How many people actually click on Facebook ads?
Facebook statistics: which KPIs are really relevant?
If you use Facebook professionally, you want to be able to measure the success of your work and clearly determine the ROI. Facebook therefore offers companies numerous evaluation options to measure the results of advertisements and organic posts. You can also statistically evaluate the fan base of your Facebook company page and thus gain valuable knowledge about your target group. In the first part of this article, you will learn which key figures are relevant and how you can analyze the performance of your company page on Facebook. You will then learn the basics for evaluating your Facebook advertising in the second part of this blog post.
Which Facebook KPIs are really relevant?
Let's start with the fundamental question of which KPIs are relevant when companies use Facebook. First of all, you should differentiate between the performance of your fan page and that of your unpaid contributions, as well as the results of paid advertising.
When it comes to your business page, fan behavior is an essential indicator of success. Take a look at how high the proportion of interactions is in relation to the reach of a post. The more fans comment, like or share a post, the greater the reach. Facebook's algorithm only shows your posts to fans who are obviously interested in your content. If you never interact with your page, you will at some point not get any of your news in the feed. It is therefore also clear that the sheer number of your fans is no guarantee for a successful Facebook page. Rather, you should keep an eye on the relationship between interactions and reach. Analyze the performance of your posts and find out which content and formats work well for your target audience and which don't.
Evaluate Facebook statistics
Now let's look at how you can get all the relevant statistics in Facebook. Facebook offers very extensive data on the company pages, which you can call up via the menu item "Statistics" in the menu:
As soon as your company page is active, the first data will be displayed in the overview. The page summary provides an overview of the most important figures from today, yesterday, the last 7 or 28 days.
- how often people have clicked on a button or the contact information (page activities)
- how often your page was viewed
- how many new likes you have
- how many people your content was shown (reach)
- how often people have interacted with your content through clicks, likes or comments (post interactions)
- how often your videos have been viewed
With one click you will get further information (more on this later).
If you scroll further down you will see information about the 5 most recent posts:
The first interesting KPIs for the performance of your postings are already available here. In addition to the date of publication, a short preview of the post, the post type (in our case a link post), the target group (in our case public), the reach and the interactions are displayed. Reach and interaction are particularly interesting in order to compare which types of posts from the Facebook algorithm achieve particularly high reach and which of them stimulated the recipients to interactions in the form of clicks (blue bar) or reactions, comments or shares (red bar).
More detailed insights into the Facebook statistics
A more detailed breakdown of the performance can be found in the various categories in the menu on the left.
At this point, we want to leave out the promotions area for the time being, as these are advertised contributions. We will then take care of the evaluation of advertising measures on Facebook in the second part of the article.
So let's first take a look at the likes of a page. This section shows you the development of the number of fans on your site. The first two diagrams show the development of the “likes” ratings over time. At the top right you can set which date range you want to view.
As a rule, you should see a continuous increase in the number of "likes" here. Analyze what causes sudden changes to better understand fan behavior. For example, were there posts that were shared particularly often and thus led to increased attention for the site?
You can get more detailed insights into the development of your fan numbers from the diagram of the net “likes”. Here you can see how many new fans you have gained per day. The "I don't like it anymore" information is deducted from the gross value. If you should find a noticeably high number of "I don't like" messages at any given time, you should definitely identify the causes: Reasons can be both the content of your posts and their frequency. The Facebook statistics provide important information here that will help you to continuously optimize your social media measures.
Under the menu item Reach you will find detailed information on the reach (paid and unpaid) of your site. In the first diagrams you can see how many people saw your content on which days and how many interactions there were.
There is also an overview of negative actions. If people report your posts as SPAM or hide them, this also has an impact on the overall performance of your page, as Facebook interprets this as an indication of uninteresting or inappropriate content.
In the "Pageviews" area, you can see how many visitors have visited your Facebook page in the selected period. You will also find out which were the most important sources of traffic. It is also interesting to have the opportunity to gain insights into the demographic data of the website visitors.
Actions on the side
Users can take various actions on your Facebook company page, such as clicking on buttons or on your website. These activities are particularly valuable as they show a high level of interest in your company, brand or product.
In the Posts section, the performance of each of your postings is broken down in detail. You can also find out when your fans are online - an important indicator of what time you should schedule your posts.
Events and Videos
If you've created events or posted videos, you can also analyze their performance in detail.
Correctly evaluate the statistics of the Facebook advertising campaigns
Now let's take a look at how you can evaluate your Facebook advertising in a meaningful way. Advertising campaigns focus on different KPIs than Facebook page statistics.
What is the goal of your Facebook advertising?
When creating your Facebook advertising campaign, the first step was to determine what your advertising goal is. Among other things, there is the option of optimizing the ads for clicks or conversions, alternatively you can also advertise videos in order to get as many views as possible. Depending on which of these goals you are pursuing, other success indicators are of course decisive.
In this post we take a look at which success factors are relevant in relation to video advertising. Facebook differentiates between the duration of the video viewing in relation to the total length of the video. Did the viewer only watch the video very briefly, or 25, 50, 75, 95 or even 100 percent? This metric is a good indicator for assessing a person's interest in a topic: If a video is watched to the end very often, it has a high probability that it met the expectations. If, on the other hand, many users cancel the video prematurely, the content was probably not convincing.
Assess the performance of advertisements
Now we come to the data Facebook collects on video advertising. You will see the results when you open the Ad Manager or Power Editor and select the appropriate campaign. In the overview of the campaigns and ad groups, you will then find out the most important KPIs such as results, reach, costs per result and the amount spent. If you look at the results at the ad level, you'll see more metrics.
The results for video ads are the number of video views. In this case, the decisive factor for the rating as a view is that the film is played for at least 3 seconds. The range of the video is directly related to this, as this indicates how many Facebook users the video was actually displayed. In contrast to the key figure “impressions”, each user is only counted once, regardless of how often he was shown the video. If a video has a long reach, the likelihood of more video views is also greater.
How long users watch a video, on the other hand, depends primarily on the content. If he does not meet the expectations that are triggered by the ad, a high reach with many short views may not bring the desired success. Therefore, as further indicators for the quality of the advertising campaign, the interactions as well as the already mentioned percentage viewing duration should be taken into account.
The cost of an ad
But first let's take a look at the cost of a promotional video. What do these say about the success of the campaign? The fact is that with good video content you can start a successful campaign very cheaply.
In the ad manager you can also display the performance of the ad as a diagram.
This is how you can see how the cost per result (3 second video views in this case) has changed over time. In contrast to the example, the upper, blue graph for the number of results should ideally increase continuously, whereas the green graph (costs) should decrease. Nevertheless, the costs (€ 0.01) per result in the example are absolutely in the expected range.
Back to the tabular overview. Facebook shows the total amount spent on a campaign, ad group or ad under the "Amount spent" item.
There is also a breakdown according to the costs per 1000 people reached and the costs per 1000 impressions. This classic "thousand contact price" still comes from the field of print advertising and is actually irrelevant for Facebook ads. Apparently, many companies are still working with this well-known KPI.
For your Facebook ads, however, the KPIs “Cost per Click” (CPC) and “Click Through Rate” (CTR) are much more important. A high CTR means that a high proportion of the people reached carry out the desired action. This is especially important when the campaign goal is clicks.
What is the relevance score?
If you call up the Facebook statistics at the ad level, you will find another metric: the relevance rating.
What is it about? Facebook itself defines the relevance rating as follows: “A rating from 1 to 10, which indicates how well your target group responds to your ad. The rating is shown when your ad has more than 500 impressions. It is only visible when viewing reports on advertisements, and it is not shown for ad groups and campaigns. "
A good rating would therefore mean that the ad fits the selected target group well and that a high percentage of this group carries out the desired action (e.g. video view or click on the ad).
In practice, however, we have found that this value should not be taken too seriously. We already had ads with a rating of 9 that hardly brought any results and were therefore very expensive, and others that were only rated with a 1 and still worked very well.
Now let's get to the interactions and video interactions. The former include actions by people who are assigned to the ad, for example post reactions such as comments, shared posts, but also link clicks and likes. If an ad - and this also applies to an unpaid Facebook post - receives a lot of obviously positive reactions, this indicates a successful ad. In general, in today's world, when the attention of recipients is a valuable and limited good due to a persistent flood of information, any reaction to this attention can be inferred. If it is also noticed positively, then as a marketer you can rate it as a success factor. Accordingly, interactions are possibly one of the most meaningful KPIs for ads.
Video interactions refer explicitly to our special case treated in the example, namely the percentage video playback. If many recipients have watched the video to the end, this suggests interest in the content and is therefore to be rated as a success.
Optimize advertisements based on Facebook statistics
If you test multiple ads or even ad groups in your campaign against one another, as recommended in our ad creation guide, you will quickly see which ads are performing well using the KPIs presented.
To do this, you should - depending on your budget - run a new campaign for one to three days and then make the first changes. First, see which ad has the worst scores:
- no results (clicks, views or conversions)
- little results at a high price
- high reach but few clicks
- low CTR
Turn these ads off first. Then after a few hours (or days, if you have a lower budget), check how the rest of the ads are doing and keep optimizing. Overall, you need to find the best ratio of results to reach, cost, and CTR. And by the way: There is no such thing as “the price” for a good advertisement. The prices vary greatly depending on the goal, product and target group.
Use the knowledge you gain in this way for your upcoming campaigns. Perhaps you find that a certain imagery works very well? Then keep it up!
Ultimately, you always have to consider different values in relation to one another in order to arrive at a valid result. If five fans share a post in a medium-sized B2B company and there are ten "likes" and three comments, it may seem like little. In relation to the maybe only a few hundred fans, on the other hand, that's a good result.
There are also no generally valid values for advertisements: You can never say in general whether a price per click (CPC) or per action is appropriate. Only knowing how many of the paid actions lead to a purchase and how much sales a customer generates reveals the return on investment.
Image source cover image: © rawpixel.com/ shutterstock 2017
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