How to leverage Geo & Demo Insights
Optimize your budget and targeting with a data view unavailable in Facebook for:
- Countries and regions
- Ages and genders
- Languages
With these insights, you can:
- Spot underperforming audience segments and exclude them from your targeting
- Identify overperforming audience segments you can scale with additional ad sets
- Tweak your ad strategy across countries, regions, ages, languages, and gender
Geo & Demo Insights gives you a visual overview for rapid insight into where you should reallocate budget to improve your advertising ROI. You can find it in the menu on the 360° Meta Audit page.
See where to reallocate budget 👀
Get a rapid overview of which countries and regions are performing well (or not) and make decisions based on this information to reallocate advertising spend away from regions with lower returns and towards those with higher ROAS.
As always, set the time frame and KPI that you want to see data for.
The “Wasted Spend” pie chart in the top left gives us an immediate indication of where there is room for improvement in our budget allocation. By excluding underperforming countries, we can improve our chosen KPI. This is where the map comes in.
The red-colored areas on the map are those locations where your ads are currently underperforming. You could potentially exclude these countries from your targeting to avoid overspending.
The green-colored areas are performing well, so you can scale them by launching more ad sets targeting these countries. This is a great opportunity to increase your revenue.
Click on countries to zero in on specific regions for laser-focused targeting insights so that you can alter budget reallocation to specific areas that are performing better. This means that you can get valuable insights from this feature whether you advertise nationally or internationally.
For example, in the first screenshot showing France above, we could exclude advertising to France which has the lowest ROAS of 7.36. As a result, the budget previously spent there would be allocated to green Romania with a higher ROAS, giving us a better return.
Respond to current geographical trends 🌍
The “Trending Countries” widget tells you which countries have the biggest improvement in performance over the last 7 days, or whichever time frame you’ve selected. This helps keep you attuned to opportunities when a new country starts positively responding to your ads. Moreover, you can pause ads in countries where the performance has dropped.
See all locations 👀
At the top left of the map, you can click on the “See All Locations” button to view the full list of countries and regions you advertise to with more details of each’s performance. By looking at your locations this way, you can compare each location by up to 5 editable metrics.
You can analyze all tiers together or one by one, and you can sort your results by GDP per capita. This helps you determine whether you should start or stop advertising in any of these places.
Scale internationally 📈
See which regions of the world where you can scale your ads to boost your ROAS. Use international scaling to give you better strategic oversight of scaling opportunities according to spending power split into 5 tiers, with "Top country" being the highest-spend country in your account.
Uncover demographic performance 🔎
Pinpoint specific age groups and genders within your advertising audience, assess the performance of ads for these segments, and tweak your ad strategies.
☝️ For this eCommerce business, we see that the ROAS for females aged 18–24 is low compared to the other age categories, but the spend on this audience is quite significant.
So here we could look at excluding this underperforming female audience segment and even think about how we can gear our ads to make them more appealing to male audiences aged 18–44. Doing so would improve the CTR and — with the high ROAS figures we see in the table above — we can suppose that this would lead to more purchases.
Compare results for different languages 🌐
See how your ads are doing amongst speakers of different languages and learn whether it is worth launching ads tailored for specific language speakers.
In the “Language” widget above, we can see that our ads are performing well for German speakers yet ±90% of the ads are in English. Here we could scale our ads for German speakers and even experiment by launching new ads in German to see whether this boosts conversions and compare performance versus ads in English.
Know your demographic and region to target?
Head to the Audience Launcher to start new campaigns, ad sets, and ads
Difference with Facebook Ads Manager
Geo & Demo insights makes you a better media buyer because it saves you time with data views that are not shown in Facebook Ad Manager.
The KPI that I want to select is not available in One-Click Report. What should I do?
How can I save a specific view?
Save specific data views by clicking the “Filter Data” button in the top left corner, setting the parameters, and then clicking the “Save this View” button, entering a name for it.
Which Madgicx plans include Geo & Demo Insights?
Only the Targeting and All-in-One plans include Geo & Demo Insights.
Note that to get the best value out of this feature, connect Madgicx Cloud Tracking: an offline-conversion and server-to-server solution that offers 20% better ad ROI.
Can I use Geo & Demo Insights to create reports for my clients?
Sure. You can send reports to your clients, take screenshots of the map and the other widgets in the feature.
What is the difference between Targeting Language, Copy Language, and Spoken Country Language?
Targeting Language is the specific language you ask Facebook to target. For example, if you target the USA, you may specifically target English or Spanish speakers.
However, the Spoken Country Language is the formal language spoken in this country, regardless of your targeting. This language is defined for the country in which your ads are being shown. For example, English is spoken in Australia, Canada, UK, USA, etc., so you can see how your ads are doing for audiences speaking this language across several regions.
Copy Language is the language which you are using in your ad. You can use English to target people in non-English speaking countries and measure its performance. If you also target them in their native language, you can compare how the English copy does against the native-language copy and understand whether you should invest in translation.
How are the country tiers defined?
The country tiers are defined according to their level of disposable income in USD (GDP per capita).
How can I use the “Changes in % over time” widget to optimize my campaigns?
The “Changes in % over time” widget displays the change in your chosen KPI for the country in the current timeframe compared to the previous period. For example, if you select a timeframe of 7 days, the widget will compare the performance of the country in the past 7 days with its performance between 14-8 days ago.
The goal of this widget is to let you monitor performance trends. If you spot a poor-performing country in the map widget, check its performance trend in the “Changes over time” widget. If its performance is downtrending, it might be a good idea to exclude it from your targeting. However, if you see a positive performance trend, you could still give it a chance.
Can I sort all my locations in a table by performance?
Yes!
Sort your locations by performance by clicking on the “See All Locations” above the map. You will see all the countries sorted out in a table by GDP per capita. You can select the metrics that are important to you and sort the countries according to each by clicking the up/down arrows on the relevant column to display the highest value at the top.
How can I find my top-performing country for acquisition/retargeting?
Find your best performing country for acquisition or retargeting by clicking on the “Filter Data” in the top left-hand corner and filter by “Funnel stage”. Then select whether you want to assess the countries by ad, ad-set, or campaign performance and indicate the funnel stage you would like to see the data for.
How is the potential uplift calculated in the Wasted Spend widget?
The potential uplift of your chosen KPI is calculated based on excluding funds for regions which haven’t performed well, with the budget spent there being allocated to countries which are performing well.
How are countries classified as “good” and “bad” in the Wasted Spend widget?
In short, good countries are those that have performed well in terms of your chosen KPI whereas bad countries are those that haven’t.
To determine the performance, we classify each country into three different tiers depending on the spending power of the residents of these countries (based on GDP per capita). The higher the tier is, the lower we set the bar for “good performance,” since we know these countries have a great profit potential.
Our algorithm takes your selected KPI and uses your average account benchmark as the minimum for good performance in tier 3. In tier 2, we lower the bar to 50% of this performance, and in tier 1 to 25%.
How can I identify my over and under-performing countries?
Set your KPI on the top right and select the time frame you want to examine. Then, simply look at the map widget on the top right.
Countries colored green are outperforming those colored red, while those in gray haven’t performed at all.
Get performance breakdowns by age, gender, and location with Madgicx Cloud Tracking: an offline-conversion and server-to-server solution.
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