The return on investment (ROI) on Facebook is the amount of money, time, and other resources invested in social media marketing on the site. Everyone's return on investment is different. Based on your particular business priorities, how it's described for you can vary from how it's defined for other businesses.The term "return on investment" on Facebook refers to more than just reach and impressions. It can be calculated in a variety of ways. If you're running Facebook Ads, you might see immediate returns from ad clicks. And if you aren't running ads, you will still get leads, customer reviews, and referral traffic.
In this article, you'll learn about six significant Facebook ad metrics that you should be aware of when calculating the ROI of your Facebook ads.
#1: Return on ad spend (ROAS)
The amount of revenue generated for every dollar spent on ads is known as return on ad spend (ROAS). In a nutshell, it's the formula to use to comprehend the effects of your Facebook and Instagram ads. It's the pinnacle of ad metrics in ensuring that every investment you spend on advertising generates at least a dollar in profit.
ROAS is calculated using a simple formula:
Revenue
Ad Spend
You just need to divide the total revenue produced by the Facebook pixel (under the purchase conversion value column in Ads Manager) by the total ad spend.
#2: Result Rates / Conversion Rates
The percentage of desired results you got relative to the total number of impressions is called the Result Rate. Conversion rate is more generally known in other digital advertising platforms when the result you want is a lead or action.
The formula for calculating your outcome rate:
Total of Conversions
Impressions
Different campaigns have different types of conversions. In most cases, they will require the visitor to click on a call to action (CTA). Here are the conversion ways you should track for different types of campaigns.
Getting traffic to your website – In this case, after promoting a post, you simply need to calculate the total number of link clicks to your website.
Increase sales - If you want to sell your stuff, all you have to do is keep track of how many sales you make. If you're not getting the desired total number of customers, either raise your budget or take it easy on the first-timers. You can retarget and convert them once they've become acquainted with your brand.
Lead generation - After visiting your landing page from Facebook, the total number of people who apply for your deal is the variable that you have to track. Assume you're getting a good number of low-cost link clicks, but the users aren't turning into leads. Then you learn your landing page needs a thorough check. You can definitely see how this metric assists in monitoring the flaw of the campaign.
#3: Cost per purchase / cost per acquisition (CPA)
After deducting your ad spend expense, the cost per purchase, also known as the cost per acquisition (CPA), is a fast way to determine whether you're selling individual goods at a profit or a loss. It indicates to you how much money you'll have to spend on advertising to sell a single unit of product. It can also be used to easily measure individual item profit margins.
Facebook measures this for you under the Cost per Purchase column in Ads Manager if you have the Facebook pixel enabled.
#4: Frequency
This number, as the name implies, indicates the total number of times an ad has been delivered to an average person.
This measure would be of little concern to you if your advertising budget is just a few dollars per day.However, if you're spending hundreds of dollars a month on Facebook ads, you'll want to keep a close eye on the frequency. An individual will become tired if you keep showing them the same ad package. Perhaps they'll subconsciously disregard your ad creatives as banner blindness falls in. You'll also damage your relevance score because irritated users will leave reviews on Facebook saying, "It's not relevant."
#5: Cost per click (CPC) or cost per lead (CPL)
On the other side, there's the cost per lead (CPL). If your company doesn't produce leads, simply substitute "click" for "lead" in the above equation.
The cost per lead (CPL) is the cost of acquiring a single new lead for your business.
To calculate CPL, divide the total amount of Facebook ad spend with the number of leads obtained from the ad spend:
Ad Spend
Number of Leads
Ads Manager can automatically record this number under the Cost per Lead column if you use Facebook pixel conversion events. If your leads are more expensive than you'd like, you should check your CTR. A low CTR means that your ad creatives aren't appealing to your target audience or that your ad targeting is off.
#6: Click through rate (CTR)
The most powerful way to influence and improve your overall advertising performance and metrics is by having an effective Facebook advertising campaign that can help you transform interest into sales.Your click-through rate (CTR) is a measure of how appealing your ad copy and creative are to the audience you're targeting with Facebook ads, regardless of your marketing journey.
There are two different CTR parameters on Facebook:
- The number of connection clicks by people who have seen your ad is known as CTR (Click-Through Rate).
- The number of people who have interacted with your ad in general is known as CTR (All). It may be as simple as liking it, leaving a message, sharing it, swiping the carousel, or clicking the links. It's a mash-up of all the engagements mentioned on the ad.
It can be difficult to rummage through the variety of metrics thrown at you while running your first ad campaign on the social media site. You don't need to be an expert in any metric encountered. Today, we began with six basic and main metrics that should be considered when measuring your Facebook ads ROI. It's worth noting that isolating a metric by itself does not make sense. When you look at them all together, though, you'll get a lot of useful information about the performance of your ads.
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