Facebook Ads – Analyzing Your Success
Last time we talked about how understanding the different types of Facebook ads could help you choose the right ad option for your goals.
Knowing your goals matters, because if you aren’t spending ad money for a reason, you shouldn’t be spending it at all.
So think about it: are you trying to get more likes, comments and shares on your posts? Are you trying to increase the likes on your page? Are you trying to get people to click a link to your website?
Once you have figured that out and set up the appropriate ad type, it’s time to start watching your analytics reports to make sure you are heading in the right direction for your goal.
Analyzing Your Facebook Ads
Insights are where you find the key to making decisions on web-based campaigns, and will give you the ability to make important assessments about your audience and your content.
While not as extensive as a separate program like Google Analytics, Facebook has some decent analytics that can help you to see how well your ads are performing. You can assess your ad performance from the Facebook Insights found on the page’s admin panel and the more extensive Ad Management page.
Ad Management Page
WATCH THE VIDEO: [How do I get to the Facebook Ad Management page?]
From the Ad Management page, you will be able to see every single ad campaign that you have run on Facebook from your advertising account. This page allows you to see metrics like:
Objective of the Ad: Post Engagement, Likes, Offers, etc.
Reach: A rough estimate of the number of people your ad was shown to.
Result: Shows how many people acted to meet the specific objective of the ad.
Frequency: How often people saw the ad. For example, 1.0 means that each person saw it once. Anything above that means people started to see it more than once. 2.0 means almost everyone listed in the Reach has seen it twice.
Clicks: How many clicks the ad has received
Click-Through Rate: Percent of people that clicked on the ad vs. number of people who saw it.
Cost: Cost per impression (1 impression = 1000 views) or cost per page like
Page Likes: How many page likes each campaign has brought
In addition to all the great analytics that you have access to from the Ad Management panel, you will also be able to edit every ad that has been created for your campaign.
If we had three ad campaigns running, a likes, website visits, and app installs. Each ad campaign could create up to six similar ads with different images. Using the Ad Manager, you can adjust the images for each individual ad.
For example: You make a Page Likes ad campaign, in which up to six ads will be created with different images (if you choose to upload different images) and the same ad copy. If you do not choose to upload six when you start the campaign, you can always go back and edit it to add more variety of images. Through the edit feature, you will be able to change the copy but not the targeting of each ad.
Because the targeting comes from the campaign, it cannot be changed on the individual ad level. To change the targeting, you will have to edit the campaign as a whole from the Ad Manager or create a new campaign.
It is important to note that not all ads will be able to be edited in this manner. If you click the ‘edit’ button and are unable to edit more than the name of the ad, then your ad does not support editing.
After creating your ad, make sure you spend a little time getting familiar with the Ad Manager and what types of information you can monitor and track for your unique campaigns.
Although Facebook’s Page Insights will be able to provide you with a wealth of information, it unfortunately is not able to directly tell you how well any of your ads have performed except ads that have been set up directly from the Facebook fan page, such as Page Likes and Promoted Posts.
You can find these two ad analytics in the Admin panel of your business page. You can access your page insights by navigating to your Facebook business page, at the top of the page you will see a series of buttons, one of which will be insights. On the page you also get a snippet of metrics for the past seven days on the right hand side of the page.
Even though you will not be able to track most of your ads, there is still plenty of valuable information in Page Insights that will allow you to assess whether or not you are running a successful campaign.
Although your Page Likes campaign may be driving plenty of likes, the Ads Manager will not tell you how many people have unliked your page since you started running the ad. Page Insights will give you this information, so that you can tell if your ads are doing a great job getting people to your Facebook page, but your content is not keeping them there. If this is the case, then there is a problem with short-term messaging versus consistent content that will need to be addressed.
Additionally, if you are gaining a lot of fans but no one is engaging with your non-promoted posts, you may want to look at the Insights to see what times your fans are on Facebook so you can schedule your posts for a more appropriate time, or adjust your regularly occurring content to be more similar to the content that you promote.
What else can Facebook Insights tell me?
Insights give detailed information on metrics such as:
Page Likes – This week vs last week, likes vs unlikes, where your likes are coming from (ads, posts, website etc).
Reach & Engagement – This week vs last week, Total post reach, individual post reach, paid vs organic reach, post likes, post comments, post shares.
Visits – Page and Tab(app) Visits, page mentions, posts from other people to your page, check-ins, external referrals (traffic coming from outside Facebook to your page).
Post Performance – When your fans are online, best performing post types (Video, Link, Status, Photo).
People – Demographic of fans (location, age, sex), Demographic of people reached in the last 28 days, Demographic of people engaged in the last 28 days, and Demographic of checkins in the last 28 days.
Analytics give you insights into your audience.
Business owners like to think that they understand their target demographic. And often, they do.
Here’s the thing, though. Sometimes, when you start to post on social media, a new and unexpected audience—one you don’t know anything about—will start to find you.
You need to understand your page analytics for the purposes of understanding your online audience—which may be quite different than the one to which you try to appeal offline.
You also need to understand your advertising analytics specifically so that you don’t waste money. If you see that the budget for an ad is halfway done, but it hasn’t yielded any of the desired results (or not nearly enough), you should not hesitate to stop running that ad. Save the money and try it on another ad type that might work better.
So much of marketing can feel like a guessing game. Analytics can help to take that mystery and turn it into more of a science. Any knowledge that you gain is knowledge that you can apply to your next online campaign to make it even more successful.
Have you ever taken the time to look at your Facebook analytics? What insights did you gain? What were you confused about? Share with us in the comments!