Webinar Funnel Account Audit

The owner ran a business that sold through free webinars, with Facebook ads driving the registrations. The owner had joined the coaching accelerator at the agency I worked at, and the onboarding call was a working session inside the ad account.

The account was run on cost per webinar registration. A registration is one step toward a sale, and chasing that one metric can hide spend that never reaches the bottom line.

We went through the account together on the call, and I read the audience sizes, because a lookalike or retargeting audience that's too small can't give Facebook enough data to optimize. One audience, built from people who'd reached the webinar confirmation page in the last three days, was broken, and it had taken 15 to 20% of the month's budget. The fixes from there were mechanical: write each audience's size into its name, build audiences from the real conversion event, start with audiences of one to two million people, reach at most 5% of an audience, and read results over seven-day and 28-day windows, the cycles the algorithm works in. Then I asked what the month's spend had produced in revenue, because that's the number to run a webinar account on.

• Facebook Ads
• Audience sizes in campaign names
• Custom conversion events
• Seven-day and 28-day reads

The audit found 15 to 20% of the month's budget, spent in under 30 days, on one broken audience, and suggested more of the same in other campaigns.

The owner left the call knowing where that share of the budget had gone, with a list of fixes and revenue as the number to steer by.

Check audience sizes before judging creative or offers, and score a webinar funnel on revenue. Here one broken audience had taken 15 to 20% of a month's budget.