The following excerpt is from Perry Marshall, Keith Krance and Thomas Meloche’s book Ultimate Guide to Facebook Advertising with guest writer Traci Reuter. Buy it now from Amazon | Barnes & Noble | iBooks | IndieBound
What do you do when your Facebook Ads tank? It’s time to troubleshoot!
Following are the four most common troubleshooting scenarios we see most often when running campaigns and what you need to do to salvage them.
1. Zero conversions
You launch your campaign, 24 to 48 hours go by, and you’ve got nothing. Alarms start to go off in your head. This is the worst of all scenarios.
First, verify that the Facebook pixel is on every single page. Start by checking every URL in your funnel. Click on the URL in every ad that has zero conversions and verify that the pixel is there.
Next, look at is whether you have the correct pixel on every page. Go to Ads Manager, select all tools in the dropdown menu, and then go to pixels. Once you’re there, you’ll find your ad account Pixel ID on the right side. Then you’ll want to cross-reference that Pixel ID with the pixel the Facebook Pixel Helper is listing. Make sure these two numbers match up on every page of your funnel.
Next, make sure you’re optimizing for the right conversion event and that your reporting columns match. You can verify the conversion event you are optimizing for at the ad set level.
Once you’ve verified that you’re optimizing for the correct conversion event, go back to your reporting columns and make sure that’s what’s being shown. If it isn’t, customize your ad report columns to show the correct conversion event. Simply select the correct conversion event that you want to show up in your reporting, and then save this reporting view as a preset. Name it something that makes sense to your campaign, and then save it as a default view so that it will be the first thing you see in your reporting. After you’ve verified that all the pixels are on the right pages, check and make sure all the URLs in your funnel are loading. If this turns out to be the case, you’ll need to have someone resolve what’s making the URLs load slowly.
If you’ve made it this far and still haven’t found the culprit, check the landing pages. Make sure all the call to action (CTA) buttons on all your URLs are working properly. Click on every single CTA button or link and make sure they’re going where they’re supposed to go. The final thing to look for in this process…
