WHAT ARE RELEVANT FACEBOOK ADS KPIs?
The Facebook family includes Instagram, Facebook Messenger, Whatsapp, the Audience Network and the Facebook platform itself. By combining all of these platforms, advertisers have enormous potential to reach a large number of users and thus potential customers.
Reaching a large number of users also means a great variety of data to look at. In recent years, Facebook has become a serious alternative to Google’s advertising products in terms of generating performance-based traffic. In addition to interacting with your customers on social media, campaigns can be optimized towards relevant business objectives. This means that data-driven decisions already dominate the daily lives of most social media managers.
Depending on the company’s set of goals, different metrics should be monitored on a regular basis.
Branding or top-of-the-funnel campaigns require having an eye on reach-KPIs, such as CPM (Cost per Mille), frequency (how often have I reached one user) or reach (Unique Impressions).
Campaigns that are optimized towards user engagement should be evaluated based on engagement metrics such as link click rate, view through rate (for videos) or post engagement rate.
Advertisers should also implement the Facebook Pixel on their website. This enables them to optimize their campaigns based on data, generated by the conversion pixel. Metrics, based on the Facebook Pixel include the cost per conversion, return on investment (for e-commerce stores) or other website engagement metrics.