![]() You don’t have much control over this, but you may notice that some audiences net higher CPMs on a regular basis. Note: it may be cheaper to run the exact same ad on one day compared to the next. Think of this as Facebook’s price tag it varies depending on the demand for the audience you’re targeting at the time you’re running ads. Cost Per 1,000 Impressions (CPM): the average cost to show your ad 1,000 times.This is different from Reach, which is the number of individual people who have seen your ad. Impressions: the total number of times your ad was shown.Here are the important metrics for any campaigns that are driving traffic to a sign-up page of any kind: What follows is an explanation of each of my most valued Facebook ad metrics, and how they fit together to tell you what to do with your campaign next. You can also look at the breakdown by age, gender, country, state (they call it Region) and more. Once I’m looking at that collection of data, I hit the Breakdown button and choose Placement to see whether my ads did better on mobile or desktop. In there you can remove the metrics you don’t want to see and search for and select the ones that I indicate in the lists below. To take a look at the numbers that can actually tell you something useful, go to the Ads Manager and click on the Columns button. I’ll give you an explanation of each one below, but first you should know how to actually find and analyze the metrics that I’m talking about. ![]() ![]() If we were working on your campaigns together, there are about 14 metrics in total that I would make sure we were looking at. So then which Facebook ad metrics actually DO matter? (Update: Facebook came out and said that relevance score wasn’t really a good representation of the health of an ad. ![]() Does that mean I’m going to pause the better performing ad? Hell no. I’ve seen ads that are performing better than others that have a comparatively low relevance score. But more often than not, you can’t glean a ton of info from these numbers. Ever since relevance scores were introduced, people have been worrying about them big time. There are other more important metrics to consider for video ads, so keep on reading. And since videos often autoplay in your News Feed, my passive non-watching could be counted as a view if I don’t scroll past it fast enough. But a view is not necessarily a view, OK? Facebook counts a view as anyone who watched your video for 3 seconds or more. Alright, this metric is kinda important if you’re running video ads. This is just another case of Facebook trying to boost your ego with meaningless stats. Since your objective is probably to get people over to your site, then most of those clicks are irrelevant. Yes, there is such a click, especially the ones on the name of your page, on the Like button, or on the See More button if you’ve got some long ad copy. Regardless of the kind of ads you run, you’ll invariably get a ton of clicks that don’t matter. So if you’ve reached 120 people with your ads and are worried why no one has signed up for your webinar yet, it’s because 120 people is the Facebook ads-equivalent of, well, NOBODY. And I hate to break it to you, but that percentage is always going to be reeeeeally small compared to your theoretical reach. What I do want to know is what percent of those people are actually responding to your ads. Unless you’re spending a LOT of money on ads each day, then your reach simply doesn’t interest me. So real quick, here are the metrics I DON’T care about almost ever: If you know where to look, which is behind the Columns button, then the important metrics are easy to find. (When I say “hide” I mean that they aren’t on display as soon as you open up the Ads Manager. This is something that really pisses me off about Facebook ads: they highlight the numbers that are going to make you HAPPY (or at least optimistic) about your campaigns, and they hide the ones that show you what really happened to your hard-earned money. Well I only got a handful of conversions and they were $10 a piece.” I’ll point them in the direction of the chapter on reading your reports, and then they’ll come back and say “Oh. Sometimes, though, I have to be the bearer of bad news. When people finally get their ads up and running, and then actually have some Facebook ad metrics to look at, it’s exciting! So it’s not uncommon to see posts in the Absolute FB Ads Support Group that say something like, “I ran my ads and reached a gazillion people and got 300,000 video views for $0.02 each! That’s good, right?”
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