Discover how to measure what matters. This module walks you through essential Facebook ad metrics, how to customize your reporting columns, and how to track off-platform performance using tools like Google Analytics. You’ll gain the confidence to interpret campaign data and make informed decisions based on real results.

Now that your campaign is running, it’s time to analyze. This module introduces a step-by-step framework for reviewing performance data, identifying optimization opportunities, and deciding whether to scale, iterate, or pause. You'll also learn how to document findings using provided worksheets, turning numbers into actionable next steps.

Retargeting is key to boosting conversions. In this module, you’ll learn why retargeting matters, explore audience types and campaign layers, and evaluate different approaches like evergreen vs. offer-based retargeting. You’ll walk away ready to build strategic retargeting plans tailored for small businesses and real-world audiences.

Put your strategy into action. This hands-on module walks you through setting up a complete retargeting campaign in Facebook Ads Manager. You’ll structure your campaigns effectively, define audience segments, and explore different ways to scale based on results—all while reinforcing your strategic thinking.

This final module sharpens your decision-making for long-term success. You’ll evaluate when to exclude past purchasers, whether to offer discounts, and whether homepage or landing page targeting is more effective. These nuanced considerations help you optimize every aspect of your campaign with confidence.