Facebook account quality identification standards, suitable for different marketing teams reference

DoWhen marketing on Facebook, many teams will encounter a problem: the number of accounts seems to be large, but the proportion of users that can actually bring about stable conversions is not high. Especially when advertising clues, social media traffic and private domain accumulation are mixed together, the difference in account quality will become more and more obvious.

If there are no standards for account quality, subsequent operations will easily lose direction. Although different teams have different businesses, their basic judgment logic actually has a lot in common.

Why do different teams have different requirements for account quality?

There is no absolute uniform standard for account quality because industries and business models vary greatly.

For example:

l E-commerce teams pay more attention to short-term conversions

l Educational projects focus more on long-term communication

l Financial projects pay more attention to user stability

Therefore, the same account may have completely different values ​​in different teams.

But no matter what industry, you need to first determine whether the account has basic operational value.

Basic quality judgment usually looks at three dimensions first

When most teams actually screen, they will first look at a few basic indicators.

The first is the authenticity of the account

Whether there are traces of real use and whether the information is reasonable.

The second is contact availability

Whether it can be reached normally and whether the number or account is valid.

The third is the active state

Is the user still using it?Facebook or related social tools.

These three dimensions determine whether the account is worthy of entering the subsequent process.

What are the common characteristics of medium and high-quality accounts?

Although the industries are different, high-quality accounts tend to have some common characteristics.

For example:

l Signs of long-term use are obvious

l Interactive behavior is stable

l Data completeness is high

l No obvious abnormal behavior

This type of user is more likely to form long-term communications than short-term clicks.

Why low-quality accounts slow down your entire team

The problem for many teams is not that there are no customers, but that the proportion of low-quality accounts is too high.

Low-quality data can lead to:

l Waste of customer service time

l Difficulty advancing private chat

l Data analysis is becoming increasingly inaccurate

When a large amount of resources are occupied by low-quality accounts, high-value users are easily ignored.

Before identifying account quality, the basic data must be processed first.

If the data itself is mixed with a large number of abnormal accounts, even the best identification standards will fail.

Need to deal with first:

l Unavailable number

l Abnormal account

l Duplicate data

l Long term invalid user

In actual operation, you can first use Digital Planet to do screen number detection, filter out unavailable and abnormal data in advance, and then judge the account quality. Digital Planet supports free trial screening test.

This will make subsequent layering more stable.

Quality standards will also change at different business stages.

Many teams tend to overlook one thing: account quality standards are not fixed.

testing phase

Pay more attention to data scale and basic availability.

mature stage

Pay more attention to activity, matching and long-term value.

Therefore, the more mature the business, the more stringent the screening criteria will usually be.

It’s easy to misjudge account quality by just looking at the number of interactions.

Many times, high-interaction accounts do not equal high-quality accounts.

For example:

l Pan-entertainment users interact a lot, but conversions are low

l Short-term hot traffic is active, but retention is poor

Really valuable accounts are usually users with stable interactions, authentic behavior, and long-term communication.

The core of account quality identification is to improve back-end efficiency

When the proportion of high-quality accounts increases, several obvious changes will occur:

l Customer service makes it easier to facilitate communication

l Private domains are easier to settle

l The conversion rhythm is more stable

These changes essentially come from more accurate front-end screening.

A common misunderstanding is to copy other people’s standards

Different teams have different business structures and account standards should also be different.

High customer single projects and low customer single projects require completely different groups of people.

The key points of judgment are also different for short-cycle transformation and long-term private domain operations.

Therefore, it is more important to establish identification logic suitable for your own business.

Facebook marketing increasingly relies on data layering capabilities

In the past, there was more emphasis on traffic acquisition, but now there is more emphasis on:

l User authenticity

l Data availability

l long term operating value

Whoever can identify high-quality accounts earlier will have lower operating costs later.

The account quality standard seems to be just a screening issue, but in fact, it determines whether the entire marketing process will become easier and easier.

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