Digital Marketing - Study Notes:
Metrics
Ad reporting and analysis is crucial to understanding how well ads are performing, and allows marketers to make changes in real time to live ads to enhance their performance.
The best place to see how your ads are performing is the Reports area of Ads Manager. Here you can create and export Facebook ad reports to see your most important ad metrics and learn how you’re reaching your business goals. Ads Manager can also break down the performance of each campaign to date, across all metrics. The ad performance metrics in your Ads Manager (impressions or clicks, for example) are updated in real-time.
There are a number of important metrics to understand and track when analyzing the effectives of your ads campaign:
- The first metric is delivery. With this metric, you can see how many people you reached, how often, and at what cost.
- The next metric is engagement. By tracking this metric, you can see how many people liked, commented, and shared your ads, and the costs associated with the interactions.
- You can measure video views to discover the amount of video views across a range of timescales, from three-second views to 100% video completion, and more. The costs tied to each video view length are also included.
- You can use the app engagement metric to find out how many people installed your app from ads, their engagement in the app because of the ad, and the costs associated with it.
- Another important metric is Carousel engagement. With this metric, you can see the number of clicks, click-through rates, and costs of carousel ads.
- The performance and clicks metric gives you visibility on clicks, clickthrough rates, and costs for all ad types.
- The cross-device metric allows you see the impact of ads on various objectives across desktop and mobile devices.
- With offline conversions, you can see how many people took action off Facebook, and the associated costs.
- Another good metric to track is targeting and creative. With this metric, you can see a breakdown of the performance of ads against the selected audiences.
- With the messaging engagement metric, you can see how many people started messaging with the business and the steps taken after liking, replying, or purchasing.
- And finally, we have bidding and optimization. With this metric, you can see the performance of bidding strategies and the actions taken by people as a result of ads across different events like ‘Add To Cart’ or ‘Purchase’.
Alison Battisby
Alison is a Social Media Consultant with Avocado Social, she is a Facebook and Instagram accredited social media expert and founded Avocado Social in 2014 having worked in the social media industry since 2008. Alison has worked with a wide range of brands including Estee Lauder, Tesco, and Pringles. Alison has traveled the world training companies including the BBC, Etsy, Canon, and Cambridge University Press. She offers social media strategy, training, and consultancy at Avocado Social across platforms including Facebook, Instagram, YouTube, LinkedIn and TikTok.
