• What metrics are worth optimizing? 

• Whether you're wanting to optimize for leads, registrations, purchases, etc. all depends on the business model. 

• If you have an e-commerce business, you are optimizing for purchases. 

• In the very beginning, if it's a brand new store, you are optimizing for view content, people viewing your product page, maybe add to carts, initiate checkouts, and then possibly purchases, but as things evolve and as you gather more data, especially purchases, you will be able to optimize for purchases.
  

• The more data you have, the easier it becomes to optimize for each of these elements.  

• If you are want to run traffic to a webinar offer and let's say on the backend, you have an application or a phone call to be booked, you're going to use registrations or leads to optimize for.

• So people who registered for a webinar after the first round. Now here's the other thing to keep in mind outside of the leads. You also have people purchasing. If people adding to cart, you have people initiating checkout, but here's the thing that we're actually looking at. We're looking at people who've scheduled appointments and applications submitted. 

• So we could technically optimize for applications or even appointments in this case because we've gathered enough data to optimize for that.

• If you're looking to optimize for the absolute backend purchase, meaning maybe it's an actual purchase of an item, or if they're looking to get people booked on a call, you need to have hundreds of events of the action before you get to the very end. 
  

• So for example, you're going to optimize for purchases, you're going to need, let's say a 100 to 200 checkouts or 100-200 add to carts before you want to move to optimizing for purchases. If you're looking to get phone calls booked, you might need hundreds of registrations first, before you can optimize for those calls or even the applications because you need data across the whole funnel.

• So every moment from them, the minute they get to the page, all the way to the end, you need to make sure there's enough data from beginning to end. So that by the time you want to optimize for that last result, a purchase call booked application submission appointment scheduled. 

• You need to make sure that there's hundreds of people hitting each element before the very end. And by doing that, you give Facebook ample data so that it can optimize for what you're looking for. And that is how you can determine what to optimize for when running your ads.

David (00:00):

Everyone welcome back to this video. We are going to be talking about what metrics are worth optimizing for. Now. This is a very loaded question. A lot of people are wondering, you know, do I optimize for leads, registrations purchases? It all depends on the business model. So for example, if you have an e-commerce business, you are optimizing for purchases, right? But in the very beginning, if it's a brand new store, you are optimizing for view content, people viewing your product page, maybe add to carts, initiate checkouts, and then possibly purchases. The more data you have, the easier it becomes to optimize for each of these elements. So oftentimes in the beginning, you have to start with what can be achieved first, if it's an e-commerce store view content or even visitors, right? So landing page views, view content, maybe even add to cart, you could start with, but as things evolved, as you gather more data, especially purchases, you will be able to optimize for purchases.

David (00:56):

Now let's say, hypothetically, you're going to jump into the webinar game. If that is the case. And let's say on the backend, you have an application or a phone call to be booked. You're going to use registrations or leads to optimize for in this example, as you could see on your screen, this is optimizing for registrations and leads because there's a lead magnet first, and then there's registrations after. So people who registered for a webinar after the first round. Now here's the other thing to keep in mind outside of the leads. You also have people purchasing. If people adding to cart, you have people initiating checkout, but here's the thing that we're actually looking at. We're looking at people who've scheduled appointments and applications submitted. So we could technically optimize for applications or even appointments in this case because we've gathered enough data to optimize for that.

David (01:50):

So I often tell people if they're looking to optimize for the absolute backend purchase, meaning maybe it's an actual purchase of an item, or if they're looking to get people booked on a call, you need to have hundreds of events of the action before you get to the very end. So for example, you're going to optimize for purchases. You're going to need, let's say a hundred to 200 checkouts or 102 hundred add to carts before you want to move to optimizing for purchases. If you're looking to get phone calls booked, you might need hundreds of registrations first, before you can optimize for those calls or even the applications because you need data across the whole funnel, the whole funnel. So every moment from them, the minute they get to the page, all the way to the end, you need to make sure there's enough data from beginning to end. So that by the time you want to optimize for that last result, a purchase call booked application submission appointment scheduled. You need to make sure that there's hundreds of people hitting each element before the very end. And by doing that, you give Facebook ample data so that it can optimize for what you're looking for. And that is how you can determine what to optimize for when running your ads.