Facebook quick filter
click on the customer journey icon for that row
If the majority of the revenue is coming from awarenesss and/or new lead generation, this means the revenue is coming from cold traffic. That cold traffic is likely getting attracted from this campaign, and then getting closed with another one.
- Update the campaign's adsets to EXCLUDE your existing email list so that the traffic is TRULY COLD TRAFFIC(this may already be done by some of our clients).
- If the ROI is acceptable, and the time from cold traffic to sale is acceptable, increase your budget and allow 7 days to see if the ROI and sales results hold at the higher budget level.
If the revenue is coming from existing lead revenue actions, this means that this campaign is convincing existing email leads to buy, but this is not the last touch before they buy. You will want to update this campaign so that it INCLUDES your existing email list and EXCLUDES cold traffic. Then if the ROI is acceptable, increase the budget and wait 7 days and see if the ROI holds.
If the majority of the revenue is coming from Last Tracked Action, then the steps you will want to take depend on your sales funnel. If your customers usually only buy once already on your email list, then make sure to INCLUDE your email list and EXCLUDE cold traffic from the targeting on this campaign. Also, make sure all your existing leads are getting shown this campaign since it is doing a good job of converting those at the bottom of your funnel. 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.