3. Impressions Clicks Unique clicks
Social Impressions Social Clicks Unique CTR
Social % Interactions CTR (click through rate)
Unique impressions Social CTR
Action Rate Actions CPC(Cost-per-click)
Conversions CPM(Cost per thousand impressions)
Cost per conversion New leads
Spent New Customers
4. 20 Facebook Ad Metrics
Marketer should know
1. Impressions:
How many times an ad has been
shown to a Facebook user.
* Watch this number => If it stops
increasing, the bid may have
fallen out of the suggested range.
5. 20 Facebook Ad Metrics
Marketer should know
2. Social Impressions:
How many times an ad has been
shown to a Facebook user with
social context (i.e. with
information about a user's
friend(s) who connected with your
page, event, or application).
* This is applicable only for
advertising within Facebook, such
as for fan pages, events, or apps.
6. 20 Facebook Ad Metrics
Marketer should know
3. Social %:
what percentage of the total
impressions were social
impressions.
7. 20 Facebook Ad Metrics
Marketer should know
4. Clicks:
The actual number of clicks on the
ad.
*A click is also counted if someone
„Liked' your fan page right from
the ad itself.
8. 20 Facebook Ad Metrics
Marketer should know
5. Social Clicks:
How many clicks you received
from an ad with social context (i.e.
with information about a user's
friend(s) who connected with your
page, event, or application).
*Only applicable when you
advertise within Facebook for fan
pages, groups, or events.
9. 20 Facebook Ad Metrics
Marketer should know
6. CTR (Click-Through Rate):
How many times your ad was
clicked, divided by the number of
times your ad was shown
(impressions).
10. 20 Facebook Ad Metrics
Marketer should know
7. Social CTR:
The number of social clicks
divided by the number of social
impressions. Theoretically, this
number should be higher than the
general CTR, because the ad was
targeted at a personal friend
who'd already 'Liked' the page,
thus demonstrating social proof.
11. 20 Facebook Ad Metrics
Marketer should know
8. Actions:
The number of people who took
the action desired from the ad
itself, such as 'Liking' your fan
page or responding to your event.
9. Action Rate:
The number of actions divided by
the number of impressions.
12. 20 Facebook Ad Metrics
Marketer should know
10. Conversions:
Measurement of how many people
responded to your call-to-action.
This counts actions from the ad
itself and includes when someone
visits your fan page and then
clicks 'Like.'
13. 20 Facebook Ad Metrics
Marketer should know
11. Cost-Per-Conversion:
Calculates your cost per
conversion, so you can see how
much you pay for a new fan, an
event RSVP, or a new group
member.
14. 20 Facebook Ad Metrics
Marketer should know
12. CPC (Cost-Per-Click):
How much each click you received
cost you. This number is
calculated even if you didn‟t bid
on the cost-per-click model. It
considers how many clicks you
received (even if you‟re paying by
impression) and calculates how
much it cost you for each click.
15. 20 Facebook Ad Metrics
Marketer should know
13. CPM (Cost Per Thousand
Impressions):
Even if you did not bid using the
CPM model when you placed your
ad, Facebook Reports will
calculate it for your reference.
This is helpful if you decide to
switch to the CPM bidding model
so you can compare how your ads
are performing between the
different bidding models.
16. 20 Facebook Ad Metrics
Marketer should know
14. Spent:
The amount you spent for that
time summary you chose in the
report: daily, weekly, or monthly.
17. 20 Facebook Ad Metrics
Marketer should know
15. Unique Impressions:
How many times your ad was
shown to a unique person.
Compare this against the number
of impressions to see how many
times your ad was shown to the
same person.
18. 20 Facebook Ad Metrics
Marketer should know
16. Unique Clicks:
How many unique clicks you
received. This data is helpful to
know if the same person
happened to be shown your ad
twice and clicked it both times,
because the second click wouldn‟t
be a unique click.
19. 20 Facebook Ad Metrics
Marketer should know
17. Unique CTR :
Unique clicks divided by unique
impressions. Again, in relation to
the unique clicks and the unique
impressions, you want to know
whether new people are clicking
through to your ad or if it is one
person clicking on your ad over
and over. It‟s best to have your
Unique CTR come close to your
CTR.
20. 20 Facebook Ad Metrics
Marketer should know
18. New Leads:
If your goal is lead generation,
then you need to make sure that
your ads are helping you convert
visitors into leads. How many
people converted on your offer
and opted in to continue their
relationship with your company?
21. 20 Facebook Ad Metrics
Marketer should know
19. New Customers
Were you able to drive new
customers from all that Facebook
advertising? If so, what was the
conversion rate from visitor to
customer compared to the same
conversion rate on a different
social network. You should have
the data to make such strategic
decisions.
22. 20 Facebook Ad Metrics
Marketer should know
20. Interactions:
Total number of comments, Wall
posts, and likes a page had. The
more interactions a page has the
more naturally viral it is in
Facebook due to the feeds.
- Interactions Per Post
- Post Quality Score
- Reviews
24. Step 1: Choose Step 2: Create
measurements metrics
Create two to four
Select one or two
metrics for each activity
activities that are good
identified. Always use
early proxies for future
the top two boxes, which
sales. Leads and
provide a cost-efficiency
interactions are obvious
and a quality metric
choices for B2B
which directly drive
marketers.
results for a campaign.
25. Step 3: Measure Step 4: Learn
and Optimize and Apply
Learn from what is
Use the quality and the
working, and from what
cost efficiency metrics
isn‟t. Although they may
together. It helps avoid
not be primary success
the mistake of chasing
metrics, they give
volume from lower
context to the
quality sources.
performance.
26. Example. Cost Efficiency Quality
Preferred: Preferred:
- Cost per Activity - Activities/Clicks
Campaign
Alternate: Alternate:
Responses - Cost per Click - Page Views/Clicks
- Cost per Visit
Preferred: Preferred:
- Cost per Activity - Activities/Impressions
Publisher Alternate: Alternate:
Audience - Cost per Page View - Page Views/Impressions
- Cost per Visit - Visits/Impressions
27. What is ROI?
1. ROI=
(Gains-Costs)/Costs X 100
2. Savings 1st Contact
- Call Deflection Resolution
(Direct/Indirect)
Average
- Average Handling Time Handling
Time
- 1st Contact Resolution Call
Deflection
28. 4 elements to calculate
direct deflections
1. Cost of a call
2. # of Questions asked per
month on Facebook
1st Contact
3. % of Questions answered by Resolution
Super Users Average
Handling
4.% of Questions deflected Call
Time
Deflection
29. How to calculate savings
1. (# of Questions asked) (% of Answers)=
# of conversations by super users
2. (% of Answers)(% of deflections)=
# of deflected calls
3. (# of deflected calls) ($/call)=
$ saved per month
1st Contact
4. ($ saved per month) (12)= Resolution
$ saved per year
Average
Gains Handling
Time
Call Center savings Call
Deflection
- Direct deflection
- Indirect deflection
- Avg. Handling Time
- First call Resolution
30. How to calculate ROI
Summary of Gains Versus Costs
Gains
ROI= (Gains – Costs)/ Costs X 100
Call Center savings
- Direct deflection
- Indirect deflection
- Avg. Handling Time
- First call Resolution
Costs
1st Contact
People costs(Manager, Analyst, Agents) Resolution
- Employee
- Third party consultants Average
Handling
Technology costs Time
Call
- Solutions and Services Deflection
- Process(including Implementation)
: Contact Center, Community Platform,
Social Monitoring
31. Social Business ROI Metrics
1. Fan growth:
When a Facebook user “likes”
your Fan Page they become your
fan. This increases the exposure of
your message not only to that fan,
but to their friends as well. Fan
growth creates a portal that allows
your brand to enter the “friend
zone” (a good thing in social
media marketing!). This will
increase engagement as well as
“people talking about this”.
32. Social Business ROI Metrics
2. Like:
As you post content to your Fan
Page your fan community is given
several options as to how they can
relay to you that they were
exposed to your message.
* Enhance the experience: Thank
them for liking the post. Pick a fan
of the week from the fans that
frequently liked content posted on
your Fan Page wall.
33. Social Business ROI Metrics
3. Comment:
When a fan comments it opens up
the communication channel
inviting you to respond which can
deepen the relationship between
brand and fan.
* Enhance the experience: Add
value to the conversation by
asking open ended questions
allowing the fan and other fans to
expand the discussion.
34. Social Business ROI Metrics
4. Share:
The golden ticket! If a fan shares
content from your page they are
taking the role of a brand
ambassador. This seemingly small
act should not be taking lightly
since they are essentially
broadcasting your message to a
new audience that you may have
not tapped into without their help.
35. Social Business ROI Metrics
5. Tag:
Once a fan has liked your page
they are able to create hyperlinked
tags that link directly to your fan
page. Their friends are able to
click the link giving them the
opportunity to like your page and
create posts using your brand‟s
name. When a page is tagged in a
post by a fan others are able to see
the story through the “Friend
Activity” tab.
36. Social Business ROI Metrics
6. Check-ins:
Fans are able to use geo-location
based apps on smartphones and
other wireless devices that tell
their friends their real-time
location. Check-ins offer social
proof with the opportunity of
recommendations encouraging
others to visit your brand offline.
