How To Use Fospha For In-Channel Optimisation
🚀 Ready to optimize in-channel performance? Follow the steps below or dive into this quick Product Tour!
Evaluating Performance Against Targets
Begin by reviewing channel-level performance compared to your targets. For example, you can clearly see that Meta is falling significantly short of its target ROAS (indicated by the yellow dot on the right, which represents the target).
Analyze Share Of Spend
You could also see that Meta has the highest Share Of Spend across all of your channels, hence optimizating in channel is crucial to ensure overall efficiency!
While performance against target is critical, it’s equally important to consider other metrics like shifts in share of spend, ROAS, and share of conversions. If a channel is contributing a significant portion of overall conversions—even if it's not hitting its paid targets—you may still want to maintain or even increase spend.
Understand Performance By Campaign Objective
Scroll down to Performance By Campaign Objective to understand which campaign objective is underperforming and compare Fospha ROAS against AP, it's clear that Meta Conversion is under target based on Fospha ROAS. Head over to Optimization Dashboard to understand which campaigns drive inefficiency for Meta!
Analyze Campaign Level Performance Using Optimization Dashboard
Now that you know Meta is the channel that's driving inefficiency, you can laser in on Meta only campaigns by selecting it in the Source filter.
From Channel Health Check you also know that it's mainly conversion activity that's driving inefficiency, so it's helpful to select it to be laser focused on conversion-only campaigns.
Scroll down to Campaign Performance Bubble Chart to see how your Meta Conversion campaigns stack up against ROAS targets and spend levels.
Optimization Dashboard Refresher
Y-Axis (ROAS): Indicates how efficiently each campaign is converting ad spend into revenue. Higher ROAS values are preferable.
X-Axis (Revenue): Represents the total revenue generated by each campaign.
Bubble Size: The size of each bubble indicates the total cost (spend) of the campaign. Larger bubbles represent higher spending campaigns.
You can easily spot underperforming Meta Conversion campaign and evaluate its spend level by spotting the largest red bubble on the graph. Click on the Bubble to see campaign name and observe how ROAS/Cost have changed for it over time in the Performance Over Time graph above.
You can now compare how key KPIs for the selected campaign have changed over time (ROAS vs Cost, ROAS vs Revenue, Fospha ROAS vs Ad Platform ROAS) to better understand the context!
We recommend selecting "Cost" as a comparison KPI to better understand how spend levels and ROAS changed over time and whether there has been enough spend for a campaign to make optimization decisions.
Scroll back down to the Bubble Chart to understand which campaigns have great potential to move budget to.
Analyze performance against target and cost by looking for green bubbles above the ROAS target line.
Consider moving budgets away from under performering campaigns into campaigns that significantly outperform targets. We always recommend gradual budget increases and careful monitoring to understand how efficiency change at higher spend levels!
Repeat the same process for Ad Set and Ad Level!
Try It Yourself
Head over to Fopsha now to check which of your campaigns could be optimized for better results: