Social Advertising – Part 4: Analysing Your Campaign Performance Metrics

After progressing through all of the different steps from an initial understanding of the Facebook Advertising system, through to the last series post, How to Target, Campaign & Bid for Success, we have almost worked out way through the entire process of managing our ad campaigns.

Regardless of how amazing you believe your campaign has been, it is an important step in the process to ensure that you always measure and review how the campaign is performing. Not only does this inform you whether or not the content is appealing to your audience, but it will also give you insights as to the timing of when refreshed content is needed in order to continue engagement.

(Source: AdWeek: Social Times)

From the initial screen of the Facebook campaign analyser area, you are greeted with an overview for all of your campaigns, and key statistics are showcased next to each of these campaign items. This is a dynamic dashboard that shows the key data for each type of ad campaign, whether it is for clicks, conversions or for page likes. While other data such as reach, spent today, total spend and campaign dates provide you additional top-level insights into the performance of your campaigns.

From this dashboard you are able to dive deeper into the statistics for each individual campaign by clicking through to view the ad sets contained within the campaign. This area provides you with similar data as the overview but breaks it down by ad set, while it also allows you to view the key statistic, frequency. This value, the frequency, is a core element as it provides you with an insight into how many times a unique users has seen your ads.

Although this may seem insignificant, the more times that a user is presented with the same message, the more likely they are to ignore it or become numb to the action which your ad is trying to induce. Using this metric, we are able to see which ads we need to refresh, in order to maintain engagement and increase the chances for action to be taken.

(Source: Optimising)

From within the dashboard, you are able to gain a variety of insights and also conduct your own version of split-testing (running two alternate creatives with multiple demographic targets). This allows you to test more variables in a shorter time period, which enables you to gain a greater understanding of what types of content and audiences are most responsive to your messages.

Ultimately this concludes our series on social advertising, with particular reference to the Facebook Advertising system. Through this 4 part series you have learned more about creating content for your ads, setting up your ad campaigns, how to add an ad budget and bidding, and how to read and subsequently action upon your ads performance metrics. Now you are equipped with all of the base knowledge to create well targeted and performing ad campaigns across the Facebook platform.


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