09. Ad Performance Part 1

Analyze Ad Performance Part 1

Now that we have created a Facebook campaign, the next step is to understand how our ads are performing. All the data we need is available through the ads reporting dashboard in Ads Manager.

Please click on the image above to enlarge it.

When you log into Facebook Ads Manager, your screen should look very similar to this. In the first column, you can see the name of our Campaign: One Dog Woof Campaign. Let’s have a closer look at the six other columns, which give us some insight into the performance of our campaign.

The Delivery column tells us whether a campaign, ad set or ad is currently running or not. We scheduled our campaign to last 24 hours, which have now passed. That’s why it is classified as “Completed.”

Next you can see the Results column. This is the number of outcomes we have achieved in our campaign, based on the objective we selected when we created the campaign. Since our objective is website traffic, Facebook shows link clicks here. The whole campaign generated 382 link clicks to the different blog posts. We will see, in a moment, how many link clicks each ad has received.

The next column is titled Reach, which refers to the number of individuals who have seen our ad at least once. Or, to be more precise, this is the number of people who had the chance to see our ads because they were shown to them. We can’t actually be sure that all of them have noticed our ads. In our case, 30,993 people have had the chance to see at least one of our ads.

In the Cost column, we can see the average cost per result from our ads. Since we optimized our campaign for clicks, this is the average price per link click. This is actually a surprising outcome. Do you recall the bid Facebook recommended to us, and how much we ended up bidding? It was much higher. We were bidding $2.50 per link click, and now have only been charged $0.79 per click. That’s only about a third of what we were willing to pay. It seems like our campaign performed much better than Facebook would have assumed.

If you multiply the 382 link clicks with the cost per link of about $0.79, you get the total amount of money we have spent on our campaign. Our total campaign budget of $300 is displayed in the Amount Spent column.

Finally, we find the date our campaign ended, based on our schedule, in the Ends column.