The Most Important Facebook Metrics to Track
Table of Contents：
- Reduce focus on useless metrics
- Focus on engagement
- Focus on conversions
- Watch out for CTR traps
- Ensure your ROAS
There’s no denying the importance of metrics and data, but without proper analysis, it’s really just noise.We need to find key metrics from a lot of data to reduce our waste of time。
1.Reduce focus on useless metrics
We often pay attention to many vanity metrics, which are useless. Those metrics may look great and the data may be excellent, but they do not represent actual revenue or expenditure.
2.Focus on engagement
- People are often very concerned about coverage and ignore rate participation, which is very wrong. Because participation almost determines whether users will eventually “buy”. So getting your users to take the first step as much as possible is crucial.
- Engagement is one of the most important Facebook metrics you can track. For one, engagement is a sign that people actually like the content you’re sharing. But another reason engagement is so valuable is it may give your posts more exposure to your audience.
3.Focus on conversions
- Conversion is the most closely related indicator of spend or revenue. If your website has steady traffic but hasn’t converted for a long time, you need to take it seriously. If a website has stable conversions, then it is necessary to increase the traffic as much as possible and maintain the conversion rate.
- Increasing the conversion rates for your Facebook advertising should be your only goal. For this reason, accurate conversion tracking on your website is essential.
4.Watch out for CTR traps
- Frankly speaking, new usage is an indicator that many optimizers pay attention to, but the click-through rate must be combined with the bounce rate to be more meaningful.
- A high bounce rate indicates that the landing page is not high quality or does not match the creative. High bounce rates can also significantly waste advertising costs.
5.Ensure your ROAS
- ROAS is essential for quantitatively evaluating the performance of ad campaigns and how they contribute to an online store’s bottom line. Combined with customer lifetime value, insights from ROAS across all campaigns inform future budgets, strategy, and overall marketing direction. By keeping careful tabs on ROAS, you can make informed decisions on where to invest their ad dollars and how they can become more efficient.
- An acceptable ROAS is influenced by profit margins, operating expenses, and the overall health of the business. While there’s no “right” answer, a common ROAS benchmark is a 4:1 ratio — $4 revenue to $1 in ad spend. Cash-strapped start-ups may require higher margins, while online stores committed to growth can afford higher advertising costs.
For many advertisers, advertising costs a lot of money and costs. In order not to waste money, everyone pays attention to the cost and the final effect, in order to adjust and optimize the delivery strategy at any time. Therefore, we must clarify the most important indicators in Facebook advertising activities, such as engagement, conversions, CTR, ROAS, etc., and continue to track them.