Over the last year Facebook has been working diligently to improve analytics associated with advertisements. If you haven’t taken a look at the back-end of your advertising campaigns, you may be missing out!
1. Simple Custom Reports
Advertisers can create custom advertising reports for the purpose of understanding what aspects of their campaign did (or didn’t) work. Below: The General Metrics highlight basic information including number of impressions (i.e. the number of times your ad was served), reach (i.e. the number of people your ad was served to), frequency (i.e. the average number of times your ad was served to each person), and unique clicks (i.e. the total number of unique people who have clicked on your ad). In the screenshot below, there are six unique ads running, each with up to six sets per each.
Advertisers can click “Customize Columns” to create a report complete with the information they require for items including, performance, engagement, videos, website conversions, apps, events, clicks, and settings. There are 150 options for analytics, so it will take time to read through and understand what you require.
Included in “Customize Columns” is where advertisers can update their “Attribution Window,” the small box on the home page that updates you on your current advertisements.
2. Rich Data Custom Reports
Advertisers can dig deeper to find out which demographic is responding to the advertising campaign. The information from the previous report is segmented based on gender and age, allowing advertisers a clear idea of what demographic is interested. Not only do we know how many people are seeing the ad (reach), but now we know if they were male or female, and their age. The example below has focused on one of the six ads from previously. In this case you’ll notice that the ad was focused on women only. In addition, you’ll notice that the greatest reach (2,041) was to women aged 55-64, but the greatest frequency (9.27) was women aged 65+. As a result, the greatest number of clicks (21) was acquired from women 65+. You’ll also notice that the least active group was women 18-24.
If you’ve purchased advertising space in the last year, you’ll notice that there are more options in terms of placement, including Right-Hand Column, Mobile, and Newsfeed. Many people are unsure of ‘what works best’, so they will choose one of the three, or they will choose all. The example below has highlights that Right-Hand Column ads are best, for this scenario. Before you jump to conclusions, these analytics are in continuation from the above analytics – with the most interested group being women aged 45+. This group is less likely to use a mobile device (reach of 710; 10 clicks) and notice newsfeed ads (reach 109; clicks 1). As a result, Right-Hand Column advertisements performed the best, specially on the Home Page (reach 12,682; clicks 103)
3. Right to your Inbox
While creating reports can be a fun task, it can be time consuming to create and update reports when you need them. Opt to set-up and schedule advertising reports right to your inbox, and when you need them! Create a name for your report, set the frequency (e.g. daily, weekly, monthly), and start date, then click “Schedule”. If you’re running multiple campaigns, consider setting up a report weekly, or monthly to ensure they you keep track of progress.
When you’ve got a free minute (or two) take a moment to go through the analytics associated with your advertising account. Note: If you’ve never purchased paid advertising on Facebook, this screen will not be available to you. Good luck!
You might also like
- 3 Time-Saving Social Media Secrets
- 5 Secrets of Social Media Power Users
- Social Media Customer Service Support Links
- The Importance of Google My Business