Facebook Ads Metrics A Digital Marketer Should Be Tracking

Piyush Gupta | Manager, Product Growth
Reading Time: 4 minutes

Advertising on Facebook is a good way to market your business. But a lot goes into managing your ads based on the insights you get through data.

So, as a marketer, how can you stand out in the crowd to achieve your goals? Well, the key to this question is in your Facebook analytics. 

Some metrics help you make informed decisions, and those decisions are fundamental to achieving success on any platform. 

We all know how important data and analytics are in marketing, yet there’s something that we lack. To know the missing piece of this puzzle of your marketing strategy, keep reading till the end.

So, let’s learn what kind of metrics you should be tracking to improve your performance.

1. The website traffic metric

Ever wondered how many visitors you’re attracting in a certain period? And what could you do with this data? 

A website traffic metric lets you know how well your website is representing your business out there—giving you an idea about whether you’re attracting sufficient users through your website. 

With the help of your website traffic metric, you get all sorts of information that you need. It keeps not only the record of your visitors but also the amount of time they spend browsing on your website. 

Nevertheless, you get to know what pages they’re most interested in and from where they came to know about your website. So, it’ll eventually help you get to know your audience better. 

Based on this information, you can leverage your website to do better.  If you want to attract more traffic to your website, here’s what you can do:

  • Run better ad campaigns
  • Optimise all your pages with the essential keywords
  • Start a blog and update it frequently
  • Share the new articles of your blog on social media platforms etc.

2. Cost Per Conversion (Lead or Transaction)

After someone visits your site, the next goal is probably to convert them into a lead or customer. Leads can be the visitors’ emails, phone numbers, or phone calls. 

With the help of leads, you can get in touch with your consumers and update them about your products or services to keep them hooked. 

You can calculate how much a conversion costs by simply dividing the investment (money) by the number of conversions that you received.

Spent / Conversions

Say the investment of your last campaign was $5,000, and you got 500 conversions -then your cost per conversion is $5. Cost per conversion helps you invest more or less as per your results. 

3. Click-Through Rate

The Click-through Rate (CTR) is the number of clicks your website attracted through your ad campaign as compared to the number of impressions your ad received. 

This metric can be calculated as the number of clicks divided by the number of impressions.

Clicks / Impressions

Your website’s Click-through-rate helps determine your relevance score and influences your Cost Per Click. Track CTR to know how many clicks you attracted and how much it would cost.

4. Cost Per Click

Cost Per Click (CPC) refers to the amount you pay for the number of clicks you get through your pay-per-click ads. There’s a certain amount you pay for a single click, and it shows you in total how much you have paid for the number of clicks.

This metric can be calculated as the spend divided by the number of clicks.

Spent / Clicks

This is an important metric to track as it directly affects your overall marketing budget. Your budget can only go so far; as your CPC increases, your Click-through-rate decreases. This is because your ad campaign won’t appear to the same user frequently. 

5. Overall ROI

Here’s the boss of all the metrics! The return on investment metric helps you decide whether the money you invested in marketing did its job well. Simply put, ROI is the revenue you earn through your ad campaigns. 

Use this simple formula to calculate your ROI:

Revenue / Spent

As a digital marketer, it’s easy to lose track of how much you’re spending on marketing because we hardly count hours of effort. By calculating your ad campaign’s ROI, you can determine whether your ad campaign was successful or not. 

Or whether your investment was successful or not. So, that’s why it’s important to know if you’re spending wisely on your marketing campaigns.

Conclusion

Well, that’s a wrap. These are the five metrics you should be tracking to know how well your marketing campaign is doing. These metrics will let you know if you need to spend more or less on your marketing or whether you should try some other approach to suit your audience’s needs. 

You can track these metrics in stages one after the other, as they’re dependent on each other. These metrics work together, leading you to the results you’re looking for. 

If you need any help with metrics, you can try using EasyInsights. It allows you to get metrics from multiple data sources in a single sheet. It saves the time and hassle of organising your data in a smart way. 

Curious to see how EasyInsights work? Sign up to Get Started

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