We’ve had a lot of fun lately designing Facebook ad campaigns for clients. We used the traditional metrics to gauge whether the ads were having an impact, but we also relied on two lesser-known measurements that Facebook either doesn’t offer or doesn’t feature prominently. We thought it’d be helpful to share them with you.
First, the basics: The traditional ways to measure a Facebook ad’s success are through click-through-rates and cost-per-click. These are good yard sticks, but they paint an incomplete picture. They measure your ad as an isolated entity – not as one branch on your broader Facebook tree. To see the bigger picture, consider these unconventional metrics:
Click-To-Like Rate: This measures how many consumers “like” your page versus how many simply clicked on your ad. Facebook doesn’t offer it so you’ll need to find it yourself. We like it because it measures whether consumers feel connected to your organization’s broader Facebook brand as opposed to the more shallow measurement of whether they thought your ad was catchy. To find your Click-To-Like Rate, divide the number of new fans your page earns by the number of clicks your ad earns. One Campfire client has a Click-To-Like Rate near 90 percent, which leads us to conclude the public’s interest in our client is deeper than just a cool advertisement.
Unlikes: It’s tempting to high-five your colleagues after gaining 10,000 new fans in a few weeks. But there’s little to celebrate if you also have a high “Unlike” rate – or the rate at which fans unsubscribe from your page in the following days and weeks. To find your Unlike rate, visit your Facebook page’s Insights feature and check how often consumers are “Unliking” your page. If it’s a high number, your ad is either targeting the wrong consumers or the content you’re posting to your Facebook page leaves something to be desired.
Advertising on Facebook is a constantly evolving experience – both for advertisers and for Facebook. The more you do it, the more you’ll learn about what consumers care about and how best to provide them value. If you have questions, don’t hesitate to contact us.