The Facebook Ad Metrics & Which One To Use?

Published On: August 13th, 2020Categories: Social Media1164 words5.8 min read

Digital marketing is the future, but knowing how to use it the right way is more important. You own a business, and you have a Facebook page for the same. You decided to run a campaign to promote your business and get some conversions. Here, you must first determine your objective and use the most suitable tool to get the outcomes. 

A professional digital marketer knows all the tricks and can help you use the right tools. 

In case you want to do it on your own, this article will help you out just right. To run a successful campaign, you have to know which Facebook ad metrics are the most significant. 

What is your campaign objective?

The Facebook ad metrics vary per objective, on the type of campaign you are running.

Below are different types of well-known campaigns you can run and what they do.

  1. Boosted Posts

This ad metric is a great way to boost the engagement on your post like reactions, likes, comments, shares on your content. Due to the changing Facebook algorithms, it has become more difficult for your business, big/small, to get any type of engagement or reach organically. Facebook has become a platform where you got to pay to spread your reach and engagement for businesses. So, to have the opportunity to communicate with your audience, you have to do some paid promotions. If you do not opt to boost your posts with paid promotions, your post will only get about 1% reach to the total Facebook audience organically. The amount of money to spend depends on the post-type, and the importance of reach is.

For instance, if you are running a giveaway or a contest, and want to reach the maximum number of audiences, spending a healthy budget and running the campaign for a more extended period is recommended.  

The most significant Facebook ad metrics for boosted posts consist of any type of post engagement— likes, comments, reactions, and shares. When a material produces ample likes, it rapidly gains credibility in the eyes of the audience who view it; thus, the like metric becomes very genuine. This is why you often find that a social media post with likes will typically attract more likes and become an engaging material. The comments your post receives are linked with how relevant your post is and how informative and entertaining it is. The number of shares your post generates displays how genuine your potential customers are, and how confident they are in suggesting your brand to someone else. 

Social media engagement can be seen as an essential KPI that helps you measure the short term and long term. It is beyond just the figures, and informs you how many share your material and find it helpful. The more the engagement, the better it is. 

  1. Page Like Ads

Facebook page like ads is one of the best tools to boost your followers on Facebook. These ads motivate the audience to like your page, and thus they will get a chance to see the content you create. Since Facebook has become a paid-focused platform, you got to run more campaigns to increase your viewers and reach more audiences. Page like ads boosts your followers, brand awareness, and reach. 

The most significant Facebook ad metrics for page like ads is the engagement- the genuine likes. The main aim when running these ads is to boost the page likes you’re receiving within your set budget and reduce the cost/page like, thus allowing more page likes per dollar spent.

  1. Reach/Brand Awareness Ads

To increase engagement & brand recognition, this is another tool. These options are under the “Awareness” category in Facebook Ads Manager. The reach campaign displays your ad to a vast number of audience. This is an excellent tool when you have something important to share with the maximum number of people.

This is not used for selling products or services. Reach ads are best for CTA (Calls-to-action) to call now, get location, or learn more about your ad. These are the best ads when you do not have a web page to direct people.

Brand awareness ads are similar, but they are one step closer to getting the audience to pay attention to your ads and boost awareness for your brand.

  1. Traffic Ads

These are great to run when you want to direct people to your website or landing page. Likewise, for brand awareness ads, these aren’t a good option when selling a product or service. These are best for CTA of “learn more,” so you can direct more traffic on your webpage to get more details on your ads.

The most significant Facebook ad metrics here include link clicks, cost/link clicks, link click-through rate, reach, & the relevance score. A link click means when the audience clicked on the ad or clicked on the tab to visit your page you’re linking them to, to learn more.

  1. Conversion Ads

If you own an eCommerce business, you’ll want to run conversion campaigns. These are best to run when you are selling products or services to the audience. It also enables you to track the number of conversions you get from your social media ads.

You can leverage these ads and direct the audience to your online stores, converting them into your customer. This way, you can measure earning produced from one person and the average cost/purchase from the ads.

If you are a service provider, you can offer your audience to book an appointment on your webpage, have them register for an event, or direct people to fill up a form. This form will ask for general contact information and other details if you have requested. Later, you can reach out to them via call or email.

  1. Lead Generation Ads

These are best for people who provide a service or want to gather emails but do not have a website yet fill out a form. Lead generation ads make it simple by offering a form that to the user within the Facebook app or browser, thus allowing for a better and more convenient user experience.

The most significant Facebook ad metrics here is leads. Just like conversion ads, you can even customize the forms here and ask for any additional information. Once they fill out the form, you can reach out to them.

Wrapping Up

This article gives you a basic idea of how to run a campaign on your chosen objective. It all depends on what you aim for — likes, engagement, reach, awareness, traffic, or conversions. Depending on this objective, you have to make sure you choose the correct tool and spend the right amount on your ads to succeed.

Author Bio:

Harnil Oza is CEO of Hyperlink InfoSystem, a mobile app development company in New York and India, having a team of the best app developers who deliver the best mobile solutions mainly on Android and iOS platforms. He regularly contributes his knowledge on leading blogging sites.

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