So, you have published your ads in Business Manager and you’re sitting there waiting for the leads to flood in….
But what if they don’t?
How can you work out what’s the problem?
Is it your copy? Have you chosen the wrong audience? Or, perhaps the issue is with your landing page…. or even worse, your offer?!
Mmm, lots to think about, right?
So where do you start when it comes to understanding which metrics to track and understanding what they mean?
This was one of the first things that blew my mind when learning all about Facebook Ads – the metrics and numbers…arrrgh!
But here’s the thing, if you don’t know which ones to track for your ads, then you can’t optimise them to make them better.
You want more conversions, right?
You want more leads?
You want more revenue is what it all comes down to.
Ads Manager can be a daunting place at first glance. Lots of stats to read and if you click the ‘Columns’ button – you can access even more stats!
So, where do you even start?
Break it down
So, the first thing I would recommend is to first break it down into what type of ad you are running and which metrics are the most important. Each type of ad will have its own set of metrics that you will want to track.
For example, if you are running a Video View ad to build up your visibility – then you will want to be tracking Video Engagement. You’ll be looking to see your click thru rate – how much is it costing per video view.
You may also want to track impressions, as well as, what percentage of the video people are watching. If you have lots of engagement at 25% and barely anything at 50% – then the issue is with your video content – it’s not interesting, it’s not giving value – it’s boring!
If you are running a conversion campaign – a free download for example, then this will have a set of metrics that you will want to measure too.
The metrics will tell you if your ad creative isn’t compelling enough or your audience is too small. If you’re not getting any leads, could it be your landing page – or the offer itself? The stats have all the answers!
Once you have worked out which metrics to measure, you can customise the columns in Business Manager so that you can see everything quickly and easily.
So, do you need to understand the metrics for your Facebook ads?
Yep, you do!
But don’t overwhelm yourself. Just start off with understanding the metrics for each stage of your campaign rather than trying to learn all the metrics at one time. It will be confusing, unless you absolutely LOVE analytics!
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