Facebook ad metrics
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The document discusses metrics for measuring the success of online advertising campaigns, including on Facebook. It provides examples of key metrics like impressions, clicks, click-through rate, cost-per-click, conversions, and cost-per-conversion. It also discusses how to choose appropriate metrics, measure and optimize campaigns, and calculate return on investment based on factors like call deflection and average handling time.
Facebook ad metrics
- 1. Success Metrics for Online Advertising Facebook Ads: Reach over 800 million people Anna Jo (E-mail: blessedanna.j@gmail.com, Tel:+82-10 -8938-3926)
- 2. I. Facebook metrics for Fan pages and Ads
- 3. Impressions Clicks Unique clicks Social Impressions Social Clicks Unique CTR Social % Interactions CTR (click through rate) Unique impressions Social CTR Action Rate Actions CPC(Cost-per-click) Conversions CPM(Cost per thousand impressions) Cost per conversion New leads Spent New Customers
- 4. 20 Facebook Ad Metrics Marketer should know 1. Impressions: How many times an ad has been shown to a Facebook user. * Watch this number => If it stops increasing, the bid may have fallen out of the suggested range.
- 5. 20 Facebook Ad Metrics Marketer should know 2. Social Impressions: How many times an ad has been shown to a Facebook user with social context (i.e. with information about a user's friend(s) who connected with your page, event, or application). * This is applicable only for advertising within Facebook, such as for fan pages, events, or apps.
- 6. 20 Facebook Ad Metrics Marketer should know 3. Social %: what percentage of the total impressions were social impressions.
- 7. 20 Facebook Ad Metrics Marketer should know 4. Clicks: The actual number of clicks on the ad. *A click is also counted if someone „Liked' your fan page right from the ad itself.
- 8. 20 Facebook Ad Metrics Marketer should know 5. Social Clicks: How many clicks you received from an ad with social context (i.e. with information about a user's friend(s) who connected with your page, event, or application). *Only applicable when you advertise within Facebook for fan pages, groups, or events.
- 9. 20 Facebook Ad Metrics Marketer should know 6. CTR (Click-Through Rate): How many times your ad was clicked, divided by the number of times your ad was shown (impressions).
- 10. 20 Facebook Ad Metrics Marketer should know 7. Social CTR: The number of social clicks divided by the number of social impressions. Theoretically, this number should be higher than the general CTR, because the ad was targeted at a personal friend who'd already 'Liked' the page, thus demonstrating social proof.
- 11. 20 Facebook Ad Metrics Marketer should know 8. Actions: The number of people who took the action desired from the ad itself, such as 'Liking' your fan page or responding to your event. 9. Action Rate: The number of actions divided by the number of impressions.
- 12. 20 Facebook Ad Metrics Marketer should know 10. Conversions: Measurement of how many people responded to your call-to-action. This counts actions from the ad itself and includes when someone visits your fan page and then clicks 'Like.'
- 13. 20 Facebook Ad Metrics Marketer should know 11. Cost-Per-Conversion: Calculates your cost per conversion, so you can see how much you pay for a new fan, an event RSVP, or a new group member.
- 14. 20 Facebook Ad Metrics Marketer should know 12. CPC (Cost-Per-Click): How much each click you received cost you. This number is calculated even if you didn‟t bid on the cost-per-click model. It considers how many clicks you received (even if you‟re paying by impression) and calculates how much it cost you for each click.
- 15. 20 Facebook Ad Metrics Marketer should know 13. CPM (Cost Per Thousand Impressions): Even if you did not bid using the CPM model when you placed your ad, Facebook Reports will calculate it for your reference. This is helpful if you decide to switch to the CPM bidding model so you can compare how your ads are performing between the different bidding models.
- 16. 20 Facebook Ad Metrics Marketer should know 14. Spent: The amount you spent for that time summary you chose in the report: daily, weekly, or monthly.
- 17. 20 Facebook Ad Metrics Marketer should know 15. Unique Impressions: How many times your ad was shown to a unique person. Compare this against the number of impressions to see how many times your ad was shown to the same person.
- 18. 20 Facebook Ad Metrics Marketer should know 16. Unique Clicks: How many unique clicks you received. This data is helpful to know if the same person happened to be shown your ad twice and clicked it both times, because the second click wouldn‟t be a unique click.
- 19. 20 Facebook Ad Metrics Marketer should know 17. Unique CTR : Unique clicks divided by unique impressions. Again, in relation to the unique clicks and the unique impressions, you want to know whether new people are clicking through to your ad or if it is one person clicking on your ad over and over. It‟s best to have your Unique CTR come close to your CTR.
- 20. 20 Facebook Ad Metrics Marketer should know 18. New Leads: If your goal is lead generation, then you need to make sure that your ads are helping you convert visitors into leads. How many people converted on your offer and opted in to continue their relationship with your company?
- 21. 20 Facebook Ad Metrics Marketer should know 19. New Customers Were you able to drive new customers from all that Facebook advertising? If so, what was the conversion rate from visitor to customer compared to the same conversion rate on a different social network. You should have the data to make such strategic decisions.
- 22. 20 Facebook Ad Metrics Marketer should know 20. Interactions: Total number of comments, Wall posts, and likes a page had. The more interactions a page has the more naturally viral it is in Facebook due to the feeds. - Interactions Per Post - Post Quality Score - Reviews
- 23. II. Online Advertising framework From the perspective of ROI metrics
- 24. Step 1: Choose Step 2: Create measurements metrics Create two to four Select one or two metrics for each activity activities that are good identified. Always use early proxies for future the top two boxes, which sales. Leads and provide a cost-efficiency interactions are obvious and a quality metric choices for B2B which directly drive marketers. results for a campaign.
- 25. Step 3: Measure Step 4: Learn and Optimize and Apply Learn from what is Use the quality and the working, and from what cost efficiency metrics isn‟t. Although they may together. It helps avoid not be primary success the mistake of chasing metrics, they give volume from lower context to the quality sources. performance.
- 26. Example. Cost Efficiency Quality Preferred: Preferred: - Cost per Activity - Activities/Clicks Campaign Alternate: Alternate: Responses - Cost per Click - Page Views/Clicks - Cost per Visit Preferred: Preferred: - Cost per Activity - Activities/Impressions Publisher Alternate: Alternate: Audience - Cost per Page View - Page Views/Impressions - Cost per Visit - Visits/Impressions
- 27. What is ROI? 1. ROI= (Gains-Costs)/Costs X 100 2. Savings 1st Contact - Call Deflection Resolution (Direct/Indirect) Average - Average Handling Time Handling Time - 1st Contact Resolution Call Deflection
- 28. 4 elements to calculate direct deflections 1. Cost of a call 2. # of Questions asked per month on Facebook 1st Contact 3. % of Questions answered by Resolution Super Users Average Handling 4.% of Questions deflected Call Time Deflection
- 29. How to calculate savings 1. (# of Questions asked) (% of Answers)= # of conversations by super users 2. (% of Answers)(% of deflections)= # of deflected calls 3. (# of deflected calls) ($/call)= $ saved per month 1st Contact 4. ($ saved per month) (12)= Resolution $ saved per year Average Gains Handling Time Call Center savings Call Deflection - Direct deflection - Indirect deflection - Avg. Handling Time - First call Resolution
- 30. How to calculate ROI Summary of Gains Versus Costs Gains ROI= (Gains – Costs)/ Costs X 100 Call Center savings - Direct deflection - Indirect deflection - Avg. Handling Time - First call Resolution Costs 1st Contact People costs(Manager, Analyst, Agents) Resolution - Employee - Third party consultants Average Handling Technology costs Time Call - Solutions and Services Deflection - Process(including Implementation) : Contact Center, Community Platform, Social Monitoring
- 31. Social Business ROI Metrics 1. Fan growth: When a Facebook user “likes” your Fan Page they become your fan. This increases the exposure of your message not only to that fan, but to their friends as well. Fan growth creates a portal that allows your brand to enter the “friend zone” (a good thing in social media marketing!). This will increase engagement as well as “people talking about this”.
- 32. Social Business ROI Metrics 2. Like: As you post content to your Fan Page your fan community is given several options as to how they can relay to you that they were exposed to your message. * Enhance the experience: Thank them for liking the post. Pick a fan of the week from the fans that frequently liked content posted on your Fan Page wall.
- 33. Social Business ROI Metrics 3. Comment: When a fan comments it opens up the communication channel inviting you to respond which can deepen the relationship between brand and fan. * Enhance the experience: Add value to the conversation by asking open ended questions allowing the fan and other fans to expand the discussion.
- 34. Social Business ROI Metrics 4. Share: The golden ticket! If a fan shares content from your page they are taking the role of a brand ambassador. This seemingly small act should not be taking lightly since they are essentially broadcasting your message to a new audience that you may have not tapped into without their help.
- 35. Social Business ROI Metrics 5. Tag: Once a fan has liked your page they are able to create hyperlinked tags that link directly to your fan page. Their friends are able to click the link giving them the opportunity to like your page and create posts using your brand‟s name. When a page is tagged in a post by a fan others are able to see the story through the “Friend Activity” tab.
- 36. Social Business ROI Metrics 6. Check-ins: Fans are able to use geo-location based apps on smartphones and other wireless devices that tell their friends their real-time location. Check-ins offer social proof with the opportunity of recommendations encouraging others to visit your brand offline.