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Cach su dung Ads Manager de phan tich hieu qua chi
Cach su dung Ads Manager de phan tich hieu qua chi
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Guest
Guest
Sep 27, 2025
7:11 PM
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Cach su dung Ads Manager de phan tich hieu qua chien dich
Meta Ads Manager (hay thuong goi la Facebook Ads Manager) khong chi la noi thiet lap va van hanh cac chien dich quang cao, ma con la bo nao phan tich du lieu quan trong nhat cua moi nha marketing. Viec phan tich hieu qua chien dich mot cach chuyen sau la yeu cau bat buoc de tranh tinh trang "dot tien" va toi uu hoa Ty suat Hoan von Quang cao (ROAS). Tuy nhien, nhieu nguoi dung thuong chi nhin vao cac chi so be mat (nhu Luot thich hay Binh luan) ma bo qua cac du lieu cot loi. Bai viet nay se huong dan chi tiet cach su dung Ads Manager de phan tich va danh gia hieu qua chien dich tu A den Z, giup ban dua ra cac quyet dinh chinh xac va kip thoi.
xem them: https://lolo.vn/cho-thue-tai-khoan-quang-cao-facebook-ads/
1. Thiet lap Giao dien va Tuy chinh Cot du lieu
Buoc dau tien de phan tich hieu qua la thiet lap mot giao dien Ads Manager phu hop voi muc tieu chien dich cua ban.
Chon Khung thoi gian va Cap do phan tich
Khung thoi gian: Luon chon khung thoi gian tuong ung voi thoi gian hoc tap (Learning Phase). Neu ban chay chien dich da mot thang, hay so sanh ket qua giua tuan truoc va tuan nay de nhan dien xu huong.
Cap do phan tich: Hieu qua can duoc danh gia o ca ba cap do:
Campaign (Chien dich): Danh gia muc tieu tong the (vi du: Chien dich A co chi phi chuyen doi re hon Chien dich B).
Ad Set (Nhom quang cao): Danh gia hieu qua cua cac bien the (vi du: Tap doi tuong nao, vi tri hien thi nao dang mang lai don hang tot nhat).
Ads (Quang cao): Danh gia hieu qua cua Creative (Noi dung) (vi du: Mau video nao co CTR cao hon mau hinh anh).
Tuy chinh Cot du lieu (Customizing Columns)
De thay duoc du lieu can thiet, ban can tuy chinh cac cot du lieu hien thi trong Ads Manager. Khong the chi dung cac cot mac dinh. Cac cot quan trong nhat can duoc them vao la:
Chi so Chi phi (Cost Metrics): CPA (Chi phi moi chuyen doi), CPC (Chi phi moi luot nhap), CPM (Chi phi tren 1000 lan hien thi).
Chi so Hieu suat (Performance Metrics): ROAS (Ty suat hoan von quang cao), CTR (Ty le nhap), T?n su?t (Frequency), Diem Chat luong (Quality Ranking).
Chi so Chuyen doi (Conversion Metrics): So luong chuyen doi (Mua hang, Lead), Gia tri chuyen doi (Value) va Ty le chuyen doi (Conversion Rate).
xem them: Retargeting khach hang bang Facebook Ads.
2. Phan tich Hieu suat dua tren Cac nhom Chi so cot loi
Viec phan tich hieu suat can duoc thuc hien theo mot trinh tu logic tu be mat den chieu sau.
A. Chi so San Sang (Top-of-Funnel Metrics)
Chi so nay danh gia kha nang thu hut su chu y cua quang cao.
CPM (Chi phi tren 1000 lan hien thi): Neu CPM tang cao, co the tap doi tuong cua ban qua canh tranh hoac quang cao bi Facebook danh gia thap. Giai phap: Chuyen sang tap doi tuong moi hoac cai thien Diem Chat luong.
Frequency (Tan suat): Neu tan suat vuot qua 3-4, co the khach hang da bi "quang cao met moi" (Ad Fatigue). Giai phap: Thay Creative moi hoac mo rong tap doi tuong.
CTR (Ty le nhap): Chi so nay phan anh chat luong Creative. CTR cao (tren 1.5% - 2%) cho thay Creative cua ban rat hap dan. Giai phap: Test Creative A/B de lien tuc tim ra mau quang cao co CTR cao nhat.
B. Chi so Chuyen doi (Bottom-of-Funnel Metrics)
Day la cac chi so lien quan truc tiep den ket qua kinh doanh.
CPA (Chi phi moi Chuyen doi): Day la chi so quan trong nhat de danh gia loi nhuan. Ban phai so sanh CPA thuc te voi CPA toi da (Break-even CPA) ma ban co the chap nhan. Neu CPA thuc te cao hon CPA toi da, hay tat ngay Ad Set do.
ROAS (Ty suat Hoan von Quang cao): Tinh bang Tong gia tri chuyen doi / Tong chi phi quang cao. ROAS la bang chung ro rang nhat ve loi nhuan. Neu ROAS duoi 1.0, ban dang thua lo. Lolo Media thuong huong den muc tieu ROAS cho tung chien dich va lap ke hoach de duy tri no o muc ben vung.
Conversion Rate (Ty le Chuyen doi): Tinh bang So luong chuyen doi / So luong click vao link. Ty le nay phan anh chat luong Landing Page/Website hoac chat luong Lead. Ty le chuyen doi thap co the la dau hieu cho thay website cua ban co van de hoac Creative da thu hut sai doi tuong.
3. Su dung Nut "Breakdown" de Tim ra Chien thang (Winner)
Nut Breakdown (Phan tich Chi tiet) trong Ads Manager la mot cong cu vo gia de tim ra "Winner" va "Loser" cua chien dich.
Phan tich theo Time (Thoi gian)
Theo ngay/tuan: Giup ban nhan dien cac ngay co hieu suat tot nhat (vi du: cuoi tuan luon ban tot hon) de co the toi uu lich trinh hien thi hoac tang ngan sach mot cach co chu dich vao nhung thoi diem do.
Phan tich theo Delivery (Phan phoi)
Theo Vi tri hien thi (Placement): Giup ban xac dinh ro rang nen tang nao dang kiem tien tot nhat (News Feed, Reels, Story, hoac Audience Network). Vi du: Neu Reels co CPA re hon 40% so voi News Feed, hay tat News Feed va tap trung vao Reels.
Theo Thiet bi: Phân tích xem khach hang mua hang chu yeu tu di dong hay may tinh de ban de toi uu giao dien Landing Page cho thiet bi tuong ung.
Phan tich theo Action (Hanh dong)
Theo Vung dia ly: Neu ban target ca nuoc, Breakdown theo Tinh thanh hoac Thanh pho se cho ban biet khu vuc nao co ty le mua hang/Lead tot nhat. Giai phap: Chay Ad Set rieng voi ngan sach lon hon cho khu vuc Winner.
Nghe thuat phan tich chinh la viec ket hop cac chi so tren. Vi du: Ban thay Ad Set A co CPA re. Ban Breakdown Ad Set A theo Placement va thay Stories dang co CPA re gap doi. Luc nay, quyet dinh chinh xac cua ban la tach rieng Stories ra thanh Ad Set moi, tang ngan sach va toi uu Creative theo chieu doc.
Viec su dung Ads Manager de phan tich hieu qua doi hoi su kien tri va kien thuc chuyen mon. Day la mot qua trinh lien tuc cua viec do luong, danh gia va dieu chinh. Cac chien luoc gia tai Lolo Media luon biet cach khai thac du lieu chuyen sau tu Ads Manager va cac cong cu phan tich ngoai de khong chi phan tich hieu qua hien tai ma con du doan va thiet lap chien luoc ngan sach cho tuong lai, dam bao chi phi quang cao luon dat muc toi uu.
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