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