Free Video: How You Can Analyze and Improve Your Meta Ads in 3 Phases

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Transcript for: How You Can Analyze and Improve Your Meta Ads in 3 Phases

[00:00:00] Pol Cousineau: Welcome to how you can analyze and improve your Meta Ads in three phases. I’m Pol Cousineau, founder of The Digital Navigator. This session is for course creators, coaches, membership site owners, online educators, and service-based businesses that want a more practical way to understand what their Meta Ads are actually doing.

[00:00:19] Some of you are running ads yourselves. Some of you might be testing them lightly. Some of you might have hired someone else to manage your campaigns. In all three cases, the same problem tends to show up. You can see activity, you can see spend, you can see numbers moving around, but it is much harder to see where the real bottleneck lives when performance is uneven.

[00:00:44] That is what I wanna help you with here today. I wanna give you a simple diagnostic system for your Meta Ads, something that’s steady, repeatable. Something you can use to read the numbers with more confidence, and then, more importantly, improve the right part of the funnel in the right order. Even if you’re not the person inside Meta Ads Manager every day, you still need enough understanding to ask better questions.

[00:01:11] You do not need to become a full-time media buyer. Woo. But you do need to know what the numbers are pointing to. A lot of business owners end up in an uncomfortable middle ground. What I mean is that they’re paying for ad support. They’re receiving reports. They may hear things like CPM is up, or click-through rate is down, or the campaign needs more– to be more creative and have additional media assets.

[00:01:39] But they still don’t feel clear on whether the campaign’s actually healthy. That might sound familiar.

[00:01:43] And more importantly, they don’t know where the weak points are. That’s where wasted spend starts to really creep in because when the diagnosis isn’t clear, people start reacting to surface level numbers. They change the ad, then they change the page. Maybe they start changing the email sequence. After all that, they still might not know what actually mattered.

[00:02:09] My perspective on this comes from both sides of the coin. I manage a large volume of meta ads spent over time, and I also come from a CPA and auditing background from the accounting world. So my natural way of looking at this is sequence, evidence, and cause. I love looking at the data. So what is happening first?

[00:02:31] What does the evidence say? And where is the pressure actually being created? That’s the lens I want to bring into this session as you’re listening By the end of this training, I want you to leave with three practical things. First, a simple three-phase framework for reading meta ad performance across the full journey, before the page, on the page, and after the page.

[00:02:54] Second, I want you to have plain language definitions for the metrics that matters most, and plain language is important because it can be easy to be overwhelmed by the jargon. So that’s why I wanna make it approachable. Because if the language is really cloudy or confusing, obviously the decision-making is gonna be confusing too.

[00:03:16] And the third thing, I want you to have a practical order for troubleshooting. This will be really useful in your business. You can apply this right away. What do you check first? What do you check next? And what should probably wait until you have a little bit more evidence and data? That order matters more than most people realize, so this is gonna be very useful for your business.

[00:03:39] A lot of ad accounts don’t need more activity. What they need is having a better diagnosis of what’s going on. Because when you know where to look, then all of the numbers will start becoming more useful and a little bit less intimidating. And then choosing your next action will just be so much easier.

[00:03:59] Most creators don’t struggle with ads because they’re incapable of understanding them. I don’t think that’s the real problem. They struggle because the ad environment is super noisy. There’s too many numbers, there’s too many opinions, too many people giving advice without seeing the whole funnel. One person might say that the ad’s the problem.

[00:04:18] Someone else will say that it’s the landing page that’s weak, and another person will blame the email follow-up, and they’re saying that’s the reason why it’s not working. And then next thing you know, there’s too many changes that are being made at the same time, which ends up creating a much bigger problem.

[00:04:35] That’s because even if the performance is improving, you’re not really going to know what caused the improvement, so you’ll still be in the dark. And if the performance gets worse, you don’t even know what broke. The common mistake is treating each campaign like one big blurry event. It works or it doesn’t work, right?

[00:04:55] It’s very polarizing. It’s profitable or it’s not. But that’s not specific enough if you wanna manage ads well in your business, and you wanna get the best bang for the buck. So what I wanna do today is separate the journey into phases. Once you do that, you’ll see that the confusion will start clearing up.

[00:05:15] You can stop asking yourself, “Are the ads working?” And you can start asking, “Where is the bottleneck?” That’s gonna be a much better question if you wanna grow your business. The system I wanna teach you is pretty simple, and that’s on purpose. Phase one is before the page. That means everything that happens inside Meta before someone actually reaches the landing page, the opt-in page, or the form, or the where they will be taking that action of giving you their contact details.

[00:05:46] Phase two is on the page. That means what happens once the person arrives. Do they understand the offer? Do they trust the next step? Is the page loading fast enough? Does the form feel easy enough to complete? All of that is on page. And then phase three is after the page. That’s the follow-up. Email engagement, deliverability, sales conversations, final conversion, and eventually return on ad spend, which is also called ROAS in our industry.

[00:06:18] So if you hear ROAS, that’s return on ad spend, which basically means how many dollars of revenue do you get for each one dollar in ad spend. So if someone brings up ROAS, just say, “Okay, wait, how much revenue are we making for every dollar we spend?” So the benefit of having this structure is that it’ll stop you from treating the entire funnel like one big mystery, like a big black box.

[00:06:39] Instead, your mind will start seeing it as a sequence. So when a campaign is underperforming, you’re going to be able to ask much more specific questions, no matter if you’re doing this internally or if you have an external expert helping you. Is the issue about traffic? Is the issue the conversion experience, or is it in the follow-up?

[00:06:58] Each one of these will ask for a different fix depending where the issue is, and that’s the entire point. You can make a very clear diagnosis if it’s before the page, on page, or after page, and then you’ll be able to take the necessary actions to correct the situation Now let’s start with phase one, before the page.

[00:07:17] This is where too many people are just gonna skip ahead. Before the page is everything that you can see in the Meta Ads Manager before someone actually lands on your website or opens your form. These numbers are gonna tell you whether Meta can reach people efficiently. It’ll also tell you whether the audience creatives are working together.

[00:07:38] It’ll also give you insights on whether the click you are buying from that ad platform is the kind of click that you actually want. Like, should you be paying for that click? As a side note, when people say CPC, it’s just the cost per click. How much are you paying for each click from the ad platform? So we’re helping you demystify some of that jargon now.

[00:08:01] This matters a lot because if this phase is unhealthy, the before the page, it can make the rest of the funnel look worse than it really is. A good landing page can struggle when the right traffic is not coming in. A strong email sequence is not gonna be able to rescue a campaign that’s attracting the wrong type of attention.

[00:08:21] And a good offer can look flat if the delivery cost is just too high from the beginning, and it’s never gonna be profitable. So the first layer of discipline is simple. Read the pre-page signals before you start rewriting everything downstream. That one habit can save you a lot of unnecessary work.

[00:08:42] So basically, you’re gonna be focusing on everything that happens before the landing page if you’re gonna be considering changing everything as of the landing page and after. First look at the, that initial step in the ad platform. So the first number that I often look at when I’m in the Ad Manager is CPM.

[00:09:01] CPM means the cost per 1,000 impressions. In plain language, it’s gonna tell you how expensive it is to reach people. It’s gonna help you understand the cost of access. So what I mean is that if your CPM is $10, it means you have to pay $10 for every 1,000 people that are seeing the ad. That’s it. So you don’t have to be intimidated by that expression It tells you how much does Meta need to charge you to get your ad in front of the audience.

[00:09:33] So a high CPM doesn’t automatically mean that the campaign is failing. Don’t make that mistake. It’s a really important signal, I agree, but it’s not the verdict. This is not the end all be all. A campaign can have a really high CPM and still work if, and only if, the traffic is strong, the conversion rate is also strong, and the numbers make sense financially.

[00:09:57] But when the CPM is really high or just keeps on climbing, I want you to look at it more closely. The issue could be audience size. It could also be the audience quality, or it could be that the creatives are not matching the, like, the way that people would like to see information about this. Like if the visuals, the image, the write-up, or the video doesn’t resonate, it’s going to drive your CPM up.

[00:10:28] Basically, you have to pay more to get in front of people. Another factor why this CPM could increase is there is more com-competition in the ad environment. So an example of that is around Christmas time, there’s a lot of advertisers. Even if they’re not in your space, advertising is an auction, so you’re gonna have to pay more to get your ads in front of other people.

[00:10:51] Right after a holiday, generally there’s less advertisers, so you can actually have lower CPM if you do your ads right after big holidays. Now, the reason why this cost per 1,000 impression matters is that it’ll affect all the rest of the math downstream. So if access to the good audience becomes really expensive, every next step after that is gonna have a lot less room for errors So I don’t overreact, right, when I see changes in the CPM, but I think it’s important to give it a high level of importance just because it impacts all of the other numbers.

[00:11:30] So now the next question you might be wondering is, “Okay, Pol, what do I do if the CPM is high, right? Because you said, ‘Well, don’t jump straight into panic mode.’ So what do I do?” And I don’t want you to assume that Meta is just being difficult with you. Some people tell me, “Oh, no, they’re just playing the game,” or, “They give you some good results at first, and then later on it’s more expensive.”

[00:11:53] I personally have noticed that trend. It’s kind of weird actually that it does that. But after about three days, it stabilizes it, and then normally it’s all the other factors that I mentioned that are responsible for the CPM. So you might think, ah, Meta is trying to grab more money from you, but you didn’t realize it was Valentine’s Day and there were more advertisers on the network, so the bid cost increased.

[00:12:14] Nothing nefarious from Meta over there. So what I want you to do is ask yourself a few practical questions. Is the audience you’re targeting too narrow? Have you constrained Meta so much that it has very little room to find people? Are the age, location, interest, or placement choices too tight So all of these will impact your cost because the smaller the audience, the more expensive you’re gonna have to pay to get in front of them.

[00:12:40] And that makes sense, because if you think, “Hey, I only want to advertise to these 10 people,” this is extreme, right? Well, to get in in front of 10 people, you’re gonna have to pay a lot more to guarantee those are the 10 people that will see it. Now, if I say, “Show my ad to a few people among a million people,” well, then there’s bound to be someone in there that no one is advertising too much that we can advertise for cheap.

[00:13:04] So the more specific your audience, the better the alignment you usually get for your offer, and your leads are of high quality. But on the other hand, it does increase your lead cost. So then after looking at all this, I want you to take a look at the creative, and the creative is like the image, the video, and the write-up.

[00:13:24] Does the creative match what this audience is expecting? Does it speak clearly to the problem that they recognize? Like, are they actually aware of the problem? If your audience is not aware of the problem, and that’s what you’re focusing on in the ad, it’s gonna be expensive. Does it connect naturally to your offer?

[00:13:41] Sometimes Meta has to work harder because the ad is being pushed in front of people who are technically in the right audience, but they’re not really aligned with your message. An example of that is if you’re really emphasizing the problem in your ad write-up and in your image, and it’s the right audience, but they’re just not aware of that.

[00:14:00] They’re not gonna resonate with it because that’s not their internalized experience of what the problem is. They’re not problem aware. So this will drive your cost up. So a practical way to fix this might be to broaden your audience a little, right? If it was too narrow, like I was telling you earlier. Or if you think it’s more on the creative side, then you should be creating new variants of your images, write-ups, and videos to see if something will fit more with your audience.

[00:14:24] And then you should be picking different angles. You might wanna try using synonyms because the exact words that you’re using are gonna matter if it’s gonna resonate more or less. What I would avoid, though, is making big changes to the landing page before you actually understand why your CPM or your cost to show your ads to people is increasing.

[00:14:45] If the top of the funnel is already too expensive, you wanna know that early instead of focusing on all the other points downstream.

[00:14:52] The next metric is frequency. Frequency is going to tell you how many times on average the same person is seeing your ad. This is one of those metrics that a lot of people oversimplify.

[00:15:05] Stay with me here. They’ll look for one magic number, but frequency needs context. A high frequency can mean that the audience is getting tired. The same people have seen the ad too many times. One example of this is we were running ads for a very small town, and the age needed to be very high, and then eventually we saw that their frequency went really way up.

[00:15:32] Now I’m going by memory, but it might have been like maybe five times a week or something like this. And we’d been running that ad for a couple months, and we were having good results, but eventually our costs started shooting really high up. And what was happening is there’s just not enough people that were living in that area.

[00:15:50] So we had to convince the client to expand the territory and the service area because so few people were living there in the age group that they needed them to buy their services. So here was the joke. Every… And because it’s a more elderly population, everyone’s meeting in the bingo hall, and they’re like, “Oh, did you see that ad about XYZ?”

[00:16:10] “Oh, yeah, yeah, I saw that one twice,” and blah, blah, blah. “Did you ever buy that thing?” And like everyone knows about the ad because their frequency is so high, right? Everyone’s seeing it like five times a week. So what can impact that frequency? Sometimes Meta might be running out of fresh people to show it to, right?

[00:16:26] If the audience is really small. This is the exact example I just gave you. A low frequency can also be healthy in some situations. If you’re reaching new people efficiently and the campaign is converting, low frequency is not a problem because you’re showing it in front of as many people as possible, and if they only need to see the ad once or twice and then they convert, great.

[00:16:49] That’s much better. So I use frequency as a clue. It helps me understand whether the audience is being exhausted. It’ll also help me see if I’m reaching people that are fresh enough or, or what’s going on with that ad, and also helps me understand whether the delivery pattern still makes sense for that stage of the campaign.

[00:17:10] Like maybe we need to make change or we need to modify some of the images and the write-ups because the same people keep seeing it over and over again. Again, referring my previous example where we’re joking that everyone saw the ad in the bingo hall. So frequency by itself is not gonna tell you the whole story, and that’s why a lot of people don’t even look at that.

[00:17:31] If you have an ad specialist, they might not even know the frequency. But when you read it with the context of the CPM, so how much it’s costing us to get it in front of other people our ad, the link clicks and the results, it’ll become a much more useful metric.

[00:17:46] Okay. Now I wanna slow down on frequency for a moment because there’s nuances that matter here.

[00:17:53] If frequency is high, the first suspicion is usually audience fatigue. Fair enough, people have seen the ad too many times, performance might start to soften. At that point, broader targeting or fresh creative might help. So if we go in my other example, maybe we could decrease the targeted age by two years so that we can get a whole other slice of people that can now be targeted by that ad.

[00:18:18] If frequency is very low and the CPM is also high, that can point to a different issue. This is important. It might mean that Meta is not building repetition, but it’s still charging a lot to reach people. That can suggest that there’s a problem with the audience fit or the creatives might not be in alignment.

[00:18:40] But if their frequency is low and the CPM is normal, so the CPM is again how much you’re paying to get your ad in front of people, especially in the context of a lead generation campaign, that can be perfectly fine, right? You can have low frequency and normal CPM. That’s, that’s cool. Now it could simply mean that the campaign is still reaching fresh people at a reasonable cost.

[00:19:04] Nothing wrong with that. So rather than memorizing a rule, I don’t want you to do that. I want you to read frequency like evidence. Put it next to the other signs. Ask what pattern is forming. That’s is also how it’s going to get you to do better decisions. And then what you need to do here is form a few hypothesis and then see the hypothesis, the idea you have for the CPM, does it line up with the other metrics?

[00:19:32] And then by looking at the different metrics, you should be able to make a good idea of that.

[00:19:36] So now let’s talk about click versus link clicks, and the distinction here is huge. It might not sound a lot, but it is. So many people see the word clicks and assume that the ad is doing the job. Fair enough.

[00:19:52] But clicks can include many different actions inside the ads. So you might be thinking the number of clicks is how many people saw your page. Wrong. What is a click? Well, someone may expand the text. When they click Read more, that’s a click. They might interact with the image. So you just click on the image to make it bigger, that counts as a click.

[00:20:14] They might click into the post itself, or they might engage in ways that is gonna show some type of curiosity, but they’re not necessarily gonna be moving on by clicking the button or clicking to go to your landing page. Link clicks is a lot more specific than clicks, and I’m pretty sure now that you can tell by the name what the difference is.

[00:20:35] Link clicks will show you who clicked toward the destination that you care about. That could either be the page or the form or whatever is the next step that you put in the Ad Manager. That difference matters because attention and intent are really not the same thing. An ad can get a lot of attention, but it can still fail to move people forward.

[00:20:56] So when you understand that, you can stop over-evaluating engagement that feels encouraging but doesn’t actually carry the funnel forward. So the question is not only did people notice the ad. A better question you can ask yourself is, did enough people take the next step? Now, what’s really interesting is if you notice that your number of clicks is extremely high but your link clicks is not, then what’s happening is that people are engaging with the ad.

[00:21:29] They’re watching the video, they’re zooming in the image, they’re expanding the ad text, they’re looking in the comments, but somehow they’re not clicking to open the form, do an instant message, or go to your landing page. Why is that? Well, it’s because you’re not convincing them. So the message in your ad and the visual message in your media is not convincing them to take the next step.

[00:21:54] So they were curious, they do have that problem, they’re looking for a solution, and then they said, “No, this is not it.” So in that case, I would look at your ad write-up first. That’s the thing that is most likely the issue. You can improve that by putting a few more variables in there. Try to make the wording more in line with the wording that they might be using.

[00:22:16] If you’re able to talk to some customers in that market, you could show them the ad and then ask them, “Hey, would you click on this? Yes or no?” If no What would you have wanted? Like, what, what would have compelled you to click? And they might say, “Oh, I would have wanted, I don’t know, a video explainer about this,” or, “This word here really doesn’t resonate with me.”

[00:22:38] So that told me that you didn’t understand, so now we can just eliminate that word.

[00:22:41] So again, if you see a lot of clicks but relatively few link clicks, the ad is catching attention, but it’s not building real interest or it’s not convincing them that you have a solution to their problem. And this is an extremely common pattern. A lot of people that work in ads, they just report clicks, not link clicks, probably because of that reason.

[00:23:02] That allows them to hide a little bit more their work if they’re not compelling in their creatives. So in this context, people are just curious enough to interact, but they’re not convinced to move forward. So as I said earlier, you should be taking a look at the primary text in this situation, and you can focus on, like, what happens in the full message.

[00:23:24] Because they click Read More, the first few lines were convincing. Well, what happens at line, let’s say, three to 10? That’s probably where your problem is in the ad copy. It might be that the call to action is a little bit too soft, or the offer is not clear enough, or maybe the audience isn’t really matched with what’s being promised here.

[00:23:42] A high cost per link click can also point in that same direction. It tells you that moving someone from attention to action is becoming expensive. One practical detail I like to check is whether the ad copy gives people a clear path forward. If the copy is long, is there an appropriate link inside the text that where it makes sense?

[00:24:06] So you might have like two or three link in your ad if you have a long write-up. Is it really obvious the next steps and what d- what’ll happen once they complete that? So your ad has two jobs. One, it needs to earn attention. Two, it needs to transfer that attention into action, and this is where the problem is happening with the link clicks.

[00:24:28] It’s gonna tell you if it’s moving attention into action.

[00:24:32] Okay, let’s move over to another metric, landing page views, and this is going to answer a very practical question. Did the people who clicked actually arrive? Sounds pretty simple, but it’s easy to miss. A link click will tell you that someone clicked toward that destination. For example, a landing page with a form on it.

[00:24:54] A landing page view gives you a much better indication that the destination page loaded fast enough for the visit to register. So if link clicks are healthy, but landing page views are weak, I would not immediately assume that the audience is uninterested. I would check the transition. Is the page loading too slowly?

[00:25:17] That’s probably the culprit. Is the pixel or event setup working properly? What I mean by this is that Meta has the Meta pixel, and then you can install it on your website, and then that’ll track when someone views the webpage. Landing page views in the Meta pixel means the visitor let the entire page load.

[00:25:40] If they left before the full page loaded, it will not count as a landing page view. If the page loaded, then it’ll be counted as a landing page view. Now, I’m saying while the full page loaded, in reality it means loaded long enough for the code itself to actually load. So there’s something that is really interesting.

[00:26:00] A lot of the instructions that you’ll get to install that tracking pixel tell you to put it as early as possible in the header of your webpage. And the reason is Meta and other platforms want you to track all the data and get all the visitors. But the thing is, the pixel loading itself can slow down the page by .1, .2, or even half a second if it’s improperly done.

[00:26:24] So this can negatively hurt your metrics. Well, tracking the data shouldn’t hurt the metrics of the campaign. That doesn’t make any sense. It’s kind of like if you were able to have the speed, uh, indicator on the dashboard of your car, and somehow that made your engine malfunction, right? That wouldn’t make any type of sense there.

[00:26:42] What I like to do is I load it a little bit later in the page because what I want people to see is the headline, the form, the call to action, all of those things. And even if it’s deferred for one or two seconds, it’ll give people a better experience. And you’re gonna say, “But Pol, we’re not tracking landing page views if someone leaves in half a second if it took two seconds for the pixel to load.”

[00:27:04] And I would agree with you. But the thing is, if the page loaded ultra fast and these people left right away, they weren’t your audience. They didn’t resonate with that. So the fact that they’re not being tracked as a landing page view is perfectly fine. And if you say, “But Pol, my page loads in five seconds, and if I load the pixel at the end of that, I’m gonna miss a whole lot of traffic,” yes, you’re right.

[00:27:27] And then your landing page view metric will be really low, and then that’ll tell you that there’s a problem with your webpage, which is it’s loading too slowly. And that’s the thing that I often see is either the page is loading too slow or the headline doesn’t resonate. And when we’re talking about slow loading speed, you wanna really have the page load the top in less than two seconds and ideally under one second Now, other things that you can check if you have a low landing page view number if, if the pixel or the event setup is working properly.

[00:27:58] If the code isn’t working to track them, obviously there’s a problem there. The other one you wanna check is if the mobile version loads cleanly. Try to test it with an actual phone. And don’t use your ultra-high-speed home Wi-Fi network. Be out and about where your connection might be a little bit slower.

[00:28:15] You can also check if your consent tools for privacy are affecting some of the measurement. That gets a little bit complicated, but if you follow GDPR or CCPA in California, you might wanna check if that installation is properly done. You can also check if the above the fold, that’s the first screen that people see when they arrive on your page, gives an experience that’s aligned with what the ad promised.

[00:28:39] So that means, like, does your headline match with the expectations created by the ad write-up that they saw just before they arrived to your page? You’d be surprised at how often these might not be in alignment. So sometimes people might click, wait, feel a little bit of that friction, and then they leave before the full page really loaded, and that’s telling you that the message that they saw didn’t make sense.

[00:29:02] So the landing page view metric can help you catch that gap. It keeps you from blaming the ad when the problem might be happening after the click. And that’s one of the reasons why at The Digital Navigator, we like to handle both sides of the coin, the ad management and the tech side, because that way there is no reason to blame someone else.

[00:29:23] We do work with other people’s teams, and we love that. But what I find is that oftentimes there is blame, so the development team will say, “No, your ad guy is not doing a good job,” and then the ad guy will say, “There’s a problem with the website.” Well, which one is it? The metrics that I gave you so far will help you get an answer to that question.

[00:29:43] And then if you are working with multiple contractors, or let’s say you work with The Digital Navigator but you have your own developer, the trick here is not to point fingers. It’s just to look at the data and then say, “Hey, we’re all working on one… the same team here.” And then you just wanna reassure people that no one’s looking at taking anyone’s job, and that we’re just looking at this purely objectively so that the finger-pointing stops.

[00:30:05] And if you have real metrics, then you’re just relying on data. It starts being personal or he says, she says, and all of that blame game.

[00:30:13] Okay, so let’s kind of rewind a little bit now. When we’re talking about phase one, diagnosing before the page, right? So that was that phase one that I described earlier. So let’s recap. Before anyone reaches the page, the main numbers that I want you to understand are CPM, so how much it’s costing you for one thousand impressions of your ad, frequency, how often does a person see your ad, clicks, link clicks, cost per link click, and landing page views.

[00:30:47] That’s it. So together, that’ll give you a really useful first layer for your diagnosis. Is the audience reasonably priced? Is the ad being shown too often? Is attention turning into real click-through behavior? Are people actually arriving after the click? So this is a really good place for you to start, and if these numbers are weak, the landing page might not be the first thing to blame, right?

[00:31:13] That’s the lesson here. If these numbers are healthy, then you’ve earned the right to look more closely at what happens when someone lands. So that’s the rhythm I want you to build with, and I want you to use that when you’re looking at optimizing your campaigns. Before the page, then on the page, then after the page.

[00:31:35] And that sequence will protect you from fixing the wrong layer first, and then maybe even breaking things that didn’t need any fixing

[00:31:43] Once someone reaches the page, the next question becomes a lot simpler. Does the page do its job? Fair enough. This phase is about the conversion experience on the page itself. The main issues are usually message alignment, friction, mobile experience, and speed. You can have a healthy ad account and ad campaign and still lose performance because of the page, which is why handoff from ad to page is one of the most sensitive moments in the funnel.

[00:32:18] The visitor is asking a few things very quickly. Does this match what I expected? Is the offer clear? Do I trust this enough to take the next step? Is the page easy to use? Does it load fast enough that I’m not getting frustrated? So as you can see, we’re now shifting from platform delivery to page performance, the developer world.

[00:32:40] This is where the landing page, the form, and the technical setup start carrying a lot more weight

[00:32:46] Landing page conversion rate is one of the cleanest signals on the page. In simple terms, it is leads divided by page views. So let’s say you had fifteen leads and you had one hundred page views, fifteen divided by a hundred, fifteen percent. It’ll tell you what share of visitors become leads, opt-ins, or inquiries.

[00:33:09] I like this metric because it brings focus very quickly. If healthy traffic is arriving and the conversion rate is weak, then something about the page experience deserves attention. That could be the headline, it could be the offer framing, it could be the call to action, it could be the mobile layout, could be trust, clarity, or flow.

[00:33:31] When the conversion rate is strong, on the other hand, you know that the page is doing a reasonable job of turning interest into action. It doesn’t answer every question, but it does give you a center of gravity. It’ll help you know whether the page itself is helping the funnel or holding it back

[00:33:50] So I wanna be careful with conversion rate because people love benchmarks, and benchmarks are useful. I like that. There’s not an issue with that. But they can also create bad decisions when they’re used without the right context. A strong landing page conversion rate depends on the offer, the niche, the traffic quality, and how warm the audience is.

[00:34:12] In many lead generation funnels, 20% or more conversion rate can be a healthy signal. Some highly aligned consumer spiritual offers can go much higher than that.

[00:34:23] That can happen when the message, audience, and offer fit are very strong. Now, professional or B2B style offers might convert lower and still be perfectly viable. So I don’t want you chasing someone else’s numbers because it sounds impressive. I want you reading your conversion rate in context. What kind of offer is this?

[00:34:46] What kind of traffic is arriving? What’s the next step asking from the person? That perspective keeps your diagnosis grounded. I’ll give you a simple example. Quizzes and things that give you a little personality test, super popular. And let’s say that you’ve got like a 50% conversion rate on the quiz.

[00:35:06] Awesome. But that’s not very committed, and it probably doesn’t align that clearly with your offer. So normally you’re gonna need to put something else before you can actually sell to people that got your quiz. I mean, it’s not like, “Hey, I just did this quiz. I learned that I have personality type B, and now I’m immediately gonna buy from that company.”

[00:35:26] Right? So the conversion rate can be really good, but it might not be good for the business. On the other hand, you might have a conversion rate of, let’s say, 5% on very complex case study downloads or market research in a B2B space. And you could think, “Pol, that’s really horrible.” But if these 5% that are converting are highly specific and they wanna read that report, and they’re gonna go through all the numbers and all the details, and it’s aligned, and then you can sell them a high-priced offer afterwards, that can actually be amazing because now your leads are ultra qualified and it’s the type of lead magnet, one that required them to understand research or go through the case study that’s challenging.

[00:36:11] Way more work than just getting a personality quiz answered. So again, you have to take a look at what you’re asking them or, or what you’re gonna be giving them, right? And then that will tell you if your conversion rate is good or not, and it’s always best to create benchmarks within your own company if you’ve done multiple campaigns.

[00:36:29] So when the landing page conversion rate is low, don’t start by rewriting the whole page. That’s not how I do it. I usually start above the fold. The first screen does a surprising amount of work. Is the headline clear? Does it match the promise in the ad? Can someone understand the value quickly? Is their call to action obvious?

[00:36:51] Does the page feel credible? Does the mobile version look clean, or does it feel cluttered and awkward? Then I would check the obvious technical issues. Is the page loading poorly? Is spacing broken? Is something strange happening on mobile? Is the form hard to see or hard to use? An example of hard to use form is I always start with first name, then email.

[00:37:16] I’ve had people insist they want email and first name, but that’s not a common pattern, so a lot of people get it wrong. The submission fails, and people just don’t retry. And I said, “Well, you can improve your conversion rate just by doing like everything else.” “No, no, no, no, we wanna have the email first.”

[00:37:30] Okay, fair enough. But if that’s you, you’re making an intentional decision to shoot yourself in the foot. So that’s can also be an example of a hard to use form. Strong copy can still underperform if the page experience is rough, right? Or if like the page, the spacing is off, if it’s slow, et cetera. So the practical next step is to do a really calm review of what’s going on.

[00:37:55] Start with the highest leverage parts first, then decide what needs to change. A dramatic rewrite is not always the best first move. So let’s say that the page is loading fast enough and the spacing looks fine, and you didn’t do anything weird with your form like I was telling you. What I would look at first then is the headline and the tagline.

[00:38:16] In the headline and the tagline or the subhead, you should always mention who this is for. Name that person so that they can identify. And then I like to have at least three benefits or challenges handled in there. So if in your headline you can get three things in there, that’s ideal. And then you could add, let’s say, your avatar, the person you’re targeting, and one more benefit or challenge in the subheading.

[00:38:48] Or you could have the naming the person who this is for, right, the avatar in your headline, and then maybe give them one benefit and then tell them one challenge this will solve. And then in your tagline, you could use two or three benefits and challenge, challenges that they’re facing that you promise to solve.

[00:39:08] That will usually make a big difference on your page, and I would definitely start there. I’ve had clients where just by changing the headline and the tagline to make it clearer in the exact way that I’m telling you now, we’ve decreased the cost per lead from $15 to $20 to about like $3, $4 per lead just by making those changes. The rest of the page is almost identical.

[00:39:30] So once the page is doing enough to get people to the form, the next question is whether they finish it. Form completion rate is submissions divided by form views. So if there’s 10 submissions and the form was displayed 100 times, it’s 10% form completion rate.

[00:39:47] This applies whether you’re using a Meta Lead form, which they call instant forms, or a form on your own website. I really like this metric because it separates page interest from form friction. That’s kind of a mouthful, right? So separating page interest from form friction. Maybe it’s just because I’m French.

[00:40:09] So sometimes the page is persuasive. The person clicks into the form, but then the process suddenly feels heavier than expected. Maybe the form asks too many questions. Maybe it asks the wrong questions too early. Maybe the language feels unclear, or the layout creates hesitation, or you decided to put email before first name like my previous example.

[00:40:35] That final step of submitting the form matters a lot. A person can be interested and still abandon the form if the process creates friction at the wrong moment. When people get frustrated, if they don’t really know who you are in your business, they’re just gonna leave. What’s the point? So form completion rate helps you see whether the barrier’s in the page message or in the final step before the lead submits.

[00:41:00] Friction, volume, and lead quality is where judgment matters a lot because form design is not only about getting more leads. It’s not. There’s usually a trade-off here. More friction often lowers lead volume and raises average lead quality. Less friction often raises lead volume and lowers average lead quality. That trade-off is perfectly normal, but it’s not the whole story. A form can also underperform because the benefit is unclear, or because a question feels too personal too early, or because the form experience feels awkward and disruptive.

[00:41:43] So I want you to think about friction as something to tune, not something to remove blindly. The right amount of friction depends on your offer and sales process. What I mean by that is if you need stronger qualification, a bit more friction might help. If you need smoother top-of-funnel volume, simplifying the form might also help.

[00:42:06] The key is to make that choice deliberate. Quality or volume? And obviously, there’s a whole spectrum there

[00:42:13] So let’s talk about speed because it deserves more attention than it usually gets. A slow page can damage performance before the visitor has even had a chance to understand the offer. There’s two practical speed conce- concepts I want you to know. Number one is first contentful paint. So first contentful paint is when the first real content appears on the screen.

[00:42:42] W- w- what is that, the first real content? It might mean the text, an image, or another visible content element. Anything visual that appears. Now, what is weird is if you have a white background, displaying the white background, if that’s the first thing, would also be included in first contentful paint. The second one is largest contentful paint.

[00:43:09] That’s when the main visible content, usually the largest important element above the fold, appears to the visitor. You don’t need to become technical to know about this. The practical point is pretty simple. People do not experience your page as a performance score, right? No one’s ever been like, “Ooh,” like, “this page feels like a low performance score or a high performance score,” right?

[00:43:32] Instead, they experience it as a feeling. Either it starts loading quickly enough to keep them engaged, or it creates doubt and friction and frustration at the worst possible moment. This is especially important on mobile devices. If the page feels slow, conversion can drop before the message gets a fair chance.

[00:43:55] So I wanna go back to that largest contentful– that largest paint that I was describing earlier. So if you have a large image, a large background image or a video, that’s usually that element. So basically, like in that first page load, whatever’s the biggest thing, when that appears, that is going to be the, largest contentful paint metric.

[00:44:19] Okay? So I just wanna make sure that that was clear and that you understood what I meant by that

[00:44:23] A lot of useful page speed improvements are quite ordinary. So I suggest you start with large images. It’s fair enough, right? Oversized images will slow down your page more than you might realize. So you can just compress that. There’s easy ways you can do it. I know that Apple devices have a tool in it to compress images.

[00:44:46] Otherwise, if you’re on Windows, you can use that Riot. It’s a free software for compressing images. Then look at video. If you have a heavy auto-loading video near the top of the page, it will definitely create drag, especially for mobile users. So what you should do is don’t preload the video. A lot of people enable preload or autoload.

[00:45:09] Just don’t do that. The other thing that that can do in addition to slowing down your page is it creates sound, and if people are in an environment with other people around them, they’re just gonna click back because it can be embarrassing that sound starts on their device. So that’s why I also don’t like the autoplay.

[00:45:24] Instead, you can just have a preloaded thumbnail, and then once that person clicks on the thumbnail, the video starts, and then that’ll fix the video loading time. Another thing that you can take a look at is scripts and plugins. If you have too many scripts firing at once, it can make the page feel sluggish.

[00:45:42] That’s why I was telling you that I actually like to load the Meta pixel code after the core elements of the page have loaded, not before, as they recommend. The other thing is if you have too many plugin, that will add a lot of weight, and that will also slow down the page load. Something else is if you have too much visual clutter above the fold, it can also slow down the moment when the page feels usable.

[00:46:08] Why? Because everything like starts appearing and a– let’s say you’ve got like seven images in the first screen. Now, I don’t know why you’d have seven, but then if image one, two, three, four starts appearing, most people, they just kinda wait until everything loads before they start taking action. So even if the page loads fast, it’ll give it a sluggish appearance, and people are gonna leave your page.

[00:46:32] A tool like GTmetrix, that’s with an X at the end, can help you see what is going on in a more practical way when it comes to page load. But my goal here is not to turn you into a developer. Whoo. Dodged that one, right? The goal is to help you respect that speed affects conversions. Sometimes a campaign improves because the page finally becomes easier to access. Not really glamorous, but this is real.

[00:47:00] And like I said earlier, you want the page to load in under two seconds. Ideally, the first content on the top of the page should load under one second to get maximum ad performance.

[00:47:11] So on the page, the main things to watch are landing page conversion rate, form completion rate, and speed. Together, those three tell you a lot. Is the message landing? Is the form helping, or is it getting in the way? Is the page loading fast enough to support the conversion experience? If the ad side numbers are healthy and the page is weak, this is where your attention belongs.

[00:47:38] You’ll wanna focus there. But if the page is healthy, then you have a better reason to move forward and inspect the follow-up process. Again, the sequence matters a lot. It’s extremely important to do this in the right sequence to get the best results. Healthy traffic plus a weak page gives you one diagnosis.

[00:47:59] Healthy traffic plus a healthy page gives you permission to ask the next question. Are leads being handled well once they come in?

[00:48:08] That takes us into phase three. Once a lead comes in, many people act like the funnel has done its job. Good, done. That’s it, right? No. But from a business perspective, the lead is the beginning of another important stage.

[00:48:26] After the page, we’re looking at what happens once the person joins your email sequence, receives follow-ups, gets contacted, books a call, or moves toward a sale. This is where I want you to read email engagement, deliverability, call or follow-up performance, final conversion rate, and eventually, your return on ad spend.

[00:48:49] It’s very possible to have healthy traffic and a strong landing page but still underperform because follow-up is inconsistent, so you wanna pay attention to that. Or it could be because emails are just not getting seen, or it might be because the sales process is just not converting enough of the interest.

[00:49:10] If you stop your analysis at the lead, you may miss where revenue is actually being lost. Phase three completes the picture and ensures that you can profitably run your Meta Ads.

[00:49:23] In the early part of the follow-up, pay attention to email open and clicks across the sequence. Usually, the first one or two emails gets the strongest attention, and that’s perfectly normal. The question is, what happens next? Like email three onward. Does engagement decline gradually, or does it fall sharply right away?

[00:49:49] A gentle decline is expected. Don’t worry too much about that. But a sharp early drop tells you something may be off, and it doesn’t sound good, does it? The content might not be resonating with them, or the timing might be too aggressive or too slow. The sequence may feel too heavy, or the emails may not be landing where people actually see them, like their spam area, right?

[00:50:13] This type of email engagement helps you understand whether the lead is staying connected after opting in. If the page created interest but the sequence immediately loses it, the funnel still needs work. And at that point, the problem is no longer sitting in the ad or on the page.

[00:50:32] Sometimes the issue is not the content itself.

[00:50:35] Sometimes the issue is where the content is being seen. Low email opens, high bounce rates, and poor inbox placement are all signs that deliverability deserves attention. Subject lines can play a huge role here. Formatting can also play a role. Image-heavy emails can play a role. Normally, the more images in your email, the less deliverability.

[00:51:03] If you don’t compress your images, that could be the problem. I’ve had someone tell me that they had extremely low open rate in a couple of emails. I took a look at it. The image was not compressed. They took it right off their camera. I think it was like three or four megabytes. It’s massive. I tell people to put their images under three hundred kilobytes, and ideally under a hundred.

[00:51:24] So that’s like point three or point one megabyte, and they were at like three to four. Huge, right? So because they were sending such large files at mass, well, the email systems were just thinking they were spamming or maybe there’s a virus in there. Your sending practices and email sender reputation can also play a role here.

[00:51:43] The important thing is not to assume that weak opens always means weak writing of your subject line. Sometimes the message is struggling because it’s landing in promotions or spam. Sometimes the sending domain does not have enough trust.

[00:52:01] Sometimes the email is formatted in a way that makes deliverability harder. This is one of those areas where small technical and formatting adjustments can make a meaningful difference, and it’s also an area where creators often need support because the signs are not always obvious. Especially if you suspect that you have email deliverability issues, it’s worth getting advice from an expert.

[00:52:25] That is something that we do at The Digital Navigator. For a lot of our clients, we actually have a self-hosted CRM and email marketing system, and then we manage all the email deliverability for them, ensuring that they have excellent sending reputations. If you’re using tools like ActiveCampaign, HubSpot, MailerLite, Brevo, Keap, Ontraport, et cetera There’s different types of records that you have to configure that will help you with your deliverability.

[00:52:54] But if you’re suspecting that somehow you’re still landing in spam and there’s no spam signals in your emails, there might be a problem with the IP address that’s being used for sending your emails, and there’s specialized tools that can allow us to see that. Oftentimes, when people are using Ontraport, I see that emails are being sent from servers that have been blacklisted, meaning people reported them as spammers.

[00:53:20] I don’t know why. I don’t know if they don’t do enough quality control on their users. But by having specialized tools, we can see that, and then we can create support tickets with Ontraport, in this example, so that they can change the IP addresses that’s used for sending the emails. And that means that, like, our clients’ emails were being identified as spam just because of the servers from which the emails were being sent, and it had nothing to do with them.

[00:53:44] So that’s why I’m saying it can get a bit technical if you suspect this. I think you should ask someone that’s technical and that is informed about this to look into it and not second guess.

[00:53:55] If your funnel includes calls, consults, applications, or direct human follow-up, you need to evaluate that stage on its own. I would look at the answer rate, response timing, best times of the day to reach leads, how many leads become booked appointments, and how many conversations become sales. Good leads can still be lost through weak follow-up.

[00:54:20] The timing may be too slow, the process may be inconsistent, the script may not create enough clarity, or the handoff between marketing and sales or a call team could be really messy. This also connects back to form friction. If you use a very low friction opt-in form, you might need stronger follow-up to sort signal from noise because the volume will be there, but the lead quality bill will be lower.

[00:54:45] If you qualify more upfront, on the other hand, the downstream process may feel easier. Either way, the follow-up stage deserves its own review since a solid front end doesn’t guarantee solid revenue if the human handoff is weak. There’s a client that we work with, and we do white label lead generation for them.

[00:55:05] We’ve gotten them over 21,000 qualified appointments in their industry over the years, and one of the thing that happens is that we manage the meta ads, we manage the technology infrastructure, but then there’s a handoff that goes to a call team, which then books those appointments. Well, by having all the metrics with the call team and then the time of the day that they’re calling, we were able to map out optimal times for calling people in various time zones and maximize a day’s work of a caller.

[00:55:38] So okay, at this time you call Eastern Time zone, then you switch, you call Mountain Time Zone and Central Time Zone, because that’s where you get the best answer rate. Then you go back for Eastern, then go back to Pacific. Sounds a little bit crazy, but what we did then is have a app that was designed that helps people determine what to call.

[00:55:57] So the callers, they don’t have to worry about all that analysis that we did. Coding handles that after we looked at the data, and then they just have a call list, and then we build like that app where the callers just call nonstop. Well, then something else happened with that client. Eventually, the metrics were going lower and lower and lower, and then I could see clear issues with the call team.

[00:56:17] So the business owner was able to talk with the call team manager and then make changes there. It got a little bit actually difficult because the other company wasn’t admitting that these were happening, so he basically got a second call team to work in parallel, and then their metrics were much better.

[00:56:34] And then that kind of like put the fire under the first company, and then they were able to resolve the situation, and the performance of the call team really improved. There’s something else that we did here is we added an automated AI bot that goes back and forth sending SMS and then books consultations.

[00:56:52] And then we found that that was working really great with some light tweaking. And actually, the SMS appointment bot beats the call team. Now, we didn’t stop the call team because there’s a huge need for all of those appointments, and then we combined both systems. But the point is basically that you need to understand those metrics so you can take corrective actions, and you need to look at the whole system.

[00:57:14] What happens after the lead submission form? Well, there’s a call team. Let’s go take a look at what’s going on with the call team. And my ad dashboard with that client has all the numbers for their call team. And then if I need it, I can go to another whole spreadsheet that gives me all these metrics about the callers.

[00:57:31] Well, if this is how your business operates, you need to have that too. If you’re using another mechanism, well, then you need your own dashboard for whatever is those important metrics in your sales process

[00:57:42] Final conversion rate helps you answer the question that matters most to the business. How many of these leads are becoming qualified conversations, appointments, applications, or ideally, sales? This is where overly optimistic reporting often becomes more grounded. High lead volume can sound exciting, ooh, but deeper conversion tells you whether those leads are actually moving towards revenue.

[00:58:09] That is why I like this metric. It keeps the focus on outcomes instead of activity, because the goal is not simply to collect names, the goal is to create real movement in the business. So if the final conversion rate is weak, I would look at a few things: offer fit, lead quality, follow-up speed, very important, sales process clarity, and how well the next step is being framed.

[00:58:37] That deeper review often reveals where the commercial bottleneck is sitting, so it’s important for you to do that in your own business.

[00:58:46] Then you can jump to return on ad spend or ROAS that I mentioned multiple time. I’ve been mentioning quite a bit because ROAS is like one of those weird concepts and terms that is just boggling to the mind, which is revenue divided by ad spend.

[00:59:02] So if you spend $1 and you generate $10 of revenue, that’s a 10 ROAS. This is one of the final numbers people look for, which makes sense. It feels like the cleanest judgment. Did we put money in and get enough money out? Fair enough. But even with ROAS, I want you to keep some nuances. A campaign needs enough room to cover more than ad spend.

[00:59:27] There’s also the cost of delivery, like fulfillment, the team, the tools, the operating context of the business. ROAS becomes most useful when you read it at the end of the sequence, after you understand the traffic, after you understand the page, after you understand the follow-up. Otherwise, ROAS can feel just vague.

[00:59:50] When ROAS is weak, I don’t ask one broad question. That’s not how I do. Instead, I ask where in the three phases the economic pressure is being created, before the page, on page, or after page. That is much more useful if you wanna be diagnosing the real problem. Otherwise, the blended ROAS is just gonna hide so much.

[01:00:16] So once the lead is in, the next layer of diagnosis includes email engagement, deliverability, follow-up quality, final conversion rate and ROAS. These numbers are going to help you see whether leads are staying warm, whether emails are reaching the inbox, whether automated or human follow-up is doing its job, and whether the system is creating financially healthier results for your business.

[01:00:42] This is the phase that turns marketing activity into business outcome. If the earlier phases are healthy and the economics still do not work, this is where you need to concentrate. This is the value of the three-phase system that you learned today. It helps you locate the truth more quickly. You stop treating the funnel like one mystery, one big black box.

[01:01:05] Don’t do that. Now, you can read it in layers, and once you can read it in layers, it’s gonna become a lot easier for you to act upon, to take meaningful actions that will improve the profitability of your business. I know this is a lot of information, but honestly, your business will thank you for doing this hard work today.

[01:01:26] So now that you have the full map, the most important principle is order of operations. First, diagnose before the page. Second, diagnose on the page, and third, diagnose after the page. I’m sure you get it by now. And I know it can sound simple, but this will protect you from a lot of wasted effort. If the pre-page numbers are unhealthy, the landing page may not deserve your full attention yet.

[01:01:53] If the page is healthy and leads are still not turning into revenue, then the follow-up deserves more scrutiny. This sequence gives you a cleaner path. It also makes conversations with your team or ad manager more productive because now you’re not gonna be saying, “The campaign feels off. I’m not getting the results here.”

[01:02:13] You can point to the layer where the evidence is strongest. This changes the conversation. You move from opinion to diagnosis, and that’s a much better place to work from. And if you’re hiring external teams like the Digital Navigator or something else, you can hold those external team accountable.

[01:02:33] They’re not gonna be able to kinda like give you this wishy-washy answer. You’re gonna know what you’re talking about. You’ll be able to look at the metrics, ask them very specific questions, and if they don’t know what they’re talking about or they don’t know what the problem is, it’s gonna show up right away because now you understand.

[01:02:51] And if it sounds off, trust yourself because now you understand enough to know what’s going on. Really, everything that we covered today is ninety-five percent of the game. Now, there’s another habit that I mentioned that saves a lot of pain, and it’s changing one meaningful thing at a time. Just one thing at a time.

[01:03:12] If you rewrite the ad, rebuild the page, and change the email sequence in the same week, you might get a lot of movement. Feels like things are going well, right? Your test is kind of lined up there, but you won’t know what caused it. I understand why people do this, because it’s, it’s faster, right? And when performance is down, the natural instinct is to fix everything.

[01:03:36] You want momentum back quickly. You wanna solve the problem, right? There’s an emergency going on. But clearer testing will give you cleaner answers. If the problem is in the ad, fix the ad and observe. If the problem is the page and it’s too weak, improve the page and measure again. If the follow-up is the issue, adjust the sequence or process and watch what changes.

[01:04:00] You can look at all the metrics that I showed you, identify the weakest spot, and then work on that one, and then see if the metric changed. When you’re using controlled optimiz- optimization, it might feel slower at first, and it is slightly slower. But it often gets you to clarity faster because you’re not creating overlap in the diagnosis, and you’re not gonna be getting blended metrics.

[01:04:25] If you change before the page, on the page, and after the page, and your campaign seems better, that’s awesome. But if you don’t know why, there’s probably going to be other hidden problems that if you were solving those as well, your campaign would perform even better. And that’s why I want you to build this discipline of controlling the number of changes that you do at the same time So here’s a simple weekly review that can help you go a long way when you’re trying to optimize your ads.

[01:04:53] I recommend pulling the last seven to 14 days of key numbers. Start with the pre-page metrics, then look at a landing page performance, then form completion, then page speed, then email engagement, and finally, follow-up results. I would also verify that the setup itself is still behaving. What I mean by that, is the pixel actually working?

[01:05:16] Are analytics capturing useful information? Are consent tools affecting what you can measure? Are events firing the way you expect? The biggest practical step is documentation. Yay. Write down what you see before you change everything. It doesn’t have to be complicated. Not everyone loves documenting, I know.

[01:05:40] That’s why it can be actually pretty simple. Like, just write a few of the metrics that you had, and then what you changed, and then the results after. Again, not too complicated. It could just be on a small cheat sheet. But when you document consistently, the patterns are gonna become easier to spot. You also start building your own internal benchmarks because you’re gonna have much better understanding of the data.

[01:06:07] When you have to document, your mind needs to analyze and organize it so that you know what you’re writing or typing. And then because of that, it’ll help you internalize the metrics, and it’ll just develop your capability to optimize campaigns or see what’s wrong so much faster. And having documentation and knowing what your internal benchmarks are is a lot more useful than just relying on general business advice outside of your business.

[01:06:33] When we started off this training, we were talking about just broad benchmarks. Well, it’s way better that you understand the benchmarks for your own company, and then you use that as a s- starting point. And that’s why I want you to build your own benchmarks. That’s one other useful way that you can have clarity over time, is by having your own set of benchmarks

[01:06:56] And this means using your own historical numbers. Healthy ranges for your benchmarks will vary by audience, offer, price point, season, traffic temperature, and sales process. So your own account history becomes one of the best reference points because it has the exact environment and context of your business.

[01:07:19] When you document the numbers consistently, you’re going to start seeing what normal looks like for your business. You see what strong looks like for your business, and you’ll know when something is concerning because the numbers will be off. That is gonna give you a steadier way to evaluate the impact of your changes.

[01:07:38] So instead of asking whether a number sounds good in theory, you can ask whether it is improving against your own baseline. And that’s the kind of discipline that turns ad management from guessing into a more grounded operating system by having your own numbers to compare to

[01:07:55] Now, of course, there’s times when the next step is clear and you can keep optimizing with confidence. If one layer is obviously weak and the correction is practical, move forward and test it carefully. But there’s also times when the signals conflict. The traffic numbers look okay, but the page numbers don’t, or the page looks healthy, but revenue’s not following, or the tracking setup feels unreliable, or implementation is taking so much effort that clean decision-making becomes really difficult to do.

[01:08:29] That’s usually the moment to get support and help. Good support is not only about managing ads. Often, it’s about getting the tracking, landing page, speed, analytics, and follow-up process working together well enough that the numbers become trustworthy again. For many creators and coaches, that combined support is what turns scattered effort into a more stable growth system.

[01:08:56] So as we’re closing the training, I want to leave you with the core idea in its simplest form. Read your meta ads in three phases. I’m pretty sure you know them by now, before the page, on the page, and after the page. Then improve one layer at a time in the right order. Let the evidence guide the next move.

[01:09:19] When you do that, the numbers become less intimidating. It’s gonna become more comfortable with time, and your decisions are gonna become much more practical. If this is where your system feels messy right now as you’re listening to this, the next step is to identify which layer is actually creating the bottleneck.

[01:09:38] And if you’d like help putting that into action, whether that means support with campaigns, landing pages, speed, tracking, or the broader marketing system around them, I invite you to book a consultation with The Digital Navigator or explore the support options that fits your business. Thank you for spending this time with me today.

[01:09:57] I really appreciate it. I know this is a lot of information, but this is important, and I hope that this gives you a clearer way to read your ads, improve the right piece of the system, and make decisions with more confidence. Thank you so much for your time.