Discover Important Facebook Metrics on Ad Campaigns
By: Patrick P. | December 16, 2016
Facebook is the fastest growing social media channel today. The fact that it is easy to access, Facebook offers it for free. Reporting is the most critical part of advertising on Facebook. The reason why your campaign ads must have clear-set goals and metrics which give indicators of its performance.
The Dashboard of Facebook offers a wide-array of tracker mechanisms that will guide you to acquire results you want to accomplish. With that said, Facebook analytics provides updates on remedial metrics that aren’t easy to understand.
Most users do their advertising on Facebook. They usually make ads for their followers to see. Here are some metrics needed to know to understand and increase your Facebook advertising performance.
Impression updates you on how frequent Facebook users have seen your ad. Monitor numbers carefully, if the increase stops then your bid went down to the range suggested. An impression is when an ad is retrieved from its origin and is countable. For every ad that is fetched from the source is calculated as one impression.
- Socialize Impressions
Impressions that updates you the metrics on how many ads with social context was exposed to a Facebook user. This is the calculation on how many facebook viewers read the social context of your site and how much of the friends of the particular user clicked on the same content that was read.
- Social Percentage
This metrics is gauging how much social impressions there are out of the overall impressions. That is number of total impressions minus the social impressions, is referred to as social percentage.
An ad quantity of clicks. If someone likes your page by clicking on the ad post itself, the count here is included. This clicks also includes the clicks of the other users connected to first user who viewed the ad.
- Social Clicks
These are clicks done by a follower of ad with social context, that is, information about the user’s friend who linked with your application, page or event. It only applies when the advertisement is with Facebook for groups, events, and fan pages.
- CTR (Click-Thru-Rate)
A number of times a user clicked your ad, divide it by how many times your ad was shown (impressions). This is the result of the percentage of clicks of viewers within the total number of impressions.
- CTR Social
The CTR social is equal to number of social clicks divided by number of social impressions. Hypothetically, this volume is higher than overall CTR due to an ad aimed at a friend who “liked” the page, which shows the social proof.
A number of people who “liked” your page and responded to your events. This is the total calculation of viewers who responded to your ad and made a response.
- Action rate.
A number of actions divided by number of impressions.
Call To Action (CTA) is your point of traffic which offers and assists you to generate the leads you will require for your marketing success. And number of people who have responded to this is referred to as conversion. A numbers that you generate from clicks of users who visited your fan page are the action counts from the ad.
Calculate your conversion cost, so you can determine how much pay is equivalent to your newbie fan, a new group member or an RSVP event.
- CPC (Cost-Per-Click)
You get an equivalent cost for every click you receive. Notwithstanding your bid on the cost-per-click model, number’s calculated. Even if you’re paying for impression only, it calculates your cost for each click depending on your received clicks.
- CPM (Cost Per Thousands of Impressions)
When you place your ad on Facebook, you make a bid for a CPM model. However, in cases you did not bid, the social media platform report calculates the impressions for your reference. It is very useful in your part because when you open the link to CPM model bidding, you will be able to assess and compare ads performance in comparison with other bidding patterns.
This variable pertains to the length of time you spend, summarized into either monthly, weekly or on a daily basis.
- Impressions that are Unique
That is number of times your ad shows to a unique person. Match this against number of impressions to assess number of times the same user sees your ad.
- Unique clicks
These refer to the unique clicks you receive. The variable only records a single click from an individual user regardless of number of times that same person has clicked your ad.
- Unique CTR
The unique CTR is equal to number of unique clicks divided by number of unique impressions. Sometimes, it’s better to have a Unique CTR, when you want to check if new users are clicking on your ad or just one person is clicking your ad. You will need a system in marketing to determine if Facebook generates your expectations in business results.
- New Leads
If the goal you are setting is within the arena of lead generation, make sure the ads are converting your visitors into leads, that is, how many users are convinced with your offer and how they grow their relationship with your company because of these offers.
- New Customers
The biggest question here is, were you able to convert all the new visitors in your Facebook? If so, how does your rate of conversion on this particular platform compare to your conversion rates on other social networks? The data we get here is very useful for making decisions.
Some people have discovered that ads on videos on driving traffic do wonders in conversion of visitors. However, there are some who have received a lot of views but have few clicks.
The good news is after the conclusion of your campaign ad on videos, 24 hours after, facebook will supply you a bunch of followers who clicked your ad. So if you have free content or product that you want to promote, and you only have less viewers, Facebook does the rest of boosting up your clicks.
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