fbpx

5 Facebook Ad Metrics You Should Always Measure

by | Feb 4, 2020 | Marketing

Facebook advertising is an incredibly powerful social media tactic. Why else would 72% of marketers use the platform to run social media ads? What are the 5 Facebook Ad Metrics you should always measure?

But how do you know it’s working? And how can you ensure you continually get the best results from your budget?

As with all digital marketing tactics, you need to measure the right metrics.

Before we look at the metrics you need to guide your Facebook advertising campaigns, there are two metrics you shouldn’t focus on:

  • Likes
  • Reach

These are known as vanity metrics.

For years, marketers and business owners have been focusing on getting more “likes”. But even if you have thousands of people like your ad campaign, that doesn’t mean they will take action and become a customer.

That’s not to say “likes” mean nothing. They can add social proof, which builds trust and credibility.

The same goes for “reach”.

Even if your campaign reaches tens of thousands of people, it doesn’t matter unless they convert.

So, what are the Facebook ad metrics you should use?

Take a look:

1.      Return On Ad Spend (ROAS) 

Think of ROAS in the same way as return on investment (ROI). It is a measure of your success with Facebook advertising, telling you whether your digital advertising dollars are getting results.

How to calculate ROAS:

ROAS = Total revenue generated from Facebook ads (i.e. return) / Total ad spend

2.      Cost Per Sale

This tells you how much you are paying to make a single sale using Facebook ads.

How to calculate Cost Per Sale:

Cost Per Sale = Total number of sales generated by Facebook ads / Amount spent on Facebook ads

3.      Cost per lead

Depending on your business, your goal for Facebook advertising might not be to generate sales. For services or high-value purchases, you are probably focusing on driving leads and getting potential customers into your nurture campaigns.  According to Databox, 49% of Facebook advertisers say generating leads is their most common goal for Facebook ad campaigns.

This is why it’s important to measure the number of leads and the cost per lead.

How to calculate Cost Per Lead:

Cost Per Lead = Total number of leads generated by Facebook ads / Amount spent on Facebook ads

4.      Number of Ad clicks

How many times are people clicking on your Facebook ads? More clicks means people want to find out more and are interested in what you have to offer.

Here’s the confusing part: an ad click isn’t just when someone clicks through to your website.

It is any action someone takes when they see your ad. For example, it could mean they expand the ad to read more, scroll through the carousel to see other products, and so on.

Ad clicks can tell you a lot about your campaigns. Let’s say you have a high number of clicks, but your conversion rate is low. You need to work on optimising your web page to drive conversions.

5.       Conversion rate

Conversion rate is another top metric for Facebook advertising. It tells you the percentage of people who click on your Facebook ad and convert – whatever that means for your business. That could be downloading an ebook, purchasing a product, signing up to your newsletter, making an enquiry, and so on.

What now?

The bottom line is this: If you want to get the maximum return on your Facebook ad investment, you must measure the right metrics.

But it’s not enough to collect the data; you should be using the insights to test, fine-tune and improve each ad campaign. Test different headlines. Refine your target audience. Try out new calls to action. See every ad as an opportunity to improve.

Looking for more practical ways to use Facebook advertising as part of a high-return social media marketing strategy?

Recent Blog Posts Testimonials

“Easy to deal with”

Laura Lace

“…I originally enrolled in Transformed’s Diploma of Project Management on the basis of their flexibility. ..As I subsequently discovered, Transformed’s approach extends even further to include ‘one on one’ coaching sessions… and adjusting the training to fit in with the client..”

Michael Irwin
Austrade

“The most practical and well organised course I’ve been involved with, perfect for anyone with a demanding full time career and family commitments. My facilitator was extremely helpful and being part of the construction industry applied a very focused approach to the course content which assisted me in completing my studies, Would strongly and have already recommended Transformed to those looking to complete their Cert IV and Diploma in Building and Construction. Thanks for all your efforts and support.”

Aleks Petrovic
Cert IV and Diploma in Building and Construction Student

“I am so appreciative of you and Transformed for your flexibility and support- THANK YOU”

Louise Anderson
Cert IV in P & C student - May 2020

“Working at my own pace online and the response time to emails and responses were always great”

Ekaterina Sidorova
Lend Lease

“Phenomenal course to understand contract management in the best way possible. I am working as a Procurement Manager and never understood contract part completely but this course helped me to understand key points of contract management. Thanks to author for creating this wonderful course. ”

Nitin
Student - Introduction to Contract Management - August 2021

“The excellent and prompt communication from my assessor”

Cert IV in NatHERS Assessment student

“Don has been a terrific teacher and very prompt with feedback throughout the whole diploma, which has been great!”

Anna
Diploma of PM

“I found the course easy to follow and navigate through. I would recommend this course to others”

Ekan
August 2018

“Just wanted to say thank you so much for offering such a great course, I have really enjoyed studying my Certificate IV in Home Energy Efficiency and Sustainability with Transformed”.

Melanie
Cert IV in HEES student, July 2021

“I am very satisfy with the study”

Eric Lam

“The self-paced learning it allowed me to work whilst studying”

Haylea Edwards
Efficient Living

“Ease of delivery, completing from work”

Simone
Qld Health

“Just wanted to say thanks for putting up with me and getting me over the line!! Which I know was a bit difficult with no background in the industry!! Thanks very much and I look forward to starting my business and conquering the world as an Energy Rater!”

Laura Lace

“I engaged Michael Young from Transformed to assess me for the Australian Institute of Project Management Certified Practicing Project Manager. I wanted to be certified as I wanted to verify that the skills and knowledge was in line with industry best-practice. At first it seemed a bit daunting, however, Michael made the process very easy, providing templates for references and self-assessment as well as providing a list of the project management documents I would need to provide as evidence. The assessment interview was very relaxed and more like a conversation than an assessment, which brought out the best experiences to evidence my capabilities. Because of Michael’s current government security clearance, we were able to look at specific of particular projects, rather me than having to spend a heap of time sanitising documents. Since the assessment, I have been successful in gaining a promotion..”

Mike McCarthy

“Thanks for your support over the years and I look forward to doing more courses at Transformed in the future”.

Gerard
Cert IV in HEES - March 2022

“My assessor was absolutely fantastic and I couldn’t have achieved this without her encouragement and guidance’.

Simone
Cert IV in Procurement & Contracting - March 2022

“I think everything worked very smoothly”

Susan Mariott
Quality Home Design and Drafting Service

“I want to thank you for providing that encouragement and feed back at appropriate times. You make me and I’m sure all students, feel special and like we are getting personal assistance, which I have received. I don’t know how you manage all that you do but you do it well. Thank you”

Darrell
Cert IV in NatHERS Assessment student

“Learning – I have now fine-tuned my existing skills”

Brian Peterson
Moreton Bay Regional Council

“I’m extremely impressed by The Cert IV in HEES delivered by Transformed. It is a fantastic, relevant, and interesting course with great content. The study materials and assistance have been exceptional. Thanks again to Transformed for their support”.

Matt Wade
Cert IV in HEES Student – April 2022.

“I also want to take the opportunity to thank you for all your help during my studies. I think your training company is very professional and I would endorse you and Transformed to anyone looking to study distance learning”

Doug Madarovski

“All round I’ve been really impressed with how professional everyone at Transformed has been”

Anna
Diploma of PM

“The course is really well organised, your videos and zoom meetings were extremely helpful, the platform functions perfectly, your response time to queries and questions is always prompt and overall it is just been a wonderful experience”

Melanie
Cert IV in HEES student, July 2021.

“Always good and prompt feedback from Michael”

John Logan
Draft Comps Services
Archives