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FB ads – What timeframe for ROAS should you be looking at when scaling?
Do you guys look at the ROAS of the overall ad lifespan to determine whether to keep scaling or do you look at the timeframe from the latest budget change to now, (previous 48hrs, etc)
Thanks!
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1 Reply
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When it comes to scale, your best measuring stick will be against your most recent campaign results.
Higher spend means higher CPM’s because you’re bids are competing against more advertisers for your target audience. Higher CPM’s typically mean higher CPA’s, but higher CPA’s at scale is where you can really generate revenue.
Don’t let larger ROAS metrics from 3 to 6+ months ago stain your confidence moving toward scale. Performance goals should be mostly determined by what has happened in the account in the last 30 days. Anything beyond that is more or less navel-gazing.
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At most look at the last 7 – 14 days, anything longer can be useless if seasonality has started to creep in but the longer window masks it.
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