Reading your results

Steps

1. 01

   Open "Results" in Pilgud

   The number that matters most is the cost per enquiry — what one enquiry cost. Next to it: the number of enquiries, money spent and progress toward the monthly goal.

2. 02

   Mark your enquiries

   On the "Enquiries" tab, mark what each became: a sale, too expensive, no answer… That is how Pilgud tells a good enquiry from junk, and the cost per enquiry starts meaning the cost of a real customer.

3. 03

   On Meta: Ads Manager

   For Meta's own numbers, open Ads Manager and the Campaigns tab. By default you see Results, Reach and Impressions. Cost per result and Amount spent are in the Columns menu.

4. 04

   What the numbers mean

   Cost per result = money spent divided by results. Impressions is how many times the ad was shown; clicks, how many times someone tapped it. Decide on the cost per enquiry, not on clicks.

5. 05

   Give it time

   In the first days the numbers are small and jumpy. Draw conclusions once an ad has several enquiries, not after day one.