what's up guys it's tom welcome back to the lab
welcome back to another video welcome back to
my life i have for a while now been really interested to discover the
difference between link click campaigns on facebook ads
and conversion campaigns on facebook ads not long ago i posted a video where i
had really good results with growing my following on spotify
and growing my stream count by using a link click
campaign on facebook ads if you want to check that out
you can do that right here and then come back to this video in that video
i ran a link click campaign for two weeks and
i came up with double the follower count that i had
originally by the end of it and then in the comments section of that video
i had a great dialogue with a lot of different people
talking about the benefits of conversion campaigns compared to link click
campaigns i had a lot of people say things like
link click campaigns are unpredictable and conversion
campaigns are more predictable congrats on the
results you should try conversion campaigns you might get better results
even than you got in this video by doing that i thought to myself well
not only do i want to try conversion campaigns for
my spotify growth but i also want to compare it
in a good testable format to a link click campaign so i can see
exactly what the differences are and if a conversion campaign really
is that much better so that's exactly what
i did i ran a two-week test and in the first
week i used a link click campaign to drive
traffic to spotify and then in the second week
i used a conversion campaign to drive traffic to spotify i used
the exact same targeting the exact same audiences
and the exact same ad the only thing that changed
between week one and week two is the optimization that i used for my
campaign link click versus conversion so
everything else is the same so i wanted to have a really accurate a
to b of which one performed better and in
which ways in today's video what i'm going to
do is walk you through all the data i collected i'm going to
start off in facebook ads and show you the comparison between the two of them
and then i'm gonna take you to a nice little nerdy spreadsheet that i made
tracking all of the data not just from facebook
ads but from google analytics from pixel me which i use to track my
pixel conversions and from spotify for artists so a lot of
different data to pick through a lot of different stuff to see how it
compares between the two and that's what we're going to do so
let's dig into it now before we dive in i want to remind you as always to please
subscribe to the channel share this video with your friends if you dig it
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i'm going to keep trying to deliver interesting and informative content
like this basically just me trying new things and sharing it with you so
i hope you'll join me moving on let's dive into facebook ads
and see how the two campaign styles stack up alright so here we are on
facebook ads i have the two campaigns side by side as you can see they're both
even labeled pretty similarly i have the conversion test campaign and
the link click test campaign now what i did is week one i ran the
link click campaign and week two i ran the
conversion campaign so my window of time up here is from august 1st
to august 14th which is the two-week window
that i ran them i scheduled them to turn off at the end of exactly seven days
each so that the window of time that i ran them is
precisely the same same budget same ad same targeting same
everything the only thing that changed is the optimization that i was trying to
get facebook to reward me for basically so budget
pretty similar 69.99 on link click 69.11 on conversions as you can see the link
clicks are actually fairly similar there's more on
the link click campaign at 609 but at 540 on the conversion campaign
honestly i think that's a pretty good second place
i mean it was almost the same amount here's what starts to really change is
landing page views the landing page views for
the link click campaign were almost a third of what
they were for conversions which means people may have
been clicking the ad the same amount or a similar
amount but only a third as many people were
going through to the actual landing page that has my links to spotify and apple
music on it as were with the conversion campaign so
the landing page views are way less with a link click campaign
you can see the click-through rate on the link click campaign is 0.1
and for the conversion campaign it's almost 0.7
so seven times as many people are clicking through on my ad on a
conversion campaign as are on a link click campaign i mean
that's just not even comparable uh the cost per click is pretty
comparable i'm actually really surprised at
um link click 11 cents per click 13 cents per click for the conversion
campaign not too far off the cost per landing
page view um for the link click campaign is almost
three times as much as for a conversion campaign video play
views at 95 percent i wanted to track this one because i
wanted to see how many people i'm gathering in my net to retarget a
retargeting strategy i like to use is if you watched 95 of my video which it's
a 15 second clip so it's really not that big of a time commitment
but if you watch 95 percent of the 15 second stories clip that i'm
advertising but you don't click through i want to retarget to you because
clearly you're interested enough to not have swiped through it so
i wanted to see how big of a pool of retargeting i'm getting
out of my campaign so for the link click campaign
we got 3 500 people who watched the video
pretty much entirely through and then we got
almost 2 200 for the conversion campaign which means it's just showing the link
click campaign is showing my ad to more people
than the conversion campaign is but the conversion campaign
is converting at a much higher rate so 2200 people still is a for me i think a
great pool of people to retarget to because that's 2 200 people who are
interested enough to have watched the whole video
so and then we've got some custom conversions that i've set up here that i
that i wanted to track as well so the must be dreaming landing conversion
basically is people who viewed the page triggered the page view
metric on my actual landing page so i mean it's almost double for uh the
conversion campaign then it is link click you've got 162 to 92.
and then the spotify conversion is people who pick clicked my pixel me
link that is the link to spotify and the apple music conversion is my pixel me
link that is the link to apple music so again the i mean the metrics
are hardly even comparable like 62 conversion spotify
conversions for the link click campaign and then 200
almost 240 for the conversion campaign i mean it's
four times as much and then for the apple music same thing
15 versus 45 i mean that's three times as
much or excuse me 14 versus 45. so i mean
it's almost three times as much uh as many people going clicking all the
way through to the platform that i want to send them
to so based on this data just in facebook ads you can see that
while not showing to quite as many people the
conversion campaign is just getting far more people
from facebook instagram and messenger to apple music and spotify like it's not
even close so many more people are clicking through
the link now let's go over to my spreadsheets and check out this data
so the first spreadsheet that we've got here is
the link click campaign optimization as you can see i've got all the data in
here that was in the facebook ad manager so all this is input but then i've also
got these custom conversions which come from
facebook ad manager with a little bit of monetary data that was not in there as
well then i've got all my data from pixel me
i've got all my data from google analytics and then i've got all this
data from spotify for artists that i tracked and i tracked it all on a daily
basis and then with a weekly synopsis at the end so what we're going
to do is we're going to look at the end of week figures for week one which
was the link click campaign now i've got fields labeled in
corresponding colors that relate to one another so we've got
landing page views from facebook ad manager custom
conversions landing page views which is my must be
dreaming landing page view and then we've got the landing page
views from google analytics as you can see they're all relatively
within the same window i think i would say that google
analytics and my custom conversions are more similar
i wanted to track this to see just how accurate the metrics that facebook
is giving me are their landing page view metric
isn't perfect yet i think it's still a relatively new metric
let's see yeah if you go to facebook ads you can see this metric is in
development so as you can see even they admit that it's not perfect
i compared that then i compared the total link conversion which is
spotify plus apple music how many people clicked
those links in total to go through i compared that
to pixel me and to google analytics and as you can see those numbers are not
entirely accurate i don't know what happened
there during that campaign i think it's probably something to do with bots
because that's a thing that happens in leak click
campaigns so that's why those metrics aren't as similar i think
but i do think it is worthy of noting that they are
dissimilar across these different platforms
and then in spotify for artists i tracked
my main thing was i wanted to see how many followers i got
out of it and we can also see how many listeners and streams and all that so
with the link click campaign we'll look at i got 16
followers from that campaign now let's go to
the conversion campaign i ended up with 27 followers
back to the link click campaign i had at the end of the week
605 listeners and 997 streams at the end of the conversion campaign i
had 729 listeners and 1231 streams so not a
wild margin but definitely more more streams more listeners
and more followers at the end of the conversion campaign week than the leak
click campaign which tracks with the data from
facebook ads right then if we go well if we stay here on the conversion
campaign and we look at these comparable metrics again
you can see that while landing page views is wildly off compared to the
other two 324 to 160 to 157 google analytics and my custom
conversion link tracking are almost identical which
tells me that traffic is more accurate because i trust
google analytics for sure if that is lining up with the exact same
number of custom conversions i've created then that's a good thing
and then as you can see with google analytics 314
to 282 on total link conversion while different still fairly similar
and i also know that in google analytics some of that difference is attributed to
people coming to the landing page who aren't coming
directly through my ads because the ad only attributes a link click
that comes through the ad has to fall within the attribution window on
facebook ad manager there is some traffic that's just coming organically
from like youtube videos and things like that
so that's probably one of the reasons why that is a different number
and as you can see uh like i said before the landing page
metric on facebook ads is just all over the place let's look between
the two campaigns here so going up to google analytics on the link
click optimization we ended up with 100 landing page views
and 150 link click conversions on the conversion campaign we had 150
landing page views and 314 total link clicks
significantly more i mean we had double the traffic on link clicks
on google analytics alone and then when you go to custom conversions up here
this this section here on link clicks
92 landing page views 160 almost double on the conversion campaign and
then total link conversion on the conversion campaign we had 282
with 76 on the link click campaign so across the
board you can see that these numbers are not even close like the the
link click campaign didn't perform anywhere close to how the
conversion campaign performed now the conversion campaign is
more difficult to set up because you have to create a lot of stuff
on the front end before you can actually run your campaign whereas
a link click campaign you can literally just go through the setup process
publish and you're ready to go you don't have to do a bunch of legwork so
yes that's a benefit but the traffic you're getting is
not nearly as rich and as targeted as well as it is with a
conversion campaign with a conversion campaign you are going
to get a higher volume of people per dollar spent in per per person that
the ad is shown to through to spotify and apple music and
wherever else you want to send them then you are with a link click campaign
this experiment has completely shaped my
perception of running facebook ads now i had read a
lot of comments about it i talked to people about it but this is
the first time i've really put it into practice and just seen for myself
exactly how different the strategies are i wanted to share that with you i hope
this is informative and helpful i would encourage you to if you really
want to look at these spreadsheets go back in
the video a little bit and screenshot these spreadsheets so you
can pick through the data if you want to i will tell you that
just jumping back into here now the stuff you didn't see at the bottom of
both of them is just a bunch of spotify for artist data that
i wanted to track but isn't really relevant to this
experiment so everything in the spotify for artists last seven
and up is going to be exactly what you want to be looking at so in fact you
know what i'll do here screenshot this that's the link click
optimization page and then screenshot this
that's the conversion optimization page and look at the numbers compare the two
i mean like i said it's just not even close so this has completely made me a
believer in conversion campaigns now i've got to figure out
how to get my cost down substantially from where it was
but again it's all part of the process it's all par part of
the learning effort so yeah that's it for this one
i hope this is really helpful as you can tell i'm excited about this sort of uh
data crunching so i hope you are too i hope it helps and as always thanks for
being here and i will catch you on the next one
peace you