How do you measure success of a Facebook ad¬†campaign? There are so many factors to consider, and with recent reports of Facebook click fraud, you might wonder if it’s even worth it.We think it is, but you need to be able to interpret your results and constantly fine-tune to get the best results.

Face book ad report

Facebook ad metrics
Hopefully before you launched your Facebook ad campaign you had a set of goals in mind. In a recent post I talked about how to build an effective Facebook ad campaign, so I’m not going to go into that too deep here. If you read that post you’ve got a good start. Let’s look at what Facebook gives us for measurement metrics. Here’s a quick list of some metrics you’ll find in your report and what they mean.

Impressions

The total number of times your ad was shown on the Facebook website in any form.

Social Impressions

The number of times your ad was displayed with the names of the viewer’s friends who took some action on your page (liked, used your app, RSV Pd to an event).

Clicks

This includes clicks on the ads, but it also includes page likes, if they install your app or RSVP to an event. This number includes social clicks (see below)

Social Clicks

This is the number of people who clicked on your ad and took one of the actions above when the ad showed the name of a friend (Janet Liked this).

Reach

You only see this metric on sponsored stories or post promotions. It is different than social impressions or impressions in that it only shows the number of people who saw the ad, so if one person sees it multiple times it still counts as 1.

Freq

Frequency is the number of times each person saw your ad. This too relates only to sponsored story ads and promoted posts.

CTR

Click Through Rate. Literally the number of times the ad was clicked divided by the number of times it was shown.

Social CTR

The number of social clicks divided by the number of social impressions.

CPC

The amount spent overall divided by the number of clicks.

CPM

Cost per thousand impressions of the ad, calculated by dividing total spend by impressions.

Spent

How much money was spent per ad.

Action

Any actions taken by the viewer within a 24 hour period after seeing your ad or sponsored story, or within 28 days after they clicked it. This covers only actions they an take on the Facebook page, and doesn’t include actions they may take on your website or within the iframe of a a Facebook tab if that is where the ad links to.

Page likes

The number of likes within 4 hours of a viewer seeing the add or sponsored story, or 28 days after they clicked on the ad.

As you can see from these last two elements your ad lives on even after you’ve stopped paying for it! Watch to see if your ads continue to produce actions and you could find the performance of particular ads has a residual effect you didn’t even know about. Post those ads again.

You probably also notice that Facebook doesn’t tell us much of anything if your ad takes the user off site, or if the ad goes to a tab on your Facebook page and the user takes an action within that iframed tab, like entering a contest or filling in a form. Those kinds of actions need to be tracked by either the application you are using to create the tab, Google analytics or your favorite website metrics tools.

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