Time is of the essence. Scalify ensures you don’t spend it trying to figure out how your business is performing or what you can do to maximize results.
Situated in the first tab in the Scalify app sidebar, the home feature has two sub-features: Overview and Insights.
These sub-features are complimentary and have the unique purpose of providing you with the need-to-know information to improve your results.
The Overview page is the first thing you’ll see when you log in to your Scalify account.
The first section of the Overview page displays account-based KPIs (Key-Performance-Indicators) from your Meta and Google ad accounts.
The data shown is relative to the accounts active on your Scalify app session and date range selected.
To see a more comprehensive report on your general advertising account performance, click on the View more option.
The second section of the Overview page enlists the latest campaigns launched on both your Meta and Google ad accounts. Enabling you to view their performance in a quick glance.
To view the full list of your active advertising campaigns, click on the View more option to jump to the Ad Manager section.
The third section of the Overview page displays your active automation rules and a snapshot of the latest actions taken by Scalify on your ad campaigns.
The View more option redirects you to your automation rule folders, enabling you to view the entirety of your active and inactive automation rules.
The fourth and final section of the Overview page suggests Launch sub-features based on your performance.
The Insights tab is the second tab of the Home page. This sub-feature represents the merge between the advertising funnel framework, strategy, and advanced automation.
The purpose of Insights is to first help you visualize your customers’ journey through the advertising funnel and then, help you understand What’s good and What’s bad.
The Insights tab doesn’t leave you in the dark, it shows you how to improve by analyzing your campaigns, crunching data, and providing you with Recommended actions you can take to improve performance.
The data shown is relative to the Meta ad account (Google coming soon) active on your Scalify app session and the date range is fixed to the last 60 days.
My advertising funnel
My advertising funnel is the first section of the Insights tab.
The marketing funnel framework imagines the customer journey from discovery to conversion as a funnel, since this shape helps illustrate the gradual decrease of prospects as we move to the conversion stage.
Scalify applies this framework to advertising to provide you with a realistic display of your conversion rate.
We can distinguish three funnel stages: Awareness, Consideration, and Conversion.
The top of the advertising funnel, often abbreviated as TOF or TOFU. Awareness represents the moment a person is first made aware of the existence of your brand.
Scalify determines the number of prospects in the Awareness stage through the reach attributed to the campaigns of the Meta ad account active on your Scalify session.
The middle of the advertising funnel, often abbreviated as MOF or MOFU. Consideration represents the moment a person clicks on your ad and visits your website.
Scalify determines the number of prospects in the Consideration stage through the **clicks **attributed to the campaigns of the Meta ad account active on your Scalify session.
The bottom of the advertising funnel, often abbreviated as BOF or BOFU. Conversion represents the moment a prospect converts through your website or lead form, i.e. the moment a prospect turns into a customer.
Scalify determines the number of prospects in the Conversion stage through the **conversions **and leads attributed to the campaigns of the Meta ad account active on your Scalify session.
**Note: **There is an additional stage of the advertising funnel, beyond the Conversion stage; Loyalty. Loyalty represents the moment a customer performs an action that solidifies their advocacy of your brand, i.g. purchasing from your website for a second time or referring a friend through a referral program.
Currently, the estimation of this data is difficult to make due to the large variety of business models and websites.
What’s good & What’s bad
What’s good & What’s bad represent the second section of the Insights page.
“What’s good” shows you the areas where your account is performing well.
“What’s bad” shows you the areas where your account is performing badly.
Good or bad performance is determined based on the results obtained from your Meta ad account ad relevance diagnostics.
There are three dimensions of relevance: Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking.
According to Facebook, Quality ranking can be defined as the following:
“Quality ranking explains how your ad's perceived quality compared to ads competing for the same audience.
Facebook calculates ad quality through various signals, such as feedback from people viewing or hiding the ad and assessments of low-quality attributes in the ad, such as withholding information, sensationalized language, and engagement bait.
There are multiple values that represent your ads’ ranking:
- Above Average
- Below Average (Bottom 35% of ads)
- Below Average (Bottom 20% of ads)
- Below Average (Bottom 10% of ads).
Engagement Rate Ranking
Engagement rate ranking is calculated by observing the number of engagements (reactions, comments, shares) your ads are getting in comparison to other ads competing for the same audience.
Conversion Rate Ranking
Conversion rate ranking is calculated by observing the number of conversions (purchases, leads) your ads are getting in comparison to other ads competing for the same audience.
“Recommended actions” is the third and last section of the Insights page.
In this section, Scalify uses the results obtained from your Meta ad account ad relevance diagnostics to suggest tasks you can launch to improve your results and strengthen your advertising funnel.
Note: A minimum of 5000 impressions attributed to your ad account is required to kickstart ad account diagnostic.