Running a Facebook advertising campaign can be overwhelming for beginners, especially when it comes to keeping an eye on the ongoing campaign to ensure it goes well, or when analysing the results.
Facebook reporting tables are great, as they provide you with tons of information, but when you are only starting, finding out some meaningful metrics within the ocean of options may seem like mission impossible.
We have prepared a shortlist of five metrics that you need to pay attention to in your analysis. Of course, once you get a grip of Facebook statistics you may enlarge this list to your liking, but we just want to give you a starting point.
So, what should you add to your checklist of Facebook metrics?
1. Reach
Reach is the number of people who saw your ad at least one time. While lots of people are looking at the impressions (the number of times your ads appeared), reach is a slightly more informative metric, as it shows how many real people from your target audience saw your promotion. It gives you a better idea of the scale of your campaign. You can have lots of impressions, but if your audience is limited, you may have a low reach, which will mean that you are showing your ads to the same people multiple times.
2. Frequency
The average number of times that each person saw your ad. It is important to keep an eye on this metric while your campaign is active. If the frequency starts to grow, this means you reached the point when you start to repeat your ads to people who saw them already. If your campaign is running for a month, a frequency of 2 would not be a big deal, but if you are running a short-term campaign, the frequency getting to 2 and more may be a problem. The more you repeat your ads, the more your target gets “tired” and will engage with the ad less and less, which may cause your cost per result to skyrocket.
3. Cost per result
This one is pretty straight forward. While investing money on advertising, you want to make sure this investment is efficient.
4. Clicks (all)
In this modern world everybody wants their ads to be “scroll-stoppers”, but what we want even more is for people to engage with the ad. This metric shows the total number of clicks on your ad. It can be, not only the clicks on the link (if you provide one), but a click on any part of the ad (click to See your Facebook Business Page, comment, post reaction, expand to full screen, etc).
5. CTR (link click-through-rate)
While advertising on Facebook, you may want to add a link to your website, where the user can buy your product or book your service. This type of CTR will show you how many people actually passed from the ad to your website.
For more information, bespoke strategies and efficient digital marketing solutions, just contact the Clarity’s girls through info@yourdigitalclarity.com or visit our website at www.yourdigitalclarity.com.
