It can be easy to spend a lot of cash on ineffective Facebook ads, so it’s important to know how to measure Facebook ad success.
There are some key metrics you can look at first of all to check how well your campaign is doing and determine whether or not to pull the plug. Depending on what objective you selected, you’ll want to examine the reach (number of people who saw your ad), impressions (how many times it’s been seen), engagement (likes, comments, shares etc), clicks and landing page views.
The below shows an example of a campaign we recently ran for a client, targeting location A and location B.
When it comes to reach and impressions, you’ll want to check the CPM (cost per 1,000 impressions). At first glance, it looks like location B was more successful because it only cost £1.73 compared to £3.07. However, when you look at how many impressions location A had, and how many link clicks (846 compared to 67) we can see that ultimately, location A only cost 8p per link click compared to 51p for location B. We can also see that the link click through rate is higher for location A.
The average CTR for a Facebook ad is 0.9%, compared to 1.51% for a Twitter ad, and 0.26% for a LinkedIn ad.
There’s no point in spending money on social media advertisement campaigns if you’re not going to track what people are doing when they get to your website. One of the key things that come into play when learning how to measure Facebook ad success is Google Analytics. You can use this to see where your web traffic is coming from. But here’s the problem: Google doesn’t always recognise social traffic as social traffic. Some traffic from social may get categorised as paid search or ‘other’ or even ‘direct traffic’, so this way of checking is not 100% accurate.
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How to measure Facebook ad success – remember to check the bounce rate on web pages
It’s all very well getting lots of people to click through to your website, but if your bounce rate on your landing page is high, it means people are being turned off by what they find there. Perhaps you’ve linked to a blog post which isn’t interesting enough for your audience and they’re leaving quickly. Maybe you’ve delivered some great content and people are sticking around to read more.
Once you’ve used UTM parameters to set up your campaigns, in Google Analytics you can head to ‘behaviour’ then ‘behaviour flow’. Where landing pages is pre-selected, click on the drop down and select campaign. Now you can see what people are doing after they have clicked through to your website.
You can also set goals and events through Google Analytics, so you can see which campaigns lead to a purchase or lead. This form of analytics is more advanced.