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Due orsi fermano una macchina (AGGIORGIO) 🐻 #shorts

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Channel: Zio Johnny

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Channel: Николай Лукьянов

mf

ga

módulo

13

aula

análise

métricas

e

tomada

decisão

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my beautiful ones We arrived here in one of the

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most important classes, man

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We uploaded our product test, you

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saw that there are no secrets, it's not

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complex and nothing remains, we don't need to

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make it complex, we don't need to upload a

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personalized public interest audience, look a like, stay

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segmented to read here, man, it's

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simple, simple, it works, it's simple, it

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works, Facebook knows how to work, you just

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need to deliver a good creative, a good

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creative for him and a good

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sales page, and he'll go after the right audience.

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So, man, no secrets, okay? no secrets

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even in the next lesson I'll tell you

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I'll show you other

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very good examples of product testing because there

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is no better or worse

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remember Facebook is not a

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Magic Formula man you only learn Facebook

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When you go to the battlefield

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When you're going to test When you're going

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to practice, there's no such thing as a

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Magic Formula for a cake recipe. If

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it existed, I wish I could just stay

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cool here like this, but no, man, things

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change, things get updated if you

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're not in practice all the time. one day you fall

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behind

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Okay, so let's go here for one of the

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most important classes,

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analysis of metrics, decision-making,

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and before we start this one,

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I wanted to send a kiss to José

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Júnior, Amanda's people here, because

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whoever developed this, this idea, a

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spreadsheet that I I'm going to show you

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all this here it was them, the guys are

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very good José Júnior, amazing guy,

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the guys are excellent at what they

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do, this here was brilliant, brilliant guy,

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so José Júnior, thank you for

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creating this here

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and let's go man,

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my beautiful ones, why that this is

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important, as José Júnior says, if

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you make decisions based on feeling, if

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you make decisions based on guesswork,

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man, you are making the wrong decisions,

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we have to stop making decisions

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based on I think what example we will

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test our product If it doesn't

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sell tomorrow you can't make a decision

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based on it not selling I think it was

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my creative I think it was my

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sales page no man the

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Facebook metrics the Facebook numbers they

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talk to you they talk to you it shows you what's

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right and what's wrong it shows you

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what you need to do where you need to

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focus your energy what the problem is

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You need to solve our work

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here

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solving problems finding solutions is

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getting to the problem and at the root and cutting it man

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and cutting it and with metrics we

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can do this

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expensive metrics are numbers that you are

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paying to have and that Facebook is

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giving you it is not free if you are

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investing an amount and the metrics are

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appearing it is because you paid for

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that ad to appear for a person

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and that person interacted with you and

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left numbers behind numbers that if

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you know how to analyze you will know

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exactly what to do and where you

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will know how to scale with greater

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ease, how to increase your

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revenue and your profit margin

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just by looking and analyzing metrics,

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every problem people always have a

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solution,

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you just need to look for the solution. This

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will make things easier for you, old man,

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because people are a big problem

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in the market. Really, they make

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decisions based on Fini, based on

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guesswork, neither do they. They don't even know what

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they're doing and why they

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're doing it, but they

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just do it because they think that's what

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has to be done and it ends up that

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a lot of the time you focus your

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energy in the wrong place,

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here's what I'm going to do. to show you is to

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do exactly that if you focus

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your energy on solving the problem that

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will generate more profit, maybe you

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're not selling because you think your

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sales page is bad and you go there

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and spend energy improving your

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sales page but in fact your

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sales page was perfect you just needed to

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touch your creative you didn't need to

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touch your sales page But you

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didn't analyze metrics then it really gets

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very complicated so let's stop

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talking here you already know the importance of

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this Thales budget account I

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need to start

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man with metrics analysis you can

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start with whatever budget you want the

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objective of our product testing

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gets into your head is to validate the creative

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and it will give you the sales page and

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find a good audience that is our

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objective here this is our objective

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here that's all it takes to find a good creative

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that has the best metrics

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sales pages that have better metrics

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an audience man then all you have to do is

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budget it doesn't matter what you're going to

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use a 10 a 21 21 30 a thousand one it doesn't

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matter man it's going to sell it's going to sell

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Because you did what had to be

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done you found a good creative you

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improved your sales page your

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metrics are good man you can only

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scale if you increase the budget

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This is the objective of our test

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product here and metrics analysis it

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helps a lot in our decision making

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Let's go Let's go to the show here yes it's a

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spreadsheet I don't like spreadsheets you

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don't like spreadsheets But it's a spreadsheet

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the first part of the spreadsheet here man it's

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an average okay it's an average So let's go,

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let's take it easy here, let's

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take a breath here, let's take it easy,

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this here is just an average

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of the metrics, it's an average of a bad scenario, an average

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scenario and a

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positive scenario, this link is in the bio What What are

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you going to do, you're going to access the link, you're going to

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click on file, you're going to make a copy, it's

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simple,

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so here's a bad scenario, you went up

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here, right, your product test and

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then you're going to analyze your CPM here, for

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example, your CPM you know that a

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bad scenario for a CPM would be if it has R$

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40 the cost here will be exactly the

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cost of the CPM account that you are paying

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if it has 40 reais the cost It's a

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terrible scenario man if it has R$

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25 It's a scenario average if it has R$

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15 down It's a calm positive scenario

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I'm only going to show

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bad scenarios average and positive because our

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focus is not that here, it

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's price, our CPC, right, it's price, it's

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Jeez, it's clicks on link, right, the cost

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per click on the link, a bad scenario is if

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it costs R$ 12. So you will come

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here and analyze if it has two

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reais it is bad if it has one real it is

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average less than 75 cents it is

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positive

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CTR come here and analyze that your CTR if

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your CTR has one percent it is bad

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if it has 1.5% it is average and 2

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2.5% more is very positive now this one

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is the percentages of people who click

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on your ad and visit the page In other

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words They go to your sales page and

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do the famous page, you saw, you didn't hear,

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OK

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50% is bad, it means your page

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is very slow

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65% It's a me scenario and 80% is a

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positive scenario with our theme as

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it's fast so we normally

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always have 80% plus, ok,

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people who make a View page and start

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a checkout, ok, in other words, people who

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arrive on your sales page make a

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send page and start clicking on buy

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now, if it's 5%, do you want it? the amount

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of people, okay, people, calm down, it's

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confusing, calm down, I'm just explaining what

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is positive, average and bad, this

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is not our focus, this

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is not our focus, so if 100 people

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arrive at your store and five

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click on buy it's bad if 7.5 click

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on buy it's average and if 10 out of 100

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people who arrive at your store 10

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click on buy it's positive of the

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people who click on buy i.e.

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of the 10 people who click on buy

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if 30 % buy then a positive scenario

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if 20% buy then an average scenario

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if 15% buy then a bad scenario

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so if 100 people entered your

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store 10 clicked to buy and three

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bought it's very good that's exactly it

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man a normal average of one and -commer if it

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is for every 100 people who enter your

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store You have an average of two purchases

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which is an average scenario of three purchases

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and above A positive scenario

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in a positive profit margin on drop

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is more than 25%. currently it is at 15% 20%

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average if it is 10%, then a

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bad scenario so these are metrics man

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just so you have a parameter of what is

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good and what is bad it is just so you have

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a parameter if 100 people enter the

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your store and a purchase is bad, for

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example the average is 2 The positive is three,

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so this one is just for you, it has a

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base of what a CPM is with a good CPC, a good

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CTR, good metrics but what

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really matters is here

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in scenarios is where we will

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fill in our metrics with

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our numbers and this spreadsheet will

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give you a forecast of what you need

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to improve that will bring you more

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results if you need to improve your

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creative if you need to improve

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speed of your page if you need to

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improve your sales page here he

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will tell you exactly what you

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need to do so I present to you here the

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Rambo spreadsheet here which we

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call the Future spreadsheet here

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now my brother,

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man, a lot of information, yes, but

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necessary information and man, there's no

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secret, man, just let me make

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my camera smaller here, I'm going to be tiny,

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okay guys, just fill in what's

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being requested.

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$3000

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is R$2000 and a little bit of it I had 50 or

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so sales if I'm not mistaken it

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was something reasonable and we are going to analyze

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the metrics of these campaigns that I posted

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there I hope you are able to

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see well and Thales how this

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spreadsheet works here, my dear, just

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fill it out, okay, just fill it out, I'll

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fill it out together with you, just

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follow along with me, there's no problem, there

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's no problem, don't

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worry, come on, then I'll open it

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here, look at my BM, it's hidden here,

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let me see where it is she's

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calm

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Where's she here, here she is, so

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let's go, the spreadsheet is asking us

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first for our

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CTR, so here I'm going to put our

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CTR, so here, look, I invested 2

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1 just like what we did But I

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put R$ 500

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and it was giving a total of R$ 5000

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and here this account is deactivated

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and here it

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is open public, you see, I always used

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open public Look, just publish open

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1865 look, I'm not lying to

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you see,

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so let's analyze some

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metrics here, so it's

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asking for my CTR, it's structured

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just like ours, I gave it

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to you, so here I'm going to get my

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CTR, let's see

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1.79 percent,

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so here I'm going to put

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one, I don't know. if it works here, it's a period

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or a comma, let me see, it's

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1.79%, a period here, if you put a period

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here, it goes wrong, you see, then, wow, it

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's 1.79 percent, our CTR, calm,

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CTR, calm, now it's asking for

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the percentage of clicks to see the

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fish Putz What

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is the average, my dear, you will get a

00:15:12

number of people who clicked on your

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link, right? OK,

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I said it

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wrong, sorry, I'm sorry, actually,

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Calm down, let's do the calculation

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here, on the calculator, there's a

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calculator on the link here for us

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to do this, so let's see here, the

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value of then the value of it, you're happy,

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right? Let's put it here on

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our page,

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let's drag it here, let's get it here

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Tales Why are you on another

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profile, there wasn't much agency, right, my dear,

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so let's get it here, we had

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2,393 content views, so

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here's the value of let's see,

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you're happy, so let's go listen to the page

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that is here, I'm going to change it to see the

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content to make it easier, the

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content deviation value and let's get the

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click value here, people, just copy the metrics,

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click on the link

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and let's put it to calculate, it was

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69.46% , Yeah, I still didn't have my

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Future theme, this here is the number

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of people, it's the percentage of people

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who click on the link and listen to the content,

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that is, they read the content, drag it

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down to your content, read the content,

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this is the percentage, ours is

00:16:54

bad, let's copy it here, look

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69.46, it's always two places, it's

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69.46, ours here, I already saw that it's

00:17:06

bad because Tales, oh my dear, the

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amount of see, count, go here, I

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'll change it for you, look, get

00:17:13

better see happy for clicks the

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positive is 80 ours is average In

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fact ours here it is average it is

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average perfect now it is asking for the

00:17:28

percentage people here one day to

00:17:31

put information you put where it is

00:17:34

to go automatic it goes automatic ok

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It's here,

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now it's asking for the percentage of

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people who arrived at checkout for

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the people who made a thousand accounts. In

00:17:48

other words, the percentage actually of the

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people who saw content, that is, they

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saw content and clicked on the

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buy now button, which one? this is the percentage of

00:18:00

this here for us so here we are

00:18:03

going to put it here now so let's get it

00:18:06

here oh our value oh open it here oh wow

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we have to stop talking oh

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we had

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244 purchase completions

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so

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I came here

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Let's put this number here o here o

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2,393 and here we will put a

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checkout number ok this here is my

00:18:34

number saw content 2,393

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2,393 people

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viewed the content of 2900 of 2,393

00:18:45

people who viewed my content

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244 clicked the buy button now

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let's see the percentage that gives this is

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10.19%. So here we come here, we

00:18:59

just do the calculations and

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fill it in man, it's easy to get to the

00:19:03

point, no, it's easy guys,

00:19:05

you structured the metrics column

00:19:09

like I showed you, you just

00:19:11

get the data, he's asking here for the

00:19:14

my CTR so I'm going to say I put it in the

00:19:16

CTR and it's asking for a number, the

00:19:19

percentage of people who clicked on

00:19:22

my website and my content, they did it,

00:19:25

you see, happy, so what am I going to do, I

00:19:27

came here on my BM to get a

00:19:32

number of people what they did, let's see

00:19:35

here, see content So let's go here,

00:19:38

see content, view content

00:19:39

Oops, copy this here and copy this one here,

00:19:44

which is the clicks on the link, right, the

00:19:46

clicks, the link and play it here on the

00:19:48

calculator and it will give me a number

00:19:50

I go there and put number here it's all

00:19:53

in your BM all the numbers all the

00:19:55

data is in your BM then he asked me the

00:20:00

percentage of people who viewed

00:20:03

my content and clicked buy

00:20:06

now which in our case was 10%

00:20:11

now he It's asking here for

00:20:14

total sales, the number of people who

00:20:16

clicked on buy now and actually

00:20:18

bought. Remembering that these

00:20:22

total sales here are on my

00:20:26

credit card, so here I have to get it,

00:20:28

let's see here, drag it. Here you

00:20:29

have to get the number of

00:20:32

people who checked out the

00:20:33

number of sales I had is that

00:20:35

I had

00:20:36

54 sales

00:20:39

54 sales so I had 244, that

00:20:45

is, checkout and 54

00:20:48

sales, that's

00:20:51

22.13%, so here we put

00:20:56

22.13% . ball show Thales I'm finished, it's not

00:20:59

asking you now for the number of

00:21:01

impressions you make

00:21:04

Come here to your BM

00:21:07

come here to your BM and get the number of

00:21:10

impressions look how easy it is just put it

00:21:14

here

00:21:16

What a beautiful thing it filled that

00:21:20

number of clicks 3,443 Here,

00:21:23

okay, let's see this here that this

00:21:25

filled in by itself, that's it,

00:21:28

the train hit really well, oh my God, did you see

00:21:31

fish 2,392

00:21:35

2,393

00:21:37

2,300, what's that, old

00:21:39

auto-fill, this is a beautiful thing, right, my

00:21:42

beautiful, it fills in too automatically,

00:21:44

sometimes it makes a little mistake another one, right, but it's but there was an

00:21:46

error in just one house there and here the

00:21:49

ticket for your product what is the

00:21:51

ticket for your product the price

00:21:54

you sell your product in your store I

00:21:56

sold this product here for 97.90

00:22:01

here he is asking us to enter

00:22:03

our total sales which he did not

00:22:05

fill in Let's put here 54

00:22:09

gigs Remembering that this is only on the

00:22:12

credit card it is only on the

00:22:14

credit card so in total I had a

00:22:16

turnover of 5286

00:22:20

Let's see that now the Total sale to

00:22:24

checkout was 22%. the average

00:22:28

total sales for checkout mine is a little

00:22:31

below the median

00:22:34

my checkout to see the content is

00:22:37

10%, here the good is 10%, oh positive scenario

00:22:45

and here mine saw click content

00:22:48

previous content the average mine is 69% the

00:22:52

average is 65%, so mine is a little

00:22:56

above average and my CTR is 1.79 let's

00:23:00

see here CTR is a little above

00:23:04

average mine here so let's see

00:23:07

what the we have to make me

00:23:08

fill in the information he

00:23:10

asked me for now let's see what we

00:23:12

have to do

00:23:13

benchmarking which is this

00:23:17

Calm down this here is the dream scenario do

00:23:20

you want the dream scenario ok this

00:23:23

here is simply as if it were the

00:23:27

dream scenario what is this Thales

00:23:28

the dream scenario is that you will

00:23:30

put your CTR here you will

00:23:33

put the metrics that you wanted to have

00:23:34

so here for example I wanted to

00:23:36

increase my CTR to

00:23:39

2%. I think it's ok if I changed the

00:23:43

theme I was using to the

00:23:44

hard theme I would definitely get 80% here

00:23:50

check-out I don't think I need to

00:23:52

change the check-out as mine is in the

00:23:54

positive scenario here For check out I

00:23:57

put 80% there, I didn't want to put

00:23:59

2.5 or for the two percent it's

00:24:03

total sales for check out Let's put

00:24:05

mine here it's

00:24:07

22%. let's put 30% of

00:24:10

impressions here, it is repeated in all of them, so

00:24:13

you can simply copy and

00:24:15

paste here like this,

00:24:17

then, and here we also put the

00:24:20

product ticket in all of them, o Copy the

00:24:22

ticket, put them all here on the

00:24:23

bottom line, o, put, put, put put

00:24:25

put put put

00:24:26

this here would be my ideal scenario man

00:24:29

look I went from 5,000 in revenue

00:24:32

from 5,000 in revenue to

00:24:35

simply

00:24:36

9,000 in revenue that's just by changing

00:24:41

these metrics here but as I told you

00:24:44

this one is practically the

00:24:48

dream scenario Do you want to see this increase even

00:24:49

more, let's put it here to

00:24:53

2.5% so you can see, look, this is the

00:24:57

dream scenario, it's all positive,

00:25:00

everything is positive, you see, it's all positive,

00:25:03

but doing this here is difficult, so

00:25:06

let's be more

00:25:08

realistic. OK, let's be more realistic

00:25:12

here What do you mean, Thales, realistic, man,

00:25:15

now we're in the lime part of this

00:25:19

simulation, he's going to show

00:25:21

us exactly what needs to be done for

00:25:26

us to improve, which is where

00:25:30

the error is in my operation and if I focus

00:25:33

Here's an example,

00:25:36

let's simplify this here, this

00:25:38

spreadsheet will show you exactly what

00:25:39

you need to do to increase

00:25:41

your revenue. Exactly that. Where do

00:25:44

you need to focus your energy?

00:25:49

you have

00:25:51

to focus on your creative but if

00:25:54

you focus on your sales page it will

00:25:56

bring more return than if you focus on

00:25:59

your creative

00:26:00

this content here folks is

00:26:01

more advanced content I need you to

00:26:04

study it so you understand why

00:26:07

this is a a little more advanced,

00:26:09

everything is in blue, you will

00:26:12

simply repeat, oh, I'm going to copy and

00:26:14

I'm going to paste, oh, benchmarking, I'm going to copy and I'm going to paste, I'm going to copy

00:26:17

and I'm going to paste, I'm

00:26:21

going to copy and I'm going to paste.

00:26:26

of 2.3%

00:26:32

2.3

00:26:36

show now we repeat we copy

00:26:40

this one and paste it here o boom boom

00:26:44

boom copy this one and paste it here o

00:26:49

boom

00:26:51

copy this one and paste it here oh

00:26:55

no secret just copy and paste people Just

00:26:57

get the numbers from BM and copy them here,

00:27:02

look, we've just finished filling out,

00:27:05

remember to put the printouts on

00:27:07

everything and the main ticket on everything too,

00:27:10

so let's see here, our revenue

00:27:13

here is

00:27:17

5,286 Let's just see here a little the average

00:27:20

here let's hit the numbers here our

00:27:22

revenue was 5,000

00:27:25

286 with this data here with this

00:27:30

data here

00:27:31

and I threw it into the spreadsheet if I focused on

00:27:36

improving my Creative my CTR if I

00:27:40

focused on improving my creative or

00:27:43

whether my CTR increases

00:27:47

its percentage or whether it is testing new creatives or

00:27:50

improving creatives and it would bring me a

00:27:52

return then I will have to zoom in

00:27:54

anyway and it would bring me a return and

00:27:56

it would change from

00:27:58

5,286 I would earn

00:28:02

6,784 just for having improved my

00:28:07

creative is only because I have improved my

00:28:11

creative

00:28:13

if I increased the number of people who

00:28:17

arrive at my website if I increased the

00:28:21

number of people who click and create the

00:28:24

content, that is, they arrive at my website and

00:28:26

view the content if I improve

00:28:29

the speed of my website, this

00:28:32

has to do with the speed of the website.

00:28:34

If I improve the speed of my website,

00:28:36

I would go from a turnover of

00:28:39

5,286 to 6,080, in other words, it's more

00:28:44

worth changing where in my creative this

00:28:47

is a number of people who click

00:28:50

on the link and are happy to see, that is, it has

00:28:53

to do with the speed of my website,

00:28:56

so show, I would have a turnover of

00:28:59

6,080 now if I here ours is standard

00:29:04

here ours It doesn't change, actually it doesn't

00:29:06

changes because it is the Positive scenario it is already

00:29:10

10% ours is already 10% here the

00:29:14

number of people who do see

00:29:15

content let me change the name here for

00:29:17

us just to make it easier to see

00:29:20

content

00:29:25

and

00:29:30

then I will increase it here for us

00:29:32

so If I increased the number of

00:29:35

people who checkout,

00:29:39

I would have the same

00:29:41

revenue because it's ideal, you know what

00:29:44

that means man, what does that

00:29:46

mean in the end

00:29:47

that my problem is not on my

00:29:50

sales page because this metric that

00:29:53

tells me exactly about my

00:29:55

sales page tells me the quantities the

00:29:58

number of people who viewed it

00:30:01

happily, that is, viewing my

00:30:03

content for the people who clicked on

00:30:07

buy now, that is, they

00:30:10

checked out, which means my

00:30:13

sales page It's good It's converting well I

00:30:16

'm receiving the right number of

00:30:19

sales messages It's ok I don't need to spend

00:30:20

energy improving my

00:30:22

sales page now look how curious it would be if I

00:30:26

increased the number of people who

00:30:29

arrive at My Che below and make a

00:30:32

purchase. I would go from Okay, that's right, let

00:30:36

me see,

00:30:38

that's right, I would go from

00:30:41

5,286 in revenue to

00:30:45

7,157 only if I improved the

00:30:49

number of people who click on

00:30:52

buy now and actually make a purchase

00:30:54

when the person clicks on buy now,

00:30:57

where does it go? your check-out,

00:30:59

that is, my biggest problem here, of

00:31:02

all these here, of all these here,

00:31:05

where I have to spend the most energy is

00:31:07

at my check-out,

00:31:09

people are arriving at my

00:31:11

check-out but they are not making a

00:31:14

purchase.

00:31:15

20044 people I had here 54

00:31:20

bought man ah Remembering that you

00:31:23

want a credit card Remembering that

00:31:25

you want a credit card, that's right This

00:31:27

is a good not, you want a

00:31:31

credit card, okay People, this billing here is

00:31:33

all credit cards, okay, but anyway if

00:31:36

I improve if the number of people I

00:31:39

converted, for example here more

00:31:40

credit cards, that is, if I improve if my

00:31:43

check-out I would have a turnover of

00:31:45

7,157

00:31:49

this spreadsheet here when you fill

00:31:52

it out and do the calculations correctly it will

00:31:56

show you exactly what needs to be

00:32:01

done to bring you more results in

00:32:04

my case here I don't need to improve

00:32:07

my sales page I don't need to

00:32:08

improve my store I simply

00:32:10

need to improve my check-out so that the

00:32:13

people who are arriving there are few

00:32:16

making a purchase Now just out of

00:32:18

curiosity I have an average of 50% on the

00:32:21

card and 50% invoice so I probably

00:32:23

must have had no sales if I had no

00:32:28

sales let's see here

00:32:30

if I had yes sales are here I had

00:32:35

244 people who checked out for

00:32:40

100 sales I had a 40% is

00:32:46

this right here,

00:32:47

let's be more because he's only taking

00:32:50

cards I want to simulate As if I

00:32:52

were getting a bill too, let's

00:32:53

put it here 90

00:32:55

Let's put it here 90 I'll put it

00:32:59

here 36.88

00:33:10

let's copy this here let's paste let's

00:33:13

paste let's paste let's paste and let's

00:33:16

paste here just to see a curiosity

00:33:19

here Do

00:33:25

n't forget people Cancel this here

00:33:28

come back here I was wanting to make art

00:33:30

Don't invent fashion no girl

00:33:32

Don't invent fashion don't

00:33:36

understand people we got it We got it

00:33:40

like this Real old real real real

00:33:43

real

00:33:44

What you understand

00:33:46

is that it shows old in short let's

00:33:49

go back in time so

00:33:51

exactly what do I need to do

00:33:53

to improve my sales where

00:33:57

is my problem here where is my

00:34:00

bottleneck

00:34:02

so here we go suppose that if I

00:34:05

improved everything if I improved everything I

00:34:08

would have double my revenue if I

00:34:11

improved my creative if I

00:34:12

improved the speed of my

00:34:15

sales page If I wasn't the quality

00:34:18

of my sales page is great I don't

00:34:20

have to move Okay and if I

00:34:22

improved my checkout I would go from

00:34:24

5,000 in revenue to 10 thousand in

00:34:27

revenue to 10 thousand, you

00:34:30

know, I would only improve my checkout

00:34:33

if I achieved 30% conversion, that

00:34:38

is, 30% of people who click to

00:34:42

buy now and actually buy, which is

00:34:46

basically for every 100 people who

00:34:48

enter my store, if three people bought,

00:34:51

I would be able to solve my problem, that

00:34:53

is, my problem here, it's in my

00:34:55

checkout, just to summarize for you, man, I

00:34:58

hope from the bottom from my heart that it wasn't

00:35:00

confusing I will summarize that in the

00:35:03

end to demystify everything here for

00:35:05

you

00:35:06

summary here this spreadsheet you will

00:35:09

fill in the data that is in your BM

00:35:11

that we structured ABM according to

00:35:15

what will fit perfectly to

00:35:17

fill the spreadsheet So just copy and

00:35:19

paste here so first, given your CTR,

00:35:23

you will get your CTR and you will

00:35:25

paste your CTR here then you will

00:35:28

get the content view that you have, that

00:35:32

is, content visualization, you will

00:35:35

put it here and you will divide it and you will Put

00:35:39

here the number of clicks on a

00:35:42

link that you had, to

00:35:43

calculate the number that appears here, you

00:35:46

will paste it here, this one is the

00:35:49

percentage of people who click on the

00:35:52

link in your ad, that is, they click on the

00:35:55

link and go to the your sales page and

00:35:58

make you happy This is the

00:36:00

percentage, the ideal percentage here is

00:36:03

always the ideal, okay, guys, then the other

00:36:06

metric, you will take the number of

00:36:09

people who completed a purchase on your

00:36:11

website and divide it by the number of

00:36:14

people who made it, see This way

00:36:17

you will know exactly the percentage

00:36:19

of people who are viewing the

00:36:23

content and are actually clicking on the

00:36:26

buy now button on your website and are

00:36:28

finalizing a purchase. You will know

00:36:31

exactly the percentage by putting Claro

00:36:34

here and

00:36:35

then you will get the amount of

00:36:38

sales you you will put it here

00:36:40

that ours was 54 and you will divide it by the

00:36:44

number of purchase completions

00:36:47

you had, so you will have exactly

00:36:49

the right percentage of people who

00:36:52

are clicking on checkout and

00:36:55

are in fact buying and here you have

00:36:57

an average that the good market average, for

00:37:00

example, your CTR is 1.79, the good average is

00:37:04

2.5, your percentage of

00:37:09

content viewed to click is 69%, the average is

00:37:13

80,

00:37:14

the number of people who

00:37:17

view content and click on

00:37:19

buy now is 10%, the positive average

00:37:23

is 10%, it's your percentage of sales, right,

00:37:27

of people who

00:37:29

arrive at your check-out and make a

00:37:32

purchase, it's 22%. the average is

00:37:36

30%. then you will come here in your BM

00:37:38

you will copy a number of impressions

00:37:40

that you had here o number of

00:37:43

impressions And you will paste it here he will

00:37:46

paste it in all of them here here here here and

00:37:50

here and then you will get your

00:37:53

total sales and you you will paste it here

00:37:56

54 then you will take your

00:37:59

main ticket your sales value of your

00:38:01

product and you will paste it here here here here

00:38:05

and here you will fill in the

00:38:08

benchmarking which is the positive scenario

00:38:11

So you will put the Positive CTR right

00:38:15

This percentage of clicks to see the

00:38:18

account on the device here is 80% you will

00:38:21

put

00:38:22

the positive that ours is very similar and the

00:38:25

positive here also the people who

00:38:27

check out and complete a purchase

00:38:29

you will just fill it in and then you will

00:38:31

put it here Oh, you take the 2 and 3%

00:38:33

and put it here, take 80% and put it here, take

00:38:36

the 10% and put it here, take the 30% and put it

00:38:40

here, this will repeat all of them, you will also

00:38:42

copy this number here, you will paste it here,

00:38:44

and here you will copy it this one will

00:38:47

paste here here and here will copy this one

00:38:50

will paste paste paste will take this one will

00:38:53

paste paste paste like this it will give you

00:38:55

exactly what you need to do to

00:38:59

give you a better return

00:39:02

if the best return comes here o from

00:39:06

numbers of people that check out

00:39:08

for sale means that you have to

00:39:11

improve your check out because

00:39:13

people are clicking on buy now

00:39:15

they are starting to purchase but few

00:39:18

are buying so there is a problem with

00:39:20

your check out if the highest revenue

00:39:23

was here it would mean that you have to

00:39:25

improve your sales page because

00:39:28

it is telling you that the number of people

00:39:31

who send content, that is, they

00:39:33

view content and click on

00:39:36

buy, is now low, you have to

00:39:39

improve this here, your sales page

00:39:41

is converting little, do

00:39:44

you have to improve your

00:39:45

sales page your offer you have to increase

00:39:47

the number of people who click

00:39:49

on your page Read your page and

00:39:52

click buy now if the highest

00:39:54

revenue is on this side than the

00:39:57

number of people who click on your

00:39:59

link and they are happy, it means that

00:40:01

your sales page is talented.

00:40:03

You probably won't suffer from

00:40:05

this because you have me and the

00:40:08

sales page, right, the theme of the Future, it is very

00:40:10

fast, if your biggest revenue

00:40:13

comes from here, it means

00:40:15

that you have to improve your ad

00:40:18

because you are getting

00:40:35

I don't have to

00:40:38

improve my sales page I

00:40:39

have to improve my check-out

00:40:41

and my creative I have to test new

00:40:45

creatives and I have to maybe test

00:40:48

improving my check-out to see if there is

00:40:50

any congruent information there and

00:40:52

improve my check-out and go to the

00:40:54

next one and test again look how

00:40:58

incredible I know I don't have to change

00:40:59

my sales page I can't

00:41:01

see that I'm not selling or I have

00:41:04

few sales isn't it because account of

00:41:06

my sales page and yes because

00:41:08

of my checkout and my creative

00:41:12

look how cool

00:41:15

let's come here now let's analyze

00:41:17

our metrics inside here on

00:41:20

Facebook

00:41:25

And look how it will be very

00:41:28

similar to my decision look

00:41:31

Let's increase ours here

00:41:35

Look, you can also analyze metrics,

00:41:37

my dear, through Facebook itself,

00:41:40

here we go, let's analyze it here together, yours

00:41:46

will be exactly the same as mine. The

00:41:48

only difference is that you haven't

00:41:49

invested yet, so there are no numbers

00:41:51

filled in, so pay close

00:41:53

attention Guys, this class is full of

00:41:56

news Okay, but it's very important.

00:41:59

You have no idea the power of this here. I

00:42:01

'm not making decisions. I think

00:42:04

I have to improve my

00:42:06

sales page. My sales page

00:42:07

is bad. I would waste time. because I do

00:42:10

n't have to improve my

00:42:11

sales page I have to improve my

00:42:13

checkout my creative are just these

00:42:15

two points that I have to improve

00:42:19

let's see here I had

00:42:22

3,445 clicks on the link 3,445 clicks

00:42:27

a link

00:42:28

2,393 view the My content OK, it's

00:42:35

average, it's not excellent, I could

00:42:36

increase it, but this increase, as

00:42:39

you saw here, if I increased it here, it

00:42:41

wouldn't bring me higher revenue, it would

00:42:44

change very little, I don't need to spend

00:42:46

energy here, now, well, my CPC is zero

00:42:50

point 70 cents, remember what I told

00:42:53

you in the metrics class, an

00:42:55

excellent CPC would be 0.70, so you

00:43:00

know, I have a good CPC, here

00:43:03

my CTR is

00:43:06

1.79%. It's not that good, my CTR, my

00:43:10

CPC is good, but my CTR is average, I

00:43:14

could improve it. Yes, my CTR here is,

00:43:17

let's continue here,

00:43:19

with 2,393 people.

00:43:28

I gave you all the courses, they're

00:43:31

average good people on this

00:43:35

page, so my cost per

00:43:38

view of content is real, it's

00:43:42

good, it's good, but it's not that good,

00:43:46

I still think it can be downloaded, but I

00:43:49

don't need to waste time doing it That's right,

00:43:50

my course for checkout

00:43:53

is R$ 10, ok, that's ok, that's

00:43:58

fine, it's an average, so if I

00:44:01

could lower it too, right, that would be

00:44:03

ideal, now my course for inclusion of

00:44:06

payment details simply

00:44:08

doubled, look at it, it jumped. It went from 10

00:44:12

to 21 here, no, I wouldn't make the

00:44:18

most assertive decision, okay, I wouldn't make

00:44:21

the most assertive decision because Based on

00:44:24

what I analyzed here on Facebook and I

00:44:27

would test a new creative So OK, I

00:44:32

would test a new creative, however As I'm

00:44:35

analyzing here, I would like to

00:44:38

improve my sales page. I would

00:44:41

like to improve my sales page

00:44:43

because my cost for including

00:44:45

payment information is

00:44:47

double, it's R$ 21, for me it's not a

00:44:50

very high value. expensive, but that's not what it

00:44:54

tells me here in my spreadsheet, so that's why it's

00:44:56

always a good idea to put the

00:44:58

numbers here because here you

00:45:00

can see exactly if you

00:45:03

took such an action what would come back, what would

00:45:07

come back in revenue, but for

00:45:10

sure right, people, you can analyze it on

00:45:12

Facebook itself, yes, but for you to have

00:45:15

better certainty, throw it into the spreadsheet,

00:45:19

easy, old man, no secrets, huh,

00:45:22

just structure it here, look at the columns, keep it

00:45:25

in an organized way, copy and

00:45:29

paste, and look, look at this one, look, it's from

00:45:33

Same way I taught you,

00:45:34

old man, there's an open public man, no

00:45:38

secret, no guy, no secret at all. The

00:45:41

only difference I made is social

00:45:42

and No, I was a bit crazy, but

00:45:46

old man,

00:45:47

make decisions based on what is to be

00:45:51

made, don't make decisions based on on top of your

00:45:54

feed on top of what you think this

00:45:57

is not a game of guesswork a game of

00:45:59

feeling This is a company all

00:46:02

big companies they know your

00:46:05

numbers once you know your

00:46:08

numbers you know exactly what you

00:46:10

need be made to bring you

00:46:12

better results where you need to

00:46:15

spend your energy that will return you more

00:46:19

revenue So take advantage of this

00:46:22

spreadsheet Use and abuse it,

00:46:25

know how to analyze metrics for you

00:46:28

to make decisions, example here, if I

00:46:31

were to test my product, for example,

00:46:33

I tested the my product

00:46:35

he and I are here analyzing my

00:46:38

metrics man if my product that was supposed

00:46:41

to spend R$ 200 is 10 am

00:46:43

tomorrow it has spent R$ 50 so far it

00:46:47

has a CPC of 1.5 and a CTR of 1% , old man,

00:46:52

I'm already killing everything, I'm not going to sell

00:46:55

my problem, it's in my creative, people won't come

00:46:58

to my website, so I'm not

00:47:00

going to sell So why are the

00:47:02

metrics simply horrible

00:47:04

So here's the average of what a

00:47:08

good CPC is Damn if my CPC has two

00:47:11

contos it's [ __ ] if it's 1.50 it's

00:47:15

[ __ ] if my CTR has 1% 1.2 1.1 it's

00:47:20

[ __ ] so old man you already make a

00:47:22

quick decision, understand You already make your

00:47:25

decision, that's it. quick it's like that boom

00:47:28

instant if you are No beauty Thales

00:47:32

I analyzed my metrics here my CPC

00:47:35

70 cents my CTR is 2%. And

00:47:40

a sale hasn't been made yet, continue analyzing your

00:47:42

funnel here, continue analyzing your

00:47:45

funnel, your cost per

00:47:47

content view is like 1.50 R$ 2 and your

00:47:53

cost per checkout is 15 R$

00:47:56

20 man, your sales page it's bad

00:48:00

an average cost of viewing

00:48:04

content is a real cost of checking out

00:48:06

what's here R$ 10 R$ 8 R$ 5 it's

00:48:11

great here it's great There are people who

00:48:14

have it but if they have these values that I

00:48:17

told you I Thales Already makes the decision to

00:48:20

finish this here when it's time to

00:48:22

kill this right away,

00:48:25

understand, so you don't have to

00:48:28

wait to spend 100% of the budget, start

00:48:30

spending a little bit of the budget, you

00:48:32

'll analyze your metrics on

00:48:34

Facebook and you'll see the beauty

00:48:36

I wasn't selling yet, how is my creative,

00:48:38

it's not ok, how is my

00:48:40

sales page Wow, it's [ __ ], deactivate everything, man,

00:48:43

it's going to improve your sales page

00:48:44

because it's very disproportionate, for

00:48:46

example, it won't improve, you'll just

00:48:49

spend money and the metrics they will

00:48:51

remain, understand, no Thalles I'm

00:48:54

selling I'm not selling but my

00:48:57

creative is good I analyzed my CPC and my

00:49:00

CTR I analyzed my course by

00:49:04

content visualization and checkout they

00:49:06

are Ok so you go to the next

00:49:08

step analysis the course by inclusion of

00:49:10

payment data if it had here

00:49:13

for example R$ 30 R$ 40 R$ 50 I

00:49:18

would deactivate it with R$ 20 I would still

00:49:21

leave it I wouldn't make the decision to

00:49:23

deactivate it because it's only double the price

00:49:25

I would deactivate it if it had triple of

00:49:28

the price, you understand, so then you start making

00:49:31

these decisions, my dear. You went up there,

00:49:34

your product test, you start

00:49:36

analyzing the metrics, your creative, if

00:49:40

your creative metrics are so bad,

00:49:42

they probably won't improve,

00:49:44

so what do you have to do,

00:49:46

test new creatives if the metrics of

00:49:49

your creatives are OK but you are not

00:49:52

selling, you will analyze yours, you will be happy with

00:49:55

your checkout, if they

00:49:57

have very high costs, it means

00:49:59

that people are not viewing

00:50:03

content and not clicking buy now,

00:50:05

the problem is on your sales page

00:50:07

you have to improve your copy the

00:50:10

presentation of the product reduces the

00:50:13

sales value adding more information gives

00:50:16

more value to the product improve your

00:50:17

sales page

00:50:19

if not and then you go there improve your

00:50:22

sales page if it is lower your cost

00:50:25

per view of content and

00:50:26

completion of purchase you will analyze

00:50:28

the cost of your check-out if it is

00:50:32

very high it means there is a

00:50:34

problem with your check-out or you test

00:50:37

another check-out or you change the

00:50:39

information change phrase at the top,

00:50:43

the logo improves the colors, improves the

00:50:45

information, right, and does testing, old man,

00:50:49

the secret is testing, okay, it's not magic,

00:50:52

whoever tests the most wins here and here you

00:50:56

will know exactly here you have the

00:50:59

good metrics when you analyze

00:51:01

your metrics in Facebook you know

00:51:03

exactly what a good metric is and

00:51:05

what a bad metric is and here you know

00:51:07

exactly what you need to do to

00:51:10

improve your revenue,

00:51:14

just throw your numbers here and analyze

00:51:16

what will bring you greater

00:51:18

revenue here where you need to

00:51:21

spend more energy to increase

00:51:25

your revenue if you are not

00:51:27

selling here it will also tell you what

00:51:30

you need to do to start

00:51:33

selling if your problem is in your

00:51:35

creative it is on your sales page it is

00:51:37

in your check- out he will also tell you

00:51:39

so man this here will be your best

00:51:42

friend analysis of metrics

00:51:45

decision making if you don't need to spend a lot of

00:51:47

money protecting the product but having the

00:51:50

best metrics you spent a little you saw

00:51:53

that your creative metrics are bad

00:51:55

go there and improve

00:51:57

spent another little bit improving

00:51:59

your creative goals but the sales page

00:52:01

is bad, go there and improve our

00:52:03

goal here is to have the best metrics

00:52:06

we can get from creatives, that

00:52:09

is, CPC and CTR are here

00:52:13

and have the best metrics possible from sales

00:52:17

pages. sales which is from the

00:52:19

sales page, right, and the check-out page, which is 80% of

00:52:22

people who click on the link arrive at the

00:52:24

page 10% of people who land on the page

00:52:28

click on buy now

00:52:30

10%, right, of these people 30% buy So

00:52:35

if we can you reach these

00:52:37

numbers here the next of these numbers

00:52:38

here we have a great scenario for

00:52:42

us to start increasing the budget

00:52:44

because we validated our creative we

00:52:45

will read our

00:52:47

sales page and that is our goal in

00:52:50

our test of products we only stop

00:52:53

when we reach the best

00:52:55

numbers we can get of

00:52:57

sales page creatives, imagine

00:53:00

if, for example, look, let's get people, this

00:53:03

class here will be big but it

00:53:05

will be good,

00:53:06

imagine that, for example, if I have it here

00:53:10

OK,

00:53:11

let's take a look at how I can

00:53:12

show this to you

00:53:15

[Music]

00:53:19

I wanted to show you just so you can have

00:53:21

an idea, but can you imagine if

00:53:25

I had it, for example, on my

00:53:28

Facebook Business, if I were to analyze

00:53:30

my metrics, if I had it with CPM of

00:53:33

40 I count a CPC of R$2 and a CTR of 1%. If

00:53:39

I had all these bad metrics

00:53:41

here and I were to increase my budget if I

00:53:43

were to scale I would take a loss so

00:53:46

the objective of product testing is for us to

00:53:49

test test test until

00:53:51

we can get as

00:53:54

close as possible to these metrics here or

00:53:57

stop here at the average, understand? This is

00:54:00

the objective here of our product test. I

00:54:04

hope you liked it. I hope

00:54:06

you really understood the

00:54:08

importance of analyzing metrics,

00:54:11

man,

00:54:12

it will give you a guide to everything that

00:54:14

needs to be done to improve the your

00:54:17

operation what do you need to do to

00:54:20

increase your revenue to increase

00:54:22

your number of sales where do you need to

00:54:25

spend your energy where is the

00:54:28

problem in your operation where is the

00:54:30

bottleneck where is your operation

00:54:32

bleeding and what do you need to do

00:54:34

to cure this bleeding to

00:54:37

solve this problem This is the

00:54:39

power of analyzing metrics I hope it was

00:54:42

clear

00:54:44

I hope it was very simple I hope from the bottom

00:54:47

of my heart that you understood

00:54:49

the importance and that it's simply

00:54:53

simple that's all If you copy, you saw that I

00:54:56

prepared all the groundwork for you, the

00:54:58

structure and the columns, I explained the

00:55:00

metrics, now I'm talking about CPC CTR,

00:55:03

you don't even need to keep asking what that

00:55:05

is because I already explained to you what that

00:55:07

is, look what it's like I think about

00:55:09

it all, so it's much more enjoyable,

00:55:11

this class is also more fluid, if you didn't

00:55:14

understand, I know it was long, man,

00:55:16

but it's a class that's worth

00:55:19

watching and reviewing as many times as

00:55:23

necessary until you understand the

00:55:25

importance. of this and that this here is

00:55:27

a hand with sugar for you

00:55:30

calmly

00:55:32

favorite this page here that she

00:55:35

will be your best friend she will

00:55:37

make you lose a lot of

00:55:40

money and that like you and that you will

00:55:43

also make a lot of money on the other side I hope

00:55:46

you understood I hope it was

00:55:48

simple, just copy paste,

00:55:51

analyze and make decisions based on

00:55:55

metrics and not based on your machismo

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