With over 2.85 billion monthly active users, Facebook is the most popular social networking platform. As a result, implementing Facebook advertising to promote your company offers a great way to fine-tune your marketing, raise brand awareness, and locate new qualified prospects. It has evolved into the most formidable social media site for advertising.
Nevertheless, regardless of how confident you are in your ability to run a successful Facebook ad campaign, analysing your ROI (Return on Investment) is critical. Why is it important to track the return on investment (ROI) of Facebook ads? It is because we always want a high return on our investments, and social media advertising does too.
You can just apply the tips below as a starting point for tracking Facebook Ads ROI.
#1 Create your own tracking URLs
The initial step in setting up your campaign is to build a custom URL. We like to utilise Google's URL builder because of its simplicity. Define your campaign objective in Facebook Ad Manager, then set your traffic, audience, placement, budget, and schedule. After that, you'll specify the page you want to advertise it on, the layout, and the custom URL. Since it is an outcome of the campaign, the custom URL follows afterwards. Your custom URL will combine the components of your campaign.
You must fill out several fields in the Campaign URL Builder. There's a URL for the website, campaign source, campaign medium, campaign name, campaign term, and campaign content. While it is not required to fill out the campaign term and campaign content forms, it is strongly suggested that you do so as you may be running several campaigns at the same time.
- Website URL - It is the link for individuals who click on your ad and are directed to a specific landing page. It could be a link to a product or service you offer.
- Campaign source - The campaign source is Facebook because you wish to track the Facebook ad.
- Campaign medium - If you want to track clicks, use CPC, and if you want to track impressions, use CPM.
- Campaign name - The name of your campaign should be the same as the name of your Facebook ad campaign.
- Campaign term - The name of your Facebook ad set should be the same as the campaign term.
- Campaign content - To allow for individual ad monitoring, campaign content should be the same as the name of your Facebook ad.
Once you've defined your parameters, the system will build a unique URL for you. Copy it and paste it into your ad's destination URL. After you've double-checked everything, hit the 'publish' icon.
#2 Build conversion pixels on Facebook
The Facebook pixel is a type of code that you post on your website's backend to measure traffic. Because the pixel enables you to execute highly focused campaigns, it's critical to set it up before you start running Facebook advertisements.
Each ad account is given one default pixel. The pixel base code and event code are the two main sections of the code. The pixel base code keeps a record of all visitors to your website. Event codes are extra pieces of code that you can insert to specific pages of your website together under default pixel code to capture specific behaviours on those sites.
#3 Measuring the Return on Investment (ROI) of Facebook Ads
The evaluation of ROI is quite simple now that you've set custom URLs to track traffic to your landing page and a conversion pixel to capture activities on that page. Take a glance at how much it costs you to run ads (on a CPC or impression basis) for a specific time period, such as the previous 30 days. Next evaluate at the leads or sales that were created as a result from the same conversion activity over the same time frame. Carefully compare these two figures: profit vs. expenses.
Using Google Analytics, you can track their path from Facebook to your landing page and see how long they remained, whether they browsed other pages, and whether they purchased anything or took an action like signing up. You can tell whether your Facebook ad campaign was a success or if it needs some adjusting to get the intended results based on the conversions. It's also critical to define a target ROI and ensure that the ROI you're generating isn't a waste of time, even if it's good.
Since more people join Facebook and even more of your opponents try to target them, Facebook advertising will become less of a question of "if" or "when," and more of a question of "how well." From basic lead generation advertising to full multi-step ad funnels for customer acquisition and conversions, the possibilities are boundless.Your time and money will be wasted if you keep dilly-dally. Begin with investing a small budget per day for one to two weeks. You'll be able to tell whether it is working or not, but make sure to conduct your test for at least five days, as Facebook Ads take a few days to adjust.