Ad results, reports, A/B tests and rules

Read your results

Open Campaigns in the Ads Manager. Choose All campaigns, one campaign or one ad set in the list, and the results panel shows numbers for just that. Above the panel you can change:

• The dates: Today, Yesterday, Last 7 days, Last 30 days (the starting choice), Lifetime or Custom. Last 7 days and Last 30 days include today.
• The columns: four sets for the tables, Columns: Performance, Columns: Delivery, Columns: Engagement and Columns: Conversions. The Ads tab also shows Quality ranking.
• The breakdown: split the numbers by Placement, Age, Gender, State, Device (website or Android app) or Time of day.
• Export: download the table on screen as a CSV file for a spreadsheet.

The panel shows the main numbers, a chart per day of the measure you pick, a chart of the amount spent per day, Budget pacing, the Learning phase of an ad set (until it has 50 results), the breakdown table, and the quality ranking of each ad.

How conversions are credited

When someone buys from you, enrols free in your course or follows you after tapping or seeing your ad, the ad gets the credit if it falls inside the ad set's Attribution window: within 7 days of a tap (1 day with the 1-day click setting), or, with the starting setting, within 1 day of seeing the ad. Each purchase is counted once.

Quality ranking

Once an ad has 500 impressions in 7 days, Sikhami ranks it every night. The ranking comes from how often people tap it compared with other ads, lowered when people hide or report it. A better ranking helps the ad win auctions at a lower price.

Scheduled reports by email

1. 1In the Ads Manager, choose Reports.
2. 2In Send to, type the email address.
3. 3In How often, choose Every day at 8 am or Every Monday at 8 am (India time).
4. 4In One row per, choose Campaign, Ad set or Ad.
5. 5Choose Schedule report.

A daily report covers yesterday; a weekly report covers the last seven days. The email has a table with impressions, reach, clicks, CTR, results, amount spent, cost per result and ROAS, and the same table attached as a CSV file. To stop a report, choose Stop on its row.

Reports are only sent to the verified email address of someone on this ad account. Any other address gets nothing. See Verify your email and phone.

A/B tests (Experiments)

An A/B test compares 2 to 5 ad sets fairly. Each person is shown only one of them, so the results are not mixed up. Make the ad sets differ in just one thing: the easiest way is to Duplicate an ad set and change one setting.

Start a test

You can turn on Test ad sets against each other while you create a campaign; the test then starts when you publish. Or start one at any time:

1. 1In the Ads Manager, choose Experiments, then New A/B test.
2. 2Give it a Test name.
3. 3In What differs, choose Creative, Audience, Placements, Bid strategy or Something else.
4. 4In Winner decided by, choose Cost per result, Click-through rate, Cost per 1,000 impressions or Results.
5. 5Tick 2 to 5 ad sets. Ad sets already in a test, finished ones and older flat-rate ones are not listed.
6. 6Set Starts and Ends. Two weeks is usually enough to see a difference.
7. 7Leave Start the test now on (or turn it off to keep a draft), and choose Create test.

Read and end a test

• Each ad set's impressions, results and chosen measure are shown, with its Chance to win, which Sikhami works out every hour.
• Declare winner pauses the other ad sets and lets the winner be shown to everyone again.
• Stop test ends the split: every ad set in it is shown to everyone again.
• When the end date passes, the test finishes and admins and advertisers get an A/B test finished notification. The ad sets are then shown to everyone again; pause the ones you do not want.
• A draft test can be started with Start test or removed with Delete.

Automated rules

A rule watches your numbers and acts for you, for example: turn off any ad set whose cost per result in the last 3 days is greater than ₹200. Sikhami checks rules every 30 minutes.

1. 1In the Ads Manager, choose Rules, then New rule.
2. 2Give it a Rule name.
3. 3In Apply to, choose Campaigns, Ad sets or Ads. In Which ones, pick some, or leave it empty for all active ones.
4. 4Under When all of these are true, build a condition: a number (Amount spent, Impressions, Link clicks, CTR, CPC, CPM, Results, Cost per result, Frequency, ROAS or Reach), a period (today, last 3 days, last 7 days or lifetime), a comparison (is greater than, is at least, is less than, is at most) and a value. Add up to 5 conditions with + Add condition.
5. 5In Then, choose Turn off, Turn on, Notify me, Increase daily budget or Decrease daily budget. For a budget change, enter By (%); for an increase you can also set Never above (₹ a day, optional).
6. 6Check the line that says how many items the rule would act on if it ran now, then choose Create rule.

• Every time a rule acts, admins and advertisers get an Automated rule ran notification, and the action is listed in the rule's Run log.
• Budget changes and notifications happen at most once a day per rule, so a budget is not raised again every 30 minutes.
• At the Ads level a rule can only notify you, because ads are switched on and off through their ad set. Use Ad sets to pause or resume.
• Budget rules change only ad sets that have their own budget, or campaigns that have a campaign budget. If the budget is a lifetime budget, the lifetime amount changes instead. A budget is never lowered below ₹1.
• Use the switch in the On column to turn a rule on or off, Edit to change it, and Delete to remove it.

Account settings and team

Settings in the Ads Manager is for admins. Others see a short note and, if they were invited, Leave this account.

• Names: the Account name (shown in the account switcher, only your team sees it) and the Advertiser name (shown on every ad as Sponsored · name and in the public Ad Library). New and edited ads use the new advertiser name; existing ads keep the old one until they are edited. Editing an approved ad this way sends it back for review. Choose Save names.
• Billing details: Legal name, GSTIN (optional), Billing address, State, Billing email and Phone. Choose Save billing details.
• People: everyone on the account and their role. Change a role with the menu next to the person, or choose Remove. The owner is always an admin.
• Invite someone: type an @username or email, choose a role and choose Invite. The invitation waits under Waiting to accept until the person accepts it in their own Ads Manager; Cancel takes it back.

Roles are explained in The Ads Manager.

Questions