How to analyze your Facebook Ads campaigns? Indicators to follow closely

The hardest part about Facebook Ads is not launching ads. It's knowing how to analyze your campaigns! You have to know how to interpret numbers and especially know what to do with them in order to perform the right actions and thus maximize your results. What are the indicators to follow on Facebook Ads? What to do after? We explain everything to you in this article.

Among the various acquisition levers that you can activate, Facebook Ads is by far the most interesting (in the majority of cases): the cost per click is one of the cheapest on the market, and above all, you have the possibility of being present on other partner networks: Instagram, Messenger or even Whatsapp.

In a previous article, we saw together How to create a Facebook Ads campaign : which campaign objective to choose, which audiences, how to create an effective account structure (acquisition and retargeting), etc. A complete tutorial to launch effective campaigns!

But what to do next?

On Facebook Ads, just like on Google Ads, it will be important toanalyze your campaigns to do the right things for your business afterwards.

And that's where the difficulty lies, especially when you don't have much control over advertising.

In its advertising manager, you can see a lot of indicators displayed. Whether it's at the level of the campaign, but also in terms of the set of ads and ads (remember, there are 3 levels on Facebook Ads 😉) It's a bit of a whammy, and we don't know where to turn.

If you are lost, don't panic. Here we will see what are the main indicators to follow and especially how to interpret them.

Note that here we will focus on campaigns with a conversion objective (acquisition campaigns).

You can also sign up for our Facebook Ads training for even more concrete tips on this acquisition channel.

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What are the indicators to follow on Facebook Ads?

As mentioned above, you will have a multitude of indicators displayed in your Ad Manager. We tell you right away: a lot of them are not important. They're not for nothing, but they're not going to do much for you. On the other hand, 12 of them will be interesting for you, 2 of which will guide you in your future optimizations.

The 12 indicators to follow on Facebook Ads

1) Impressions

This is the number of times your ad has been shown in the news feed.

This indicator allows you to gauge the health of your campaign, whether it is missing the mark or not. For example, if you have an audience of 2 million people and only have 30,000 impressions, it could mean that Facebook thinks your ads aren't engaging enough. It restricts your ads to a smaller group of people.

It can also help you anticipate ad fatigue. If your impressions are starting to wane, advertising fatigue is starting to set in. You will therefore have to modify your creation.

2) First impression rate

The first impression rate is also very important. The more it decreases, the less interesting your ad is. Here too, you will have to change your design.

Here is an example:

You can find this indicator at the level of your ad groups by clicking on “Inspect.”

3) The cover

Coverage is the number of unique people who saw your ad. This indicator allows you to know the reach of your campaign.

4) Repetition

This is the number of times your ad has been seen by each person in your audience. Here too, repetition will allow you to anticipate advertising fatigue. In acquisition, we recommend that you do not exceed 3, and in retargeting 6.

5) CPM (Cost per 1000 impressions)

This indicator corresponds to the budget spent (and needed) for your ad to generate 1000 impressions (or views). Here, no optimal CPM. It all depends on your market and your target audience. CPM can vary considerably from one campaign to another. On the other hand, a very high CPM can be the cause of poor targeting or bad creation that does not attract enough attention from Internet users...

6) Clicks on the link

As the name suggests, it's simply the number of clicks on your link embedded in your ad. This indicator is interesting to know if your advertising is attractive enough and especially well copywritten to arouse the curiosity of users.

7) CPC (Cost per click)

It's the budget spent/clicks. Having a lot of clicks yes, but if they cost you candy, it's not necessarily worth it.

8) CTR (Click-Through Rate)

This is the number of clicks/number of impressions. On average, a good CTR is around 1% on acquired ads. Retargeting is much more.

9) Landing page views

This indicator shows you how many times a user visited your landing page after clicking on your ad. Again, this one allows you to know if your advertising is attractive enough.

10) Results

The result corresponds to the number of times the desired objective has been achieved. This can be a purchase, a completed form, a download, the download of an application or even a video view.

11) Cost per result

It's the budget spent/results. It determines the acquisition cost in a way.

12) ROAS (Return on Ad Spend)

This indicator corresponds to the turnover generated/budget spent. What is a good ROAS? Again, everything depends on your business, but aim for 2. And it will already be quite good.

So much for the 12 indicators to follow on Facebook Ads. However, not all of these indicators will be automatically displayed in the main interface of your Manager. To facilitate analysis, you can customize your columns to highlight important metrics.

How do you customize your columns on Facebook Ads?

In this video, Julian, our Ads expert, shows you how to customize your columns. You'll see, it's not very complicated 😉

What are the most important metrics on Facebook Ads?

We have detailed the 11 indicators to follow closely, but in this batch, 2 are even more important (they will mainly determine your future optimizations):

• The CTR
• The results

Remember that the main objective of an ad on Facebook Ads is to attract attention (CTR) and to convert behind (Results).

For your campaigns, we therefore advise you to focus on these two metrics first when you start your analysis.

How to interpret these indicators (CTR and Results)?

Here are 4 possible scenarios:

• The CTR is low and the results are low (or even zero)

The problem here is the audience. Your ad is not targeting the right people. It will therefore be necessary to modify the/ them.

• The CTR is low but the results are good

In this case, we have a design problem. They don't get enough attention from users. It will therefore be necessary to change the creation.

For 5-star creations, feel free to read our guide to creating ads that convert. Visuals, copywriting, we give you our best tips.

• The CTR is high but the results are low (or even zero).

Advertising is good, it attracts the attention of Internet users but when they get to the landing page, they don't convert. So the problem comes from your offer or your landing page.

In this case, you will have to rework it. Your offer may not be clear enough, your landing is unconvincing, or your purchase/registration form is too complex.

• The CTR is high and the results are good

The lights are green. In this case, you won't have to stop there. You can optimize your campaign by increasing your budget and doing what's called horizontal and vertical scaling.

That's what we'll see in a future article 😉

In the meantime, if you need for your Facebook Ads campaigns, our experts are there to help you exceed your goals. Do not hesitate to contact us at welcome@growthroom.com.