you are listening to the doctor digital podcast. and this is another episode . once again the so let's get started. Facebook ad metrics much track overwhelmed by all the metrics inside baseball Mets manager wondering which ones to focus on
in this episode you'll find important important metrics to use when analyzing the Facebook ads. plus you'll discover how to track them with a custom report tracking Facebook ads metrics. when it comes to Facebook ad metrics we could broadly characterized to default the default metrics already exists in S. manager and you can simply select them when creating your custom report custom metrics on the other hand those you create using different formulas to display data that isn't available as standard in your ad account
it's easy to become overwhelmed by the sheer number of Facebook ad metrics you can analyze and your ad account reach impressions frequency results click through rate that CTR quality score conversion ranking and return on ad spend
R. O. A. S.. keep those acronyms in mine. I'm going to talk about them some more. to name just a few. and with the ability to create custom metrics. the options become endless. the measure the real impact of your Facebook advertising on your business and how it's generating new sales and customers
I'm gonna walk you through how to add core metrics both default and custom to a customer report
one. create a canoe custom report in Facebook ads manager to start. you're going to need a build a custom reports you can add all the default custom metrics
I'm going to cover into one data view. this will allow you to look at all these metrics across your campaigns ad sets and ads with ease
let's assume you're using Facebook ads to generate sales for your business. using the conversions campaign objective optimizing for purchases. the goal of your campaign is to generate a purchase action which represents the sale of your product or service
this would be tangible like in an E. commerce business running through Shopify or sell a product for information business running through could job you percent car to build a custom report open your Facebook ads manager dashboard and click on the columns button on the far right of the screen you'll then see a list of all the default metrics with performance selected by default
2 and 4 metrics to assess website traffic from your Facebook ad. the first 4 metrics you want to add your report will help you determine what the traffic generated from your Facebook ad is getting to your website and how much it's costing you start by adding these 3 metrics link clicks CPC cost per link click landing page views
you can use the search bar at the top of the screen to quickly find the metrics you want to add these 3 metrics are important on platform metrics that measure the drop off between people who click on your ads
and those who stay to load your website. this is one of the first things to look at when running Facebook ads because it indicates how much of the traffic
clicking on the ads is actually getting to U. U. R. L.. destination. one reason for the drop off between link clicks and landing page views is slow page load times
if you get 100 link clicks but you only see the landing page views. that means your website is loading too slowly. and you've got a big issue on your hands. you just double the cost of your traffic because only one in 2 people are staying to load the page and set of everyone who clicks on your ad
another important metric you need to measure because it determines your CPC is CTR specifically the link CTR added after landing page views metric
the better your CTR click through rate. the more Facebook will reward you as an advertiser giving you a lower CPC as there is a direct correlation between CPC and CTR
for example you can benchmark CTR is based on the temperature of your audience. you'll see a lower CTR for cold audiences like look alikes and interest based ones. because these are new people who don't know your business yet. aim for at least a one percent CTR for these type of audiences for warm audiences up Instagram engagers
you'll see a higher CTR so aim for a minimum of 1.5 percent. and for a hot audiences a website traffic or e-commerce standard events such as. add to cart. strive for at least 1.75 percent CTR. 3 and 4 purchase space. Facebook ad metrics. I'm gonna move on to purchase based metrics. you want to add these 4 metrics to your reporting column. total number of purchases purchase value giving purchase conversion value cost per purchase giving cost per acquisition purchase
R. O. A. S.. after you add these metrics. be sure to deselect the check boxes under each purchase metric in the right hand column
these give you a further break down you don't want. as you're looking at the metrics. as a whole figure. the 4 purchase metrics of both will tell you everything you need to know about the number of sales you're generating
how much revenue you can attribute to the sales. your cost per acquisition. and your R. O. A. S. giving you the profitability of your Facebook ads. number 4. add to custom metrics to track. average order value in sales page conversions. now you're going to build 2 custom metrics that will give you additional insight beyond the default metrics that Facebook gives you
average order value. the first custom metric you want to create is average word order value. A. O. V.. and the customize columns window click the create custom metric link what's safe cost you $15 to get a purchase
and the. a greed is $45. your R. O. A. S.. is it 3 times. because $45 divided by $15 equals 3. you're going to use the following formula for Facebook to calculate your AOV purchases conversion value plus purchase
next to the name of your custom metric select numeric from the format drop down menu
then in the formula section. start typing in purchases conversion value and select it from the menu that pops up. next click the division symbol and then type in purchases at the inventor the formula. click create metric that now shows you the AOV. the next step to add to this custom metric T. report. in the middle column select a will be in the custom metrics section alias super important because you're analyzing ad you'll find some ads have better on Facebook metrics like a better CTR
however there are a ask might not be as good because they're A. O. V. is not as high
understanding what ads deliver the highest A. O. V.. and therefore the highest. R. O. A. S.. it's critical to measuring your Facebook ad success and knowing that next steps whether that's further testing
optimizations or scaling sales page conversion rate. the other custom metric you want to create a sales page conversion rate. it's critical to know your sales page conversion rate. because you can then see which Facebook ads convert better not just from the C. T. R. perspective which is an on Facebook metrics
but using an off Facebook metrics like sales page conversion rate to set up this custom metric
click on create custom metric again type in sales page conversion rate for the name of this metric and shoes percentage as the format
this is going to be a customer. R. O. A. S. report with which you can measure your campaign's effectiveness. you'll be able to choose it from the columns drop down menu in your ads manager dashboard
conclusion. these are the key metrics that you need to track on Facebook or at least some of them
default ones plus custom metrics that you can create. they're going to be fundamental to evaluating your success on the platform. by using on Facebook metrics such as link clicks and landing page views. you can measure the effectiveness of the traffic being sent to your site. then using the office book metrics. the purchase ones in custom metrics you can measure the real impact of your advertising on your business and how it's generating new sales and customers
hope you enjoy the episode. that's it for this particular episode docuseries masonic Dr digital signing all be sure to subscribe like and review the doctor digital podcast that doctor vigil podcast like cotton candy for your new year's day is
