Standards of Excellence Course

Raise your standards...Without goals, performance cannot exist.

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The four-minute mile was only broken because runners were measuring their performance and had a goal they were working towards. If you want to optimize your Facebook campaigns, the FIRST step is to understand how to measure the performance.

You can always measure apples-to-apples (i.e. I have two ads and ad #2 performs better), which is what most marketers do, but there’s a better way.

We’ve spent over a billion dollars on Facebook and have seen half a trillion impressions. We’ve done the math on this data to come up with our Standards of Excellence.

These are benchmark standards you can compare YOUR ads against to know if you’re driving good performance.

Once you know how your ads perform, then you’re able to optimize. In this course, we’ll walk you through, step by step, the Standards of Excellence so YOU can start optimizing your campaigns.

This course will teach you...


  • How to diagnose performance at each stage

  • Standards of Excellence for Facebook Page

  • Standards of Excellence for Video

  • 8 Critical Video Metrics and How to Use Them to Improve your Business

  • Metrics Decomposition

  • What to do if you DON’T meet the Standards of Excellence in any area

  • Metrics that matter