Since 1st tracking
Costs > $20
Facebook quick filter
Check the campaign ROI and compare against the ad ROI.
First make sure the campaign level analysis has been done and the campaign itself is still worth running.
If the ad ROI is -100%, but the campaign ROI is > -50%, and you have decided to keep running campaign, then you might want to kill this ad.:
- Do the ads in the campaign that have varying performance all have the same intent?
- Are the higher performing ads in the campaign being shown to cold/warm traffic, while the ad with the negative ROI is being shown the opposite?
If the answer to both of these are yes, then kill the ad.
If the intent of the ads with contrasting high/low ROI is different, than you should consider killing the ad after you've evaluated the ad's adset and ad's intent against historical norms for you in
- sales velocity,
- cohort/value over time considerations, and
- lead gen performance,
- opportunity cost considerations.
Additionally, click on the benchmark icon for that row. Pick the attribution model / intent, and you vs. yourself benchmark. See how this row's performance compares against your past.