If you want to make sure that the Facebook ad you are running is performing well or trending in the right direction you have to track & measure several types of Facebook ad metrics. Advertising on Facebook is only effective when you know the campaign goals & according to that, you can select the accurate metrics that you need to show up. The more you will be able to measure the metrics specifically the more you will be able to learn about how your ads are performing to your targeted audience.
Advertisers use Facebook ads to promote their service, build a user base, attract potential customers & ultimately convert or drive traffic to your website. There are plenty of ad metrics Facebook offers through ad manager but you can’t get overwhelmed with all these options. At first, you have to identify the objective of your Facebook campaign then according to the campaign goal you should select metrics. As soon as your ad is live on Facebook, you can track all the metrics in your Facebook analytics dashboard.
Let’s have a look at some essential metrics that will help you to get out most of the advantages of your Facebook ad campaigns.
7 Most Important Facebook Ad Metrics You Should Track
Facebook ad impressions metrics show data on how many times your ad was viewed. Each impression refers to a view by a user. Reach & impressions are quite similar metrics to track. The main difference is that impressions count multiple views by one online user. Impressions don’t yield conversion directly. According to research, it takes a minimum of seven views for an average user to move forward to the next step of the ad. Ad impression tracking is highly necessary for brand awareness campaigns, lead generation & e-commerce-focused campaigns.
Ad frequency defines the average number of times an individual saw your ad. This metric is important if you spend over $60 on Facebook ad spend otherwise, you shouldn’t concerned about it. You have to be tricky while running an ad because your audience can find it boring if they have to see your ad 10 times a day. So, here the question arises- does frequency need to be tracked or it actually matters? A greater frequency is like people are becoming more annoyed. This is a bad scenario for every marketer because people can actually report your ads. According to research, an ad that has 10 frequency tends to have a relevance score of 1 out of 10. A relevance score provides a rating that how frequently your targeted audiences respond to your ad. Also, with a higher frequency, CTR decreases while CPC is vice versa. So, limiting your ad frequency is important if you have a tight budget.
Facebook page demographics (age, location, occupation, country) help to analyze & understand your audience. Tracking your audience demographics information enables you to adjust your ad requirements & ad target & make it as accurate as possible. When you will get to know who your audience is you can optimize social media content according to their needs & interests.
Ad Click-Through Rate
This metric shows the percentage of click rate of your Facebook ad. That means, how many times audiences have clicked on your ad, it shows the ratio. You can calculate this number by taking the total number of ad clicks by the total number of impressions your ad gets. A good CTR provides that- you are offering good services, your ad is compelling & creative to click & your audience targeting strategy is good enough. Having a high CTR rate means you are actually moving towards your campaign goal slowly but effectively. This metric is track-worthy as it shows how efficiently your ad is resonating with your target audience.
Ad Cost Per Click
Cost per click & cost per impression is quite similar. This metric shows how much you are paying while the audience is clicking on the ad. You can calculate it
CPC= Total advertising cost/ total number of clicks
Facebook will reward you with lower CPC if you can show you the ad you are running is engaging. It assures them that your ad is relevant to the audience. Facebook leverages this metric because they want their customers happy & come back to the platform again & again.
Ad Cost Per Result
This ad metric helps you to evaluate your ad results based on the total amount you have spent. Every ad has a specific action to complete like- link click, page like website conversion, app installations, video play & so on. Cost per result is calculated by taking the total amount spent & dividing it by the number of results returned from the ad. This is a real evaluation as it shows if your ad or campaign did well or not. It also helps to evaluate the platform as well. According to the CPR metrics, you can understand if the platform is accurately performing the ad action cost-efficiently.
As converting audience to the customer is a key goal for any kind of ad campaign hence conversion rate is the most important & metric to track & determine campaign success. It shows a percentage of your audiences who have clicked on your ad & made a purchase or taken any ad actions that are considered as conversion. Tracking conversion rate not only helps you to gain a good relevance score but also significantly helps youtube measure positive ROI for ads.
The rules & regulations of Facebook ads have changed drastically over the past 12 months. Also, ad managers now work differently for social media ads. So, keeping updating yourself about those changes is important to have total control over the ad metrics. Only analyzing those techniques & best practices of the metrics will help you to achieve your targeted marketing goals.
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