William Thomson said: what gets measured gets managed. And so if you’re not measuring your advertising metrics you’re probably a poor quality marketeer. Tracking and measuring your results is probably the most important prerequisite of all successful direct marketing and online sales.
When you’re building your Shopify store it’s no different. You need to know what’s working and what’s not.
Luckily Facebook makes it really easy to measure the most important metrics and results from your advertisements, and it’s really easy to determine if your ads are performing well or if they aren’t.
Here are the most important metrics to measure:
– Reach
– Total Ad Spend
– CPC (Link)
– Cost per Post Engagement
– Conversion: Add To Cart
– Conversion: Purchase
– Cost per Purchase
There’s always more you can keep track of, but those metrics should be definitively added to your custom column view in Facebook. They are essential for you to get an adequate interpretation of what’s going on with your ads.
You should never use Facebook’s default ad manager settings because they only show you unimportant metrics. Facebook doesn’t want you to measure conversions, they choose the metrics they show by default to get you excited so you spend more money on advertisements. They will be controlling your perception of how well your advertising campaigns are doing.
So you have to make sure you change the default metrics and measure the right stuff to determine the TRUE effectiveness of your ad, beyond page post engagements and other useless metrics.
Using the right metrics is the first step to bigger results. You will have the right leverage when adapting your ads to your audience. You’ll know which ads to keep, and which to drop. You will avoid confusion and second guessing.
Start measuring the right metrics and your advertising campaigns will be much more effective.
Hope this helps!
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