Are you struggling to articulate how your Facebook campaigns are tracking?
If so, you’ll love this acronym I created: C.L.E.A.R.
You can use this to report holistically on the success of your Facebook advertising through conversions, link clicks, engagement, audience growth, and reach.
Conversions come in many forms and are not limited to what your Facebook pixel can track.
Standard events and custom conversions are two ways you can show conversions through the Facebook pixel. However, conversions can also be reported through Google Analytics and Google Tag Manager; here can also report on conversions such as the number of people that have clicked on your ‘call now’ link on your website.
It’s important you track as many conversions as possible along with customer’s journey so you can monitor the impact of your advertising and the return it is generating.
To report on conversions, I suggest picking your top two or three most important conversion metrics.
For example with an e-commerce campaign, you could look at reporting on the number of people who viewed your landing page, added your product to their cart, and purchased. This way you can see important analytics like the ‘cart abandonment rate’. For service-based businesses, through Google Tag Manager and Google Analytics, you can report on the number of phone calls and online form submissions.
Measuring conversions is essential for determining what is working well and highlighting areas of improvement for your Facebook campaign.
Link clicks track how many people are clicking on your ad’s call-to-action button, click on a link in your ad’s body text or click your ad’s hyperlinked image.
Whatever your call-to-action is, tracking link clicks is a vital metric to split-test and monitor performance.
Engagement measures how many people are actually taking notice and engaging with your ad. For example, engagement metrics can be reported as the number of likes, comments, and shares your ad is generating. Your ad’s relevancy score and click-through rate (of all clicks) also helps to paint the picture of how engaging your ad is. Engagement metrics can actually have a significant impact on your overall ad performance, as Facebook will charge you less if you’re creating a high-quality and engaging ads.
At Missing Link Social Media, we don’t normally create campaigns to increase Page Fans as much anymore.
Since about 2014, Facebook’s newsfeed algorithm has been getting worse for businesses and continues to impact the number of fans you’ll reach organically with your posts.
On average, about 5% (or less) of your fans will see any given post!
So we now consider audience growth as ‘added value’ to our other campaign objectives, rather than creating Page Likes campaigns specifically to build our audience.
Reach, in Facebook terminology, is the number of unique people exposed to your ad.
It’s different from impressions, which measures how often your content has been exposed to your audience regardless of whether it’s a unique person or not.
Another key metric to monitor is frequency, which measures the average number of times each person has been exposed to your ad over the time period you are viewing.
i.e. Impressions / Frequency = Reach.
Keep an eye out for these metrics to track your overall brand awareness and assure you’re not reaching the same people too often.
Need a hand with your reporting?
If you’re still unsure, leave your comments in the box below, or get in touch today.