Any questions when it comes to analyzing Facebook Ads KPIs? Include these 5 in your report
When analyzing your social media reports, do you have trouble showing your clients the most important Facebook Ads KPIs? Do you follow up on those results regularly to ensure your campaigns achieve the goals you set out to reach?
In a sea of metrics on Facebook Ads and other ad platforms, it can be hard to know what data to use for your strategies, right?
We’ve compiled this guide with the 5 most important KPIs for campaigns to help you set your own. Keep reading to check it out!
Facebook Ads KPIs: here are the main ones
First, it’s important to highlight that your Facebook Ads KPIs analysis should be guided by campaign goals.
For example, engagement ads serve an entirely different purpose than conversion ads which means individual performance indicators too.
But for Facebook Ads, some metrics are key for setting KPIs for different types of your campaigns. Here they are:
You may have thought we’d go for the reach and impressions metrics off the bat. And, of course, those are considered some of the most relevant indicators by the Facebook Ads platform as a base for other noteworthy data.
But they’re not always conclusive as far as the impact of ads when you singled them out. And that’s why we’re covering the Results metric as the most important.
It’s the number of times a campaign reached goals. In focused ads where the focus is conversion, for example, that would be the number of times a form got conversions.
In other words, this indicator is essential for measuring whether specific ads are getting good results and comparing the success of similar campaigns.
2. Cost per result
Although it’s crucial to analyze the full results of your Ads, you need to ask yourself how much achieving those results cost you. So, Cost Per Result (CPR) comes second on our list.
Evaluating the cost-effectiveness of your ads based on how much is spent to achieve results is fundamental.
Like the previous metric, this is a handy thermometer for measuring the performance of different campaigns. You can gauge the best opportunities and optimize bid settings for your next series of Ads.
3. Click Through Rate
Another relevant Facebook Ads metric for campaigns is the Click Through Rate (CTR). That’s because it measures the click/ad relation and how clicks generate impressions.
You can use this metric to gauge whether you are reaching your intended audience and directing them to the desired destination (a page on your website, blog, or landing page).
A low CTR strongly suggests that a given creative is not performing well with users. You can assess your strategies and adapt them for more successful campaigns.
4. Cost Per Click
Like CPR, Cost Per Click (CPC) helps you measure cost-effectiveness, except it does this by displaying clicks on links.
This metric is based on the relation between the cost you set for each group of ads and the unique clicks it generates. So, it’s an efficient way of measuring ad performance.
Aim for a low or balanced CPC and compare similar campaigns.
Alongside tracking cost-per-clicks and ad results, monitor your account’s Spend metric so you can adjust your budgets accordingly and avoid over or underspending.
That puts you in control of your client or company’s budget so you can shoot for the best results without going over your campaign budgets.
Regular monitoring throughout the month is a must. It helps you recalculate your strategies and make wiser investments.