So far in our Digital Marketing Crash Course we’ve looked at how to create a Facebook Page and set-up your advertising campaign. Now we’ll look at how to measure the success of your campaigns
If you look at your Facebook Business account you probably see a lot of numbers in columns. These are the default metrics Facebook show about your campaign. To change this go to the top right corner of your screen and click on "Columns." Here you have a range of pre-set views like "Delivery" or "Engagement." At the bottom of this menu you can customise what you see and add in the metrics you want to see. Although we recommend you don't go crazy and add a confusing amount of metrics! You can also breakdown a metric. For example, by gender, location or device. This is a great way to start narrowing down your broad audiences.
To measure the success of your digital marketing campaign there's a number of key metrics you'll need to know. Alright, let's get into it!
We hope you're as ready and excited as we are.
Impressions, reach and frequency
Impressions and reach are often confused. Impressions count the number of times
people have seen your ad. Reach counts the number of people
who've seen your ad. If 50,000 people see your ad twice you have 100,000 impressions and a reach of 50,000. Your frequency shows the amount of times people see your ad on average. In general we try to keep our frequencies below five, unless it's still successful. If people see your ad too many times they'll get fatigued and be less likely to engage.
CPM is the cost per thousand impressions
. This will vary greatly depending on size and audience. A CPM between $10 and $15 is good. Although specific audiences may have higher costs. People in the market for their first home will have a high CPM for example. There's no good or bad CPM, just what is profitable for you.
Clicks, CPC and CTR
Clicks measure the number of people who clicked on anything in your ad
. That includes clicking on a photo to enlarge it. Outbound link clicks are the number of people actually clicking to go to the link you've put in your ad. We tend to use this metric more. CPC is your cost per click. CTR is your click through rate, or percentage of people who click versus the number of people who've seen it. A 2-4% click through rate is good. For warm audiences you can see this rise up as high as 9% which would be very good.
Relevance Score is how relevant Facebook thinks your ad is to its audience
. This will affect your CPM as Facebook penalises ads with low scores. As we discussed earlier in the series, social media platforms want to show people content relevant to them. If you’re advertising motorcycle helmets to motorcycle enthusiasts then your score will likely be high. If you're advertising those helmets to people with scuba diving interests then it's likely your score will be low. Ads with high engagement will see their scores boosted. If your relevance score is below seven it might be worth rethinking your imagery and copy.
We hope that post had a highly relevance score too, bro.
Website conversions measure the number of people who've "converted" on your site
. For e-commerce sites this is a purchase. Website conversion value is the total amount that has been spent. In order to track conversions you need a Facebook Pixel. Conversions can also track lead forms or collected emails. You can set your own static conversion value for these. If on average you make $100 profit per sale and one in ten leads converts, then your static conversion value is $10 a lead.
As you can see there are a lot of different metrics to look at. It's worth taking some time too determine what's relevant to you. At this point in our Digital Marketing Crash Course you should know how to setup a Facebook page, start advertising through Facebook and how to measure your campaigns success. In the next part we're going to look at promoting your business through Google! As always feel free to shoot us an email or comment with any questions. You can also listen along to our podcast on Soundcloud: Devote Digital Marketing Podcast