4.10 – Accurately Measure Ad Results

By connecting your website to Facebook and Retargeting, you close the loop between

spending money on Facebook Ads and making money on your website. This is the

only way to truly know which ads are working. Let’s walk through a few ways you can

measure your ad results.

Tracking Conversions

A conversion can be any activity on your website. It might be someone giving you an

email address or purchasing a product. It might be as simple as watching a video or

clicking a button. The conversion information is passed back to Facebook so you can

see which ads are working.

For Facebook to really optimise for a conversion, it should have over 50 conversions

per week. If you don’t have that many conversions, choose an event that’s higher up the

funnel. For example, if you don’t get 50 sales a week, rather than optimise for a sale,

optimise for an Add To Cart. Or if you only get 50 leads a week, optimise for a Page View

until you get up to 50 leads per week.

Optimise Targeting

Once Facebook knows which people convert after clicking your ad, it can start showing

your ad to similar people to the converters rather than just the ad clickers if you’re

optimising for an event.

Gain Insights About Your Website Visitors

You can learn things about your visitors like their demographics: age, location, language,

gender, lifestyle, education, relationship status, job role and household size. You’ll get

the top few pages people like. You’ll learn about how often they log into Facebook and

about their past purchase behaviour.

Through the course of this book, you’ll understand and appreciate all that Facebook

will do for you. You’ll tap into its power over time.