{"id":5749,"date":"2021-05-11T16:54:14","date_gmt":"2021-05-11T16:54:14","guid":{"rendered":"https:\/\/karolakarlson.com\/?p=5749"},"modified":"2021-11-18T14:46:29","modified_gmt":"2021-11-18T14:46:29","slug":"facebook-ad-metrics","status":"publish","type":"post","link":"https:\/\/karolakarlson.com\/ro\/facebook-ad-metrics\/","title":{"rendered":"TOP 15 Facebook Metrics to Track or Ignore in 2021"},"content":{"rendered":"<p>Facebook metrics help you understand your campaign performance.<\/p>\n\n\n\n<p>Your Facebook ad campaign metrics also indicate whether you\u2019re getting a positive ROI (return on investment). All in all, it is crucial that you measure your Facebook ad performance on a regular basis, ideally every week.<\/p>\n\n\n\n<p>But how to know which numbers to track? Because there\u2019s an almost endless choice of metrics available in the Facebook Ads Manager: Reach, Impressions, CPC, CPM, CTR, CPA, Relevance Score, Engagement Score, Landing Page View (All or Unique?) Video Views, Ad Recall Lift, Spend, Revenue, ROAS&#8230;&nbsp; \ud83e\udd2f<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/Iaw5uAMHGNtEwAMmd0bfDbTTHVw4uxh_a3lA-it3ujqZSkaQmtVkG8lWtdJTiv44EWTPpkl18QvN4-QCB9Y7bbZ6PO-ClL_sfJu3uhUGUZJAlORNEmPRDEFT1GqfzN-cAMwxd4gw\" alt=\"Moomin gif\" width=\"411\" height=\"315\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Which metrics to pick? \u2013 <a href=\"https:\/\/tenor.com\/\">GIF source<\/a><\/p>\n\n\n\n<p>You can easily get lost and derailed when evaluating your Facebook ad campaign results.<\/p>\n\n\n\n<p>So what are the Facebook ad metrics that you absolutely should be checking? Personally, I always check three key metrics and then follow up with another ten that I use to better understand what&#8217;s affecting my top three. Also, the metrics that I review depend on the campaign objective.<\/p>\n\n\n\n<p><strong>By the end of this guide, you will know answers to all the following questions:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>How to see all important Facebook advertising metrics in the Ads Manager?<\/li><li>Which campaign KPIs should you track and which ones can you ignore?<\/li><li>How to evaluate and improve your Facebook ad performance?<\/li><\/ul>\n\n\n\n<p>Let\u2019s start with a crash course in Facebook ad analytics and see how to navigate the Ads Manager and set up Custom Reports for faster performance evaluation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to review campaign KPIs in the Facebook Ads Manager?<\/h2>\n\n\n\n<p>All Facebook ad metrics can be seen in the Facebook Ads Manager. If you\u2019ve set up the Facebook Pixel correctly, you won\u2019t need any additional 3rd party tools for Facebook ad reporting.<\/p>\n\n\n\n<p>(However, if you\u2019re working with a mobile application, you may want to use an attribution tool for reporting, so that you don\u2019t get your app results attributed to multiple advertising channels.)<\/p>\n\n\n\n<p>For quick access to your Facebook Ads Manager, you can bookmark this link: <a href=\"https:\/\/business.facebook.com\/adsmanager\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Open your Facebook Ads Manager<\/a>.<\/p>\n\n\n\n<p>In the below screenshot, you can see the default Ads Manager report. However, you can click on the \u201cColumns: Performance\u201d menu to customize your advertising report.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/Hjft95Rq8pIf9j8FTRP14DB9_zZpeNrHmH9JPXIJFSSkZfdJNb3sRp7Zc9NFSeicAGxeVAgzLLuH7vQvkhOaBxjnfbVh32WtlBTHO_QQ_niNOJIVzLREAu_A8u0eoIHtwmOQrwq2\" alt=\"facebook ad metrics\" width=\"626\" height=\"305\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">You can see your Facebook ad metrics in the Ads Manager<\/p>\n\n\n\n<p>Once you click on the \u201cColumns: Performance\u201d menu, you can see a selection of default ad reports. However, scroll past them and select \u201cCustomize columns\u201d to access a wide selection of additional Facebook ad KPIs.<\/p>\n\n\n\n<p>You can select all the metrics that you want to see and organize them in the most convenient order.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/dJXPz-jA4_bBfmgiQLk7QRP7ZJCYWh4M3X8beGRdi-DfZ2zex8QXqfizrJse32WK9dRhz-D3VVMNz3cX7ZIsHKH0VHiXqezBI1zkFFPDCoOm7m9pgjc991s1s47YSLMqpdmzb4ay\" alt=\"customize facebook analytics\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Create your own custom report<\/p>\n\n\n\n<p>Once you\u2019re happy with your custom report, you can save it as preset and access it faster the next time.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/EJXoOwlT7pGVAkl957xqOBlKeco5bZn-40E5qbZ9SWgNzeWDQdqY9aydvsg8VTrEPLsxGX_uUlFBOhrW-qUlzg74cHjq6Psh53QHMZ14Db775XeR8_MBEX0U2DYMKzWAhVT-3Ags\" alt=\"customize facebook analytics\" width=\"623\" height=\"471\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Save your custom reports for faster access<\/p>\n\n\n\n<p><strong>\u2b50 Tip: <\/strong>If you always use the same custom Facebook Ads Manager report, bookmark the URL of this view for a 1-click access to your campaign results.<\/p>\n\n\n\n<p>Now that you\u2019re aware of how to access, navigate, and customize your campaign metrics in the Facebook Ads Manager, let\u2019s see which KPIs should you add to those custom reports.<\/p>\n\n\n\n<p>I will also explain why some Facebook KPIs are best to ignore \u2013 they won\u2019t reflect on your real campaign performance and tend to be shown as vanity metrics.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">TOP 3 Facebook ad metrics to measure<\/h2>\n\n\n\n<p>While there are around 10 different metrics that I track, depending on the campaign setup and goals, there are always the TOP three KPIs that I check every single time:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>CPA<\/strong> \u2013 cost per acquisition<\/li><li><strong>ROAS <\/strong>\u2013 return on ad spend<\/li><li><strong>Frequency<\/strong> \u2013 impressions\/reach<\/li><\/ol>\n\n\n\n<p>These metrics give an immediate overview of the ad account\u2019s overall performance + your conversion-optimized campaign\u2019s results.<\/p>\n\n\n\n<p>Let\u2019s see how to evaluate these metrics.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/uOfpm4y1yoMPMlX_ek3iU0JKS7uJVRQsZHsUkhavkyPpf8UjEVh4xYs4V-ui3Skldm8_qKpvHVUtHq3OEYF11xsoF09Y1MuH38VHcjT0JFxDEnb3ND9jymcX1mfSkXqQkAFjcf4_\" alt=\"\" width=\"454\" height=\"339\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Are you happy with your Facebook ROAS? \u2013 <a href=\"https:\/\/tenor.com\/\">Image source<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. CPA \u2013 cost per acquisition<\/h2>\n\n\n\n<p>In all likelihood, you are running Facebook ad campaigns to collect results that can be measured by a conversion: either a new lead, 1st-time customer, app install, website purchase, etc.<\/p>\n\n\n\n<p>If you\u2019re not optimizing your Facebook advertising towards a conversion, you may want to reconsider your strategy. <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-ad-audit\/\">Read the guide to Facebook ad account audit<\/a> to make sure you\u2019re on the right track.<\/p>\n\n\n\n<p>The CPA \u2013 cost per acquisition \u2013 shows how much it costs to achieve one conversion.<\/p>\n\n\n\n<p><strong>Essentially, CPA = total amount spent \/ number of customers acquired.<\/strong><\/p>\n\n\n\n<p>The reason why this metric is so important is that it allows you to immediately understand if the new customer\u2019s or lead\u2019s acquisition cost is sustainable in the long run: are you making more money from the customer than it takes to acquire her?<\/p>\n\n\n\n<p>The CPA benchmark is completely different for every brand, depending on your industry, product type, and its net cost. You should aim to achieve a CPA that is lower than what you spend on creating and delivering your product.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. ROAS \u2013 return on ad spend<\/h2>\n\n\n\n<p>The return on ad spend indicates whether your Facebook ads are paying off. If the ROAS is negative, it means you are losing money.<\/p>\n\n\n\n<p>You can either see your ad campaign\u2019s ROAS directly in the Facebook Ads Manager or use a spreadsheet \/ 3rd-party analytics tool to calculate it.<\/p>\n\n\n\n<p>In order to see ROAS on your Facebook ad account, you will need to pass purchase values via the Facebook Pixel or Facebook app SDK.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/N7xlPeWwuLEOHAhoNNxsaS2AMyHdLYyGo07QufKv_9Of0TGL3iGz0Ogln4soHoGGVbVMdZ55B5CkUoYRQKMfysyMLQzmh7WfD21IMn6RXnb5es5jcyMCHMbDtBbcQ2oDnmEHt_Kb\" alt=\"facebook metrics\" width=\"609\" height=\"190\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Facebook advertising ROAS<\/p>\n\n\n\n<p><strong>What ROAS should you aim for?<\/strong><\/p>\n\n\n\n<p>I have seen companies achieving the ROAS of 12.0 with Facebook ads and others that are in the growth phase and happy with a ROAS of 0.50.&nbsp;<\/p>\n\n\n\n<p><strong>Also, your return on ad spend will vary per campaign objective:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Remarketing campaigns usually have the highest ROAS, up to 20.0<\/li><li>Awareness and Reach campaigns usually have a ROAS close to 0.0<\/li><\/ul>\n\n\n\n<p>You should calculate the overall ROAS of your acquisition, remarketing, and awareness campaigns combined to understand the total ROI of your Facebook ad campaigns.<\/p>\n\n\n\n<p>If your total ROAS is under 1.0, ask yourself whether there\u2019s really any point to running Facebook ads. In many cases, if the company\u2019s still in growth phase and willing to invest at a negative net rate, it does make sense.<\/p>\n\n\n\n<p><strong>In addition to ROAS, many companies also calculate Facebook ad ROI by comparing the CPA to average customer lifetime value.<\/strong> <\/p>\n\n\n\n<p>If the customer that you acquire via Facebook will keep making purchases (e.g. monthly subscriptions or small repeat purchases), you can calculate your average LTV to better understand the long-term ROI of your ads. Maybe your 14-day ROAS is low, but when you compare the CPA to a 6-month lifetime value, your advertising ROI will make more sense.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3. Frequency<\/h2>\n\n\n\n<p>Facebook ad frequency shows how many times a unique user has seen your ad during a set time period.<\/p>\n\n\n\n<p>I usually check the frequency of past 7 days and 30 days. If the frequency is very high, it means that most people in your target audience have been reached times over. It\u2019s time to either lower your ad budget or expand the target audience.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/-1V1u6CjO8CPxWjh1If-XcaKaekCVCdPF-ldMXCRNeKFJKAtowfrDGPrz7Cxx0WgrRXhYRH-efMuDWSguNmuMlbhVcsOF4afLIA8fjtl1n03gNZoSngUW8aXJo2mIFdQAC9mbrTY\" alt=\"facebook ad kpis\" width=\"575\" height=\"205\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Frequency = Impressions \/ Reach<\/p>\n\n\n\n<p><strong>The frequency benchmarks also vary per campaign type.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For Prospecting campaigns, I generally aim for a 7-day frequency of 3-5<\/li><li>For Remarketing campaigns, the 7-day frequency can go up to 10-12&nbsp;<\/li><li>For Awareness campaigns that have a broad target audience, the 7-day frequency of 2-3 seems to be the golden ratio<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">TOP 3 Facebook ad metrics you should ignore<\/h2>\n\n\n\n<p>Before we get to the rest of the Facebook KPIs that help you understand campaign performance, let\u2019s stop for a moment and see the ones that you should NOT be tracking.<\/p>\n\n\n\n<p><strong>Here are the 3 Facebook vanity metrics that I see companies reporting on:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>CPM<\/strong> \u2013 cost per 1000 people reached<\/li><li><strong>CPC<\/strong> \u2013 cost per click<\/li><li><strong>Ad click-through rate<\/strong> + relevance score<\/li><\/ul>\n\n\n\n<p>Ad agencies often like to show these metrics to their clients. \u201cLook, there\u2019s been an improvement in CPMs this week.\u201d Or another one I\u2019ve often heard: \u201cThe results got worse because the CPM is getting higher.\u201d<\/p>\n\n\n\n<p><strong>Here&#8217;s the thing:<\/strong> <strong>it is not the CPM that you should be evaluating. Always measure the CPA.<\/strong><\/p>\n\n\n\n<p>You can bring your CPM and CPC down by 10x easily by targeting a broader target audience or optimizing your campaigns on Reach or Clicks. But getting cheaper top-of-the-funnel results is useless if at the same time your real acquisition costs increase.<\/p>\n\n\n\n<p>Which campaign results would you prefer to have:<\/p>\n\n\n\n<p><strong>Campaign 1:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Targeting a 1% LAL audience in the US and optimized on Conversions<\/li><li>Total cost = $425<\/li><li>CPM = $65<\/li><li>CPC = $2.3<\/li><li>You get 50 purchases at $8.5 CPA<\/li><\/ul>\n\n\n\n<p><strong>Campaign 2:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Targeting everyone aged 18-60 in the US, optimized on Link Clicks<\/li><li>Total cost = $425<\/li><li>CPM = $5.5<\/li><li>CPC = $0.3<\/li><li>You get 25 purchases at $17 CPA<\/li><\/ul>\n\n\n\n<p>Naturally, you\u2019d prefer Campaign 1 that has a higher CPM and CPC Facebook ad cost, but because it is targeted at a more relevant audience, it brings more conversions and thereby has a lower CPA.<\/p>\n\n\n\n<p>That&#8217;s a bold comparison, but I&#8217;ve seen broadly targeted click-optimized campaigns (in the US) bring website visits at $0.15, but none of the 5,000 visitors converted. While conversion-optimized campaigns help you reach a much more relevant yet smaller audience that costs 10x more to reach, but is 50x more likely to convert.<\/p>\n\n\n\n<p>If your Facebook advertising goal is to drive sales or other conversions, track the acquisition metrics (CPA, ROAS, number of results), not vanity metrics (CPM, CPC, Click-through rate).<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/a2dwV62oF4DghNAqqTcLlHyOEOhHvWaIaPQaDRBPh61toKBIMhqXl-TGUE2YkSBkzXID_8HHlZkEMUT-bOa10FiurH3I_JbWscMQfKHG6Qup20R8-jrZhxi16bcNukJuOtqIjq7g\" alt=\"Moomin GIF\" width=\"479\" height=\"269\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Hide the vanity metrics and look at the CPA \u2013 <a href=\"https:\/\/tenor.com\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Image source<\/a><\/p>\n\n\n\n<p>Let\u2019s also talk about the CTR or Click-through rate.<\/p>\n\n\n\n<p>Sometimes, advertisers look at the CTR to understand whether their ad creatives are attractive to the target audience. However, I consider this to be a vanity metric as well. As long as your ads deliver a CPA and ROAS that you\u2019re happy with, looking at the CTR doesn\u2019t help to improve anything.<\/p>\n\n\n\n<p>The same story goes about various relevance score metrics. It is your ROAS and CPA that matter!<\/p>\n\n\n\n<p>Instead of checking the vanity metrics, make sure to update your Facebook ad creatives every 2-3 weeks to avoid ad fatigue. Pause the 3-5 lower-performing creatives and add 3-5 new creatives into your existing ad sets.<\/p>\n\n\n\n<p><strong>Read more: <\/strong><a href=\"https:\/\/karolakarlson.com\/ro\/facebook-ads-cost-and-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Facebook Advertising Cost Benchmarks<\/strong><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">9 more Facebook KPIs to better understand your campaigns<\/h2>\n\n\n\n<p>While the TOP 3 Facebook ad metrics \u2013 CPA, ROAS, and frequency \u2013 give a fast high-level understanding of your ad account performance, you may want to get additional clues for optimizing your campaigns towards an even better performance.<\/p>\n\n\n\n<p>The additional numbers you can check in the Facebook analytics depend on what type of product you\u2019re advertising. For example, the marketers running ads for mobile app, SaaS products or online stores all have slightly different metrics to check.<\/p>\n\n\n\n<p><strong>This said, here are the 9 additional Facebook metrics that I look at most frequently:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Total cost v.s. ad budget<\/li><li>Reach \/ target audience size<\/li><li>Number of mid-funnel conversions<\/li><li>Cost per mid-funnel conversions<\/li><li>Unique conversions + unique CPA<\/li><li>ROAS of 7 days + ROAS of 30 days<\/li><li>Results per ad creative<\/li><li>Marketing funnel conversion rates<\/li><li>Landing page conversion rate<\/li><\/ol>\n\n\n\n<p>Some of these metrics are not directly available in the Facebook Ads Manager. However, you can easily collect them on a spreadsheet or calculate them in your head while looking at your Facebook ads report.<\/p>\n\n\n\n<p>Below, you will find a quick explanation about each.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">7. Total cost v.s. ad budget<\/h2>\n\n\n\n<p>Sometimes, when your target audience is very small or there\u2019s a problem with your ad campaign delivery, Facebook won\u2019t use the total daily or lifetime budget that you have assigned.<\/p>\n\n\n\n<p>To notice such problems, you can check the expected ad spend (calculated based on your set budgets) v.s. the real ad spend per campaign.&nbsp;<\/p>\n\n\n\n<p>If you notice that some campaigns are not using the full extent of the allocated budget, you may need to troubleshoot them.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">8. Reach \/ target audience size<\/h2>\n\n\n\n<p>This metric will tell you what % of your ad set\u2019s audience has been reached during a set time period.<\/p>\n\n\n\n<p>I usually check the past 30 days Reach and compare it to the total audience size. You can either do this exercise on campaign or ad set level.<\/p>\n\n\n\n<p>For example, if your total audience size is 2,00,000 people and your ad campaign reached 1,400,000 people in the past 30 days, it means that 70% of your target audience members have seen your ads.<\/p>\n\n\n\n<p><strong>Usually, if your Facebook ads have reached a high % of target audience, the performance will start dropping.&nbsp;<\/strong><\/p>\n\n\n\n<p>There are no more new people to deliver your ads to.<\/p>\n\n\n\n<p>In case I notice that more than 60% of my target audience has already been reached, I consider expanding the target audience. For example, I might create a new Lookalike audience of 5% and replace it with the previously used 3% Lookalike audience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">9. Number of mid-funnel conversions<\/h2>\n\n\n\n<p>All advertisers have a one north star conversion. This is usually a purchase from an online store or the first purchase inside the mobile application.<\/p>\n\n\n\n<p>However, there\u2019s a number of aiding conversions that a user will do before committing the final conversion.<\/p>\n\n\n\n<p><strong>Conversions of eCommerce Facebook ads:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Online store visit<\/li><li>Product landing page views<\/li><li>Add to cart<\/li><li>Add payment method<\/li><li>Complete order<\/li><\/ul>\n\n\n\n<p><strong>Conversions of SaaS Facebook ads:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Website visit<\/li><li>Registration<\/li><li>Free trial signup<\/li><li>Purchase<\/li><\/ul>\n\n\n\n<p><strong>Conversions of mobile app Facebook ads:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Click to App Store<\/li><li>App install<\/li><li>In-app registration<\/li><li>In-app actions<\/li><li>In-app purchase<\/li><\/ul>\n\n\n\n<p>Look at all of your conversion funnel steps and seeing how many conversions you had for each. Sometimes, this can help to identify the problematic step in your conversion funnel.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/YkjJY4ZlbUjgaDtqptZMv_kxf_g1gM9wOmrB1gzid02FcNYVKcig0YqdlutNGG0M04yN2OimEaGYajHrt_uFPMtBboxaI_ET8qCCXsz6b297ua6o-gAKbDYm4PAmdF8ePnhocwoF\" alt=\"Moomin GIF\" width=\"425\" height=\"317\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Study your mid-funnel conversions \u2013 <a href=\"https:\/\/tenor.com\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Image source<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">10. Cost per mid-funnel conversions<\/h2>\n\n\n\n<p>When gathering data about your mid-funnel conversions, take a look at their cost-per-action.<\/p>\n\n\n\n<p>How much does a mid-funnel conversion cost? If you multiply the cost with the conversion rate from this event to the final purchase, you get an indication of the total CPA.<\/p>\n\n\n\n<p>Also, I like to keep track of some mid-funnel conversions\u2019 cost on a week-on-week or month-on-month basis to understand if there\u2019s any significant change.<\/p>\n\n\n\n<p><strong>Tip:<\/strong> To avoid getting lots of mid-funnel conversions that do not lead to the final purchase, optimize your Facebook campaigns always on the final purchase event. This way, you will indicate to Facebook algorithms that you\u2019re interested in the final conversion, not mid-funnel events.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">11. Marketing funnel conversion rates<\/h2>\n\n\n\n<p>Once you have collected your mid-funnel events\u2019 numbers onto a spreadsheet, go ahead and create formulas to calculate the conversion rates from one conversion to the next.<\/p>\n\n\n\n<p>E.g. if you know the number of website visits, add-to-cart events, and purchases, you can calculate the conversion rate between those events.<\/p>\n\n\n\n<p><strong>Looking at your marketing funnel conversion rates helps to identify any problematic stages.<\/strong><\/p>\n\n\n\n<p>For example, you might get 500 of Add-to-cart conversions, but only 90 visitors complete the purchase. This might indicate that there\u2019s a problem with your online store checkout, there are not enough payment methods available or the shipping fees are too high.<\/p>\n\n\n\n<p>Or maybe you get a lot of app installs, but none of those users will purchase. This can be a sign of poor in-app value proposition or a mismatch about what you promise in the ads v.s. what your product actually offers.<\/p>\n\n\n\n<p>Another useful thing about reporting on full-funnel conversion rates on a week-on-week or month-on-month basis is that you will immediately notice if some conversion rate suddenly drops. And you can pinpoint + fix the issue faster.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">12. Unique conversions + unique CPA<\/h2>\n\n\n\n<p>Depending on how your Facebook Pixel events are set up, Facebook may sometimes report on multiple conversions per user.<\/p>\n\n\n\n<p>For example, if you optimize your campaigns on online store purchases and one user makes 3 purchases, Facebook will report this as 3 conversions.<\/p>\n\n\n\n<p><strong>If you want to see the results per unique user, check the unique conversions and their cost.<\/strong><\/p>\n\n\n\n<p>You can easily add the unique conversions to your Facebook ad reports by customizing the columns.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/1TyMOz7fq7rkxi_QCF5y9XlrgHWkIE9VfE1A2VHNoT5Yih5x57JiEqZQbDTYj62VLRAdoyfyYawYIq5uXfe-2F7bhIUWrzg1tBVHI-a1gkvg7cmc8qRmwUqd-uPStXfpNgyCeqQG\" alt=\"facebook ad analytics\" width=\"644\" height=\"264\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Check the unique results in the Facebook Ads Manager<\/p>\n\n\n\n<p>Even better if you use a third-party reporting tool, e.g. Appsflyer for mobile apps or your in-house built reporting system to match Facebook conversions with actual purchases.<\/p>\n\n\n\n<p>The picture you get from the Ads Manager doesn\u2019t always match the real results, so review if there\u2019s a difference from time to time.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">13. ROAS of 7 days + ROAS of 30 days<\/h2>\n\n\n\n<p>The most common conversion window that Facebook advertisers use is 7-days click and 1-day view.<\/p>\n\n\n\n<p>This means that Facebook will attribute to its campaigns all the conversions that happen either 7 days after a user clicks on your ad or 24h after they\u2019ve seen your ad.<\/p>\n\n\n\n<p>When looking at the ROAS (return on ad spend) metric in your Facebook analytics, you will see the ROAS of your selected time period. As I like to report on ad campaign results on a weekly basis, I check the past 7 days ROAS.<\/p>\n\n\n\n<p>If there\u2019s a free trial period or a chance for repeat purchases within a 30-day period, I prefer to report on my ad campaigns\u2019 ROAS on a spreadsheet and not directly in the Ads Manager. And I like to look at both the 7 days ROAS as well as 30 days ROAS. That\u2019s because the users that have been acquired within a specific week might keep bringing additional value to the company.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/eOCrIjADu0ncgQyrT-iQCMQrSPbJsWp9uzOST-psGg_OGpbtOPYzVwUVYwTOqT_c2HuA5wKNAv6SaBRXserL4oEh9au1C7viVJ9YufQKBq_nKUrva5D3TViecGNbFuUz7RtPRN75\" alt=\"Moomin GIF\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Sometimes, the ROAS just keeps growing \u2013 <a href=\"https:\/\/tenor.com\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Image source<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">14. Results per ad creative<\/h2>\n\n\n\n<p>As I believe that good Facebook ad creatives play a huge role in campaigns\u2019 success, I wanted to dedicate one point purely to ad visual evaluation.<\/p>\n\n\n\n<p>When reviewing my clients\u2019 Facebook ad campaigns on a weekly basis, I like click onto the ad creative level and see which ads are performing the best.<\/p>\n\n\n\n<p>This helps me understand what types of creatives to create for the next A\/B tests (top-performers) and which ones to avoid in the future (low-performers).<\/p>\n\n\n\n<p><strong>I always evaluate ad creatives\u2019 performance on the number of conversions that they bring (no vanity metrics like CPMs or CTRs!).<\/strong><\/p>\n\n\n\n<p>There\u2019s one exception, however. Inside Awareness campaigns, I look at the Estimated Ad Recall Lift metric and consider the ads with the highest Reach and Ad Recall Lifts to be the top-performers. These are the ads that Facebook algorithms consider to work best, so they show them more frequently than other ads.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1680\" height=\"494\" src=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2021\/05\/facebook-ad-recall-lift.png\" alt=\"facebook metrics\" class=\"wp-image-5753\" srcset=\"https:\/\/karolakarlson.com\/wp-content\/uploads\/2021\/05\/facebook-ad-recall-lift.png 1680w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2021\/05\/facebook-ad-recall-lift-768x226.png 768w, https:\/\/karolakarlson.com\/wp-content\/uploads\/2021\/05\/facebook-ad-recall-lift-1536x452.png 1536w\" sizes=\"auto, (max-width: 1680px) 100vw, 1680px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\">Evaluate Awareness ads by Estimated Ad Recall Lift<\/p>\n\n\n\n<p>For an overview of good Facebook ad examples, <a href=\"https:\/\/karolakarlson.com\/ro\/ad-examples\/\" target=\"_blank\" rel=\"noreferrer noopener\">check out these galleries<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">15. Landing page conversion rate<\/h2>\n\n\n\n<p>Whatever your product, its sales funnel goes beyond Facebook and Instagram. And many Facebook advertisers tend to forget about it.<\/p>\n\n\n\n<p>If you\u2019re running an eCommerce brand, you take people to an online store. If you advertise a mobile app, your users will be directed to App Store to install your app.<\/p>\n\n\n\n<p><strong>Your Facebook ads\u2019 post-click experience is a critical part of your campaign. That\u2019s why, you should also keep an eye on the landing page conversion rate.&nbsp;<\/strong><\/p>\n\n\n\n<p>There are two main reasons for low landing page conversion rates:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Your value proposition is not attractive, people are not interested in your product<\/li><li>There\u2019s a big mismatch between what people see in your ad creatives v.s. on the landing page<\/li><\/ol>\n\n\n\n<p>Understanding the reasons behind low post-click conversion rates will help you to optimize your campaign performance even further.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quick recap<\/h2>\n\n\n\n<p>Whether you like to analyze your Facebook ad metrics in the Ads Manager or export them to a spreadsheet or 3rd-party analytics tool, the KPIs to check remain the same.<\/p>\n\n\n\n<p>Below is the list of TOP 15 Facebook ad KPIs to remember.<\/p>\n\n\n\n<p><strong>3 most important Facebook metrics:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>CPA<\/strong> \u2013 cost per acquisition<\/li><li><strong>ROAS <\/strong>\u2013 return on ad spend<\/li><li><strong>Frequency<\/strong> \u2013 impressions\/reach<\/li><\/ul>\n\n\n\n<p><strong>3 Facebook ad vanity metrics:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>CPM <\/strong>\u2013 cost per 1000 people reached<\/li><li><strong>CPC<\/strong> \u2013 cost per click<\/li><li><strong>Ad click-through rate<\/strong> + relevance score<\/li><\/ul>\n\n\n\n<p><strong>9 additional Facebook KPIs to understand your campaign performance:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Total cost v.s. ad budget<\/li><li>Reach \/ target audience size<\/li><li>Number of mid-funnel conversions<\/li><li>Cost per mid-funnel conversions<\/li><li>Unique conversions + unique CPA<\/li><li>ROAS of 7 days + ROAS of 30 days<\/li><li>Results per ad creative<\/li><li>Marketing funnel conversion rates<\/li><li>Landing page conversion rate<\/li><\/ul>\n\n\n\n<p>Et voil\u00e0! You\u2019re set to open your Ads Manager and give your account a quick audit.<\/p>\n\n\n\n<p>For more Facebook advertising advice, let\u2019s connect on <a href=\"https:\/\/www.linkedin.com\/in\/karola-karlson\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">LinkedIn<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>See the most important Facebook ad metrics to measure and learn how Facebook analytics work.<\/p>","protected":false},"author":5,"featured_media":5857,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[36,42,4],"tags":[30,37,62],"class_list":["post-5749","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook-ads","category-guide","category-in-depth","tag-facebook-ads","tag-facebook-advertising","tag-metrics"],"blocksy_meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - 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