If your Facebook ad's unique outbound click-through rate is below 1%, fix the copy, creative, or audience targeting. At 1% or above, the ad works—scale it instead of optimizing further. Add this metric to your dashboard and check it regularly over 30 days.
Now, what happens when you have a less than 1% unique outbound CTR? When at that point is where I jump in and start thinking about my strategy. I start thinking about my copy on the ads, the images that I'm using on the ads, and also the targeting. If I have over 1% unique outbound CTR, that means that people are seeing my ad and people are clicking on my ad. So it's a good thing, right? If I have over 1% unique outbound CTR, I don't focus on that ad anymore. I don't focus on the campaign. I don't focus on the ad. I just try to scale it. Now, if I have 1% or above unique outbound CTR and still my campaigns are not performing, then I'll start working on my funnel. Maybe it's my offer, maybe it's opt-in page, whatever. So that's outside of the scope of this piece of content, right? But the main point to understand whether your ads are working or not, how to make them better is by taking a look at this one metric, outbound CTR. So if you don't have it in your dashboard right now, make sure that you go to the columns section and you add it. And then you start checking what's my unique outbound CTR for this specific ad set, let's say over the past 30
