Report Form

Hey, welcome everybody. This is Eric Bobrow, co-founder of the Architect Marketing Institute. I'm going to show you how to fill in the online lead challenge report form, which will give us the information we need to analyze the results of the recent sprint and learn from it. The form is divided into four sections: contact info, a description of the ad or campaign (if you're reporting on a larger group of ads), the metrics for the ad, and the engagement and return on investment you've achieved.

I've filled in the basic information here. I'm going to click "Next." This will take me to the section asking about my ads. Let's take a look in the Business Manager or Ads Manager of Facebook, which most of you will be using.

In the Ads Manager of Facebook, we have a campaign. Some of you may have more than one campaign. This one is called Richard VSL, which is a video sales letter. It features Richard talking to people about how they could work with us and the benefits they would receive, encouraging them to opt-in and book a consultation. It's similar to the "Ask the Expert" format, offering an opportunity to take the next step. We've been advertising this regularly.

I've chosen a time period. In the upper right of Ads Manager, you can select a date range, such as from the 1st to the 6th, or from the 1st to the 21st, and click "Update" to see the data for that period. Officially, we're compiling data through the 21st, but if you have continued running ads beyond that date, feel free to include that information.

The report can be displayed in different columns. The performance column might be the default, showing basic data like the number of opt-ins and the cost per result. Another option is "Performance and Clicks," which you can customize to show whatever you want.

Here's an example. I've written down some information on a notepad: the name of the campaign (you could name it "Project Planning Pack" if that fits your ad), the dates, the number of days, the total amount spent (rounded to the nearest dollar), and the number of leads or results.

If you didn't set up Facebook fully correctly and it's not showing results or opt-ins, you should know them from your lead submission forms or your ArcReach account. You might also have incoming emails or other forms of contact from people during this period. Count anyone who became a lead during the timeframe.

Facebook calculates the cost per result, which might seem high, but consider the potential return. For example, if it costs $1,000 to acquire a client worth $7,000, that's a good return. Even though we can't spend infinitely, we can continue running the ads, knowing our advertising cost is a portion of our overall running costs.

You can also see other data like link clicks, which go to your opt-in or landing page. Some clicks might be likes or other interactions, but the clicks we care about are those leading to the opt-in page. For example, we might see 256 relevant clicks, with the cost per click calculated accordingly.

Let's move on to filling out the form.

In the form, enter the ad content name (e.g., Richard VSL). Describe the image or offer (e.g., "Consultation with AMI" or "Project Planning Pack"). Include the landing page URL (e.g., marketing.org/apply). This information helps us later when reviewing the data.

Next, provide the audience targeting details (e.g., "English-speaking countries" or "architects who have visited our website"). Fill in the start date, end date, number of days, total amount spent, number of leads, cost per lead, number of link clicks, and conversion rate (if available).

Here’s an example:
- Start Date: September 1
- End Date: September 21
- Number of Days: 21
- Amount Spent: $1,554
- Number of Leads: 7
- Cost per Lead: $222
- Number of Link Clicks: 256
- Conversion Rate: 3%
- Cost per Link Click: $6.07
- Click-Through Rate: 0.38%

Include any additional data such as phone calls or meetings booked, people who expressed interest, and total value generated (e.g., two people paid $7,000 each, totaling $14,000).

Add any feedback (e.g., "This was a test submission by Eric"). Choose to receive a copy of your responses and submit the form.

You can review your submission to ensure accuracy. If needed, you can use a digital file to copy and paste the information. If you have any questions, feel free to ask.

We look forward to receiving your responses as soon as possible. We’ll be having a training session on this tomorrow, so I hope to see you then. Thanks.