PROVE IT: MEASURING YOUR FACEBOOK ROI
Facebook and Google Analytics allow advertisers to implement trackers that tell you a whole lot of information about how many people see your ads, how many people engage with your ads, and most impressively, how many people complete your call to action. Here’s a guide to checking you’re getting serious bang for your buck.
YOUR ADVERTISING CAMPAIGN AND OBJECTIVES:
Engagement is important for everyone seeking brand awareness, aiming to be visible and to simply remain relevant. Website clicks will be your objective if you’re launching a new product, a new website, or running a promotion on a webpage. Website conversions, on the other hand, are for those of you selling a product online or requesting that your customers complete another call to action.
PROVE A REFERRAL TO YOUR WEBSITE:
If your objective is website clicks, Google Analytics URL tagging is your best friend. This tool will track individual ad campaigns back to your site, giving you an exact number of how many individuals completed your call to action. You can also find out, from Google Analytics, how long users who came to your tagged campaign stayed on your site and whether they visited other pages.
PROVE A SOCIAL CONVERSION:
Got an online store? What about an online survey? Perhaps you’re looking for people to sign up to your newsletter? Facebook’s got the powers you need to track how many people ‘convert’; in other words, complete your call to action. To do this, you can add a conversion pixel to your campaign, giving you precise details on your cost per conversion.
Now that you know what your Facebook platform is capable of, you can consider these tools in your marketing plan to make sure your ads are working. It’s over to you to crunch the numbers – your budget and your KPIS – to check you’re getting sufficient bang for your buck.
Hannah GreensladeYeats, Content Manager, Mosh Social Media