Use the Meta Ads Monitoring Checklist for this task.
Why Monitoring Meta Ads Matters
Monitoring Meta Ads is critical for maintaining performance, reducing wasted spend, and ensuring campaigns align with client goals. Meta’s algorithm is powerful but needs human oversight to avoid overspending or poor targeting. Regular monitoring helps:
- Optimize campaigns for the best results
- Identify creative fatigue early
- Ensure budgets and bids align with performance goals
- Maintain consistent cost per lead (CPL) or cost per acquisition (CPA)
How Often Should You Monitor?
- Weekly: Minimum requirement (every Monday)
- Daily: Recommended during the first 7 days after launching a new campaign
- After Major Changes: Always check within 24 hours after edits
Checklist for Weekly Monitoring
Duplicate this checklist for each client/month in your Meta Ads Monitoring sheet. Leave notes on findings and actions taken.
1. Campaign Overview
✔ Review spend vs. budget
✔ Check active vs. paused campaigns
✔ Ensure campaign names follow Green House naming conventions
2. Budget & Pacing
✔ Compare daily spend to allocated budget
✔ Flag overspending or underspending issues
✔ Ensure budget distribution matches client priorities
3. Performance Metrics
✔ Cost Per Result (CPR): Compare to benchmarks or client goal
✔ CTR (Click-Through Rate): Aim for 1%+ on most ads
✔ Conversion Rate: Validate tracking in Events Manager
✔ Frequency: Keep under 2.5 for most campaigns to avoid ad fatigue
4. Creative Health
✔ Check for Ad Fatigue:
- Frequency too high
- Drop in CTR
✔ Ensure branding and copy accuracy
5. Audience & Delivery
✔ Confirm audience sizes are healthy (not too broad or too narrow)
✔ Monitor learning phase status
✔ Review overlap between ad sets to avoid cannibalization
6. Pixel & Conversion Tracking
✔ Confirm Meta Pixel is active and tracking properly
✔ Verify Key Events (e.g., Form Fill, Purchase) are firing
✔ Check Event Match Quality for accuracy
7. Recommendations
✔ Document next steps:
- Pause underperforming ads
- Adjust budgets based on best-performing ad sets
- Swap out creative or test new formats
Best Practices
- Avoid Auto Budget Increases Suggested by Meta: They aim to increase spend, not necessarily improve ROI
- Keep Advantage+ Campaigns Limited unless client agrees to automation
- Use Notes: Record what was changed and why for future optimization
Common Issues
- High CPR → Narrow targeting, poor creative, or small audience
- Low CTR → Ad creative not engaging; test new hooks and visuals
- Tracking Issues → Pixel errors or events not firing properly
Where to Document Monitoring
- Meta Ads Monitoring Sheet in Google Drive
- Include: Date, Checked By, Observations, Actions Taken