February 14, 2018

What metrics to track for your Facebook campaigns

Without measuring you never know when you’ve reached success and you’ll never know when you’ve ventured beyond it.

Measuring your activities is a critical factor in reaching success. The same goes for your Facebook campaigns. In this guide, you’ll find the most important and most common metrics you should track your campaigns. Following metrics is available in Facebook’s Ads Manager.

Clicks

What it means: The number of times your ad gets clicked on.

Why measure it? Clicks measure customer engagement and the level of interest your ad sparks. This metric tells you how many times people came to your website thanks to your ad.

CTR

What it means: CTR means the number of times people clicked on a link in your ad, compared to how many times they saw it.

Why measure it? CTR is one of the more important metrics to track. It lets you understand how ads drive traffic to websites or other destinations and serve as a measure of relevance and success for your ad. A low CTR means people are seeing your ad, but not taking action. The higher CTR, the more your audience find the ad relevant to them. Average CTR for a Facebook ad is 1-2%.

Engagement

What it means: It measures the number of times people have taken action on your post, concerning reactions, shares or comments.

Why measure it? First of all, engagement is a sign people like the content you’re sharing (or at least reacts to it). Second of all, the more engagement, the more prominent audience. If someone comments on your ad, the organic spread will increase (also called social impressions), since it will be shown to the friends of the people who react to your campaign. This kind of reach can act as word-of-mouth for real estate agents.

Reach

What it means: The number of unique people that have seen your ad.

Why measure it? Reach gives you a more accurate depiction of how big your audience is and will help you understand the potential impact of your campaign. Use reach alongside engagement numbers like comments and likes to calculate an engagement percentage (i.e. how many people participated out of the possible audience of your campaign).

Impressions

What it means: The total number of time your ads are viewed on a screen. That includes the same user seeing the same post multiple times.

Why measure it? Impressions are especially important to measure when doing branding campaigns since it this gives you a good idea of how much brand exposure you got from the ad. With the number of ads, people are exposed to on social media every day, chances of making impact increase if people see your ad more than once.

Frequency

What it means: The average number of times each person sees your ad. (Impressions divided by reach).

Why measure it? It’s important to monitor frequency to make sure the same people don't see your ads too often during a campaign. Brand exposure is good – and as mentioned before, it’s usually necessary for an ad to be shown more than once to make an impact. But, at the same time, there’s a fine line between making an impact and annoying your audience. The risk of having a high frequency is that your customers end up in the state called ad fatigue (meaning they get tired of seeing the ad over and over again and less receptive to the message). Here are a few tips on how to avoid ad fatigue. (Average Frequency is 1 to 2 per ad set, but it may be higher, depending on your budget, audience and schedule).

Stay tuned

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