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How to understand Facebook Ads metrics and optimize your costs

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How to understand Facebook Ads metrics and optimize your costs

Are you doing well monitoring your campaigns in networks? Do you understand Facebook ad metrics? VP Safety Email Lists Ads Manager offers a wealth of information about social media campaigns. You can use these advertising metrics to understand the performance of ongoing initiatives, optimize them, and even better understand your audience .

However, if you are familiar with this tool, you have probably already realized that Facebook provides a large number of metrics … and it is difficult to know how to use them correctly if you do not understand their meaning .

list_altIndex of contents
Reporting of Facebook Ads campaigns
The 5 essential metrics of Facebook Ads
Advanced reporting with campaign breakdown
Understanding the costs of Facebook Ads
How to optimize and reduce the costs of Facebook campaigns
Facebook ads metrics: everything controlled
It is true that Facebook does a good job of automatically managing campaigns, but you also need to constantly monitor them and ensure that everything is running smoothly. Are you sure yours are working at peak performance?

Chief and VP of Safety Email Lists

They will most likely need some further modifications to get to maximize their potential. This process is known as campaign optimization.

Campaign optimization allows you to improve the results of campaigns once they have been activated. Sometimes you achieve this by reducing the cost per acquisition, sometimes by increasing the reach of the ads and the total clicks that will be obtained from them. It is a complicated process, which is made more difficult by the excess of information and advertising metrics that Facebook offers .

That is why my intention with this article is that you understand what the main Facebook ad metrics are and what they mean, and also how to use them to optimize your campaigns and obtain better results over time . So we’ll start by reviewing the most important campaign metrics.

Before continuing, keep in mind that this is a very technical article with quite advanced concepts from the world of PPC. If you are new to this topic, I recommend that you consult my other Facebook Ads articles to get started in this world:

Advertising on Facebook: maximum performance with personalized audiences [+ Video]

How to set up your first Facebook Ads campaign: step by step [+ Video]

How to create campaigns on Facebook to retarget your visitors [+ Video]

Advertising angles: the key to transform your advertising on Facebook [+ Video]

How to optimize your Facebook Ads campaigns to achieve spectacular results [+ Video]

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Reporting of Facebook Ads campaigns
The easiest way to check the performance of your campaigns is directly with the Facebook Ads Manager.

It is the tool from which this type of initiative is created on Forex Email List. It allows you to filter by dates or goals, among others, and measure the performance of each ad set and even each individual ad.

image 9-2 You can filter all the data by date range, and indeed an extremely useful function is being able to compare two different ranges.
image 2-4

As a general rule, to know the operation of a campaign right now, it is necessary to review the last 7 days. A longer period could change advertising metrics a lot , while a shorter period may not be statistically significant.

Next, you need to select a campaign by clicking on the box in front of its name. From there you can navigate through the ad sets and individual ads that make it up, in order to see the performance of each of the elements.

Although Facebook automatically shows the most relevant data for each view, you have the option to change the metrics displayed at any time to generate a new report. To do this, you just need to go to the “Columns” drop-down menu and select the report that interests you the most:

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Of course, you can also create a custom report with the Facebook ad metrics that interest you the most . There are many relevant ones in the Social Network Ads Manager, and to help you, I’ve highlighted the most important ones in each report in bold.

These metrics will also change depending on the objective of your campaign:

image1-2

Performance
Results, hit rate, reach, frequency , impressions , delivery, social reach, social ad impressions, people taking actions , positive comments, negative comments, amount spent , etc.

Interaction
Post interaction , post comments, times a post has been shared, page engagement, people who like the page, page mentions, reactions to posts, visits, requests for offers, etc.

Clicks
Clicks on the link, unique clicks on the link , CTR , social clicks, etc.

Messages
New conversations with messages, replies to messages, cost per new conversation with message, etc.

Multimedia
Average video playback time, canvas playback time, video views of 3 seconds minimum, video views of 10 seconds, video views of 30 seconds, video views up to 25%, video views up to 100 %, etc.

Website conversions
Potential customers on the website , searches on the website, items added to the cart on the website, registrations completed on the website, cost per conversion on the website , cost per purchase on the website, conversion value on the website, custom conversions on the website.

Applications
Desktop App Downloads , Mobile App Actions, Items Added to Cart in Mobile App, Mobile App Purchases, App Download Cost , etc.

On Facebook
Facebook purchases , potential customers (form) , cost per purchase on Facebook, etc.

Off the internet
Offline leads , offline content views, offline purchases, items added to the offline cart, cost per offline purchase, etc.

The 5 essential metrics of Facebook Ads
In the previous section I have shown you an exhaustive list of metrics that Facebook Ads offers us. Of all of them, there are 5 that I consider essential in any campaign report. These are the ones that provide the most information to those who want to know if the results obtained are good or not:

Cost per result: it is a generalist metric that gives you a global vision of how you are doing. For example, if a campaign has the objective of capturing records, it will show you how much it costs you to get each of them. On the other hand, if you are looking to increase the number of impressions of an ad, you will be able to know how much each 1000 impressions cost you. This is especially useful if you want to forecast results or budgets.
Impressions: indicates how many times an ad has been viewed. For awareness campaigns and to promote the brand name it is especially important, and can be a key indicator. For other types of campaigns such as the generation of records, it can be used to know if you are reaching many people or not, but it will not be the main objective. This allows you to diagnose problems with campaigns if, for example, they are having poor results.
Frequency: it is a somewhat forgotten metric, but I think it is essential to monitor to know if you need to renew the ads or not. It indicates how many times on average each person in the target audience has seen our ad in a given period of time (that is why it is important to indicate in which period you want to see it). For example, if no more results are achieved and the frequency in the last week has been 10, it means that each person in the segmentation will have seen the ad about 10 times on average, so surely you have to think about renewing it.
CTR: if the cost per result is high or results are not achieved, it is a good idea to check if the CTR is below the average, that is, if the ads convert well or badly. Creating an attractive offer, good copy and creativity that attracts attention are measures that will help you improve the CTR of your campaigns.
Clicks: directly related to impressions and CTR, this Facebook ad metric allows you to know how many people have clicked on the ad to, for example, go to the landing page or visit a lead generation form. In a traffic campaign it is essential to know approximately how many people have visited your page.
While other metrics are needed for specific campaigns like app downloads, these five are key to virtually any type of network advertising initiative.

Next, I want to show you how to introduce other dimensions in the analysis of the performance of online advertising on Facebook.

Advanced reporting with campaign breakdown
We have just seen the most relevant metrics for any type of Facebook campaign. The next step is to use the Breakdown menu so that you can get more precise details of how the campaigns work:

image5-3

When you select a specific campaign, it is possible to drill down the report based on the following criteria:

By delivery: age, gender, country, platform, device, time of day, etc.
By action: conversion device, type of reaction to publication, destination, type of video playback, etc.
By time: day, week, two weeks or a month.
These are options that are not entirely obvious (most of the time you will not notice them), however, they are associated with a great potential for analysis. For example, they allow you to discover:

Which ad placements work best.
What hours of the day or what days of the week generate more conversions at a lower price.
Which are the best performing countries.
With everything learned, you will notice that it is easier for you to create weekly or daily reports that arrive by email automatically. After creating a report in the Ads Manager with the advertising metrics that interest you and the breakdown you want , you only need to select the option “Save new report” and then name the report and choose the desired frequency.

image4-3

 

Understanding the costs of Facebook Ads
After reviewing the Facebook ad metrics and how to obtain them , you should understand how campaign costs are determined. It’s easy if you know how the Facebook bidding system works.

Facebook works like an auction. There is no fixed price paid to Facebook to display the ads. On the contrary, every time you want to launch an ad, you enter an auction to buy advertising space, competing with other companies that are doing the same. This is why answering the question “how much does it cost to advertise on Facebook?” it is extremely complex, as it depends on many factors that determine auction prices.

Some of the most important factors are:

The audience you are segmenting: a common mistake is to think that you compete with companies in the same sector. In reality, the competition is made up of all companies that want to reach a specific group of people (a senior audience, millennials, etc.).
Quality of the ads: even if the segmentation is perfectly configured, the quality of your ad can shoot or minimize what you have to pay to get results. This is measured by the relevance score (a score with which Facebook analyzes the relevance of the ad to the public) and the CTR (if it is high it means that the advertisement is relevant and, therefore, the cost will lower).
Time of the year: There are times when many companies want to appear on Facebook, so you compete with many other advertisers and the auction is tougher. Examples of this are sales, Black Friday, Christmas, etc.
Taking into account these criteria, you can already intuit the influence that can be had on the campaigns and the actions that should be taken to optimize them.

How to optimize and reduce the costs of Facebook campaigns
Next, I would like to review a series of actions that allow:

Increase CTR
Decrease the CPC of the campaigns
Reach audiences with a high ROI
Decrease CPA
I already entered this topic in my previous article ” How to optimize your Facebook Ads campaigns to achieve spectacular results “.

But here I want to share with you some techniques and actions that I did not comment on, but that are very useful to achieve these objectives.

One of the most interesting possibilities that many advertisers overlook is the option to use an existing post when we are creating a new ad , instead of creating an ad from scratch.

image7-2

In this way you can take advantage of the same publication on Facebook to carry out all the campaigns , with different segmentations and bid strategies, centralizing all interactions (comments, likes, etc.) in the same publication. Have you ever wondered how advertisers manage to get thousands of interactions in the same publication ? Well, they are using this technique.

To do this, you first have to launch the post on the Facebook page and then select it when you create the campaign.

Another very useful technique is to optimize ad delivery . If your campaigns are running 24/7, you’re doing it wrong. Do you remember what we talked about before the campaign breakdown ? You can use the breakdown by day of the week to see which days give you the lowest CPA, and then set your ad sets to show our ads only on these days.

To achieve this, when you are creating a new set of ads you will have to choose “Total budget” instead of “Daily budget”, and then “Publish ads according to a period of time”.

image6-2

Another technique that will improve your results is to optimize segmentation by excluding users who have already converted within the target audience. Although it seems logical that it is not necessary to continue showing ads to people who have already been interested in your offer, it is easy to forget to do so.

To achieve this, you only need to create a customized audience with the people who have already converted (selecting, for example, those who have visited the thank you page) and exclude this audience from the segmentation.

image8-3

The last technique that I want to show you has the objective of accelerating the results of the campaigns when they are activated . Although it may seem something immediate, when activating a Facebook campaign it has an acceleration period of a few days. At first you will get results very slowly and gradually you will pick up speed. This happens especially when managing small budgets.

To compensate for this effect, it is a good idea to start by assigning a budget, either daily or total, higher than expected, wait for a good number of impressions (for example, more than 10,000) and then start optimizing (when have enough data). It should be taken into account that any adjustment made in a campaign will take between 24 and 48 hours to take effect.

From here the budget can be reduced to match the real one. This is better than using accelerated ad delivery, as in the latter case Facebook focuses on speed, leaving quality and cost aside.

Facebook ads metrics: everything controlled
If you have read the entire article, you already know all the Facebook Ads metrics and you also know how to get any data that you may need for your analysis. Finding a way to create custom reports from this data should be no secret to you.

It is important that, when launching your campaigns on social networks, you do not stop to analyze the advertising metrics and pay attention to cost management .

With the review that I have done to the Facebook bidding system and, if you take into account which factors of those mentioned in this post influence the price of your campaigns, you will be able to gain adjustment. I wish you great success in applying the techniques to optimize costs and achieve the results you expect from your investment in Facebook Ads.

 

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