Control and apply Facebook Ads KPIs for effective campaign management

Facebook Ads KPI is a tool to measure the effectiveness of advertising campaigns used by many Marketers. So what are the benefits of using it? Let’s find out with Lokas through the article below!

What are Facebook Ads KPIs?

KPI stands for Key (Performance Indicator), Facebook Ads KPI includes the main indicators like Like, Share, ER, Reach, post type or response rate. For Facebook advertisers, the way to look at the above metrics is to evaluate the effectiveness of ads. For example, an increase in likes and reach indicates that you are targeting the right audience, high shares mean that the content and quality of your ad is popular, or conversely, post types that are not highly engaged indicate that your audience is interested. if you don’t like the content and need to edit it again.


Why use Facebook Ads KPIs?

When conducting a Facebook ad campaign, understanding the Facebook Ads KPI is a must. Because only then can the campaigner be able to measure the effectiveness of his or her work.

By understanding Facebook advertising KPIs, you can:

  • Adjust the budget accordingly p: The Facebook Ads KPI shows whether the ads are effective or not. If good, then reduce costs, and also receive support thanks to Facebook’s algorithm. On the contrary, it is necessary to review the advertising content, and then adjust the budget accordingly.
  • Ensure effectiveness : Knowing the metrics will help you track and evaluate the progress of your campaign.
  • Continuously optimizing ads:  Accurate reflection from KPIs will help you make changes to continuously optimize ads.


What are the KPIs that Facebook Ads evaluates based on?


Similar to Google Adword ads, Facebook has an insight section available for basic reports on metrics, but this number only represents the general level and needs further analysis with other raw data. The evaluation of Facebook Ads KPI is based on the following indicators:

1. Key Facebook Ads KPIs – group 1

  • Cost Per Click (CPC) : This metric is pretty basic already, this is the cost per click through advertising. That includes clicking on articles, clicking on links…
  • Cost Per Lead (CPL) : cost per lead (lead). The lead here in many industries is a customer who has interacted with the business and left contact information, in order to receive more detailed information about products and services, as well as receive advice. So how to get this index: you can do it manually by creating excel sheets, which summarize the daily cost of Facebook as well as the number of leads collected through Facebook campaigns. It can also be simpler with pixels, or campaigns that target customers.
  • Cost Per Messaging Conversation : cost per conversation initiated, a pretty good metric but not much on the app side. This metric is defined like this: the number of times people start messaging your business after at least 7 days of inactivity. Why is it 7 days, perhaps Facebook wants to distinguish the group of customers coming from the ad compared to the group of customers who are recently interacting with the business, to avoid confusion. This index is very suitable for businesses promoting products and services – here, customer behavior focuses on messages a lot.
  • Cost Per Outbound Click:  cost per outbound click. Outbound clicks here can be understood as clicks to platforms other than Facebook. This index is quite suitable for businesses that use registration links, websites inserted in articles. This is completely different from the cost per website click.


2. Additional Facebook Ads KPIs – group 2

  • Frequency : To appear this indicator, you change the view to the Distribution column, you will see this indicator. Frequency is simply understood as the average number of times each person will see an ad. And marketers and managers alike need a limit to this metric. From personal experience, I find the frequency index from 1 to 6 is quite reasonable, and the frequency is above 10. At that time, your ad is “spaming” too many times to users. A person who has seen ads more than 10 times has decided not to buy. Then you have “spam” again, the result will still not change much. This indicator is also very useful, so that the Facebook Marketing campaign is always refreshed and more user-friendly.
  • Relevance Score : This index has never been noticed by many people, but I think it will become an important indicator in the upcoming 2019. According to SocialExaminer, Facebook will undervalue ads with low relevancy scores. Because relevancy is made up of positive and negative feedback. If an ad has too many negative responses, your campaign will be considered annoying to users. And as you know, after many recent scandals, it is certain that ads with low relevance scores will have suboptimal results, even if the budget is not spent.

Above is information related to Facebook Ads KPIs. Hopefully, the article will give you useful information and an overview of Facebook Ads KPIs.

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