3 Important Things You Should Track to Improve Your Facebook Ads

Caitlin McElwain

Advertising your business on Facebook is a smart move. But if you’re not making use of Facebook’s reporting tools and you are not tracking important metrics, chances are, you’re not making the most of your ad. Create a strategy that reaches more of the right audience with a greater return on investment by tracking the following:

1. Your audience’s profile

To create an effective Facebook ad, the first thing you should know is your audience. Who are the people you’re trying to reach? What do they have most in common? The more you know about your audience, the more you’re able to create ads that are targeted and tailored to them. With tools such as Facebook’s Audience Insights, you can view information on your current customers, people who are connected to your Page or event, and people on Facebook in general. Some information that you can gain with Audience Insights include demographics, page likes, location and language, Facebook usage, and purchases activity.

2. Your ad’s performance

This might seem very obvious, but oftentimes businesses create ads without carefully measuring their performance. In order to see how successful your ads are when it comes to reaching and engaging your audience, you need to look at a number of metrics such as impressions, reach, frequency, clicks, social clicks, and social reach.

As well, one big metric to look at is your engagement rate—the percentage of people who saw a post then reacted to, shared, clicked or commented on it. Generally, above 1% engagement rate is good. A high engagement rate indicates how effective your ads are when it comes to capturing your audience’s attention and engaging with them.

3. People who convert on your website after clicking your ad

Getting people to click on your Facebook ad is only one component to look at when it comes to measuring your campaign success. You also want to know whether your ads are helping you drive results when it comes to converting prospects into customers. Understanding how people behave after clicking your ad can help you create an ad and website that is designed to optimize your conversions.

With Facebook Pixel, you can include a JavaScript code to your website to track how users interact on your webpage after they clicked on your Facebook ad. You can customize what metrics to track to include website actions including view content (e.g., product page), product search, add to cart/wishlist, add payment info, make a purchase, and complete registration. 

Create more effective Facebook campaigns

Now that you know what to track for your Facebook campaigns, why not take the next step by learning how to target the right audience with Facebook’s targeting tools? Facebook targeting tools can help you reach more interested customers with a greater return on investment. Download our free guide on Facebook targeting and find out how.  

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