Facebook reporting of your results can be up to 30 percent off. And third party reporting services are often inaccurate, too – or at least frustrating, confusing, and expensive.

This is why Team Hirsh has created an in-house solution for LONG-TERM reporting for our clients. And it’s a process you can start using right now, too, because I’m revealing all the details inside this episode!

A few highlights from this episode…

  • Why accurate, long-term reporting leads to MEGA results
  • How you can scale ads with INTENTION (+ what this means for your bank account)
  • And why this process is one of the first things we do with new clients!

Tune in for another action-packed episode. Then share your takeaways on IG stories, and tag @emilyhirsh for a shoutout!

Key Points:
[1:17] This is the #1 complaint from clients who come to work with us
[2:29] Facebook reporting can be up to 30 percent off!
[4:40] Our solution to the problem – it’s time-intensive, but our clients see MEGA results
[8:34] The nitty gritty details, and why it’s important for LONG-TERM biz growth.
[11:10] The #1 problem with Facebook + third party reporting

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Episode Transcripts:  

Emily Hirsch: I’m Emily Hirsh, and this is The Hirsh Marketing Underground Podcast.

Attention innovators, influencers, creators, and game changing entrepreneurs. Your internet domination begins right here. We are the powerhouse marketers that you’ve been looking for. You’re already making waves in your industry, and we’re here to help amplify those waves of change by creating a connection that cuts through the noise. We take everything you’ve built inside your zone of genius and find its audience. With killer strategy and laser eye for impact, we launch multimillion dollar campaigns and skyrocket your reach online.

And now, we are doing the unheard of. We’re unveiling everything we’ve learned, taking you behind the scenes with the Hirsh Marketing team, and giving away the secrets to our clients’ success. Stay tuned for top converting strategy, ROI reports, and insider knowledge that you won’t find anywhere else. You’re changing the world, and we’re the team to help.

Today I’m going to share with you guys a whole separate call that we’ve added to our client onboarding process, not just to share with you what we changed, but also why. And if you’re running ads, that you should do this, too.

So one of the biggest, biggest complaints that I hear from people coming to work with us, and that I’ve honestly had since starting this is, reporting. Because numbers and data are literally everything with Facebook. Like, you can think something’s going to convert, and then you run it, and it doesn’t show you what you thought it was going to, and then you make decisions off of the numbers.

And so, you have to know your numbers, not only know them, but also have accurate ones to be able to make decisions with your money, and be able to what I call “intentionally scale,” meaning that you know you’re going to be able to make X amount if you spend X amount, because you have the data to back it. And so many people lack this when they run ads.

And honestly what surprises me is so many companies who are running ads for other people lack this. Like, it blows me away when someone comes to me and says, “Yeah, I’ve been working with a company or an agency or person, and I haven’t gotten a single report.” I want to literally slam my head into the desk when I hear that, because I’m like, “How?” You have to be looking at these numbers to be able to get information about your ads.

So one of the biggest gaps that we saw, though, was, first of all, Facebook reporting can be up to 30% inaccurate, especially when you’re talking about the purchase pixel. Like, it’s very hard to get accurate data. It sometimes overcounts, it sometimes undercounts. It’s super frustrating. And you can add in things like UTM codes and Wicked Reports, and those do work, and we do use those.

Wicked Reports is really tough. It does work. We have a client who uses it. I still it sometimes, if it’s 100% accurate, and also it’s really complicated in the backend. I feel like as a user, if you want to go in and actually read the data, it’s like super confusing. UTM codes also work.

But here’s the one thing that I feel like is a gap. If somebody comes through a Facebook ad… Let’s say I’m running a lead magnet, or I’m running ads to a webinar, and they initially came from a cold traffic Facebook ad, meaning they were not on my list before and they joined my list from a Facebook ad. And then let’s say they sit on my list for one or two months, and then they buy.

Most tracking, and I’m not saying every single one because I know Wicked Reports claims that they do this, but most tracking won’t attribute that sale to Facebook ads if they buy in the future. And sometimes that could be two months in the future or one week in the future, and they won’t attribute that sale to ads. And so this really frustrated us, because we didn’t feel like it could give an accurate ROI basically.

So we know our basic ROI week over week. Like okay, we got X amount of data and then we made this many sales. But what happens when you start playing the long game and you have your nurturing sequence… and if you haven’t listened to my episode [episode #37] about the 90-day nurture sequence, go back and listen to that for webinars, because it’s amazing. But you have to figure out who initially came from an ad, and then start building data on “How much have I made from ads in the last one month, three months, six months, nine months, 12 months?” You want that information.

And so what we have come up with as a solution for most people, and it’s a little bit of a pain but it’s pretty accurate and our huge clients are doing this, is we create a separate funnel for Facebook ads. So if you have a webinar funnel and you promote it on your podcast and you promote it in your social media, and you email your existing list inviting them, like let’s say all of those ways of traffic, you’d send them to one link. And then all of your conversion Facebook ads that you run traffic to, you would send them to a different link so that you can tag the people with a specific tag when they come in.

And that way, if you have a good CRM, you’re able to like, in two months pull a report and say, “Everybody who has this tag + bought this product,” and then you’re able to see a lifetime report, or you could put a date on it. And we’ve done this with several of our big clients, and it’s such powerful data, and also it’s accurate. We have literally the contacts and then what they purchased in there.

And so, what we did in our onboarding process, because this is so important, is before we start any ads, we do our 60-90 minute strategy call that we’ve always done. And that is focused on like, the funnel strategy, the messaging, our budget, what we’re going to spend, all those core things in Step One of The Hirsh Process are in that 90 minute call.

And then what we’ve been doing is a second 30 minute call within two to three days from that call, where our team gets on a call with, a lot of times our client’s team, like whoever is handling the tech part of their business and their funnels, because most CEOs don’t know all the backend, and every link, and they’re building the funnels, and they know what tags… Most people, especially at the level of seven figures and up don’t know that information, and so we need to talk to their team.

And what we do is we get every link from the entire funnel. So landing page, order form, thank you page, confirmation page. And then we pair that and we look inside of the CRM to see what’s happening, and basically do this funnel audit for a few things. One, we’re pixeling every single page with different pixels so that we can over time grow data and audiences of people who have add to cart or viewed a confirmation page. So we’re pixeling every page, and our team’s doing an audit of that.

But we’re also on the backend doing an audit on like, do they have their follow-up emails set up right? Are they sending nurture emails in between the webinar signup and when the webinar’s happening? And it allows us to kind of see in the backend, because I think what has happened is people kind of forget about that. And so they focus a lot on the leads, and then they disregard email marketing, and it shouldn’t be disregarded. Email marketing and like, ManyChat follow-up and those things that you can do after you acquire the lead are so crucial to closing the maximum amount of sales.

And as a team we made the decision on, we don’t want to start ads until we know that this is maximized. And so we do this audit and then, in addition, part of the audit is looking at the tags. So when people initially come into contact with the Facebook ad, if that is a webinar ad going to a webinar landing page, everybody from the Facebook ad needs to be tagged with a specific tag. And we normally make it like an “HM” for Hirsh Marketing tag, because three, six, nine months from now we want to know how much revenue did the ads bring in? And we want it to be accurate. And people will buy later on in the emails, and to accurately know and intentionally scale, you need to know how much money you’ve made. And it’s so important.

So this is an additional call that we do, and it really helps people understand their funnels, make sure there’s no missing pieces in their funnel… And so like, literally pasting the link to every step of your funnel, and then also like, what happens in the backend of the funnel? Things that we find and that my team has talked about finding is, “Okay, it goes to a ClickFunnel landing page, which is then connected to a Webinar Jam form. But when they go through that Webinar Jam form, nobody’s being tagged. Or when they go through that Webinar Jam form, there’s no automation series of emails that people are getting in between the webinar.

And so by going through every step of the funnel and doing that kind of audit with the client live, or with their team on the call, we’re able to find gaps before we start ads, and then also make sure the reporting is set up before we start ads. And this is super important, like I said, for longterm reporting because we can see immediate in Facebook, but even then it might be a little off… we’re not able to see long term. Like it’s really hard to get that. Again, Wicked Reports claims they can do that.

Number one, Wicked Reports is like, $300 a month. So is it worth that? I don’t think so. But we do have a few clients who have it. And I don’t love it. I just don’t love Wicked Reports. I question it. It’s hard to know if it’s accurate. And when you talk to them, they’re like, “Yeah, it’s all right.” So it’s a little frustrating.

So this way we found it’s not extra [cost] for a client each month to have a duplicate funnel. And it’s 100% accurate because every lead who comes from a Facebook ad is being marked specifically in the CRM software. So we can pull reports however many months out to look back on Facebook ads.

And I just find that people don’t even understand their full funnels and where the pieces are missing, because they’re so overwhelmed, or they focus only on the landing page, or only on the sales page, or only on the ads. And really what you’re trying to do is look for any possible hole in your entire funnel that would be affecting conversions, even a like half a percentage effect of a conversion, right? Because you plug that in, you’re going to get better results instantly.

So this is also why I say focus on one funnel, because there’s so much you can do to optimize one funnel.

So I wanted to do this episode on this because it’s been game changing. We’ve actually gone back through most of our existing clients and done an audit to go through and make sure like, are the right pixels on every single page? And do we have tagging in place? Are we able to accurately report ROI month over month? And it’s harder than you think, because I wish that Facebook made it so easy. The problem with Facebook and any third party reporting, so even like the reports, I think it’s called Swydo or something, and there’s a couple of them where they pull reports for you, and a lot of agencies use it.

My issue with those is you can’t go and edit it. So let’s say Facebook says I got 10,000 registrants for my webinar, but ClickFunnels says I got 8,000. Well, which one do you think is right? Definitely ClickFunnels, because there’s not 2,000 in the air who didn’t come through. And you’ll see this often. Like I’m telling you, Facebook reporting is not great. I mean, 20 to 30% off is intense. Like, that leaves room for a good amount of error. And you never want to be looking at numbers saying like, “Well, we got those sales. But it could be that we…” That’s happened to me before where I’m like, “Well okay, it says those numbers, but actually there’s this factor and this factor. And so it’s really not that.” So it’s like, well then what is it?

And so with everything you want to get the most accurate data that you can always and have that that you can look back on retroactively for months and months. Because sometimes a customer journey is a couple of months or more really until they buy. And there will always be a percentage of people who don’t buy right away, and you need to make sure you can track that back to ads.

So obviously if you guys want this done for you, if you want to work with a team who really, really prides ourselves in reporting, because it helps us, too! We want to know how much money we’ve made you, right? And we can’t do that unless it’s accurate. And we also want to make sure your funnel is fully optimized before we run traffic to it so you can make the most money possible.

So if you would like to work with Team Hirsh, go to HelpMyStrategy.com and apply to work with us. We have a few spots open. We are launching some huge client accounts right now and campaigns and launches, and we’ve got about two spots open for clients that will fill up quickly. But go to HelpMyStrategy.com to apply to work with us today. Thanks so much for listening guys.

Thanks for listening to The Hirsh Marketing Underground Podcast. Go behind the scenes of multimillion dollar ad campaigns and strategies, dive deep into The Hirsh Process, and listen to our most popular episodes over HirshMarketingUnderground.com. If you loved this episode of the podcast, do me a favor and head over to iTunes to subscribe and leave a review so we can reach more people and change more lives with this content.

That’s all for now, and I’ll catch you next time.