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Facebook Ads Reporting: 6 Metrics You Should be Tracking

Facebook ads reporting
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Have you looked at a Facebook ad campaign, trying to figure out whether it was worth the money, or not?
 
Learning the metrics through Facebook Ads reporting is crucial. As knowing how to set up the campaign.
 
Knowing which metrics to track will prevent you wasting money on campaigns. Understanding the metrics can make all the difference between success and failure.
 
We’re going to take a look at what you should know about Facebook Ads reporting. Especially the metrics you should track.

Facebook Ads Reporting: 6 Core Metrics to Track & What They Mean

The Facebook Ads reporting dashboard can be a little overwhelming when you see it for the first time. It can be difficult to know which metrics matter and which don’t, and what they mean for your campaigns.
 
When you’re looking at your ads dashboard, there are some metrics that aren’t shown by default but can be valuable.
 
Let’s look at which metrics you should focus on and how they impact your ad performance.
 

1. Results & Result Rates

 
Your results tell you how many times users have taken the action that you’ve optimized your campaign for. This includes watching a video, clicking to your site, filling out a lead form or making a sale. Also any other event that you can track on Facebook.
 
Your results rate shows you the conversion rate and how often people will see your ad.
 
These are some of the most important metrics you can look at. They’ll show you which campaigns are most effective at driving the results that you want.
 
You can measure different types of actions. For example, one campaign drives plenty of “adds to cart” but only a small number of conversions.
 

2. Cost Per Action (CPA)

 
You should also pay attention to your cost per action when assessing your campaigns. This may sometimes show up as cost per click (CPC), or something like cost per download. The CPA metric tells you how much you’re spending for each action that you’re bidding on.
 
It’s important to keep an eye on your CPA so you can ensure that your campaigns are profitable. If you’re spending £5 per lead and can only afford £4, you’ll run out of ad spend and can hurt your business . You can set caps on bids to prevent this.
 
One important note: Don’t pause higher-cost campaigns. Sometimes a campaign that has a £5 cost per click will send a better quality lead than a £3 click. This means that users are more likely to convert or convert at a higher value. Watch the numbers before reacting.
 

3. Reach

 
Your reach tells you how many unique individuals you’ve reached with a single ad in a set time frame. This is more valuable than impressions alone. Because you can see how many people are seeing your ad in total. If you have a reach of 10,000, it means that 10,000 people saw the ad. If you have 10,000 impressions, it means the ads viewed 10,000 times from any number of users.
 
You want to make sure that your reach is wide enough that you can get results, and that your ad is being delivered. If not, you can run into frequency issues (which we’ll discuss in a minute) or your audiences may be too small.
 

4. CTR

 
CTR is your click-through rate, which tells you how many people clicked on the ad.
 
CTR isn’t the be-all-end-all, but it’s useful for a few reasons.
 
The first is that it shows clear interest by the user. They at least wanted to see what came after the ad, which is some level of intent.
 
The second is that it’s a great trouble-shooting metric. If plenty of people click on your ad but then don’t convert, it may mean any of the following:
 
  • Your Facebook landing page isn’t strong enough.

     

  • You’re not targeting the right audience.

     

  • The offer is still too expensive or doesn’t align with their budgets or needs.

  • The ad isn’t explaining the offer enough that they’re motivated to act.

Do not use CTR in place of conversion-oriented metrics. It’s only useful to assess the health of your campaigns.
 

5. Frequency

 
Frequency is a metric that you still want to keep your eye on with Facebook Ads reporting.
 
Frequency tells you how often a single user sees the same exact ad within a set period of time. If users see the ad ten times, it’s not as effective as ten different users seeing your campaign.
 
Ads reach a certain point where the likelihood of converting on that single ad decreases. If this happens, you’re wasting potential ad placements.
 
It’s best to keep your frequency at a three or under. Some repetition is okay, but if it’s higher, it’s worth revamping your campaigns or checking your audience. Ad fatigue is a real problem that could derail your campaigns.
 

6. Quality Ranking

 
This tells you how relevant your ad is to your audience.
 
Ads with higher engagement, CTR, and conversion rates see higher quality ranking. Ads with negative reactions, low engagement rates, and “this isn’t relevant to me” markers go down.
 
Your quality ranking can actually impact your ad costs. More higher-ranking ads receive lower CPCs by Facebook. If campaigns with only decent scores are getting you the results you want, there’s no reason to pause them.

Which Metrics Aren’t As Important?

All metrics can tell you something about your campaign, but some aren’t as crucial as others.
 
There are several “vanity” metrics that don’t carry much weight in performance. Although they can be useful if you’re ever looking to troubleshoot ads.
 
“Not-as-important” metrics may include the following depending on your campaign:
 
  • Impressions

This metric is helpful to make sure people are seeing your ad campaign. But, each can tell you how many unique users are seeing your ads.
 
  • Engagement such as likes or comments

It can be exciting to have people liking or commenting on your ad. But if that’s all they’re doing and the point is to drive off-platform action, it isn’t enough. Focusing on likes, won’t deliver meaningful results.
 
  • Amount spent

Some new advertisers look at the “amount spent” tab and want to pause high-cost campaigns. This can be misleading though when looked at on its own. This should not be a metric you look at in a vacuum, so to speak, without considering what else is happening around it.

Final Thoughts

Facebook Ads reporting to keep an eye on key performance metrics is an essential for success.
The right tools can help, and knowing what metrics to focus on is key. Remember to customize the dashboard. It’s got all the data you want available at a first glance for easier management moving forward.
 
Do you want to learn the language of Facebook Ads? Download my Free Facebook Ads Jargon Buster!
 
I also offer a Facebook Ads Management Service as a ” done for you option ” giving you your time back. Focus on your business.. You’re in safe hands.

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Gavin Foley - Measured Social

Gavin Foley - Measured Social

I'm a Social Media Marketing Manager and Facebook Ads Strategist and after working in Social Media for a large high-street retailer, I now help businesses target their perfect customer's to generate more leads and convert more sales. My mission is to get your business in front of more customers! 

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