Facebook’s metrics aren’t always accurate and getting clean and precise data of your campaigns is getting harder and harder.
This makes it difficult to optimize your Facebook campaigns.
In addition, you have modeled data in your dashboard. This can make things even more confusing.
Side note for who’s asking what modeled data is: Due to Apple’s ATT and the ePrivacy Regulation in the European Union, Facebook can’t scrape every type of data from users.
This means their system uses data aggregated from different sources to count conversions that they couldn’t track because of the new privacy limitations.
But in your Facebook Ads dashboard, only the number of purchases is modeled. Therefore, this metric won’t reflect the real Purchase Conversion Value and ROAS.
Here’s one potential solution to this problem.
It’s about creating your own modeled metrics:
- Modeled Purchase Conversion Value and
- Modeled ROAS.
Modeled Purchase Conversion Value
Take your AOV from Shopify (year-to-date is fine, the more recent the better) and multiply it by purchases.
This won’t be the exact Purchase Conversion Value, but it will be a clearer representation.
Divide the Modeled Purchase Conversion Value by Amount Spent.
Like the Modeled Purchase Conversion Value, it’s a rough estimation, not an exact figure.
How to use these two metrics
Use them alongside the existing ones provided by Facebook instead of replacing them.