You are not alone. Many people spend hundreds of dollars to run Facebook ads but don’t have a clue as to how they can measure the success of their campaigns. So, if you are one of them then continue reading this article.
To begin with, measuring the success of Facebook campaigns are pretty straightforward because Facebook provides you with an abundance of metrics that allow you to track your ad’s results.
However, one thing I have discovered is that most business owners find it difficult to measure the success of their ads because they fail to set clear goals and objectives for their campaigns.
Just like any other marketing campaign, you need to have a clear goal as to why you are running a campaign. What is your goal? More Clicks? More Likes? More Video Views? The choice is yours. However, the point is, without a clear goal for your campaign, you won’t be able to measure its success.
The good news is that Facebook helps you to come up with a formula to measure the success of advertising campaigns. That’s why when you start a new campaign, from the ads manager you are asked to choose one objective.
Your choice determines the kind of data you will receive as the main result to measure. For example, when you choose “boost post,” you’ll see a cost per interaction. By choosing “send people to your website,” you’d get a cost per link click and when you select “promote your page,” you’ll get a cost per like, etc.
Yes, you might be wondering as to how you can set an effective campaign goal. One thing you need to understand first of all is that a goal is something you want to achieve at the end of the campaign.
Therefore, the following are some of the common goals of Facebook Ads:
If you want to promote your business to reach many people, then brand awareness can be ideal for you. This means that your success will be measured based on the number of people who have seen or reached by your Ad. So, even if people don’t comment and like your posts, it won’t be an issue.
Do you want to generate new potential customers? Then, you need to set up an ad campaign in which you will be able to collect customer information such as phone number and email address in exchange for a product/service discount or something valuable.
The success of this campaign can be measured by looking at the number of people who have shared their information by messaging you or signing up for your newsletter.
Sometimes you may need your ads to give you more sales. Therefore, your campaign can contain a direct product link to your online shop for online purchase or a text which simply asks your customers to visit your physical shop in exchange for a discount or something valuable.
You can measure this based on the number of people who have actually purchased the product by clicking your link. Link clicks only doesn’t matter on this. It can also be a number of people who have visited your physical shop and bought your goods.
So, as you can see, it all depends on your campaign goals and objectives to be able to measure its success.
If you want to know more information on this, our certified online advertising professionals are here to help you.