2. Three Themes for Today
1. Businesses are spending an
increasing amount of their
resources online but measuring
the impact can be difficult
2. Facebook’s approach to
measuring business success
3. Four simple ways you can
measure ROI on Facebook
3. Measure against business objectives
Reach Brand resonance Reaction
Did I reach the right Did I improve my brand’s Did I cause a customer
number of people and image and change the to act – to buy a product,
the right type of people? attitudes of customers? sign up for a service or
make a referral?
4. Measure against business objectives
Reach Brand resonance Reaction
Did I reach the right Did I improve my brand’s Did I cause a customer
number of people and image and change the to act – to buy a product,
the right type of people? attitudes of customers? sign up for a service or
make a referral?
5. Clicks do not equal sales
1400%
900%
ROI %
400%
-100%
Breakeven
0.00% 0.10% 0.20% 0.30%
Click through rate
Nielsen NetEffect meta analysis: There is no correlation between CTR and ROI%.
6. 3rd Party Methods of Measuring ROI
1. MMM
Measures ROI by analysing fluctuations in your marketing
spend over time.
2. Card Transactions Analysis
Measures a snapshot of uplift in purchases from a particular
geographic or demographic group when you buy targeted
advertising.
3. Multi Touch Attribution Modeling
Uses view tags to measure paths to purchase across the
web then aggregates this into ROI via econometric analysis.
7. APAC ROI Results
Average APAC ROI
1.20
1.00
0.80
0.60
0.40
0.20
-
7
Source: Aggregated Nielsen MMM data across 95 APAC studies
8. Here’s 4 Simple Ways You Can Start Today
Run Facebook campaigns in
Custom Target your customers Paired one of two (or more) similar
securely, measure
Audiences behavior versus your Market Test markets and measure
control groups aggregate sales lift
Works for: Any advertiser Works for: Advertisers
with a detailed customer where conversions observed
list by geography
Distribute offers to
Offers fans, FoFs, custom Conversion Activate a Facebook
conversion pixel on your site
audiences, or broader target Tracking via Power Editor and track
audiences. Monitor redemption the number of people who
rates in-store or online with take a specific action on
unique codes per offer or your site.
barcode scanners
Works for: Direct Response
Works for: CPG, Retail, QSR advertisers (ecomm)
9. Here’s 4 Simple Ways You Can Start Today
Run Facebook campaigns in
Custom Target your customers Paired one of two (or more) similar
securely, measure
Audiences behavior versus your Market Test markets and measure
control groups aggregate sales lift
Works for: Any advertiser Works for: Advertisers
with a detailed customer where conversions observed
list by geography
Distribute offers to
Offers fans, FoFs, custom Conversion Activate a Facebook
conversion pixel on your site
audiences, or broader target Tracking via Power Editor and track
audiences. Monitor redemption the number of people who
rates in-store or online with take a specific action on
unique codes per offer or your site.
barcode scanners
Works for: Direct Response
Works for: CPG, Retail, QSR advertisers (ecomm)
10. Here’s 4 Simple Ways You Can Start Today
Run Facebook campaigns in
Custom Target your customers Paired one of two (or more) similar
securely, measure
Audiences behavior versus your Market Test markets and measure
control groups aggregate sales lift
Works for: Any advertiser Works for: Advertisers
with a detailed customer where conversions observed
list by geography
Distribute offers to
Offers fans, FoFs, custom Conversion Activate a Facebook
conversion pixel on your site
audiences, or broader target Tracking via Power Editor and track
audiences. Monitor redemption the number of people who
rates in-store or online with take a specific action on
unique codes per offer or your site.
barcode scanners
Works for: Direct Response
Works for: CPG, Retail, QSR advertisers (ecomm)
11. Here’s 4 Simple Ways You Can Start Today
Run Facebook campaigns in
Custom Target your customers Paired one of two (or more) similar
securely, measure
Audiences behavior versus your Market Test markets and measure
control groups aggregate sales lift
Works for: Any advertiser Works for: Advertisers
with a detailed customer where conversions observed
list by geography
Distribute offers to
Offers fans, FoFs, custom Conversion Activate a Facebook
conversion pixel on your site
audiences, or broader target Tracking via Power Editor and track
audiences. Monitor redemption the number of people who
rates in-store or online with take a specific action on
unique codes per offer or your site.
barcode scanners
Works for: Direct Response
Works for: CPG, Retail, QSR advertisers (ecomm)
12. Here’s 4 Simple Ways You Can Start Today
Run Facebook campaigns in
Custom Target your customers Paired one of two (or more) similar
securely, measure
Audiences behavior versus your Market Test markets and measure
control groups aggregate sales lift
Works for: Any advertiser Works for: Advertisers
with a detailed customer where conversions observed
list by geography
Distribute offers to
Offers fans, FoFs, custom Conversion Activate a Facebook
conversion pixel on your site
audiences, or broader target Tracking via Power Editor and track
audiences. Monitor redemption the number of people who
rates in-store or online with take a specific action on
unique codes per offer or your site.
barcode scanners
Works for: Direct Response
Works for: CPG, Retail, QSR advertisers (ecomm)
13. Three Themes for Today
1. Businesses are spending an
increasing amount of their resources
online but measuring the impact can
be difficult
2. Facebook’s approach to measuring
business success
3. Four simple ways you can measure
ROI on Facebook
Editor's Notes
We have seen marketers around the world having success and GAIN INSIGHTS when aligning to this philosophy of measuring fb the same way you measure the other media you invest in.There are three broad business objectives that marketers are measuring fb against: REACH, BRAND RESONANCE, REACTION (e.g. read illustrative questions on the slide)I’ll walk you through, for all three of these, how marketers are performing globally when taking this approach and provide some insight into HOW they are going about measuring their fb marketing strategy against these three objectives…The ones that are doing this well are aligned to this philosophy on day 1
We have seen marketers around the world having success and GAIN INSIGHTS when aligning to this philosophy of measuring fb the same way you measure the other media you invest in.There are three broad business objectives that marketers are measuring fb against: REACH, BRAND RESONANCE, REACTION (e.g. read illustrative questions on the slide)I’ll walk you through, for all three of these, how marketers are performing globally when taking this approach and provide some insight into HOW they are going about measuring their fb marketing strategy against these three objectives…The ones that are doing this well are aligned to this philosophy on day 1
And it does not correlate with actual sales. This was discovered in a recent Nielsen study and was quite groundbreaking in the industry given it’s optimization around CTR to drive bottom funnel metrics like sales.The reason is that clicks are low funnel, where as ROI and brand metrics are upper funnel in terms of purchase cycle. For search, it might be good because you do trafficking and navigation and you don’t work to change perceptions – people already made up their mind. Whereas at FB, we’re focused on connections and branding which doesn’t match with this type of metric.
4 ways to measure reaction for retailers, although ‘view tags’ are only possible for eCommerceELABORATE on each
4 ways to measure reaction for retailers, although ‘view tags’ are only possible for eCommerceELABORATE on each
4 ways to measure reaction for retailers, although ‘view tags’ are only possible for eCommerceELABORATE on each
4 ways to measure reaction for retailers, although ‘view tags’ are only possible for eCommerceELABORATE on each
4 ways to measure reaction for retailers, although ‘view tags’ are only possible for eCommerceELABORATE on each
Retailers are gathering enormous amounts of data on their customers. They should be using it to dramatically improve customer experiences and improve both top and bottom line business performance.
