META INSIGHTS 🧠 Peek The Ad Comment Section and Study Competitor Playbooks

Strong Meta performance is so much more than just creative launches and optimizations. 

It’s important to look outside of Ads Manager and apply learnings to your account.

A consistent weekly review can help propel your brand into new territory.

Vloe recommends taking a couple of hours each week to run through this checklist to keep accounts healthy and scalable.

1️⃣ Review ad comments: Sort based on ads that have had the most comments for the last week, and read through what Facebook users are saying on your ads. This can help identify recurring objections and sentiment shifts, and lead to inspo for new ads.

Comment feedback is often the fastest signal for creative, ad copy, and post-click gaps, and can be a huge help in getting ahead.

2️⃣ Review competitors' ads and websites: Check Meta’s Ad Library weekly for key competitors to stay on top of what messaging, formats, and offers are being tested.

Sort by impressions and most recent to have an understanding of what’s delivering most for a competitor vs what they’ve launched most recently.

3️⃣ Check Events Manager: Scan Events Manager to ensure tracking is working correctly for key events and review for any opportunities to improve event quality.

Low event match quality or seeing a higher number of purchase events vs pageview events would signal that something is off with tracking and should be looked into further.

4️⃣ Test events: Run quick tests on key funnel events like Add to Cart, Initiate Checkout, and Purchase to confirm they’re firing correctly, especially after site updates or checkout changes.

5️⃣ Check for changes in delivery: Monitor how Meta is delivering ads week over week, not just performance results, by reviewing breakdowns in platform.

Vloe recommends looking at these:

• Age

• Gender

• Platform

• Placement

• Audience segment

Demographics can help you understand who your target personas are and support next steps for creative.

Platform and placement breakdowns can help guide which types of creative to make. For example, if your ads deliver more heavily on reels, you might want to look into creating newer creator content to launch.

The audience segment breakdown can help determine how much is being spent at each funnel level.