10 Facebook Ad Metrics Marketers Must Track
Curated from: socialmediaexaminer.com
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#1: Create a New Custom Report in Facebook Ads
Facebook ad metrics can be categorized into two: default and custome. The former already exists in Ads Manager while the latter is created ith different formulas in order to display data that isn't available to the standard ad account.
To measure the real impact of your Facebook advertising you must delete the following metrics:
- Impressions
- Quality ranking
- Engagement rate ranking
- Conversion rate ranking
- 3-second video plays
- Video percentage watched
- Video average play time
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#2: Add These 4 Metrics
These 4 metrics that you should add will allow you to assess the website traffic that comes from your Facebook ad:
- Link Clicks
- CPC (Cost per Link Click)
- Landing Page Views
- CTR (Link Click-Through Rate)
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#3: Add 4 Purchase-Based Metrics
- Total number of purchases
- Purchase value (giving purchase conversion value)
- Cost per purchase (giving cost per acquisition)
- Purchase ROAS
The four purchase metrics above will tell you everything you need to know about the number of sales you’re generating, how much revenue you can attribute to those sales, your cost per acquisition, and your ROAS, giving you the profitability of your Facebook ads.
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#4: Add these 2 custom metrics
By adding these 2 custom metrics you will be able to gain additional insight beyond the default metrics that Facebook gives you:
- Average Order Value
- Sales Page Conversion
This is going to be your custom ROAS report where you can measure the effectiveness of your campaign.
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