A wonderful feature of Facebook advertising is how simple they make it to measure your success. Facebook provides a vast amount of data to look at to see how your campaign is doing, but sometimes it can be hard to determine what the metrics actually mean, and how they can give you insight into the performance of your ad campaign.
Here are 4 Facebook Ad Manager metrics that don’t mean what you think they do:
- Video Views: Many advertisers measure a campaigns success by how many video views their ads get. While this is a great metric to measure, it is important to understand the way that Facebook determines what a video view is. Facebook measures a video view as anybody that watched your video for 3 seconds or more. You can see why this metric would be a little deceiving, as it is easy for 3 seconds of video to be watched when simply scrolling through your newsfeed.
- Total Reach: Many marketers will look at their campaign’s total reach to get an understanding of how well their ad is doing. While this is a good metric to look at, it must be understood that the total reach on Facebook, is everyone that the ad has reached – through ad spend AND organically. While it is important to know how many people your ad has reached, it is also important to make sure that you are subtracting the organic reach from your total reach to truly see how your ad is performing based on ad spend.
- Post Engagement: It would seem that post engagement would be anyone that has engaged with your post – through likes, shares, or comments. The reality is that this metric also considers video views to be an engagement. This takes us back to the original problem that video views are counted as anyone who has viewed 3 seconds or more. It doesn’t provide a true measure of how many people have taken the time to engage with your post.
- Cost per Result: This metric can be confusing as it is not the same with every campaign. This metric looks at the objective of the campaign to determine the cost per result. If your ad was set up to drive website clicks, the cost per result will measure how much the cost was to have someone click on your website. If the ad was set up to simply have post engagements – the cost per result will tell you how much the cost is per post engagement. It is important to remember that this metric changes based on objective when measuring the health of your campaign.