The keys to drilling down into Facebook’s Ad Manager platform
We are big proponents of setting objectives for all your digital marketing activities as a prerequisite to measuring results.
Facebook feels the same way. In fact, any time you create a Facebook ad, one of the required setup actions is to choose an objective. The objective you choose will determine the type of metrics Facebook’s Ad Manager will display in your ad reports.
Let’s take a look at Facebook’s ad objective options and how they are measured
- Expanding reach - Measured by the amount of people who see your ad.
- Driving traffic - Measured by the number of clicks on your ad’s call-to-action.
- Increasing engagement - Measured by the number of likes and comments your ad garners.
- Getting video views - Measured by the number of people who view your video ad for at least 3 seconds.
- Leads generated - Measured by the number of contact forms submitted after viewing your ad.
- Conversions - Measured by the number of times your ad sparked a conversion event of your choosing, such as making a purchase or clicking on a call-to-action.
The metric associated with the objective you choose is a key part of your Facebook ad reports, but not the only part. The basic Ad Manager dashboard will also show:
- Ad status - whether the ad is active or closed.
- Amount spent - A reflection of the budget you input during ad setup.
- Cost per result - the amount spent (budget) divided by the result. For example, if you spend $1,000 with an objective of getting video views and 2,000 people view your video, then your cost per result will be 50 cents.
Ad Manager will house the results of all the ads you run on Facebook, allowing you to compare results. You can also share reports with others in your company by downloading them to an Excel spreadsheet or sharing a link.
Customize your reports
When you’ve been advertising on Facebook long enough to have built up an inventory of campaigns, Ad Manager’s filtering capabilities become really informative.
You can filter by date range to see only ads that ran in a certain month or year, and by objective to see results from only video ads or lead conversion ads, for example.
Break it down further to determine where, when, and to whom your ad was delivered and what action was taken. Ad Manager’s deeper level of filtering lets you play around with these variables to instantly create unique reports.
How many people between the ages of 20 and 30 clicked on your call-to-action in Burlington, Vermont? How many people viewed your video on a mobile device on the first day of your campaign? These are examples of different ways to cross-filter variables to generate custom snapshot’s of your ad’s results.
The combinations are endless!
Our social media advertising program leverages Facebook ads as well as the other social media ad platforms that are best suited for your business. Let us know how we can help!
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