Power of Customer Analytics

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Power of Customer Analytics

Today’s businesses are swimming in data. But, as any swimmer knows, it’s not enough to just be surrounded by water – you have to know how to use it to your advantage. That’s where customer analytics come in. Customer analytics is the process of using data to generate insights that can improve your business, increase revenue, and drive customer retention. 

There are four main types of customer analytics: descriptive, diagnostic, predictive, and prescriptive. In this blog article, we’ll take a closer look at each one, and explore how you can use customer analytics to improve your business.

Descriptive Analytics

Descriptive analytics answer the question “What happened?”

They provide a snapshot of what has already transpired, such as how many customers made a purchase last month, what was the average order value, or how long it took for a customer to make a purchase. Descriptive analytics are important because they provide a foundation for understanding the way your customers behave. This type of data can be used to identify trends and patterns, which can be helpful in forecasting future behavior. To generate insights from descriptive analytics, businesses need to have access to data that is organized and structured in a way that makes it easy to slice and dice. This data can come from a variety of sources, such as customer surveys, website analytics, transaction records, and social media data. However, descriptive analytics cannot tell you why something happened, which is where diagnostic and predictive analytics become valuable.

Diagnostic Analytics

Diagnostic analytics answer the question “Why did it happen?”

They help you identify the root cause of an issue, such as why customers are leaving your site without making a purchase, or why orders are being delayed. Diagnostic analytics use data mining techniques to uncover relationships and identify causal factors. This type of analysis can be used to improve processes, optimize performances, and resolve problems. Diagnostic analytics can be obtained through surveys, customer interviews, focus groups, and other qualitative methods where customers can provide feedback about their experience. Alternatively, services like Opentracker can provide website data that can be used to diagnose problems so you can improve the customer experience and mitigate issues before they cause long-term damage.

Predictive Analytics

Predictive analytics answer the question “What could happen?”

Based off of historical data, predictive analytics uses statistical modeling to generate insights about future trends and behavior. This type of analysis can be used to identify opportunities and risks, make decisions about resource allocation, and develop marketing campaigns. For example, predictive analytics can be used to determine which customers are likely to churn so you can take steps to retain them, or to identify which products are likely to be popular so you can stock more of them. To generate predictive insights, businesses need data that is clean, accurate, and complete. Having a team of experts onboard who are skilled in statistical modeling is also critical for this type of analysis. In-house data scientists can be costly, which is why access to our team of professionals is included in an Opentracker subscription so we can assist you in generating predictive insights and interpreting the results as your business grows.

Prescriptive Analytics

Prescriptive analytics answer the question “What should we do?” 

It’s not enough to know what happened in the past or what could happen in the future. To make data-driven decisions, you need to know what actions you should take to achieve your desired outcome. This is where prescriptive analytics comes in. Prescriptive analytics uses optimization algorithms to identify the best course of action, given a set of constraints and objectives. This type of analysis takes into account a variety of factors, such as costs, risks, and benefits, to help businesses make decisions that are in their best interest. With the right data in your hands, you can start to develop prescriptive analytics solutions that will allow you to automate decision-making and improve your overall efficiency.

No matter what type of business you have, customer analytics can be a powerful tool for driving growth and success. By understanding the different types of customer analytics and how you can use them, you can make better decisions, improve your operations, and move your business forward.


Opentracker offers a suite of tools and services that are designed to be user-friendly and scalable so businesses of all sizes can benefit from data-driven decision-making. We help you automate your customer journey reporting, uncover actionable insights, and make better decisions that drive real results. With direct access to our data analytics team, a dedicated customer success agent, and a dedicated database engineer, you can be sure that you’re getting accurate, actionable data you need to grow your business. 

Book a discovery call today to learn more about how Opentracker can help you turn data into insightful, actionable customer intelligence. 

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What Web Metrics Can Do For You

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What (exactly) web metrics can do for you. Fail to plan : plan to fail

Business is based on margins and profits.

In order to generate a specific profit X, there is a minimum amount of sales Y that need to take place.

Business forecast and managing a business rely on calculations. Whether or not costs are covered and sufficient revenue is generated should not be left to chance. Website and customer journey analytics are necessary to determine what is working, what is not working and how to ensure business health. Click to read about driving performance with customer journey.

In a nutshell: business and website managers need to stay on top of actual performance and make ongoing changes


This is where statistics come in. For a web-based business the success of the business depends on a combination of several metrics:

  1. The amount of traffic that comes in
  2. The amount of traffic that converts
  3. The average, or total, value of the conversions
  4. Additional consideration is whether or not the revenue is recurring

The take-home is that these metrics need to be reverse-engineered to ensure that the business stays healthy and grows. Projections can be made based on historical data. Current data is then used to calculate revenue projections. Action can be taken if the numbers are not high enough.

Conversion rates tend to stabilise and do not change again, unless something else change – click to read how this works. In other words, if you receive on average 20-30 visitors per day, this will remain more-or-less constant.

Unless you increase or decrease the budget or change your marketing content you will receive a constant amount of visitors.

In a great many cases, the amount of traffic that converts (conversion rate) is also consistent or stable.

The point is that you can use metrics to:

  1. Reverse engineer (predict) how much revenue will be generated based on current and historical traffic.
  2.  Perhaps more importantly – know when the numbers are too low, when your efforts are not succeeding; and when you need to add or change traffic sources and marketing strategies.
  3. Businesses rely on predictability. Metrics measure what is actually happening and are used to calculate:
    • Predictions
    • Signals that additional actions to generate revenue need to be taken
    • Validation of continued attempts to generate both traffic and ensure that the traffic is converting. Especially as there are multiple sources of traffic, which needs to be measured per channel (see below).

The last point in this train of thought is that there are multiple channels (traffic sources) through which your customers journey:

  • New traffic
  • Existing (returning) traffic
  • Nurturing (newsletters)
  • Direct cold outreach emails
  • Blog posts and articles
  • White papers and downloads,
  • SEO campaigns with different vendors; Google, Facebook, Instagram, Linkedin, etc. 

The take-home is that (conversion) metrics and customer journey analysis tells you which of these channels are working and which data is essential to creating and managing success.

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Improving Customer Experience

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How does deeply understanding your customer’s journey unlock revenue?

You’re in the business of satisfying your customer with a great experience. But how do you know if you’re delivering?
customer experience

Businesses are spending more on promotions than ever before, but most struggle to know what actions to take and where to focus their efforts.

When customers don’t buy, do you know why? Can you improve the buying experience? The marketing? Differentiate the product? Without an idea of what your customers are feeling or how they are engaging, it’s hard to make informed decisions.

Privacy laws are making it clear that it is important to collect your own data related to your own customers. Trusting third parties like Facebook or Google to give you these insights is now a significant risk. More and more businesses are choosing first party solutions.

Getting sales is great, but how many sales are you losing because you are not seeing bottlenecks in the customer journey? Knowing what delights and discourages your customers is next to impossible without controlling your own data.

Customers have 5 touchpoints, sometimes spanning days or weeks, before making a purchase and you following up. Are you measuring these touchpoints to increase conversions?

Moving The Needle And Driving Revenue

Not tracking your customer’s journey is like tossing money out the front door.
For any business, tracking the customer journey is essential. As Peter Drucker said “If you don’t measure it, you will not improve it”. All too often, you’re forced to guess how your customers will buy. You don’t know what’s working and what’s not. Consequently, you have no idea what to optimize. You’re wasting money.

You should guide customers through their journey. Provide support when they get stuck. Learn what makes them leave and why you can’t close the deal. Don’t rely on just Google’s or Meta’s report.

Track The Customer Journey. Own Your E-Commerce Dashboard.

Customer Journey by Opentracker makes it easy to control the customer’s journey. We help you get a clear picture of how you can improve what you’re doing – and where you need to make adjustments. The result? You get more sales.

Our platform helps track customer behavior and delivers essential insights. Whether it’s tracking new leads and acquisition or understanding retention and the factors that drive repeat purchases. Customer Journey provides clarity and actionable insights that boosts your ROI.

With Customer Journey, you will get the data insights you need faster, more reliably, and at a fraction of the cost. Our team is dedicated and knows how to work with e-commerce businesses. Our consultants will be there to make sense of your metrics so that you can make data-driven decisions.

Delight your customer. Happy customers pay more, more often.

Learn how Customer Journey by Opentracker can help boost your sales!

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The Customer Is King – Busting The Myth

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The Customer is King – Busting the Myth

Bad Clients

Clients are the lifeline of any business as demonstrated by the adage “The Customer is King”, — a corporate mantra that places the client at the center of business success. 

customer is king

Prominent gurus encourage businesses to  shower their customers with attention and pampering. As a result, most businesses find it hard to say “no”. Bad clients can wreak havoc on your business. Metrics such as the cost-per-acquisition (cpa) or the average time spent will suffer.

The best defence? Ensure that your business is not attracting bad clients to begin with! 

How do we do this? By understanding your online customers’ behavior, making informed business decisions backed by reliable data, and tailoring your marketing and buyer journey to ensure the right message is conveyed to the right audience at the right time.

The first step is to build a selection of ‘bad client avatars’ and avoid them in future. The following are examples of the types of bad clients to avoid.

The “Unreasonable”

Unrealistic expectations or demands. Never satisfied. Very challenging. “Unreasonables” put pressure on your resources and drain morale.
Tip: it’s important to set realistic expectations in the buyer journey so the potential buyer knows what to expect. Buyer journey insights will help accomplish this.

The “Low-Baller”

Low-Ballers are looking for the lowest price possible. They are not interested in quality or value and are frustrating to work with as they are only interested in the cheapest options. Identify your target market’s income bracket and ensure that your ads and content target your market.

The “Flake”

When you’re marketing your business, cost-per-click is everything. Avoid attracting clicks from people who are not interested in your product or service. Flakes are time-wasters who click on your ads without any intention of buying anything. They might be curious, or they might just like clicking on things. Flakes increase your cost-per-click without bringing any value to your business. The best way to avoid attracting Flakes is to create ads that are relevant and targeted to your ideal buyer persona. If you’re attracting a lot of clicks but not getting many conversions, it might be time to reassess your targeting strategy.

Opentracker allows you to identify the types of clients who are visiting your website and understand their behavior in real time. This insight empowers you to optimize your strategy and buyer journey to ensure that you are attracting the right kind of attention from the right people. Bad clients can have serious effects on your business, so it’s important to be able to identify them early on. By using Opentracker to understand your online customers’ behavior, you can make sure that you’re doing everything you can to weed out bad customers, improve buyer experience, and increase your conversion rates.

Click to book a discovery call today!

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Increase the bottom line with Offline Attribution Metrics

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Increase the bottom line with offline attribution metrics

Offline attribution has always been a measurement challenge. We use the example of a company we work with; StudyPoint, founded in Boston in 1999, deliver consistent and reliable academic and test prep results to families alongside individualized needs assessments and online homework tools.

By ‘offline attribution’ we mean the measurement of an important event that takes place offline.  For clarity: this as opposed to online events which are relatively simple to measure: ad clicks and campaign clicks are easy to collect through utm tagging Other examples of online touchpoints which can be measured are: contact forms and sign-up or login events, downloads, webinars, podcasts, and app visits. 

The most common examples of outreach which are difficult to measure are telephone calls, billboards, radio magazine and newspaper advertisements, and direct conversations at conferences and events. 

It is important to know how these types of outreach perform because knowing what is effective determines budget spend. Without insights, there is guesswork involved.

The problem is that, if at any point in the workflow, an offline activity takes place, this disrupts the entire measurement flow. Specifically the ability to attribute success (conversion) to a channel (source and medium). Another example is knowing which materials are converting visitors prospects or leads. Read about conversion and ROI here.

The goal in attribution is to measure which marketing efforts are having the best effect. This information tells you how to allocate your Marketing spend.  

For this article, we have chosen an example of a company for whom we designed a workflow that takes offline attribution into account and delivers a KPI-metric that can be measured.  Please get in touch with us if you would like to learn how we can solve this problem for you. 

Our case study involves a company that provides tutoring for children. StudyPoint is in the business of helping kids achieve their academic goals through personalized, one-on-one tutoring programs.

In this case one type of client (the parents) make arrangements for children (end-users). So there is immediately some complexity as there are a minimum of four parties involved (StudyPoint team, parents, students, tutors).

Because it’s a high ticket offer and the parent/ caregivers want to know who is tutoring their child, one or more phone calls take place. 

In terms of conversion, during the phone call the payment details are arranged. Once the offline event, i.e. the phone call, has taken place, the measurement of touchpoints can resume. 

Solution: we designed and deployed a seamless workflow to capture all activities and generate automated reporting. 

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Understanding Customer Journey vs Buyer Journey Can Affect Your Bottom Line

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How Can Understanding Customer Journey vs Buyer Journey Affect Your Bottom Line

The difference between Customer Journey vs. Buyer Journey can best be summed up as: The difference between Attraction and Retention.

The Buyer Journey is all about the steps a person takes before making a purchase.

The Customer Journey is about developing a relationship or customer experience with a person after purchase.

The word ‘journey’ is relevant for both customers and buyers.

The Customer’s Journey starts when the Buyer’s Journey ends.

A good analogy might be a race track. You run a race and you win a buyer. Now you running around the same track, win another race and sell something more to that customer.

Can it hurt your bottom line to not understand the difference? Of course. The big secret is that it costs more to gain a new customers (CPA – cost-per-acquisition) than to keep existing clients, both in terms of money and effort.

Heck, if you do your math right, you can even make a loss with your first sale to acquire a customer.

Think of it as running another lap around the track just one more time, instead of learning a whole new sport.

The point is that we are always on the lookout for the next campaign or promotion. Looking for new customers. It is tempting to keep thinking of new hooks and pain points.

Looking for new customers and keeping existing buyers engaged should both keep happening. But keep in mind that they are different funnels and require different strategies (call to action, offers, pricing, etc.).

Bottom line: approach these two types of engagement differently, be aware that they exist and require different hats.

Want to know how to differentiate the buyer journey from the customer journey? Click below to book a complimentary strategy session.

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3 Customer Metrics That Increase Profits

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3 Customer Metrics That Increase Profits

Remember that first sale? The hard work to make it happen?

Every purchase is the start of a customer journey. It’s the buyer’s vote of confidence for your brand.

Part of the brand’s experience is servicing this journey. The more perceived value provided, the more profits made!

The customer journey nurtures and improves the customer relationship. Knowing which metrics to track and leveraging this data will help you optimize the journey, increase perceived value and leverage profits.

Today I’ll take a look at three metrics you’ll want to track. By tracking these key indicators, you’ll be able to build strong, fruitful and lasting relationships.

1. Customer Churn Rate

Your customer churn rate is the percentage of customers who stop doing business with you. Reducing churn can dramatically increase profits.

Churn can be a symptom of poor customer service, a change in their personal circumstances or simply finding better deals. Understanding the reasons behind churn will increase profits. Do you have a process in place to monitor and reduce churn?

2. Customer Lifetime Value (CLV)

Your customer’s lifetime value (CLV) is the total amount of money a customer spends with your brand over the course of their journey. It determines how much you can spend to acquire and retain customers.

There are a number of factors that contribute to a customer’s lifetime value, such as purchase frequency, the average order value, and the length of time they remain a customer. By understanding your CLV, you can make more informed marketing and sales decisions that are focused on acquiring and retaining high-value customers.

3. Net Promoter Score (NPS)

NPS measures how likely your customers are to recommend your brand to others. How satisfied are your customers?

NPS is calculated by asking customers to rate their likelihood of recommending your brand. Customers who respond with a score of 9 or 10 are considered to be “promoters”, while those who respond with a score of 0-6 are considered to be “detractors”. The scores are then used to generate an overall NPS score, which can range from -100 to 100.

How to Use These Customer Metrics

Customer metrics will help improve the bottom line.

Take a look at the churn rate. Are you losing customers? Find out why. Counterintuitively it might be as simple as *raising* prices.

Next, take a look at the lifetime value. What are ways to increase the lifetime value? In a competitive market, the player with the highest lifetime value wins.

Lastly, look at your NPS score. If your scores are low, improve the customer experience. Can you improve the communication touchpoints or train the staff?

Add these metrics to your or your partners marketing dashboard and meet the goals.

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How To Drive Business Performance Using Customer Journey Analytics

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How To Drive Business Performance Using Customer Journey Analytics

Want to get more profits by focusing on the Customer Journey?

Certain technologies allow marketers and business owners to measure activity across multiple touchpoints. 

Analytics, tracking, and web stats have been around for decades but only recently can business owners focus on their most important asset: the customer. 

By stitching all metrics together you’ll be able to focus on the customer’s behavior.

Think of a KPI that needs improvement? Get the metrics setup in a dashboard and start working towards your goals like reducing churn, driving upgrades or increasing customer satisfaction – i.e. increase profits.

Are you curious about what helps most?


Start by measuring every visitor who comes into contact with your digital presence. Measure and combine all their behavior. This includes website behavior, clicks, logins, downloads, sign-ups and forms, as well as email and newsletter opens. Work to create a single view of the customer across all your channels.

Additionally, this information can be used to visualize flow in the Customer’s Journey.


The goal of your business is to help the customer on their journey to get dream results, with minimal risk, as fast as possible with minimal effort. Imagine that.

Start measuring KPIs that help the customer do this and start driving your revenue up.

The main actions are:

  1. Identify crucial steps 
  2. Be able to zoom in and drill down 
  3. Identify  touchpoints that have big emotional effects
  4. Reverse engineer outcomes to leverage predictive analytics
  5. Promote content that brings in ideal candidates
  6. Eliminate content which generates unqualified traffic
  7. Automate the parts of the funnel that work
  8. Have sales and marketing focus on optimizing the journey 
  9. Get main insights into a dashboard
  10. Continually improve by eliminating bottlenecks 

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5 Mistakes Your Business Should Avoid When Understanding the Customer Journey

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5 Mistakes Your Business Should Avoid When Understanding the Customer Journey.

If you’re not thinking about your customer’s journey you risk a sub-optimal customer experience. This translates into risking your bottom line.

Did you know that an Amazon meeting always has at least 1 empty chair? Be it three, five or 15 people, no matter what size the meeting is, every Amazon event has one extra seat. Who is that empty chair reserved for? You guessed it, the CUSTOMER.

Customer journey mapping is all about understanding how people interact with your business from the CUSTOMER’S PERSPECTIVE.

Here are the five most common mistakes businesses make when understanding the customer journey:

Mistake #1: Boiling the ocean

Don’t try targeting everyone, that’s like trying to boil the ocean. There are multiple perspectives.
To give an example, remember in high school the jocks, goths, and geeks. The jocks are into sports, goths into black clothing, and the nerds into computers.
You need to identify the customer type you want to serve. Each message and campaign should speak to just one customer type.

Mistake #2: Using the companies take on the customer journey

So you know exactly what the customer needs to do? That’s mistake number 2. You should be mapping what customers actually do, not what you want them to do.
Don’t engineer a customer journey based on what you want customers to do. It’s comparable to herding cats… you can’t herd cats – it’s not in their nature to be herded. You need to understand the journey from the customer’s perspective.

Mistake #3: Using a model instead of reality

This mistake is about not using real data. Your assumptions are always wrong. Validate ideas with online data. Do you have your customer journey being measured in a dashboard? Collecting facts about the customer and their behavior and dispersing that information to your team will give you the data to improve the journey and experience.

Mistake #4:First contact is the first touchpoint

Think outside the box – meaning the box of your products and services. Keep in mind that the journey begins well BEFORE the (potential) customer reaches your site or uses your product. Your challenge is to understand the process that brings a customer to you. The decision-making process does not start when they arrive. Customers have already done their homework and read reviews.

Mistake #5: Failing to plan

Failing to plan is planning to fail. This is a crucial element of your customer journey. Plan the processes to measure the customer journey. Plan to capture relevant data. Make sure inputs are good and revise your assumptions. Your plan should focus on getting real data on the journey to improve the customer experience and reach your goals.

Delight your customer. Happy customers pay more, more often. Learn how Customer Journey by Opentracker can help boost sales!

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How to Run a FaceBook Ad


How to run a facebook ad


  1. Vocabulary
  2. What are FaceBook Ads?
  3. Why should I use FaceBook ads? (Statistics and Pricing)
  4. I’m convinced. Tell me more (Types and Formats of FaceBook Ads)
  5. How to ACTUALLY set up my FaceBook ad (And Beyond)



  1. Ad – the final image or other media form that the potential client will see
  2. Ad set – the level where you decide your target and budget
  3. Ad campaign – your ad objective (you can run more than one campaign at once and have more than one ad set for one campaign)
  4. Ad account – the place you manage all of your ads
  5. Ad manager – the place you set up multiple ad accounts and see all the info on your ads
  6. Business Manager – the place you manage your agency’s advertising account
  7. Leads – Information from your audience e.g. phone numbers, emails for newsletters etc.


What are FaceBook Ads?

Simply put, FaceBook Ads are a form of publicity for your brand, product or service. They are a social media tool used to reach the audience on FaceBook and, if you so wish, Instagram.


Why Should I use Facebook Ads?

Well, FaceBook so happens to be the largest social media platform in existence at the moment. This translates into you having the potential to reach 1.62 billion of its users on the planet. Yes, you read that right. 

That’s almost 1/4th of the world’s population.

 Surveys say that users are over 50% more likely to buy from a business they found on FaceBook than other social media platforms.

About 140 million businesses worldwide use FaceBook Ads as a marketing tool with single entities earning millions of dollars from them. 

This includes Ad agencies running ads for multiple clients.

By creating Ad campaigns, FaceBook has made it easier to run the right ad for achieving a specific goal for your brand. 

With this tool and more, as you’ll see below, the process has been made quite simple to follow.

Facebook has 2 agreeable rules concerning cost:

-The least cost is 1 dollar per day.

-Your budget must be at least double your cost per click (i.e. the average cost it would take to get two clicks).

Outside these rules, FaceBook Ads cost only as much as you’re willing to pay.

You can set a budget that’s either daily or lifetime. 


Daily means that your budget will be spread out through the day. Lifetime means that your budget will be spread out through the entire length of time you want the ad to run for.

If you’re having problems deciding, Facebook will suggest a budget based on your ad campaign/objective, your industry and other criteria.

According to Jorden Platten, the average CPC (cost per click) is $0.80 and the average CPM (cost per 1000 impressions) is $5.00.

In my opinion, Facebook Ads, when used properly, are well worth your money.


You’re convinced. I’ll tell you more.

This section of this article explains the different formats of FaceBook Ads that consumers see and the different types of ads based on what they help you accomplish.

 If you feel like you know enough and just want to jump right into the process, feel free to skip this section.

Now there are 5 formats and 14 types. I think it’s more beneficial to read about the formats so we’ll start with those.

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Formats of FaceBook Ads

  1. Photo/Single Image ads: These are also called links ads. You can upload a photo or status and add some text, a headline, and a description or use an existing post or status as your image ad.

Facebook has guidelines which you can check on FaceBook’s help documentation to check character count and image dimensions e.g. your photo’s size should be 1200 by 628 pixels if you want it to also be displayed on Instagram. 

Also, the photo itself can have overlaid text but if it is more than 20% of your image, your ad might be displayed to fewer people, if at all. 

Hint: Research suggests that the best performing images are funny photos or photos with people smiling, babies, pets or special offers e.g. discounts. 

  1. Video ads: These tend to perform best as they are more interactive and contain more information. 

Over 60% of consumers are more likely to purchase products they’ve seen a video on. Your video can pop up in a video someone is watching or as a story.

However, your video must be captivating from the very beginning as most people tend to abandon videos after a few seconds. It would probably be helpful to include captions or use videos that are easy to understand without sound as videos do not automatically play with sound (the sound has to be turned on manually by the user).

If you want your video to also be played on Instagram, it mustn’t be more than one minute long.

  1. Slideshow ads: Here, you can upload 3-10 photos and FaceBook will turn them into one slideshow for you. 

You can also add sound and text. Slideshow ads loop and while they are similar to videos, they might be a better option for you as slideshow ads are easier to load on slower internet.

  1. Carousel/ Multi-image ads: These allow the user to swipe through 2-10 photos. You can add a link and headline to each photo or use one link and headline for all the photos in the carousel. 

You can choose to allow Facebook to automatically show the best performing photo as the first.

  1. Collection ads: It is more interactive as users can swipe and zoom in or out.

This ad type cannot be displayed on desktops. In creating this ad, readymade templates are available and optional. 


  • Options b through to e allow you to include more information than in single image ads, are more interactive and therefore tend to perform better. They can be used to tell a story about your brand, show a product from multiple angles, display multiple products, explain a process or tutorial, or show before and after pictures.
  • Your ads should contain or end with strong calls-to-action e.g. links that say “sign up here” or “get directions” or “shop now”.
  • If you’re not sure what format to run with, you can use Facebook Creative Hub to create mock-ups of different formats to help you decide.

There are 14 types of Facebook Ads categorized into 3. They will be listed out for you in the process of setting up the ad. Each type accomplishes the particular objective for which it is named; however, some extra information will be given in this list.


  1. Brand Awareness: In choosing this objective, you should run with a more general audience. You could also use this option to remarket to people who have interacted with your brand before but may not have fulfilled your main objective e.g. subscribing to a newsletter or purchasing a product. It is targeted at people more likely to look at the ad for a longer amount of time.
  1. Local Awareness: To publicize to people within a particular area.
  1. Reach: To get your ad/page to as many people as possible. Brand awareness is more focused on people who will remember your brand.


  1. Traffic: To get people to click on a link. It is ideal for a small budget and works well if you’re trying to get people to read an article of any kind. This can be used to generate leads by driving people to your page. (In tracking the metrics of this, it is better to pay attention to landing page views than the number of clicks because not all clicks mean that someone actually viewed your content/website.)
  1. Post Engagement: This encourages people to like your content, view your videos, share your content, comment and engage with your page. The main benefit is that it lends credence to your page so if you’re a new brand or business, with little to no following, you might want to look into this. However, according to Jason Wardrop, this is simply a vanity metric whose target you’ll accomplish anyway if you run conversion ads; so it might be better to save your money on this and put it into a conversion ad instead.
  1. App Installs: This encourages users to install and use your app if you have one. This would probably be better suited for businesses like taxi companies, banks, etc.
  1. Video views: This is highly advisable, especially for businesses that are just starting out with no audience as video is a high-converting form of advertisement. This gets as many views as possible for the video.

Side Note: After the video has been sent out, you can create remarketing lists of users based on the amount of time people watched the videos for e.g. those that watched for 5seconds, 1 minute or 10%, 20% of the video etc.

  1. Page Likes: It simply gets people to like your page. This also is most useful, in my opinion for gaining social proof as a new page. However, you could also use it to grow a group by inviting the people who like the page to join a group.
  1. Event Responses: This gets people to attend your event.
  1. Lead generation: These help you gather information from potential clients via lead form ads that open in Facebook itself (not your website). You could also do this with conversion ads but the information gathered with lead generation tends to be more accurate because, in this system, FaceBook automatically fills the blanks with information that the users have already given it access to.
  1. Messages: Messenger bots are used to encourage users to chat with you; the bots could also be used to keep the conversation going. It is widely advised for brands that have expensive merchandise; it would give potential customers a convenient way to have their inquiries answered and objections were taken care of so that they can then purchase.


  1. Conversions: This is used to get people to carry out your specified action e.g. making a purchase, filling a form, etc. As mentioned before, conversion ads are also used to generate leads on your website. The differences between these and lead generation ads are that the user has to manually enter the information here and that you have more control over what happens next whether to send the user to some other page.

To use the following two, the landing page should contain a Facebook pixel (which can be put in by you or your web developer) to help you monitor more details of user activities on your site after they use the link in your ad.

  1. Catalog sales: This encourages people to shop with you. You can remarket with this; for example, it will remarket a product or a similar product of yours to a person who may have looked at that product but didn’t purchase it.
  2. Store visits: This advertises, to people, your branch that is closer to them.


  • it’s important that you choose the right objective because Facebook will show the ad to the people that are most likely to fulfill that particular action. If you try to get leads with a traffic ad, your conversion rate will be low because traffic ads target users who are likely to click on your link, not users who are likely to fill out a form.
  • If you want to run just one ad, choose the objective that is MOST important to you at that time and run with it.

How to ACTUALLY Run Your Ad

You must have a Facebook Account to create a Facebook AD.

You can then create a page in your Facebook account for your brand or business. Use your personal account to create your business page (you can get banned if you try to open a new account for your ads alone therefore it is not advisable).

To start the process of running the ad, you can use Facebook Ads Manager.


Using Ads Manager will show the ad on the page you used to create the ad so if you don’t want your page cluttered with ads, use the Power editor.

  1. Go to Ads Manager, on the top right corner of the page, click on ‘Create an ad’.

After loading your account information, it will present you with the list of campaign objectives for you to choose the one you want for that ad. Choose your objective.  T

These are the types of Facebook ads we discussed in the previous section. They determine how you want the users who see your ad to respond and therefore determine the audience that Facebook makes available to you.

Hint: Note that ‘Boost your posts’ will mostly get you likes only.

  1. Pick an objective and fill in the follow-up details.
  1. You’ll be led to the ad set where you set criteria for the audience you want to reach. e.g. location, gender, age, interests, etc. You can create and save custom audience lists for future use. Fill as desired.

If you’re not sure what the target audience for your product or service should be, a google search could help you figure that out. You will also set your budget here. Facebook can suggest a budget for you and you can give Facebook an amount to spend for you. As discussed above, you can decide if you want your budget to be ‘daily’ or ‘lifetime’.

  1. Create your ad: Choose your ad format, select your photo. You will also insert the headline, text, and call-to-action you want to use to communicate your ad to your audience.
  1. Click on “Publish” at the bottom right of the page.
  1. Track and Measure: Go to your Ad manager dashboard and pick the ad you want to track; When you have on the ad, you’ll see “view charts” Like the image below.

 Click on it and it will take you to a dashboard where you view your ads performance based on your set objectives.


Facebook ads shelters the largest number of individuals amongst other social media platforms. Running an ad on the platform may seem complicated on the surface but this guide has broken down what you need to know about creating a Facebook ad. From creating a Campaign Manager account to Creating an Ad Set to hitting publish. Feel free to save and reference it anytime. Happy advertising.

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