How can you tell if a Facebook campaign is effective? Is it how many eyes were on an ad? Is it how many people engaged? Or, how many people wound up on your website after seeing an ad? It could be any or all of the above. The level of success you achieve depends largely on your end goals. Your success in communicating the results depends on your ability to decipher Facebook metrics.
While that sounds simple enough, when you start looking at Facebook ad metrics, the options can quickly become overwhelming. When analyzing ad campaigns many digital marketers, familiar with other platforms like AdWords, may look for familiar metrics like clicks, impressions, and CTR (click-through rate). But Facebook has a system all its own.
At the time of writing, you can report on eight different types of clicks within the Facebook interface: Link Clicks, Unique Link Clicks, Outbound Clicks, Button Clicks, Clicks (All), Unique Clicks (All), Social Clicks (All), and Unique Social Clicks (All). For some of these click categories, you can also measure CTR (click-through rate) and CPC (cost per click).
You can see how the data can quickly get confusing, especially after looking at the
long list of terms in Facebook’s glossary
. How do you know what types of clicks (and other metrics) to include in your client reports?
In this article, we’ll review the most important metrics for Facebook ads, as well as how to relate those to client reporting efforts. Let’s start with clicks.