Once your ad is live, continuous monitoring and optimization ensure you don't waste budget.

Performance Tracking:

• Check reports daily, but wait 5 days before making changes to gather reliable data;
• Use Customize Columns in Ads Manager to focus on key metrics.

Key Metrics:

• CTR (Click-Through Rate): aim above 1%;
• CPC (Cost Per Click): keep affordable and sustainable;
• CPR (Cost Per Result): evaluate against campaign goals;
• ROAS (Return on Ad Spend): above 2.0 is ideal;
• Conversion Rate: shows if clicks turn into actions (low rate may indicate landing page or CTA issues).

Optimization Tactics:

• Refresh creatives if Frequency > 4 (sign of fatigue);
• A/B test variations by changing one element at a time;
• Allocate budget to best-performing placements.

Scaling:

• Increase budget slowly (20–30% every 5 days) to avoid disrupting learning;
• Pause or stop underperforming ads and redirect budget to stronger ones.

The Routine Checklist:

☐ Review performance every 1-2 days;

☐ Use custom column views to focus on key metrics;

☐ Test new creatives weekly;

☐ Use A/B tests for creative decisions;

☐ Scale best performers gradually.