While Facebook is an ideal place to build your audience and generate traffic, organic reach can be challenging. There’s a lot of competition and the news feeds are usually overwhelmed with multiple sources of information. That’s why many Singapore companies choose to use Facebook Campaign to help with their social media marketing.
However, when it comes to gauging their success on this platform, many of these companies pay attention to the wrong metrics. Instead of looking at their return on investment, they think in terms of how many likes they get on a post as well as their reach. While likes can be a source of social proof, you shouldn’t measure your campaign’s success by them.
Let’s discuss 5 of the best metrics for judging your ad campaign on Facebook. But first, let’s take a look at a few vanity metrics that you should avoid.
Vanity Metrics To Avoid
If you ask most companies how they judge the success of their campaigns, then they will likely say that it’s one of three things: likes and reach, video views, or their relevance score. Unfortunately, these are vanity metrics and you should never rely on them when working to improve your campaign. Let’s briefly discuss each.
Likes and reach
There are a lot of companies who have resorted to purchasing likes for their Facebook business page. They see that their competitors have thousands of followers and want to make sure that they look just as popular. However, these fake likes do nothing at all for your social engagement. In fact, when visitors see that you have thousands of likes but very few comments, it looks suspicious. Not only that but Facebook frowns on this type of practice.
You may be thinking, “Well, what if I use ads to get likes for my page?” While this may be preferable to buying likes, the quick likes that come from a creative ad don’t usually hold much weight. Studies show that the likes that come from ads won’t always improve your click-through weight.
Video Views
It can be difficult to judge your progress by the number of video views you have. Facebook considers a view as someone who has viewed your video for 3 or more seconds. And many of these views are passive as many videos are set to autoplay.
Relevance Score
Sure, your relevance score can be an excellent way to optimise your PPC campaigns. However, it only determines how relevant your ad set is to your audience, not if your content is of high quality. So there are some instances in which companies with lower scores may perform better than those with higher scores.
1. Conversion Rates
When it comes to conversion rates, there are three that you should keep an eye on: lead generation, sales, and traffic. Each is unique and can give you a better idea of your progress. Let’s discuss each.
Lead generation
This is the total number of people who actually sign up for your offer after they have clicked on the landing page from Facebook. The more well-crafted your landing page, the higher the number of leads you get. This metric lets you know if you need to make changes to your landing page.
Sales
Sales can be a great metrics to judge your progress. If you have a desired number of sales that you would like to reach but are struggling to do so, then you may need to refine your approach. Perhaps you should increase your ad budget or spend a little bit more time raising brand awareness.
Traffic
After you have boosted your post, take a look at the number of clicks on your website. Facebook makes this process easy for you,. Simply set up your Facebook pixels so that the platform optimises your ad and tracks your conversion rates.
2. Frequency
Frequency lets you know the number of times your ad has been served to a user. This metric is most useful to companies that spend hundreds of dollars on ads each month. If you show the same ad to the same person over a long period of time, they will either start to ignore it entirely, or worse, they will start to dislike your brand altogether. Many will leave negative feedback on Facebook and it will hurt your relevance score.
So what should you do instead of showing the same ads repeatedly? Try targeting your users more carefully and designed an ad that is fresh. Make changes to your value proposition. You may also select ‘Daily Unique Reach’ to make sure that your ads are only be shown once a day per unique Facebook user.
3. ROAS and Spend
If you want to earn revenue, then you’re going to need more than just traffic from your ads. You’re going to need targeted traffic from your ads. And you can make sure that your ads are targeted by testing. Take a look at how well an audience is responding to your ad set. Pay attention to your ad spend. Use it as a benchmark.
4. Cost Per Click and Click-through Rate
Cost per click, or CPC, will give you the cost of a click from your Facebook ad to your website. The click-through rate, or CTR, is the percentage of individuals who have click on your site after seeing your Facebook ad. If your CTR is low, then it could mean that your ad doesn’t appeal to your target audience. It could also mean that you are not targeting your audience correctly.
5. Cost per action
Any step that you want your audience to take is considered to be an action. For example, you may want your audience to click your site. You may want them to click your video’s play button. Perhaps you want them to share your content. While you could easily consider the total number of actions that your audience takes to be a metric, it’s better if your associate a cost with these actions.
Cost per action, or CPA, will give you a more accurate measurement of your success. And the goal is to lower your CPA. In this way, you will be able to increase your conversions and earn more revenue. It’s a good idea to measure this metric alongside others such as frequency. This will give you more context.
Top Facebook Marketing Campaign Monitoring Tools
More than 2.3 billion people use Facebook worldwide, making it the largest social media platform. This makes Facebook one of the best platforms for online marketing.
However, advertising on Facebook is not as easy as it looks. It takes more than just paying money and hoping for quality traffic. You have to invest your time and look for effective strategies to make it a success.
Facebook is evolving, and companies are working tirelessly to keep up with the changes. Marketers are constantly searching for the finest and most effective Facebook marketing tools to help them achieve their objectives.
When searching for these tools, as a marketer, ask yourself what your objectives are for Facebook marketing or if you want to boost your number of followers.
Here is a list of the top Facebook marketing campaign monitoring tools, together with a list of their pros and cons.
Agorapulse
Photo credits: agorapulse.com
Agorapulse is a one-stop-shop for all of your social media monitoring and planning needs. It allows you to plan and publish articles on Facebook and manage content and interaction. You can also reply to conversations and establish strong connections with your audience from one place.
Here is a list of campaigns Agorapulse can run for you.
- Fan vote
- Coupon
- Instant win
- Sweepstake
- Photo contest
- Personality test
You may use the Agorapulse barometer to evaluate and compare Facebook pages to learn more about your rivals. It gives you a lot of reports to help you track your progress. It also provides tools for big groups to coordinate workflows.
After signing up, you’ll get a free 28-day trial followed by a premium monthly plan starting from $89 a month. It also provides a free application that lets you conduct Facebook timeline competitions, such as quizzes, giveaways, and picture contests.
Pros
- Easy to use interface
- Quick to duplicate and edit posts
- Excellent customer service
- It tracks comments on ads you are running
- You can answer all Facebook comments from one inbox
- Listening tools and great for ease of monitoring
Cons
- Emergency stops of all scheduled posts
- You have to pay more for customized reports
- The Mobile version is less user-friendly
- Cannot access Direct messages (DM) more than one week old
- The App frequently resets and requires a login
Canva
Photo credits: canva.com
Canva is a free online design tool that enables you to create stunning images for Facebook posts, videos, and advertisements. The App’s database contains over a million pictures and more than 50,000 pre-sized templates, making it desirable. You can create amazing graphics in a short time using Canva’s simple drag-and-drop editor. All of this is possible even if you have no prior design experience.
All you have to do is log in and choose Facebook Post from the drop-down menu. After that, pick a layout from their library, add text, and tweak the colors, background, and style to your choice. You may also include your company’s logo on the photos or link to the post. When everything is in order and ready, post it immediately on your Facebook page.
Pros
- Many templates to choose from
- Easy to edit and alter designs
- Easy to use
- The free version is super good
- It has grids to guide new users
- Automatic sizing for different social media channels
- You can upload fonts and pictures to make your designs unique
Cons
- You can easily overestimate your design ability
- The user interface is a bit cluttered
- Clunky editing features
- Autosave can sometimes disappoint you
- Organizing a large number of files can be challenging
- Limited image downloading formats
Qwaya
Photo credits: qwaya.com
Qwaya is an effective tool that helps advertising agencies and marketing teams manage Facebook advertising. It offers several features that might help you increase the number of people that visit your Facebook page. Qwaya, for example, provides a platform for A/B testing your audience and advertisements. This allows you to optimize your ads.
The software facilitates the design and management of ads. You can integrate Google Analytics, automate ads and organize campaigns to run differently. Qwaya also features a multi-user functionality that allows you to connect and share resources with other team members. Moreover, you can improve performance by stopping ineffective adverts and campaigns, among other things.
Pros
- Detailed reporting
- Accommodates both small and medium enterprises
- Allows you to test ads before you put them online
- It integrates with both Google analytics and Excel
Cons
- It is a bit expensive
- User experience is bad at times
- It has many features, but you may never use all of them
Buffer
Photo credits: buffer.com
Buffer is the ideal tool for Facebook marketers since it puts them at the forefront. One of the tool’s incredible features is that it lets you schedule all of your posts once. It then automatically uploads them to your page at the specified time. There is no need to post every day manually.
Buffer also offers metrics and insights into the performance of your posts. You may evaluate the statistics to determine the most engaging content, the ideal time to post, and the frequency with which to do so.
Its user-friendly layout is favorable to both small and large enterprises. It includes a browser plugin that works smoothly with Chrome, WordPress, and other applications to locate and distribute content.
Buffer’s free plan lets you schedule up to 10 posts per day across three social media accounts. If you want to access additional features, upgrade to one of their premium plans and schedule more articles. However, many digital firms find their pricing structure a bit confusing.
Pros
- Clean and simple layout
- You don’t have to be online to post your ads
- Organizes content for social media
- The chrome extension allows you to share pictures and videos directly from the website
- Provides crucial analysis of your market performance
- It allows you to integrate it with other tools to improve its functionality
Cons
- The mobile version does not have features same as those of the web version
- It is a bit expensive
- It is not possible to schedule posts with tagged businesses or posts
- It is not possible to post GIFs
Headline Analyzer
Photo credits: coshedule.com
Headline Analyzer is a tool that helps you enhance the headlines of your Facebook posts, advertisements, and blogs. It will make your post’s headlines stand out from the rest since many companies are posting on Facebook competing for the same customers. It first analyzes headlines that generate traffic, search results, and social media shares. It then evaluates and proposes adjustments to your article based on that information.
Signing up for Headline Analyzer is entirely free. Type your headline into the tool, and it will assess the content and structure. It will consider popular and emotional words and other factors contributing to great headlines.
It will then provide you with a general score and a comprehensive analysis of the headline’s tone, structure, and word count. The program will also offer you suggestions on how to enhance your headline.
Pros
- It is well organized
- Both clients and team members can collaborate on projects within the platform
- You can manage everything you are working on from the same place
- Easy to use
- The calendar view is feature is convenient for many users
Cons
- You can’t move around rescheduled items on the queue
- Anyone viewing the project requires a separate log in
- The user interface is not user friendly
- It is a bit expensive
- It only works with WordPress
MobileMonkey
Photo credits: mobilemonkey.com
MobileMonkey is a tool that enables you to use Facebook messenger to reach out to your target audience. It also helps in optimizing Facebook messenger ads. It allows you to build effective chatbots, engage with consumers, expand your email list, segment your audience, and increase conversions.
MobileMonkey also has pre-built chatbot templates, sophisticated chatbot analytics features, and a robust chatbot developer. It also offers full support for Facebook Messenger advertising and sponsored ads.
Their detailed chatbot training explains how to get started with Facebook Messenger and chatbot marketing. Webchat and SMS marketing services are also available on this chat marketing platform.
The best thing about MobileMonkey is that you can use the chatbot builder for free to develop a Messenger chatbot for your Facebook page.
MobileMonkey is a must-have tool in your marketing toolbox if Facebook Messenger is a crucial element of your Facebook marketing plan.
Pros
- You can connect with WordPress through their plugin
- Good sequencing features
- Delivers customized chats to people based on the segments you built
- Easy to use
- Has a free plan for businesses with a limited budget
- It has a strong Facebook community where you can help each other
- It has a course on mobile Messenger marketing
- An intuitive user interface
- Excellent customer support
Cons
- Only uses Facebook Messenger
- The reporting is pretty minimal
- Slow with development of new features
Likealyzer
Photo credits: likealyzer.com
Likealyzer is a tool that ranks your performance out of 100 by numbering your graphics, setup, and interaction, giving you a better understanding of the tactics you are using currently.
All you have to do is input a Facebook page URL, and Likealyzer will provide blocks of easy-to-read statistics and recommendations on your page’s health. It is also important to note that you don’t need Facebook authorization to input the URL on Likealyzer.
Pros
- Easy to use
- Provides results within a short time
- The data analyzed is understandable
- Provides users with recommendations based on the analysis of their page
- It is a free marketing tool
Cons
- It does not have a mobile application
- The analysis report is not printable
- You cannot export the analysis report as PDF or excel, making it hard to share with other people
Post Planner
Photo credits: postplanner.com
Post Planner is a tool that helps you find the right content to post on your Facebook page. It displays the most popular and relevant content for your target audience. This tool allows you to search for any blog, hashtags, social media account, and topic. Post Planner also displays the most popular material regarding comments, likes, clicks, shares, and comments.
Post Planner’s recommendations are categorized by industry. As a result, you will find articles and content ideas that appeal to your target audience. With the help of a unique publication calendar, you may automate your content posting. It also aids in optimizing your articles, recycling your finest content, and analyzing performance indicators.
Since it enables team communication, it’s an excellent tool for agencies and marketing departments. The Paid plan starts from $3 per month, and the Pro app is free.
Pros
- You can identify content that suits your target audience
- Easy to use
- Has numerous features
- Perfect scheduler for posting
- Easy to set up
- It helps in recycling and rescheduling old posts
Cons
- The pricing structure is unclear
- Has a weak customer support
- It may take you time to understand how the tool works
- It is difficult to cancel your account if you no longer want it
- Lacks integrations
- It gets glitchy when they are updating
Sendinblue
Photo credits: sendinblue.com
Sendinblue is a tool that can assist you in create and manage your Facebook marketing campaigns more efficiently. With well-designed advertisements and appealing calls to action, you can reach a wider audience.
This platform allows you to retarget a particular set of contacts directly. You can also utilize your contact list to identify new prospects who are comparable to your current clients.
After selecting your advertisement specifications, Sendinblue will automatically optimize the money spent every day to bring you the maximum result. They give thorough information to assist you in analyzing the success of your campaign.
The best thing about Sendinblue is that it is a free marketing tool. It also has a paid plan option starting from $25 a month.
Pros
- It does not require installation. Therefore, you can use it directly from the web
- Their free plan is as effective as the paid plan
- An excellent customer support system
- It has an image library, and so you can choose what suits you
- You can easily customize your emails
- Reasonably priced
- It is user-friendly
Cons
- Allows you to communicate with customers only through emails
- It takes time to scan deliverability lists
- Sometimes the system crashes and stops working
- A limited number of integrations
- Installing a chat window on the company website requires a developer
- Accounts are randomly shut down, leading to data loses
- Not possible to schedule time-zone based emails
- No subscription or auto-renew for SMS service
Conclusion
If you’re interested in generating more leads, then Facebook is definitely the place to do it. With each passing day, the platform is getting larger and larger. And that’s part of what can make the Facebook ad process so overwhelming. If you’re not working with an SEM agency, then it’s easy to get caught in vanity metrics without looking at what really matters.
Don’t fall into the trap of only paying attention to the metrics that will boost your ego. The above metrics are perfect for getting a true gauge of your performance. Though there are many more to choose from, the five we have just discussed are a great start.
