so something to
14:45consider there now when I'm going into
14:47ads manager and I'm going to start
14:48analyzing things the first thing I like
14:49to do is actually sort highest to least
14:52amount spent so that I can really
14:55prioritize what is getting the most
14:57amount of spent and for this specific ad
14:59campaign we can actually see wow there
15:00is something that is very very clearly
15:02winning but let's take a step back for a
15:06second right let's first look at this ad
15:08campaign as a whole and this is
15:09something that you can do as well
15:11looking for the account level right so
15:15we can see that the amount spent was
15:16about 11k 525 website purchases
15:2121.9 cost per purchase so that's how
15:23much it was costing for us to acquire a
15:25customer and 525 purchases overall with
15:28a average row as of a 2.77 and for this
15:33specific brand just looking at these
15:34internal ads manager metrics this was
15:37actually doing really really well for us
15:39so just looking at those metrics alone I
15:42would say hey this definitely qualifies
15:45for us to increase spend on this you
15:48know if we have already been increasing
15:50this steadily over the last 2 to three
15:52days by 20% maybe we can try increasing
15:55it even a little bit more but overall
15:58this campaign is working out pretty
16:01fabulously but most of it is being
16:03attributed to one ad right so we want to
16:06zero in on this specific ad and really
16:09get to the heart of why this is working
16:11right so we can see that this has spent
16:14well and llarge the bulk of the spend
16:18right so that's going to be about
16:2075% we have a really strong cost per
16:24purchase of about
16:26$21.50 and the purchase throw as is also
16:29within our Striking Distance we really
16:31want to see and scale anything above a
16:33two when looking at internal metrics now
16:37let's try and understand the story of
16:40potentially why this is working right we
16:42see the outbound clickthrough weight
16:44which honestly is pretty average for the
16:46account so there's not something super
16:48spectacular with the specific
16:50clickthrough rate sometimes I will see
16:53oh a specific ad creative is working
16:55really well because it has a high
16:56click-through rate but to be honest
16:58click-through rate isn't always a
16:59reliable metric to gauge performance on
17:03because a lot of times the audiences
17:06that your campaign or even just specific
17:08ad is targeting can be really broad so
17:11sometimes a low clickthrough rate is
17:13actually not a bad indicator of it being
17:15successful or not successful it could
17:17actually just be speaking directly to
17:21the right people and getting them to act
17:23instead of everyone else to act right
17:25and yeah when we're looking at the
17:26specific campaign this specific ad
17:29creative has definitely inflated the
17:30average but actually what we had saw in
17:33the ad account previously was the
17:35average hook rate was around 30% and the
17:38average hold rate was anywhere from 7 to
17:408 so this was almost double that which
17:42is an indicator of a really really
17:44strong creative now the real heart of
17:46why a specific ad creative performed or
17:48didn't perform that type of insight
17:51generally isn't in the data itself it's
17:53going to be in the ad creative right
17:55it's going to be in the messaging in the
17:57type of visuals and even the format that
17:59you're using now a question that I often
18:01get with people who are new to meta ads
18:04is they will look at ad creatives like
18:06these three right here that have better
18:09cost per purchases and even higher row
18:12ases and they'll ask me Dar why isn't
18:14meta putting more spend to these more
18:17profitable ads now this is actually
18:19something that meta has written about
18:21multiple times in the past called the
18:23breakdown effect now essentially what
18:24this means is that meta has determined
18:27through its algorithm that if it would
18:29push more spend to these specific ads
18:33that it actually wouldn't be as
18:36profitable sometimes media buyers trust
18:38this sometimes they don't to be honest
18:40I've tested it multiple times for myself
18:42in the past by trying to throttle more
18:44spend to these ad creatives and
18:45typically they don't perform as well for
18:48whatever reason meta has really
18:49determined that the actual winner for
18:51this specific campaign is this one so
18:55really it's going to be better for you
18:56to analyze what is happening at the ad
18:59creative level versus what is happening
19:02at these and what I will say what was
19:05interesting about our top performer is
19:08it was a pure educational play and it
19:11was actually just giving information
19:13about the specific product now my
19:16guidance for you is to not dwell a ton
19:18on what's working and why isn't it
19:21working I would actually suggest hey
19:22focus more on trends that you're
19:26noticing in your ad account specific m
19:28messaging and visuals and even ad
19:31formats that really seem to be moving
19:33the needle for you and figure that out
19:35and double down and pressure test those
19:38theories on things that seem to be
19:40working you don't need to know exactly
19:43why every single ad creative didn't work
19:46especially in the early days next up
19:48let's talk about using first party data
19:51right so your triple wh your North beams
19:54and Beyond so a question that I very
19:56often get is okay do I need triple wh do
19:58I need northbeam in order to advertise
20:01on meta ads and the simple answer is no
20:04but there are times that it's really
20:06worth it in fact a brand that I work
20:08with does use triple will to help
20:10optimize their campaigns I'm going to
20:11explain how they do that in a bit so
20:13ultimately my take on this is first
20:15party data tools like triple whale and
20:17northbeam are really only good for
20:20Brands who are starting to scale up
20:21quite a bit but to be honest many Brands
20:23don't need them at all and if you're
20:25just starting off then I absolutely
20:26would not recommend it ads manager is
20:28going to be sufficient enough for you
20:30the question you ultimately have to ask
20:31yourself is is attribution actually an
20:34issue for you or are you just primarily
20:37using meta ads to drive customer
20:39acquisition if that's the case then you
20:41don't need these tools I don't find that
20:44triple whale magically unlocks insights
20:47on a creative level unless a brand truly
20:51has multiple attribution channels that
20:54they're using and by multiple
20:55attribution channels I mean like are
20:56they investing into TV are they inves
20:58ing into podcast or
21:01influencer or even Google and I will say
21:04yeah with a brand that I work with we do
21:06use triple will because we have those
21:08multiple channels that we are investing
21:10into again though many Brands don't need
21:12it as manager alone is often enough to
21:14make solid optimization decisions and
21:17first- party tools are really only the
21:19most valuable when you're managing
21:21larger budgets and need Precision across
21:23multiple data sources so if you're
21:25feeling overwhelmed by the data my
21:27advice is to first Master ads manager
21:30and then you can begin to layer in tools
21:32like triple whale or northbeam when you
21:34start to scale up your budgets
21:36especially if you are starting to invest
21:38in additional channels okay now let's
21:40talk about how I am using motion for
21:42those bigger creative swings again
21:44motion isn't just a creative Analytics
21:47tool it's a tool for overall creative
21:49strategy it quickly helps me identify
21:51what works to spot patterns and iterate
21:53effectively and honestly just gives me
21:55the confidence that I need to take much
21:57bigger Crea swings that ultimately scale
22:00so here are a few of my favorite reports
22:02like we talked about the top performing
22:04creatives report I like to look at this
22:07on a weekly level but I'm also looking
22:08at it monthly to do those creative
22:11Retros with the brands that I work with
22:13also if I'm doing individual creative
22:15tests for Brands I like to create a
22:17motion report just for those
22:18individually so I can really zoom in and
22:21analyze what's working or not working
22:23about a specific creative test I also
22:25like to conduct a format analysis where
22:27I am looking to see at a high level hey
22:30what type of creative diversity does
22:32this account have and do we need to
22:35potentially invest into more images or
22:37more video or even carousels or catalog
22:40ads and then of course I like to dive
22:41into a more secondary format analysis so
22:44sometimes this can be Statics right we
22:46want to see what types of creative
22:48strategies are really working for
22:50Statics specifically if it's more
22:51testimonials or US versus them or even
22:54before and after or celebrity or Creator
22:57Statics same for videos we really want
22:59to zoom in and understand hey what types
23:01of video ads creative templates or
23:04formats are working so that we can
23:06easily recreate those especially when
23:08we're doing a new product launch or
23:10we're trying to make iterations another
23:12analysis that I really like to do is
23:14looking at agency partners so I work
23:16with a really big brand where we are
23:18actually managing multiple agency
23:20partners so we like to compare across
23:23agencies which agencies are actually
23:24moving the needle for us and sometimes
23:26we'll invest more in the agencies that
23:28are doing better for us increase scope
23:30increase retainers or even decide hey we
23:33want to move on from a certain partner
23:36and start investing in someone new we
23:38also like to take a look at what types
23:40of creators are working the best for us
23:42sometimes with certain brands I'll look
23:44at you know the celebrity programs and
23:46just see what types of celebrities we
23:47should reinvest in again or certain
23:48influencers or even down to ugc creators
23:52this type of comparison analysis is
23:53incredibly helpful so that we can look
23:56and see hm who should we invest in again
23:58or who should we find that is similar to
24:01the types of creators that are working
24:02for us of course you can make these
24:04types of reports inside of ads manager
24:06but I find that it is so much easier not
24:09only on myself to make these reports
24:11automatically in motion but also to
24:14share across teams that maybe are a
24:16little bit intimidated by ads manager
24:19okay now let's dive into some Advanced
24:20analytics and what we're actually going
24:22to zoom in on is specifically how I am
24:25analyzing creative for bigger impact in
24:28what I've noticed is that most people
24:30actually analyze their creatives the
24:32wrong way here's an example of how
24:34people will often analyze a creative
24:36test for me right so we'll look at
24:38something like this and say okay you
24:39know what version B was the winner it
24:42had a 1.2 row as with a 1.64
24:44clickthrough rate the hook rate was
24:46about average at 21% hold rate also was
24:49average at a 7.8 so we're ultimately
24:53going to do a few more variants of B
24:56since that was the winner and they will
24:58stop there if you've made an analysis of
25:00this I hate to inm you that this is not
25:02a real analysis in fact we're missing a
25:04lot of data points here that actually
25:05make this helpful things like qualitive
25:09data and additional data points that are
25:12inside and also not inside of ads
25:14manager I'm going to break all of those
25:16down for you right now now let's zoom in
25:18on some of the qualitive data right this
25:19is actually going to be some of the
25:20qualities about your ad creative that
25:24can help provide further analysis so
25:26this can be things like formats so for
25:28this specific creative right this was a
25:30ugc Creator testimonial ad um and there
25:35was none of that in the analysis but
25:37maybe when we look at other top
25:38performers or what else is performing in
25:40the ad account maybe that is similar or
25:44dissimilar maybe it's an outlier that
25:46kind of information is really important
25:48to know and to share another piece of
25:49data here is the creator so we can think
25:52hm is part of the reason why this
25:54creative performed down to the Creator
25:57in this case yes this was something that
25:59we actually saw when working with this
26:00Creator multiple times this was
26:02absolutely something that impacted the
26:05performance so we ended up reinvesting
26:07in working with her and again and that's
26:09definitely something that you should
26:10bring up as a part of your analysis
26:12we're also missing an analysis on the
26:14messaging which we're going to do in
26:15just a second and then of course on the
26:18imagery so the imagery and the format
26:20are a little bit different um sometimes
26:21when I think of the imagery I like to
26:23think of the overall production quality
26:27um I like to think about also the
26:29setting so oh and the specific ad
26:31creative she's in her car maybe that's
26:33something that's potentially affecting
26:34performance we actually have seen that
26:37for several brands that I've worked with
26:39that being in a different location
26:41instead of just inside of your house can
26:43actually have a big impact on
26:45performance and that's worth noting
26:47especially if you have a winning
26:48creative now let's talk about this
26:50messaging analysis right now when we
26:53looked at the other three creatives that
26:55were being tested we noticed that oh
26:57creative a had more value based
26:59messaging right we also had a bit of a
27:02competitor comparison going on and it
27:04was super numerical super numbers heavy
27:07while B ultimately the winner leaned
27:09into a bit of negative marketing also
27:11was using a really strong trigger word
27:13here hate I find that that that word is
27:15something that actually tends to um
27:17reach out and hook people really well
27:19and it was also a question so it feels
27:21like you're talking directly to the
27:23audience and C was actually using
27:25messaging around it being fast and being
27:27easy and it was also a lot more problem
27:30solution oriented and now it's really
27:32interesting too as we're doing this
27:34messaging analysis something that I like
27:36to think about is huh at what part of
27:38the marketing Journey potentially is
27:41this ultimately targeting and a part of
27:44the analysis we did on this creative
27:47after we ran it was oh actually
27:49messaging B had the most scalable
27:51messaging because it was able to appeal
27:53to the widest range of people to more of
27:57that problem aware SL unaware segment so
28:01you know we did see initially actually a
28:04was the one that came out of the gate
28:06and was starting to convert a lot more
28:08quickly because it was getting more of
28:09that low hanging fruit right it was
28:11easier to convert down in the funnel But
28:13ultimately the one that ended up running
28:15and winning for us the longest was the
28:18one that had that more scalable
28:20messaging so this is advanced stuff
28:23right but it is important when you're
28:24doing that analysis to understand hm
28:26potentially why is this is converting
28:29better for my audience is it because
28:31it's more scalable potentially
28:33additional data you can find inside of
28:35ads manager that I find as helpful for
28:37analyzing creatives is going to be your
28:39breakdown data so this is going to be
28:40things like your age your placements and
28:43even your gender being able to look at
28:46specific creative tests and say ooh was
28:48this pulling into a certain age
28:50demographic how is that potentially
28:53impacting the overall performance maybe
28:55if we see oh we find that as specific
28:58creative is actually targeting more of
29:00the 50 plus range and that's working a
29:02lot better for us that might be a sign
29:05that we want to develop more creative
29:07for that audience or speak more directly
29:09to that audience an interesting thing to
29:11see too about placements is oh is
29:14Instagram or Facebook working better for
29:16my brand is the feed or even stories or
29:20reals what's really moving the needle
29:22here is that because of how we're
29:23actually formatting the specific
29:25creatives there's a lot to potentially
29:27pull apart there and then finally
29:29comparative data now I think that no
29:31analysis is really complete candidly
29:34without comparing it to other data
29:36points that you have now some of this
29:38can be your own data points like your
29:40own top performers or your own current
29:42tests that are currently going on I
29:44often find that when you are analyzing
29:46creative being able to compare it to
29:49your own performance can be really
29:51helpful in Illuminating where it's
29:53falling inside of your general ecosystem
29:55but another comparative data set that
29:57you can have too potentially is your
30:00competitor data so what you can actually
30:03look at is see hey what types of AD
30:06creative is my competitors running is it
30:09similar to what we are running are they
30:11seeming to be learning similar things
30:13using similar formats similar messaging
30:15strategies and also look through the
30:17lens at their messaging and seeing how
30:21scalable potentially their messaging is
30:23and if they seem to be repeating
30:25anything month over month now I know a
30:27lot of that is super complicated that's
30:29why it's more of the advanced stuff
30:30right I do have a slide here for how
30:32this tends to look if I am going super
30:34in depth on a specific creative test and
30:37how everything is lied out now again I
30:40know that this is a lot of work and this
30:42isn't something that I suggest for every
30:43single task but if you're doing a really
30:45big swing or you find that you have a
30:48unicorn Banger of ad that is scaling to
30:50the Moon you might want to do an
30:52in-depth analysis like this so that you
30:54can really pull apart the things that
30:56are actually working here and can
30:59actually help you to get to the next
31:01level and make another winning ad and
31:03that's it don't forget I also have that
31:04creative reporting checklist for you
31:06guys if you learned anything at all in
31:08this video please be sure to give me a
31:10like And subscribe because those small
31:12things really do help me out so much as
31:14a Creator and I can't wait to see you
31:16guys again next week see you bye

About this transcript

This page contains the full transcript of How to Analyze Facebook Ads Data the Right Way (The 2026 Guide) by Dara Denney, generated from the public captions YouTube serves with the video. The transcript has 5,837 words across 820 segments, with the original timestamps preserved so you can click any line to jump to that moment in the embedded player.

What you can do with it

Use the transcript to take notes, quote the speaker, build a study guide, generate a summary with ChatGPT or Claude via the YouTube Summary tool, or export it as a timed subtitle file with YouTube to SRT. You can also re-open it in the transcriber to translate the transcript into 100+ languages.

Free YouTube transcript tool

YouTube2Text is a free YouTube transcript generator — no signup, no daily limit. Paste any YouTube link and get the full transcript instantly, with timestamps, click-to-jump, translation to 100+ languages, AI prompts for ChatGPT, Claude, and Gemini, and exports to TXT, SRT, VTT, or Markdown.