{"id":2350,"date":"2024-08-19T19:03:06","date_gmt":"2024-08-19T19:03:06","guid":{"rendered":"https:\/\/getleadster.com\/blog\/?p=2350"},"modified":"2024-11-07T02:48:00","modified_gmt":"2024-11-07T02:48:00","slug":"facebook-ads-metrics","status":"publish","type":"post","link":"https:\/\/getleadster.com\/blog\/facebook-ads-metrics\/","title":{"rendered":"The Main Facebook Ads Metrics to Keep an Eye On"},"content":{"rendered":"\n

Knowing Facebook Ads metrics is very important to keep the most important aspects of each campaign in sight.<\/strong><\/p>\n\n\n\n

The routine of producing ads and publishing them can be a bit chaotic on Facebook Ads.<\/p>\n\n\n\n

There are always new campaigns, different targeting options, and approaches that you and your team need to test. And Meta’s Ads Manager, to be honest, is not the best advertising platform out there.<\/p>\n\n\n\n

In many cases, you need to have other complementary metrics, which you define yourself, calculated alongside the analysis by the Ads Manager.<\/p>\n\n\n\n

Today, that\u2019s the topic. Let\u2019s understand together which Facebook Ads metrics you need to analyze, where to perform this analysis, and how to do the calculations when necessary.<\/strong><\/p>\n\n\n\n

What are the main metrics that the Business Manager provides?<\/strong><\/h2>\n\n\n\n
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First of all, we need to understand which metrics Facebook itself already offers by default in the most basic view of Facebook Ads.<\/p>\n\n\n\n

These are the metrics you will see as soon as you open Facebook Ads.<\/p>\n\n\n\n

These metrics are the most basic of all. As we\u2019ve discussed, the Business Manager is not one of the best ad tech platforms on the market, and the information it provides is quite simple.<\/p>\n\n\n\n

But even so, these metrics are important for the work you are developing, and you will use them a lot in your journey with Facebook Ads.<\/p>\n\n\n\n

I wanted to make this separation here at the beginning of the article because, right after, we will talk about metrics that are a bit hidden in the Business Manager, the more in-depth ones and probably the ones you are looking for.<\/p>\n\n\n\n

But these are already available for your campaigns. As soon as you open Facebook Ads, these are the metrics you will see.<\/strong><\/p>\n\n\n\n

Let\u2019s first discuss these initial metrics. And then, we\u2019ll delve deeper into the others\u2014and where to find them.<\/p>\n\n\n\n

Starting with the most basic:<\/strong><\/p>\n\n\n\n

Reach<\/strong><\/h3>\n\n\n\n

Reach determines how many accounts viewed your ads. In other words, how many people were shown your ad at least once.<\/p>\n\n\n\n

This metric refers to unique views, okay? This is important to consider because there is another metric that will talk about total impressions.<\/p>\n\n\n\n

Reach is a very important metric, but in its own way. Many people either completely ignore it, thinking it\u2019s a vanity metric, or place too much emphasis on what it\u2019s saying.<\/p>\n\n\n\n

The correct approach is a middle ground. There\u2019s no such thing as a vanity metric because vanity is a human characteristic, and metrics don\u2019t have human characteristics! It\u2019s all a matter of interpretation.<\/p>\n\n\n\n

Reach becomes a vanity metric when it\u2019s not related to other metrics.<\/strong><\/p>\n\n\n\n

Good reach is determined by other factors. How many people converted from your ad relative to it? How many new followers did you gain compared to how many times your ad was seen?<\/p>\n\n\n\n

Alone, reach only tells you how many accounts saw your ad. Having a very large reach doesn\u2019t mean your ad was successful. And having a small reach doesn\u2019t mean the ad failed.<\/p>\n\n\n\n

But now let\u2019s move on to the second metric, which is similar to reach but has a fundamental difference:<\/p>\n\n\n\n

Impressions<\/strong><\/h3>\n\n\n\n

The number of impressions is a metric similar to reach because it also refers to views of your ad.<\/p>\n\n\n\n

But with a big caveat here, which differentiates it from reach: these views are not unique.<\/p>\n\n\n\n

In reach, each number indicates an account that saw your ad. If that account views the ad twice, it\u2019s not counted twice.<\/p>\n\n\n\n

Impressions are different: every time your ad is viewed, the metric records it.<\/strong><\/p>\n\n\n\n

If you access Instagram today at 10 AM and see an ad, you\u2019re counting one impression for the advertiser. If at noon you see the same ad, the metric increases again.<\/p>\n\n\n\n

Cost per result<\/strong><\/h3>\n\n\n\n

This is another metric that is also directly available in the Ads Manager, the Cost per result.<\/p>\n\n\n\n

This calculation is done automatically by Facebook when you set a budget for the campaign and define your objective.<\/p>\n\n\n\n

Facebook Ads then divides the amount invested by the total conversions for the objective and shows you in currency how much was spent per conversion.<\/p>\n\n\n\n

It\u2019s basically an expanded CPA because here we\u2019re not necessarily analyzing sales but any conversion in the defined objective.<\/p>\n\n\n\n

Amount spent<\/strong><\/h3>\n\n\n\n

The amount spent is a temporal metric in Facebook Ads\u2014that is, it will vary according to the analysis period.<\/p>\n\n\n\n

It basically indicates how much has been spent on that set of ads up to the moment of analysis.<\/strong><\/p>\n\n\n\n

This is a metric that doesn\u2019t have much strategic value, but it needs to be monitored because mistakes happen.<\/p>\n\n\n\n

Maybe you set a higher budget and didn\u2019t even notice. Maybe your targeting has some issues. These\u2014and other\u2014cases can be corrected before you end up spending more than you should without getting the results you needed.<\/p>\n\n\n\n

Especially since Facebook Ads have ad settings that can last weeks or even months, with charges applied daily.<\/p>\n\n\n\n

So, if you entered an incorrect amount\u2014total budget instead of daily budget, for example\u2014you can fix the problem before you spend 10 times more than expected on a campaign.<\/p>\n\n\n\n

Video metrics<\/strong><\/h2>\n\n\n\n
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If your ad is a video, there are also specific metrics that you can track that are not displayed by default by Facebook Ads.<\/p>\n\n\n\n

To access them, you\u2019ll need to click on the \u201cColumns\u201d option, which is just below the campaign view tabs.<\/p>\n\n\n\n

Then, in the dropdown menu, click on \u201cvideo metrics.\u201d Now, the analyzed metrics will be specific to the video, including:<\/strong><\/p>\n\n\n\n