- What are the metrics that you do not have to pay attention to in the results of your ads on Facebook?
- What are the key metrics that you do need to pay attention to in your Facebook ad results?
- Relevance Score: The metric that Facebook manages
- Related content
If you have already discovered why Facebook ads cannot be missing from your business strategy , it is time to learn how to analyze the results of those ads .
Why? Surely you already know that analyzing the metrics of your ecommerce is a super important point to constantly improve the direction of your business and, therefore, the results of your advertising on Facebook also deserve their own analysis.
Nothing more and nothing less than your money is at stake in the ad strategy. Which is why it 's super wise (and valuable) for you to be able to measure the impact your Facebook campaigns are having beyond the number of likes you got on a post.
Without further ado, let's begin!
What are the metrics that you do not have to pay attention to in the results of your ads on Facebook?
In the results of your campaigns you will find a lot of information : don't be scared! It is key to learn to read it and analyze it with attention and a critical eye .
Therefore, before moving on to the most important metrics, we are going to detail the two metrics that are not going to bring you any significant value , so you can optimize your time and energy when analyzing the results of your own campaigns.
What is the use of having a Facebook fan page with thousands of likes but poor or no interaction on posts?
Both the amount of “I like it” and the theoretical reach that the results of the campaigns show, are only a “facade” . These metrics do not indicate how many people interacted with your ad, either emotionally (connecting with the spirit of the brand) or practical (by making the purchase of your product, for example).
Therefore, the important thing is that you focus on the number of interactions that really corresponds to your objective (for example, that users have entered the ad link to visit your online store).
This metric is one of the most misleading! If you chose to publish your ad in video format, you have to take into account that the views that are going to show the results of the campaign are somewhat tricky.
Why? The problem is that Facebook counts three seconds or more as a video view . Now, video playback starts automatically on the news feed, that's why many of those video views of your ad are involuntary, that is, without a user's interest in your brand or the product being watched. promoting in the ad.
1- Interactions (or engagement )
In the social media world, engagement is the sum of the total number of likes and comments on a post divided by the total number of followers and then multiplied by 100. This count indicates your level interaction or engagement with your audience . The higher the number, the better!
In Facebook advertising, interaction takes on a new meaning since it will be aligned with the objective of your campaign. If the objective of your ad is to attract visits to your online store, then the most important interaction will not be the calculation related to “Likes” and comments, but the sum of the clicks of unique visits that entered your website .
Therefore, the important thing is that you focus on the number of interactions that really corresponds to your objective .
2– Cost per action
Cost per action ( CPA ) is the way ads are charged that allows you to pay only for the actions a person takes as a result of seeing your ad.
This option is very practical to have control over how much you pay for certain actions . For example, if you want to control how much you pay on average for the number of times they enter your online store, instead of paying for impressions.
Through this metric you can have a reference of the number of times each user saw your ads . The idea is to find a balance that ensures that the message had a significant impact but without saturating users: the ideal is a maximum of 5 times per user (and in retargeting campaigns up to 9 or 10).
4- Sales (or conversion value)
The conversion value is a metric that indicates the percentage of ecommerce visitors that actually became buyers . For example, if your store had 1,000 monthly visits last month and of those visits, 10 converted into sales, the conversion value of your online store is 10/1,000 = 1%.
The conversion value is the key metric to be able to establish the ROI , that is, the return on investment (what your company gained or lost by making a certain investment).
The reality is that sales are the main metrics to evaluate the success of an ecommerce and, therefore, those of your Facebook ads when that is the objective of the campaign.
Facebook tries to show the most relevant ads to each audience . For this reason, by taking into account the relevance score or relevance score , people can see the ads that interest them, which translates into a better experience for both users and companies .
Relevance Score is the score Facebook uses to measure the impact of your ads . How? After 500 impressions of your ad, Facebook will show you a relevance score. The score is measured from 1 to 10 and to determine it, the social network is based on:
- The positive impacts (“likes”, clicks, shares).
- Negative impacts (not seeing more of your ads or hiding them).
The score is calculated daily based, as Facebook puts it, on " the positive and negative feedback we expect from people viewing it, based on how well the ad is performing ."
Why is the relevance score important? Understanding relevance scores has several benefits for your campaigns, and therefore your business:
- You can reduce the cost of reaching people : That is, the higher the relevance score of an ad, the less it will cost to deliver. This is because Facebook's ad delivery system is designed to show the right content to the right people, and the system interprets a high relevance score as a positive signal.
- It can help you test different content options before launching a campaign: you can test different combinations of image and text with different audiences, and find out which combinations offer the highest relevance scores.
- Can help optimize campaigns that are already running – You can monitor relevance scores while ad campaigns are running. If a score starts to drop, it may be an indicator that the content or audience needs to be updated.
- You are now ready to measure the results of your next Facebook campaign !
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