But how do you measure success on Facebook? With likes and shares? Or are there different metrics you should be looking at?
Here’s your complete guide on measuring your success on Facebook, including how to know when you’re on the right track and how to correct course when you’re not.
Developing Your Facebook Ad Campaign
This article assumes you already have Facebook ads in place. If you haven’t already, check out Using Facebook Ads to Promote Your eCommerce Store for plenty of help with creating your Facebook Ad campaign.
Once your campaign is up and running, your budget starts dwindling. You don’t want to waste money on ads which aren’t reaching your target audience.
So, how do you measure your return on investment? Well, Facebook does have a few obvious metrics. Are likes, shares and the general reach of your Facebook posts a factor in how well your ad campaign is going?
Not at all. Sure, everybody wants to have a popular Facebook page. But vanity metrics don’t lead to conversions or sales.
Not All “Likes” are Equal
If a Facebook page has a lot of likes, is that a good place for your ads? Not so much. Buying fake social proof is pretty easy, and some brands even recruit likes from Craig’s List or Fiverr.
Use common sense to avoid brands with phony social proof. One metric to keep an eye on is the number of followers versus a rough average of likes per post. If tons of subscribers “exist,” but never seem to be especially active on the site, you should probably just stay away.
Metrics which Lead to Conversions
What if people are clicking on your ads, but not converting? That means your landing pages need work. Tailor them to the specific promises and language made in the ad. Use the same tone, design and even colors on both the ad and the landing page. Create a clear connection.
If you’re using Facebook ads to directly generate sales, the metric you’re looking at is simply how many products are moved. Are sales low? One common culprit is too hard of a sale. Ease your customer into a longer conversion funnel where you can build trust and address concerns.
Looking to generate traffic? Boost a post and then take a look at the number of clicks to your website. You want to limit yourself to under 30 cents per click.
Your ads and content should match in tone and style. But what type of style should that be? Well, there’s no one answer here. Your brand’s persona will depend on your audience.
Some products naturally lend themselves to a fun, irreverent tone. This is true if your audience skews younger and your product is a bit more fun. Some examples include restaurants, clothes and entertainment products.
In other cases, your Facebook approach will need to be a bit more reserved. You can’t be too stuffy on Facebook, however. That just won’t endear you the Facebook audience, who expect a certain degree of informality.
Return on Ad Spend
Everybody wants to be popular on social media. Generating likes, shares and traffic certainly doesn’t hurt your brand awareness. And an active social media presence builds trust in your brand.
But likes and traffic only go so far. You want traffic which leads to revenue generation. As you discover which ads are effective, you can shift your spending appropriately.
Facebook ads will generate a lot of leads, but only if you measure the right metrics. Avoid paying too much attention to likes and shares, and focus on the actual metrics which lead to conversions.