Facebook captures a lot of data relating to your adverts and it does this is real time, which means you are able to view and dynamically tweak your adverts to make performance-enhancing changes.
You can view results at Account, Campaign, Ad Set or Ad level and you can choose which metrics you want displayed, such as impressions, clickthroughs or conversions. Facebook helps out here by suggesting metrics that support the objective you set at campaign level.
The Campaign level will give you headline figures – useful for creating return on investment reports to demonstrate to yourself (or your bosses) how much was spent and what was achieved.
Ad sets reporting will give you a sense as to which target demographic is the most responsive. Should you be promoting your pet grooming service to men or women? Or selling your sun cream to city dwellers, or those who live by the sea?
Ad reporting will tell you which creative is working best and help you refine your choice of media, imagery or text. Perhaps that overtly salesy ‘Please, please buy now!’ copy is putting people off, but you’re getting a great reaction from people wanting to sign up for a competition to win a pair of new shoes.
You can use the ‘breakdowns’ function to dissect the information by delivery, action and time, this allows you to see which audiences are viewing your ad and how (i.e. which device, locations)
Once you’ve created your report you can save it and email it to yourself. You can also schedule it to drop into your inbox at regular intervals (i.e. monthly).
Select just a half a dozen useful metrics to keep track of and do so at regular intervals, perhaps even daily to begin with. Don’t be put off if your campaign isn’t working, or your cost per click is high, it just takes a bit of trial and error to get it working well. And if you need a bit of advice on how to improve your campaigns you know where to find us.
If you’re still reading this, well done! And if you’ve come this far, maybe you’re willing to come a little further.
At Social Brighton we know that we can help take your business to the next level using Facebook advertising. We’ve worked successfully with charities, cinemas, councils, golf clubs, high street brands, and everyone in between to kick-start their Facebook advertising campaigns, and to help them continuously improve.
Have a look at some of our happy client testimonials, or get inspired by examples of great adverts and success stories on Facebook.
Thanks folks, until next time.