If your Facebook ads are not working for you, you are probably wondering which metrics you should be tracking. Continue reading this article as we give you ways to analyze and assess your Facebook ad performance.
- Assess Engagement
Engagement basically relates to any metric that shows someone has interacted with your post. It can be in the form of:
These metrics will have varying degrees of value depending on the type of campaign you are running.
For instance, a campaign that is built for conversions should emphasize on monetary metrics, while a campaign that is optimized for reach should prioritize these engagement metrics. Why? Because the organic reach of the ad post can be significantly increased by likes and shares.
High engagement rates inform social advertising algorithms that your content is interesting, which increases the likelihood that the ad will be shown to your audience on those platforms.
Just keep in mind that social networking sites want their members to enjoy their time there. Advertising with high interaction rates are more likely to deliver a wonderful experience, therefore displaying low-quality ads won’t help.
- Keep an eye on the click-through rate.
The percentage of users who click your link after viewing the advertisement is known as the CTR of your social media marketing. As a point of comparison, the average click-through rate for a Facebook ad is 0.9%, whereas it is 1.51% on Twitter and 0.26% on LinkedIn.
Your paid social campaigns’ CTR is crucial since it serves as a gauge of ad quality. Your advertisement becomes more pertinent and interesting as more people see it and click the link. A high CTR might also save money in campaigns where you pay for impressions.
- Examine the Bounce Rate.
You’ve looked at your stats and discovered that the social media platforms you use to advertise your website are bringing in some visitors. You must now consider what occurs after users click the Visit Website button. Do people browse your website for a long time and interact with other pages? Or do they leave your website right away after a brief visit?
Your bounce rate will be high if the latter is the case. The majority of users who access your website via social media view just one page before departing. You may get a sense of the kind of material you ought to share on social media by monitoring your bounce rate.
- Keep an eye on the conversion rate
If you ask any social media marketer what their most crucial metric is, they are more likely to say that it’s the conversion rate. It is the proportion of website visitors who make a purchase.
One of the most crucial metrics is conversion rate, and it’s for a good reason. Your objective, regardless of the campaign type you run, is to increase conversions. You anticipate it to pay off in the long run with more conversions from future campaigns.