Speaker 1: If you're running Facebook ads and thinking, oh my gosh, there are so many metrics to look at.
Quick cut to a man with frizzy red hair and glasses, looking confused. The clip is framed by a purple grid.
Speaker 1: Like, where the heck do I even start?
Quick cut to a monkey frantically typing on a laptop. The clip is framed by a purple grid.
Speaker 1: Then you're watching the right video. First, take a breath with me. Isn't that better? Okay. I'm kidding, but let's learn the best ways to analyze your ad campaigns metric by metric.
Animated graphic on a purple grid background. Icons of a shopping bag, laptop, magnifying glass, and globe appear. Text animates in: "LET'S LEARN THE BEST WAYS TO ANALYSE YOUR AD CAMPAIGNS".]
> [VISUAL: Animated graphic with the text "METRIC BY METRIC" over a purple grid and a glitchy, colorful transition effect.
Speaker 1: That way you can ship more winning ads, impress your colleagues and clients, and maybe, just maybe, you can relax a little bit.
Speaker 1 talks. To his left, an animated icon of a megaphone with social media symbols appears with the text "Ship more winning ads". To his right, an icon of three people with stars above them appears with the text "Impress your colleagues & clients".]
> [VISUAL: Quick cut to a man in a grey sweatshirt and black cap, looking relaxed in a chair. The clip is framed by a purple grid. The VICELAND logo is visible in the corner.
Speaker 1: Because when it comes to ad metrics, you are not just a news anchor reporting to your team on random numbers and data points.
Quick cut to a weatherman pointing at a heat index map of Texas, showing temperatures in the 100s. The clip is framed by a purple grid.
Speaker 1: You have to share the story about the how and the why things are happening with your ads.
The words "HOW?" and "WHY?" appear on either side of the speaker.
Speaker 1: You also need to help your team and your client make more data informed decisions.
Animated graphic on a purple grid background with the text "MAKE MORE DATA INFORMED DECISIONS".
Speaker 1: But don't just take my word for it. The creative strategists that use these frameworks we're going over today analyze over 5 billion dollars in ad spend with us here at Motion.
The text "$5,000,000,000 in ad spend" is overlaid on the speaker.
Speaker 1: And one of those users is Dara Denney, who you should go like and follow because she has some of the best content out there for sure.
A clip of a woman, Dara Denney, talking. The clip is framed by a purple grid, and her name "DARA DENNEY" is overlaid at the bottom.]
> [VISUAL: Screenshots of Dara Denney's LinkedIn, Instagram, and YouTube profiles appear on a purple grid background.
Speaker 1: We really like this visual that she created for one of our workshops that helps you better understand what your primary KPIs are, your storytelling KPIs, and most important storytelling KPIs are.
A slide titled "Let's start in the ad account..." shows a screenshot of a Facebook Ads Manager dashboard. Columns are highlighted and labeled. The first few columns are in a green box labeled "Primary KPIs". The next several columns are in a pink box labeled "Storytelling KPIs". The last few columns within the pink box are in a purple box labeled "The most important Storytelling KPIs".
Speaker 1: And just as a heads up, I'm going to be using Motion throughout this video to analyze the campaigns because that gives us really the best visual analysis that we can look at.
A screen recording shows the Motion app dashboard, then transitions to the Motion website homepage which reads "beautiful creative reporting to help your team generate more revenue from your paid social ads".
Speaker 1: So if you want to follow along, sign up for free by clicking the first link in the description.
The text "SIGN UP FOR FREE" is overlaid on the speaker.
Speaker 1: And then you can also grab the meta metrics cheat sheet there as well.
An animated icon of a document with a cursor appears with the text "Meta metrics cheat sheet".
Speaker 1: And for the purposes of this video, I'm really covering metrics mostly for video ads, but there's some great tips in here for static ads as well. All right, all right. Let's go ahead and dive in and get started. Okay, so every single ad that you create can be broken up into five parts or jobs to be done.
Four different video ad creatives are shown side-by-side on a purple grid background. The second one has "CPM" highlighted.]
> [VISUAL: Text on a purple grid background: "CAN BE BROKEN UP INTO 5 PARTS".
Speaker 1: Capture attention, hold attention, get people to site, drive engagement on the site, win the purchase or desired action.
A numbered list appears on a purple grid background: "1. Capture attention", "2. Hold attention", "3. Get people to site", "4. Drive engagement on the site", "5. Win the purchase or desired action".
Speaker 1: And each of those jobs, as you probably guessed, corresponds to a specific ad element, a component of your ad. So the hook, the body, the CTA, the landing page, and your website experiences.
The same numbered list from before, but now with corresponding ad elements appearing next to each item: "The hook", "The body", "The CTA", "The landing page", "Your website experiences".
Speaker 1: But for the purposes of this video, we're really just going to focus on capturing attention, holding attention, and getting people to your site.
Icons appear next to the speaker as he mentions them: an eye icon for "Capturing attention", a play button icon for "Holding attention", and a globe icon for "Getting people to your site".
Speaker 1: So let's start with the ad hook.
Text on a purple grid background: "AD HOOK".
Speaker 1: When you're trying to figure out if an ad hook is capturing attention or not, you need to take a very close look at two metrics: first frame retention and thumb stop ratio.
Text on a purple grid background: "THE FIRST FRAME RETENTION".
Speaker 1: The first frame retention is the percent of people that allow your video to start playing in their feed.
An animation of a hand holding a smartphone. The speaker's video is playing on the screen.
Speaker 1: And if this rate is less than 90%, that's an opportunity for you to test a different text overlay that better helps users to know what to expect in the ad.
Text on a purple grid background: "< 90%".
Speaker 1: You can also test branded versus unbranded hooks in the first few seconds, maybe seeing if one of those captures more attention. And you definitely want to look to see if your first frame features a face or a product.
An animated yellow smiley face icon and a cardboard box icon appear on either side of the speaker.
Speaker 1: And when it comes to thumb stop ratio, that's the percentage of people watching the first two to three seconds of your video.
Text on a purple grid background: "THUMBSTOP RATIO".
Speaker 1: And if your thumb stop ratio is lower than average, that's your signal to substitute components like better audio sample that evokes bigger emotions, maybe some alternative B-roll, or scripting that addresses the what why of your ad in less time.
Two audio waveforms are shown on a purple grid background. The top one is labeled "The Ghostly Orchestra by sonic-boom". The bottom one is labeled "Orchestra Bell Arpeggio by Sound Ideas".]
> [VISUAL: Text on a purple grid background: "SOME ALTERNATIVE B-ROLL".
Speaker 1: If we take a look at a report for some ads we ran here in Motion, we can actually see that there's six different ones we ran, but there's one that has a high first frame retention but a lower thumb stop ratio. So this is an ad where I'm holding out a giant tweet I printed out. And if we watch the ad, there's actually an opportunity to maybe evoke some more emotions, maybe with something like a more shocking tweet, but the concept itself stopped people. We just need to figure out how to hook them just a little bit longer.
Screen recording of the Motion app dashboard. A "Top Creatives" report is shown with six video ad thumbnails and their metrics for "1st frame retention" and "Thumbstop". The user clicks on one creative, which opens a "Creative insights" modal. The modal shows the ad playing on the left and "Video analysis" with an audience retention graph on the right. The ad shows a man holding up a large printout of a tweet.
Speaker 1: All right, the next part of this ad that we want to analyze is the post hook or the body of the ad.
Text on a purple grid background: "POST HOOK".
Speaker 1: This is where our job to be done is to hold attention. This can be anywhere from four seconds all the way to the end of your video. And the metrics that correspond with this are thruplay, 15 second by three second video retention, 100% video play rate, and video average playtime.
A list of metrics appears on a purple grid background: "Thruplay", "15 by 3 second video retention", "100% video playrate", "Video average playtime".
Speaker 1: When it comes to thruplay, this metric tells us if we are holding attention after the hook.
Text overlay appears on the speaker: "If we are holding attention after the hook".
Speaker 1: Inside Motion, you can actually hover over that number and see where it falls relative to the average.
Screen recording of the Motion app dashboard. The user hovers over the "Thruplay" metric for a creative, and a tooltip appears: "Thruplay. Total number of times a video was played to 15 seconds (or 97% if the video is shorter than 15 seconds)."
Speaker 1: If it's lower, try changing up the content right after the hook. So the part from four to eight seconds. But a reminder here that videos with high click through rates might have lower thruplay if people are clicking out early from the ad to visit your website.
Icons appear on either side of the speaker: a cursor icon with the text "High CTR" and a play button icon with the text "Lower thruplay".
Speaker 1: So just keep that in mind. For the 15 second by three second video retention rate, it's all about qualifying your hook. This metric is the percentage of people that watched the first three seconds of your video divided by the number of people that continued to watch to the 15 second mark.
An animated graphic on a purple grid background shows a formula. A group of five people icons is over a group of two people icons, multiplied by 100. Text labels appear: "Watch the first 3 seconds" and "Continue to watch to 15 seconds".
Speaker 1: Your job is really to figure out which hook is pulling in more engaged user. And so when you look at that part of your ad, maybe you can iterate and change the pace of the assets to help keep people paying attention.
A quick cut to a clip of Bobby Hill from King of the Hill eating popcorn, framed in a purple grid.
Speaker 1: The difference between this and thruplay is this really lets you dive deeper onto your engaged audience versus all the random people who watched 15 seconds versus those who didn't.
An icon of a target with people inside appears with the text "Engaged audience".]
> [VISUAL: An animation of scattered people icons with the text: "Random people who watched the 15 seconds vs those who didn't".
Speaker 1: 100% video play rate is what it sounds like, a metric that tells you how many people have made it through the whole video. Like thruplay, a higher click through rate can actually lower this, which is a good thing because you want people to click through and get to your website. So the average playtime though, it's really about making sure that the most important parts of your ad are being watched.
An animation of a video progress bar. A section in the middle is highlighted in yellow and orange, and an eye icon appears above it.
Speaker 1: So ask yourself if this is a key benefit that's happening before or after you make your point. You can also focus on changing the content at the average second watch mark to see if you can increase it. Iterating on a hook can change the quality of people you reach that can change this metric as well. Let's take a look back inside Motion.
Screen recording of the Motion app dashboard. A "Top Creatives" report is shown with metrics including "Thruplay", "15s/3s video retention", "Video avg. play time", and "100% video plays (rate)".
Speaker 1: We can look at these metrics on our ads and also have something that we call our watch score, which is a motion algorithms deeper analysis of combined metrics to tell you the ability of a video to keep a viewer engaged.
A quick cut to a clip of Zach Galifianakis from The Hangover with mathematical formulas floating around his head, framed in a purple grid.
Speaker 1: Based on what I'm seeing here, one iteration we could test is to maybe cut back and forth between that woman's face and the view of the laptop by the water and keep maybe a stronger text overlay of my boss thought I was cheating and see how that ad performs.
A side-by-side comparison of two ad creatives with their metrics is shown. One has a woman working on a laptop by the water, the other is a close-up of a woman's face. The text overlay on the first ad reads "My boss thought I was cheating".
Speaker 1: Okay, so now we want to look at CTAs and how we get people from the ad to the website.
Text on a purple grid background: "CTAS".]
> [VISUAL: An animation shows a video ad creative on a phone screen on the left, which then transitions to the Motion website landing page on the right. Text overlays appear: "FROM THE AD" and "TO THE WEBSITE".
Speaker 1: This includes three metrics: click through rate all, click through rate outbound or link click, and thumb stop click through rate.
A list of metrics appears on a purple grid background: "CTR all", "CTR outbound or link click", "Thumbstop CTR".
Speaker 1: Your CTR all is the percentage of people that liked, shared, commented, or clicked out of your ad.
A clip of a person scrolling through a social media feed on their phone, then typing on the keyboard.
Speaker 1: And a high CTR all can signal high engagement on your ad. You want to monitor this in combination with CTR link just to make sure people aren't like, you know, just clicking out really quickly or whatever. But you can increase engagement by asking questions in your videos, covering topics worthy of discussion, and interacting with people in your ad comment section.
Text on a purple grid background: "CTR outbound or link click is the percentage of people that click to an external link from your ad".
Speaker 1: Your CTR outbound or link click is the percentage of people that click to an external link from your ad. And to improve on this metric, you can actually test ways to share what viewers will get when they click. Do this by changing up your copy, your scripting, your text overlays to communicate a little bit more effectively. Ask yourself, what wording can I use verbally and visually that would get someone to stop scrolling, exit Facebook, and go to my website right freaking now.
The text "RIGHT NOW" is overlaid on the speaker.
Speaker 1: Thumb stop CTR is the percentage of people that watch the first two to three seconds of your video and click to the site. There's a big difference between thumb stop CTR and CTR. You might want to check that out because people might be quickly clicking and not experiencing much of your video, but this is more likely to happen in retargeting ads, so maybe don't worry about it too much. As we go back into Motion, let's look at our ads.
Screen recording of the Motion app dashboard. A "Top Creatives" report is shown with metrics including "Click score", "CTR (all)", "CTR (link click)", and "Thumbstop click rate".
Speaker 1: I see that one of our ads actually has a low CTR link click but a fairly high thumb stop CTR, which tells me that this ad is actually doing a good job of getting my engaged audience to click, but that not enough people from a larger audience are interested in clicking. Might need to make some tweaks. All right, so while this video doesn't cover the complete list of every single metric that you can track on your Facebook ads, because we actually have like 170 different metrics in our software that you can filter through.
An animation showing various UI elements from the Motion app on a purple grid background. Text appears: "170 DIFFERENT METRICS".
Speaker 1: The idea is to help you get better at telling a story on the how and the why with your advertising decisions. You can connect Google Analytics and motion metrics for even more in-depth metric analysis, especially with landing page actions on your website.
An animation on a purple grid background showing the Google Analytics logo and the Motion logo side-by-side.
Speaker 1: If you'd like to download the metric cheat sheet, you can find a link in the description.
The text "LINK IN THE DESCRIPTION" is overlaid on the speaker.
Speaker 1: We hope this video helps. Now, I myself am going to take a long, deep breath. Thanks for watching.
