¶ Trends & Anomalies Analysis
In this article, you will learn how to understand the performance insights dashboard to enhance your campaign's performance.
The Trends & Anomalies Analysis Dashboard helps you track the performance of ad campaigns over time to identify patterns and irregularities. Based on the campaign performance data the AI also provides insights and action items. This helps you make data-driven decisions to optimize your ad targeting, creative, and budget allocation, ultimately improving the overall performance and ROI of your Facebook ad campaigns.
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KPI Summary
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KPI Deep Dive
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Anomaly Analysis
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Holiday KPI
¶ KPI Summary
This section provides a quick overview of key performance indicators (KPIs) over various time periods, including the holidays in the year in the region. For example, if you see that your Avg Daily Spends are increasing but your CTR is decreasing, it might indicate that your ads are not as engaging to your audience as before.
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Time Period: The range of dates the data covers (e.g., Last 7 Days, Last 30 Days).
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Avg Daily Spends: Your average daily spend in dollars.
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CTR (Click-Through Rate): The percentage of users who clicked on your ad.
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CPC (Cost Per Click): The average cost of each click on your ad.
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Avg Daily Conv (Average Daily Conversions): The average number of daily conversions.
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CVR (Conversion Rate): The percentage of clicks that resulted in a conversion.
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CPR (Cost Per Result): The average cost per result.
Note: The %Change for a metric (e.g., +40%) compares the current period to the previous same-length period, showing if the metric has increased (+) or decreased (-). For example, a CTR of +40% means it improved by 40% compared to the last period.
¶ KPI Deep Dive
This section provides a detailed analysis of specific metrics over time. For example, if you notice a spike in CTR during a holiday, it suggests that your audience was more responsive during that period.
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Graph: Shows trends in average daily spends and the selected metric (e.g., CTR).
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Anomalies: Highlighted with markers to indicate days where metric values deviated significantly from the norm.
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Holiday Effect: Indicated to show the impact of holidays on campaign performance.
¶ Insights
This section summarizes key findings and trends from the data. For example, if insights show that CTR decreases with higher spends, an action item might be to reduce spending while focusing on ad quality.
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AI Group: The group of campaigns being analyzed.
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Insights Text: Specific observations about metric changes.
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Action Items: Recommendations based on the insights.
¶ Anomaly Analysis
This section identifies outliers in your campaign performance. The graph displays unexpected or unusual patterns in campaign data. These anomalies can indicate either positive or negative deviations from expected performance. Anomaly Analysis helps you quickly detect and respond to issues or opportunities within your campaigns. For example, if many points are clustered away from the norm in the scatter plot, it indicates frequent anomalies that might require further investigation.
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Scatter Plot: Plots average daily spends against another metric to visualize anomalies.
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Anomaly Summary: Lists the count of days with dispropotionate changes in metrics.
¶ Holiday KPIs
This section lists your campaign performance on specific holidays. For example, if your Avg Daily Results significantly increase on holidays, consider planning special campaigns around those dates.
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Day & Holiday: The date and name of the holiday.
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Avg Daily Spends ($): Average daily spend on that holiday.
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CTR, CPC, Avg Daily Results, CVR, CPR: Same as in the KPI Summary, but specific to the holiday.
