Cómo saber si tus vídeos de Meta Ads están funcionando en tu tienda online

What I'm going to explain to you now is how to numerically analyze how well, how good your videos are. What I was talking about with Patrick before we were more or less guided by Roas, how profitable it is. But as you know, I'm still studying and I wanted to bring you down to earth about analyzing how good a video is. Lets see in admetrics how we can know which parts of the videos are better, if a video is profitable and also if it really attracts attention and which part attracts the most attention. If it retains attention, if it makes them go to the website to buy. That's what we're going to see. What are the metrics that we're going to look at? The thumbnail stop rate. That is, sometimes there's like a millisecond in which your video is not playing, but it's a millisecond when you're watching reels. There's, as you can see, this millisecond. It's something almost imperceptible, but it's what the thumbnail is. Like a YouTube thumbnail or a thumbnail of what? No, I said there's another thumbnail, especially on YouTube. That's what makes them click. But when you're making reels, it's like a millisecond. Then we're going to look at the hook rate. How much attention does my hook get, which is whether the hook is good or not. Then the retention rate. That is, once they've seen the hook, how many stay? And after those who stay, how many go? This is really the most important metric. Okay, and then how are we going to make decisions based on these metrics? The first thing we're going to see is how to create these metrics. And I'm going to give you some news that's neither good nor bad, and that is that there are accounts where they're not included. For example, I've started testing it with triple intent. But one metric doesn't appear or it doesn't appear in my account, but it does appear in my account. So I'm going to show you these metrics. The thumbnail retention rate, the hook rate, the hold rate, which is like the rate at which they stay to see the body. And this one. So these are metrics that are customized. You have to go here to metrics and you go to customized. And here you click on create customized metric. Let's see how to create each one so that later you don't have to ask me the first one. The thumbnail stop rate. Okay, you'll have the formulas here later, but I'm going to do it with you here, video views. Video views. Here it's very important that you use these symbols. Don't use the one on the keyboard because otherwise it won't work for you. So video views matches, impressions, impressions.

Okay.

And here you do. What was it called? Thumbnail stop rate. This is the least important, right? Really? Okay, create metric. Next metric. Hook rate. Create custom metric which is actually here. See percentage of impressions in relation to three second video views, which is three second video views. Impressions, as some of you will probably see here on the right. And ask me later. I'm going to do it too. 3 second video views divided by impressions. Impressions.

Okay.

And here you put book rate. You do rate. Oh, important. Okay, mistake. Important, important. Here in the stop rate, I'm going to put edit. Here you have to put percentage. Something I forgot. But here you have how to do it.

Ok.

Then next, retention rate. Here's the metric that some accounts don't show, which is views up to 50%. Well, since I can't control it, I'm not going to cry about it. So here in super. Well, yes, there would be video views up to 50 divided by views up to 3 seconds, which is the hook. 3 second views. Here, what do we put? Hold rate. The rate that they stay. Percentage. And that's it. Solution. Solution. There is a metric, look. So you can see that not all of them are there. For example, in triple tenancy. It doesn't appear in my personal account either. Damn it. Because it works really well for me. But you see, I started creating them here, but it didn't appear. So there's a metric called through placement. Let's see if it explains it here.

Ok?

If not, I'll look for it in CHGPT so you can see what it means. Ok. And this does appear in all the accounts. And it's the number of times your video has been played for 15 seconds. And it's not a perfect metric of 50%. But since your videos for ads are more or less between 30 and 40 seconds long, it's more or less 50%. It's the best solution I've found. Okay, and this will happen to you in several accounts, probably in yours. But that's the solution. So let's go back. And then the last or the last metric in personalized is. What was it? The post production center. What's the formula? Link clicks divided by views of at least 3 seconds. Pro analyzed metric link clicks. Sorry, divided 3 second views. That is how many people who swallow my hook go to the web page, which is like a super advanced center. Okay, we already have the metrics. So how do I use some kind of guiding metrics? This is a bit of what I've seen, but I'll probably change it over time. And I've seen that this is too much or too little. Wall rate per thumbnail More than 80%. I think that's good. More than 25. We should meet that one in four people stop to see the hook, the retention rate more than 50% and the center more than 5%. Let's see different cases and then we'll get to the questions. I like to analyze this more ad by ad, but we can also look at it at the level of a set of ads and campaigns. So of these four thumbnail rates, which, as you can see, more or less meet everything, more than 80% of everything, we're not going to pay much attention to it. We're going to focus mainly on the hook rate, on the hold rate, that is, those who click the body and then those who go to the web page. So here, for example, Gemma at the ad set level, we can see that generally her hook can be greatly improved. Her hook can be greatly improved. Why? Because it could attract more attention and reach that 25, 30%. That would be great. So the people who would enter the web page would multiply by almost 2, even if they paid the same price. If she improved the hook as well as the body, she could also attract more attention in terms of retention because she should be at 50%. The good thing is that she will surely qualify people a lot, because even though her hook doesn't attract much attention, people are going to her webpage a lot. Let's see, for example, some testing here. Look. This one with little angels has quite a lot of volume. Let's look at these two.

Okay.

For example, this one generated three sales and this one won. Those are both videos. Wait. Okay, those are both videos. Perfect. See, and it's perfect for me because here we're going to see that. You've seen that they're completely different videos, right? I mean, this is all product. And this is Gemma Suave. So what can we see that in terms of hook? The one where Gemma is talking draws much more attention. Well, much more. Right. It draws more attention than this big angel. But the thing is that in terms of staying power, it's very little. I mean, compared to this one, that's just product. The H rate is very good. The H rate is very good. And it draws much more attention in terms of going to the website than where Gemma is talking. So what decisions can we make when finding these metrics? Let's see which metrics we have to analyze and then we'll test them. Imagine this same video, the one where Gemma is. But what we're going to do is change the body to appeal more to retention and get more people to go to the website. That is the same hook, but with this. And then we'll see what it works really well, because it also works. We extract the learnings and make small variations. That is, if you imagine that we make a hook with a van, like coming out of a van, well, we're going to make hooks of the girl coming out in the van and the boy coming out in the van, the van coming out with the sea in the background, a van at sunset. Then there we'll realize what works.