Are you running Facebook ads to increase engagement or get more likes on your Page?
To build up traffic for your new Facebook Page, we recommend spending a little money on Facebook ads. Running ads helps get your Page off the ground, but are you tracking your ad’s performance to make sure you’re reaching your goals?
Measuring certain metrics allows you to determine if the number of likes you get from an ad was worth the cost. Track the results of your ads to see if they have enough value for you to run them again.
Facebook makes it easy to track the results of your ads. Use these 3 tools to see your ad’s performance:
Facebook Ads Manager
The Facebook Ads Manager tool allows you to create and export ad reports to see your metrics and determine if you’re reaching your goals. Metrics are updated in real time. You can customize your report to track the specific metrics you’d like.
Important metrics to track include impressions, CPM, CPC, CTR, Page likes, post shares and link clicks, to name a few. When creating your ad report, you can further break down the bigger columns like Performance and Engagement.
To create an ad report in Ads Manager, log into your Facebook account and complete the following steps:
- Click the dropdown arrow on the far right of the top toolbar, and click Manage Ads.
- You’ll see a table with data for all of your active campaigns and ads. Check the box next to the specific ad you’d like to see and click View.
- You can then sort your data by clicking the column names. You can customize the columns to see more of the metrics you care about, with the option of saving them as a preset for next time. Click the Columns dropdown then click Customize Columns. To save your customization as a preset, check the box for Save as Preset and click Apply. Here is an example of how we customize the columns for our reports:
- In Ads Manager, you can also break down your columns to measure results by age, gender, location, etc. Click the Breakdown dropdown and select the metric you’d like to track.
- To export your report, click the Export dropdown and click Export.
The metrics you measure depend on the objective for your ad and the type of ad you are running. If you ran an ad for Likes, you want to see how much you’re paying per like and you want to get that cost down as low as possible. Also track your CPM (cost per 1,000 impressions) – it should decrease over time as the ad runs.
Facebook Google Analytics URL Builder Tool
Ads are helpful to funnel traffic through to your website. Use the Facebook Google Analytics URL Builder tool when your objective is to get traffic how many site referrals are coming from Facebook. This tool allows you to create URLs for custom campaigns while website tracking.
Access the Facebook Google Analytics URL Builder tool, and complete the following steps to tag your ad for tracking in Google Analytics:
- In the Website URL field, enter the URL of the landing page where ad clicks should send the user.
- In the Campaign Source field, enter Facebook.
- In the Campaign Medium field, enter the medium that according to the type of ad you ran. Use “cpm” when you’re paying for impressions. For pay-per-click campaigns, use “cpc”.
- In the Campaign Name field, enter a title for your campaign.
- Click Create URL.
Google generates an enhanced landing page URL. Enter this URL into the Facebook ad builder when prompted to Enter URL to promote. Then you can track the referrals from your Facebook ad in Google Analytics.
We’ve talked about how Facebook Insights can help you find your most popular posts. This tool is one of the best ways to track the social success of your boosted posts and campaigns. Facebook Insights tells you how many likes your Page received in a week and how many likes, shares and comments each individual post has received.
For measuring ad performance, Insights is best for showing you which of your recent likes were organic and which came from ad campaigns. This tool shows you how much paid reach you have from boosted and promoted posts in comparison to organic reach. Basically, you can see just how much traffic is paid versus organic.
From your Facebook Page, click the Insights tab in the top menu. Click the Posts tab to view all of your posts and their individual stats. You can hover over the stats to see the exact numbers of how much Reach was organic and how much was paid.
Evaluating your paid reach versus organic allows you to determine which campaigns were most effective and better plan your future ads.
Measuring your ad’s performance is just as important as running ads in the first place. You need to know what’s working with your audience and where your money is best spent. Depending on the objective of your ad, track your ad’s results using one or all of these three reporting tools. Gain insight on what’s working, and keep giving your fans what they want.
Like your Facebook ad results? FPTraffic makes it easy to keep growing and managing your Facebook Pages.
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Do you use these ad reporting tools? Which do you like working with the best? Let us know by leaving a comment!