Top Metrics to Watch in Facebook & Instagram Ads for Success
Facebook ads, Instagram ads, and audience network ads are all run through the same platform and there are hundreds of metrics to look at.
Remember that metrics will vary depending on the type of campaign you’re running: top of the funnel, the bottom of the funnel, or somewhere in between. The goal is to move customers and clients from through so it’s important to pick different strategic marketing objectives. The top of the funnel should flow down to the bottom of the funnel.
Here are the top 10 metrics teams should look at and consider when evaluating the success of Facebook and Instagram ads.
#10 – Reach
Reach is how many people your ad and campaigns get in front of. Statistically, it’s important to understand if the reach of Facebook ads, Instagram ads is going up or down. There’s a lot that plays into that which leads to some other metrics. If ads aren’t getting more reach, it’s because of budget or the ad needs different copy or creative. There’s limited space in the social media feeds for Facebook ads, Instagram Ads. Because of this, there’s an algorithm that places the frequency ads show according to how much engagement occurs.
#9 – Engagement
Engagement with Facebook ads, Instagram Ads means comments, likes, and shares. Ads with little engagement show that the audience doesn’t like the ad. If users scroll past an ad and it’s likely that they don’t care to see that in their feed. Ultimately it can potentially lead to users leaving Facebook ads, Instagram to visit another website. The platforms also reward accounts with more engagement on Facebook and Instagram ads so they end up paying less to get in front of the audience.
#8 – Frequency
Frequency is how often the same person sees Facebook ads, Instagram ads. While studies argue that ppl need to see the ad at least 8 times to make a decision, the actual number isn’t good or bad. Rather, think of using frequency to understand why reach might be low. If the same user sees the Facebook and Instagram ad multiple times but conversions (desired actions) aren’t increasing then the ad copy and creative needs to be changed.
#7 – Video Views
In Facebook ads, Instagram ads, videos are huge. The longer educational and fully designed videos take time but short video clips can also attract attention. Watch to make sure the time and energy getting videos created and posted is worth it. If most users drop off after only 30 seconds of a longer video, it’s probably not a great video. Top of the funnel Facebook and Instagram ads are great for video objectives. For example, introduce a product and see how many people are moving to the next stage of the funnel and on their way to conversion.
#6 – Outbound Clicks
This means a user clicked on the ‘Shop Now’ or ‘Learn More’ button on Facebook and Instagram ads. They have decided that the video or post is engaging and want to know more. Watch this metric because when users are not getting to the next stage, Facebook and Instagram ads really just become a form of branding. While people could go to the Facebook ads, Instagram page to find info, ultimately the goal is driving traffic to your website.
#5 – Click-Through Rate
Click-through rate is how often Facebook and Instagram ads are placed in front of users and how often they are clicked. The national average is pretty low at about .5%. However, don’t judge on the national average but rather what the individual account average is. Consider: In the last 30 days, what is the CTR you need to meet or beat? That is the metric to pay attention to for the Facebook and Instagram ads.
#4 – Cost Per Click
Cost per click should be watched to see if it is going up or down? If the cost is going up, it could be because there’s not much engagement with an ad so Facebook doesn’t reward you with a lower cost. Therefore, it’s time to change the image or ad copy. Good ways to get top of funnel messages out are video or engagement objective because the cost to get in front of a potential client is less than for example the traffic objective where you’re trying to get to folks who will actually click through. While there are averages and industry standards it’s always best to look at your own engagement and your own budget.
#3 – Landing Page Views
Facebook has its own metric that tells the bounce rate of the website. Landing page view means the user actually waited for the website to load. If the website is slow to load, users may not wait and it happens all the time. Also, be sure to have the Facebook pixel on your website for tracking. That little piece of code tells you info about the users who stick around when they visit a website.
#2 – Conversions
Conversions are phone calls, form fills, or whatever action is intended for a potential customer to take and it is a metric some marketers have trouble setting up. Though it can be technical because the desired actions may have to occur or outside software is needed in order to track it, recently Facebook has made it easier. It can get techy and it is a metric many miss. Remember, it’s not about driving traffic to the site but rather, it’s about driving qualified traffic that gets customers to the next step. Ultimately, when seeking success with Facebook ads, Instagram ads, marketers become salesmen because they have to turn lookers into buyers.
Google Analytics should be used as a cross-reference to what’s going on with Facebook ads, Instagram Ads. The funnel starts at getting qualified customers off of Facebook and Instagram and to your website. There is a world of metrics that can be useful and pair with ad results. Some favorite metrics to look at are repeated in the Google Analytics Dashboard. Does it bounce? Do visitors look at nothing and leave? Are users attracted to a certain page? How long do visitors spend? When/where do they leave?
Look at these top 10 metrics when running Facebook ads, Instagram Ads and follow the marketing funnel. If a particular ad isn’t getting good results, try something else. These metrics give ideas about what needs to be adjusted and can lead to more success with Facebook ads, Instagram Ads.