Sunday, March 3, 2024

TOP 15 Fb Metrics to Monitor or Ignore in 2021


Fb metrics assist you to perceive your marketing campaign efficiency.

Your Fb advert marketing campaign metrics additionally point out whether or not you’re getting a constructive ROI (return on funding). All in all, it’s essential that you simply measure your Fb advert efficiency regularly, ideally each week.

However the right way to know which numbers to trace? As a result of there’s an virtually countless selection of metrics obtainable within the Fb Advertisements Supervisor: Attain, Impressions, CPC, CPM, CTR, CPA, Relevance Rating, Engagement Rating, Touchdown Web page View (All or Distinctive?) Video Views, Advert Recall Elevate, Spend, Income, ROAS…  🤯

Moomin gif

Which metrics to select? – GIF supply

You may simply get misplaced and derailed when evaluating your Fb advert marketing campaign outcomes.

So what are the Fb advert metrics that you simply completely needs to be checking? Personally, I all the time verify three key metrics after which comply with up with one other ten that I take advantage of to raised perceive what’s affecting my high three. Additionally, the metrics that I evaluate depend upon the marketing campaign goal.

By the top of this information, you’ll know solutions to all the next questions:

  • How you can see all vital Fb promoting metrics within the Advertisements Supervisor?
  • Which marketing campaign KPIs must you observe and which of them are you able to ignore?
  • How you can consider and enhance your Fb advert efficiency?

Let’s begin with a crash course in Fb advert analytics and see the right way to navigate the Advertisements Supervisor and arrange Customized Reviews for quicker efficiency analysis.

How you can evaluate marketing campaign KPIs within the Fb Advertisements Supervisor?

All Fb advert metrics might be seen within the Fb Advertisements Supervisor. In the event you’ve arrange the Fb Pixel appropriately, you gained’t want any further Third celebration instruments for Fb advert reporting.

(Nonetheless, should you’re working with a cellular utility, it’s possible you’ll need to use an attribution device for reporting, so that you simply don’t get your app outcomes attributed to a number of promoting channels.)

For fast entry to your Fb Advertisements Supervisor, you possibly can bookmark this hyperlink: Open your Fb Advertisements Supervisor.

Within the beneath screenshot, you possibly can see the default Advertisements Supervisor report. Nonetheless, you possibly can click on on the “Columns: Efficiency” menu to customise your promoting report.

facebook ad metrics

You may see your Fb advert metrics within the Advertisements Supervisor

When you click on on the “Columns: Efficiency” menu, you possibly can see a number of default advert stories. Nonetheless, scroll previous them and choose “Customise columns” to entry a wide array of further Fb advert KPIs.

You may choose all of the metrics that you simply need to see and manage them in probably the most handy order.

customize facebook analytics

Create your individual customized report

When you’re blissful along with your customized report, it can save you it as preset and entry it quicker the subsequent time.

customize facebook analytics

Save your customized stories for quicker entry

⭐ Tip: In the event you all the time use the identical customized Fb Advertisements Supervisor report, bookmark the URL of this view for a 1-click entry to your marketing campaign outcomes.

Now that you simply’re conscious of the right way to entry, navigate, and customise your marketing campaign metrics within the Fb Advertisements Supervisor, let’s see which KPIs must you add to these customized stories.

I will even clarify why some Fb KPIs are finest to disregard – they gained’t replicate in your actual marketing campaign efficiency and are usually proven as vainness metrics.

TOP 3 Fb advert metrics to measure

Whereas there are round 10 totally different metrics that I observe, relying on the marketing campaign setup and targets, there are all the time the TOP three KPIs that I verify each single time:

  1. CPA – price per acquisition
  2. ROAS – return on advert spend
  3. Frequency – impressions/attain

These metrics give a direct overview of the advert account’s total efficiency + your conversion-optimized marketing campaign’s outcomes.

Let’s see the right way to consider these metrics.

Are you cheerful along with your Fb ROAS? – Picture supply

1. CPA – price per acquisition

In all chance, you’re working Fb advert campaigns to gather outcomes that may be measured by a conversion: both a brand new lead, 1st-time buyer, app set up, web site buy, and so forth.

In the event you’re not optimizing your Fb promoting in direction of a conversion, it’s possible you’ll need to rethink your technique. Learn the information to Fb advert account audit to ensure you’re heading in the right direction.

The CPA – price per acquisition – exhibits how a lot it prices to attain one conversion.

Primarily, CPA = complete quantity spent / variety of clients acquired.

The rationale why this metric is so vital is that it lets you instantly perceive if the brand new buyer’s or lead’s acquisition price is sustainable in the long term: are you making extra money from the shopper than it takes to accumulate her?

The CPA benchmark is totally totally different for each model, relying in your trade, product sort, and its internet price. You need to goal to attain a CPA that’s decrease than what you spend on creating and delivering your product.

2. ROAS – return on advert spend

The return on advert spend signifies whether or not your Fb advertisements are paying off. If the ROAS is destructive, it means you’re dropping cash.

You may both see your advert marketing campaign’s ROAS straight within the Fb Advertisements Supervisor or use a spreadsheet / Third-party analytics device to calculate it.

With a purpose to see ROAS in your Fb advert account, you have to to cross buy values by way of the Fb Pixel or Fb app SDK.

facebook metrics

Fb promoting ROAS

What ROAS must you goal for?

I’ve seen corporations attaining the ROAS of 12.0 with Fb advertisements and others which can be within the development section and pleased with a ROAS of 0.50. 

Additionally, your return on advert spend will range per marketing campaign goal: 

  • Remarketing campaigns normally have the best ROAS, as much as 20.0
  • Consciousness and Attain campaigns normally have a ROAS near 0.0

You need to calculate the general ROAS of your acquisition, remarketing, and consciousness campaigns mixed to know the overall ROI of your Fb advert campaigns.

In case your complete ROAS is below 1.0, ask your self whether or not there’s actually any level to working Fb advertisements. In lots of instances, if the corporate’s nonetheless in development section and keen to take a position at a destructive internet price, it does make sense.

Along with ROAS, many corporations additionally calculate Fb advert ROI by evaluating the CPA to common buyer lifetime worth.

If the shopper that you simply purchase by way of Fb will preserve making purchases (e.g. month-to-month subscriptions or small repeat purchases), you possibly can calculate your common LTV to raised perceive the long-term ROI of your advertisements. Perhaps your 14-day ROAS is low, however once you examine the CPA to a 6-month lifetime worth, your promoting ROI will make extra sense.

3. Frequency

Fb advert frequency exhibits what number of instances a singular person has seen your advert throughout a set time interval.

I normally verify the frequency of previous 7 days and 30 days. If the frequency could be very excessive, it signifies that most individuals in your audience have been reached instances over. It’s time to both decrease your advert finances or broaden the audience.

facebook ad kpis

Frequency = Impressions / Attain

The frequency benchmarks additionally range per marketing campaign sort.

  • For Prospecting campaigns, I usually goal for a 7-day frequency of 3-5
  • For Remarketing campaigns, the 7-day frequency can go as much as 10-12 
  • For Consciousness campaigns which have a broad audience, the 7-day frequency of 2-3 appears to be the golden ratio

TOP 3 Fb advert metrics you must ignore

Earlier than we get to the remainder of the Fb KPIs that assist you to perceive marketing campaign efficiency, let’s cease for a second and see those that you must NOT be monitoring.

Listed here are the three Fb vainness metrics that I see corporations reporting on:

  • CPM – price per 1000 folks reached
  • CPC – price per click on
  • Advert click-through price + relevance rating

Advert companies usually like to point out these metrics to their purchasers. “Look, there’s been an enchancment in CPMs this week.” Or one other one I’ve usually heard: “The outcomes received worse as a result of the CPM is getting increased.”

Right here’s the factor: it isn’t the CPM that try to be evaluating. At all times measure the CPA.

You may carry your CPM and CPC down by 10x simply by concentrating on a broader audience or optimizing your campaigns on Attain or Clicks. However getting cheaper top-of-the-funnel outcomes is ineffective if on the similar time your actual acquisition prices improve.

Which marketing campaign outcomes would you like to have:

Marketing campaign 1:

  • Focusing on a 1% LAL viewers within the US and optimized on Conversions
  • Complete price = $425
  • CPM = $65
  • CPC = $2.3
  • You get 50 purchases at $8.5 CPA

Marketing campaign 2:

  • Focusing on everybody aged 18-60 within the US, optimized on Hyperlink Clicks
  • Complete price = $425
  • CPM = $5.5
  • CPC = $0.3
  • You get 25 purchases at $17 CPA

Naturally, you’d want Marketing campaign 1 that has the next CPM and CPC Fb advert price, however as a result of it’s focused at a extra related viewers, it brings extra conversions and thereby has a decrease CPA.

That’s a daring comparability, however I’ve seen broadly focused click-optimized campaigns (within the US) carry web site visits at $0.15, however not one of the 5,000 guests transformed. Whereas conversion-optimized campaigns assist you to attain a way more related but smaller viewers that prices 10x extra to achieve, however is 50x extra more likely to convert.

In case your Fb promoting aim is to drive gross sales or different conversions, observe the acquisition metrics (CPA, ROAS, variety of outcomes), not vainness metrics (CPM, CPC, Click on-through price).

Moomin GIF

Cover the vainness metrics and take a look at the CPA – Picture supply

Let’s additionally discuss in regards to the CTR or Click on-through price.

Typically, advertisers take a look at the CTR to know whether or not their advert creatives are engaging to the audience. Nonetheless, I contemplate this to be a conceit metric as nicely. So long as your advertisements ship a CPA and ROAS that you simply’re pleased with, trying on the CTR doesn’t assist to enhance something.

The identical story goes about varied relevance rating metrics. It’s your ROAS and CPA that matter!

As a substitute of checking the vainness metrics, ensure that to replace your Fb advert creatives each 2-3 weeks to keep away from advert fatigue. Pause the 3-5 lower-performing creatives and add 3-5 new creatives into your current advert units.

Learn extra: Fb Promoting Price Benchmarks

9 extra Fb KPIs to raised perceive your campaigns

Whereas the TOP 3 Fb advert metrics – CPA, ROAS, and frequency – give a quick high-level understanding of your advert account efficiency, it’s possible you’ll need to get further clues for optimizing your campaigns in direction of a fair higher efficiency.

The extra numbers you possibly can verify within the Fb analytics depend upon what sort of product you’re promoting. For instance, the entrepreneurs working advertisements for cellular app, SaaS merchandise or on-line shops all have barely totally different metrics to verify.

This stated, listed here are the 9 further Fb metrics that I take a look at most continuously:

  1. Complete price v.s. advert finances
  2. Attain / audience dimension
  3. Variety of mid-funnel conversions
  4. Price per mid-funnel conversions
  5. Distinctive conversions + distinctive CPA
  6. ROAS of seven days + ROAS of 30 days
  7. Outcomes per advert inventive
  8. Advertising and marketing funnel conversion charges
  9. Touchdown web page conversion price

A few of these metrics aren’t straight obtainable within the Fb Advertisements Supervisor. Nonetheless, you possibly can simply acquire them on a spreadsheet or calculate them in your head whereas taking a look at your Fb advertisements report.

Beneath, you’ll find a fast clarification about every.

7. Complete price v.s. advert finances

Typically, when your audience could be very small or there’s an issue along with your advert marketing campaign supply, Fb gained’t use the overall day by day or lifetime finances that you’ve got assigned.

To note such issues, you possibly can verify the anticipated advert spend (calculated based mostly in your set budgets) v.s. the true advert spend per marketing campaign. 

In the event you discover that some campaigns aren’t utilizing the total extent of the allotted finances, it’s possible you’ll have to troubleshoot them.

8. Attain / audience dimension

This metric will inform you what % of your advert set’s viewers has been reached throughout a set time interval.

I normally verify the previous 30 days Attain and examine it to the overall viewers dimension. You may both do that train on marketing campaign or advert set degree.

For instance, in case your complete viewers dimension is 2,00,000 folks and your advert marketing campaign reached 1,400,000 folks previously 30 days, it signifies that 70% of your audience members have seen your advertisements.

Normally, in case your Fb advertisements have reached a excessive % of audience, the efficiency will begin dropping. 

There are not any extra new folks to ship your advertisements to.

In case I discover that greater than 60% of my audience has already been reached, I contemplate increasing the audience. For instance, I would create a brand new Lookalike viewers of 5% and exchange it with the beforehand used 3% Lookalike viewers.

9. Variety of mid-funnel conversions

All advertisers have a one north star conversion. That is normally a purchase order from an internet retailer or the primary buy contained in the cellular utility.

Nonetheless, there’s quite a lot of aiding conversions {that a} person will do earlier than committing the ultimate conversion.

Conversions of eCommerce Fb advertisements:

  • On-line retailer go to
  • Product touchdown web page views
  • Add to cart
  • Add cost methodology
  • Full order

Conversions of SaaS Fb advertisements:

  • Web site go to
  • Registration
  • Free trial signup
  • Buy

Conversions of cellular app Fb advertisements:

  • Click on to App Retailer
  • App set up
  • In-app registration
  • In-app actions
  • In-app buy

Have a look at all your conversion funnel steps and seeing what number of conversions you had for every. Typically, this may also help to determine the problematic step in your conversion funnel.

Moomin GIF

Examine your mid-funnel conversions – Picture supply

10. Price per mid-funnel conversions

When gathering information about your mid-funnel conversions, check out their cost-per-action.

How a lot does a mid-funnel conversion price? In the event you multiply the price with the conversion price from this occasion to the ultimate buy, you get a sign of the overall CPA.

Additionally, I wish to preserve observe of some mid-funnel conversions’ price on a week-on-week or month-on-month foundation to know if there’s any important change.

Tip: To keep away from getting a lot of mid-funnel conversions that don’t result in the ultimate buy, optimize your Fb campaigns all the time on the ultimate buy occasion. This manner, you’ll point out to Fb algorithms that you simply’re within the last conversion, not mid-funnel occasions.

11. Advertising and marketing funnel conversion charges

After getting collected your mid-funnel occasions’ numbers onto a spreadsheet, go forward and create formulation to calculate the conversion charges from one conversion to the subsequent.

E.g. if you recognize the variety of web site visits, add-to-cart occasions, and purchases, you possibly can calculate the conversion price between these occasions.

your advertising and marketing funnel conversion charges helps to determine any problematic phases.

For instance, you would possibly get 500 of Add-to-cart conversions, however solely 90 guests full the acquisition. This would possibly point out that there’s an issue along with your on-line retailer checkout, there aren’t sufficient cost strategies obtainable or the delivery charges are too excessive.

Or perhaps you get numerous app installs, however none of these customers will buy. This could be a signal of poor in-app worth proposition or a mismatch about what you promise within the advertisements v.s. what your product really provides.

One other helpful factor about reporting on full-funnel conversion charges on a week-on-week or month-on-month foundation is that you’ll instantly discover if some conversion price all of a sudden drops. And you’ll pinpoint + repair the difficulty quicker.

12. Distinctive conversions + distinctive CPA

Relying on how your Fb Pixel occasions are arrange, Fb might generally report on a number of conversions per person.

For instance, should you optimize your campaigns on on-line retailer purchases and one person makes 3 purchases, Fb will report this as 3 conversions.

If you wish to see the outcomes per distinctive person, verify the distinctive conversions and their price.

You may simply add the distinctive conversions to your Fb advert stories by customizing the columns.

facebook ad analytics

Verify the distinctive leads to the Fb Advertisements Supervisor

Even higher should you use a third-party reporting device, e.g. Appsflyer for cellular apps or your in-house constructed reporting system to match Fb conversions with precise purchases.

The image you get from the Advertisements Supervisor doesn’t all the time match the true outcomes, so evaluate if there’s a distinction sometimes.

13. ROAS of seven days + ROAS of 30 days

The commonest conversion window that Fb advertisers use is 7-days click on and 1-day view.

Which means that Fb will attribute to its campaigns all of the conversions that occur both 7 days after a person clicks in your advert or 24h after they’ve seen your advert.

When trying on the ROAS (return on advert spend) metric in your Fb analytics, you will note the ROAS of your chosen time interval. As I wish to report on advert marketing campaign outcomes on a weekly foundation, I verify the previous 7 days ROAS.

If there’s a free trial interval or an opportunity for repeat purchases inside a 30-day interval, I want to report on my advert campaigns’ ROAS on a spreadsheet and never straight within the Advertisements Supervisor. And I like to have a look at each the 7 days ROAS in addition to 30 days ROAS. That’s as a result of the customers which were acquired inside a selected week would possibly preserve bringing further worth to the corporate. 

Moomin GIF

Typically, the ROAS simply retains rising – Picture supply

14. Outcomes per advert inventive

As I consider that good Fb advert creatives play an enormous position in campaigns’ success, I wished to dedicate one level purely to advert visible analysis.

When reviewing my purchasers’ Fb advert campaigns on a weekly foundation, I like click on onto the advert inventive degree and see which advertisements are performing the very best.

This helps me perceive what sorts of creatives to create for the subsequent A/B checks (top-performers) and which of them to keep away from sooner or later (low-performers).

I all the time consider advert creatives’ efficiency on the variety of conversions that they bring about (no vainness metrics like CPMs or CTRs!).

There’s one exception, nevertheless. Inside Consciousness campaigns, I take a look at the Estimated Advert Recall Elevate metric and contemplate the advertisements with the best Attain and Advert Recall Lifts to be the top-performers. These are the advertisements that Fb algorithms contemplate to work finest, so that they present them extra continuously than different advertisements.

facebook metrics

Consider Consciousness advertisements by Estimated Advert Recall Elevate

For an summary of excellent Fb advert examples, take a look at these galleries.

15. Touchdown web page conversion price

No matter your product, its gross sales funnel goes past Fb and Instagram. And plenty of Fb advertisers are inclined to neglect about it.

In the event you’re working an eCommerce model, you are taking folks to an internet retailer. In the event you promote a cellular app, your customers will likely be directed to App Retailer to put in your app.

Your Fb advertisements’ post-click expertise is a crucial a part of your marketing campaign. That’s why, you must also control the touchdown web page conversion price. 

There are two important causes for low touchdown web page conversion charges:

  1. Your worth proposition just isn’t engaging, individuals are not taken with your product
  2. There’s an enormous mismatch between what folks see in your advert creatives v.s. on the touchdown web page

Understanding the explanations behind low post-click conversion charges will assist you to to optimize your marketing campaign efficiency even additional.

Fast recap

Whether or not you want to research your Fb advert metrics within the Advertisements Supervisor or export them to a spreadsheet or Third-party analytics device, the KPIs to verify stay the identical.

Beneath is the listing of TOP 15 Fb advert KPIs to recollect.

3 most vital Fb metrics:

  • CPA – price per acquisition
  • ROAS – return on advert spend
  • Frequency – impressions/attain

3 Fb advert vainness metrics:

  • CPM – price per 1000 folks reached
  • CPC – price per click on
  • Advert click-through price + relevance rating

9 further Fb KPIs to know your marketing campaign efficiency:

  • Complete price v.s. advert finances
  • Attain / audience dimension
  • Variety of mid-funnel conversions
  • Price per mid-funnel conversions
  • Distinctive conversions + distinctive CPA
  • ROAS of seven days + ROAS of 30 days
  • Outcomes per advert inventive
  • Advertising and marketing funnel conversion charges
  • Touchdown web page conversion price

Et voilà! You’re set to open your Advertisements Supervisor and provides your account a fast audit.

For extra Fb promoting recommendation, let’s join on LinkedIn.



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