In previous months I talked you through defining your Facebook goals, deciding which form of Facebook advertising (Objectives) you will use to advertise within Facebook, as well as the set up and publishing stages of Facebook advertising. Now I talk about reporting on the success of your Facebook campaigns.
Like with all your marketing activity, you want to be as thorough as possible with your Facebook reporting, so that you know as much as possible about what works and what doesn’t. Ultimately, you should create a set of KPIs to measure your Facebook campaign progress.
Facebook has more than 200 different metrics to measure, so it’s easy to get lost in your Facebook reporting. Below I have condensed sets of KPIs which will enable you to measure real success, depending on your chosen objective and goals.
Remember, don’t get lost in the massive numbers with your Facebook reporting. For example, if your objective is ‘Conversions’, don’t pay too much attention to the Reach, Views or Likes – you want to focus on the number of Conversions, Conversion Value and Cost Per Conversion.
Here are some important metrics to measure your goal success. If you can measure each metric, you will either get a lot of success from your Facebook campaign or will know that Facebook advertising is not right for your business:
| Facebook Objective | Goal | Key Metrics | Targeting |
| Awareness | Brand Awareness | 1. $ Spent
2. Ad Recall Lift 3. Cost Per Ad Recall Lift 4. Frequency 5. Relevance Score |
A. Gender of Ad Recall Lift
B. Location of Ad Recall Lift C. Age of Ad Recall Lift |
| Reach | 1. $ Spent
2. Reach 3. CPM (cost per 1,000 reach) 4. Frequency 5. Relevance Score |
A. Gender of Reach
B. Location of Reach C. Age of Reach |
|
| Consideration | Website Traffic | 1. $ Spent
2. Clicks 3. Click Through Rate 4. Cost Per Click 5. Frequency 6. Relevance Score |
A. Location of clicks
B. Age of clicks C. Gender of clicks |
| Engagement
-Post Engagement -Page Likes -Event Responses -Offer Claims |
1. $ Spent
2. Reach 3. Engagement (Post Share, Post Like, Post Comment, Past Click) 4. Action (Page Like, Event Response, Offer Claim) 5. CPA (cost per action) 6. Frequency 7. Relevance Score |
A. Location of Action
B. Age of Action C. Gender of Action |
|
| Video Views | 1. $ Spent
2. Views 3. CPV (cost per view) 4. Frequency 5. Relevance Score |
A. Location of Views
B. Age of Views C. Gender of Views |
|
| Lead Generation | 1. $ Spent
2. Leads 3. CPL (Cost Per Lead) 4. LCV (Lead to Customer Volume) 5. Cost Per New Customer 6. New Customer Value ($ value) 7. Frequency 8. Relevance Score 9. ROI (Return on Investment) |
A. Location of new leads / customers
B. Age of new leads / customers C. Gender of new leads / customers |
|
| Conversions | Conversions
-Purchase -Sign-Up -Download |
1. $ Spent
2. Number online Conversions 3. Number offline conversions 4. Cost Per Conversion 5. Conversion Value ($ Value) 6. Cost Per Conversion 7. Frequency 8. Relevance Score 9. ROI (Return on Investment) |
A. Location of conversions
B. Age of conversions C. Gender of conversions |
| Store Visits | 1. $ Spent
2. Reach 3. CPM (cost per 1,000 reached) 4. Store Visits 5. Cost Per Store Visit 6. Frequency 7. Relevance Score |
A. Location of store visits
B. Age of store visits C. Gender of store visits |
Now, it’s great you’ve set up your KPIs to measure success, but your reports will NOT be used to their full potential if you are not using the data to improve future campaigns.
Below I have outlined some of the common targeting features which should be optimised to improve your overall results. For example, if your campaigns are seeing a much higher conversion rate within the 25-34 age range when compared with the 35-44 age range, consider refining your age targeting to improve your overall conversion rate.
- Facebook advertising enables you to target your advertising to by country, state, city and suburb. You can also use the radius tool to create a target radius. E.g Manly +10miles.
- You can select your target age range, from 18yrs to 65+yrs and every age in between. Refine your age range around past success.
- You can choose between Men, Women and All. Use your campaign reports to decide which of the three options works best for you.
- Facebook give you the opportunity to detail your targeting based on interests. This can include job titles, past activity, field of study, e.g if my Facebook campaign is set up to engage the mums market, I can focus my targeting around:
- Demographic: Parent
- Interests: Stay-at-Home Mum
- Job Title: Stay-at-home Parent
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