Lesson 16.


The Basics

Reach---Reach is simply the number of individual people who saw your ads (this does not denote any sort of action taken from your ad). Could be on any different platform (Facebook feed, Instagram feed, Instagram Story, etc) and can be looked at from the campaign level through the ad level. But this is the shear volume of people who have seen your ads. In the larger picture, the reach is not all that impactful. You could have your ad reach 20 people and make 5 sales or you could reach 20,000 people and still only make 5 sales. It’s really a helpful indicator on your audience size and accuracy.

Impressions---Impressions means the number of times your ad(s) were actually shown. So this means your ad could be shown to one person multiple times or just a single time. Impressions can be looked at from the campaign level through the ad level. Impressions are another factor that are not really that significant in the grand break down of your ads account. They are important to note, again, in the area of audience size because if your impressions are very small your audience may be too small

CPC---CPC stands for Cost Per Click. This simply means how much money did your Facebook and Instagram budget spend in order for someone to click on your ad. Your CPC will be given to you as the average across a specified amount of time because sometimes you may get a click for $.02 and sometime you may get a click for $.50. CPC (along with link clicks) is an interesting metric to understand a little bit more about the public appetite for your product as well as beginning to understand the cost it takes to acquire a new customer. As a general rule of thumb, for most product based ads, you want to look for CPC below $1.00, this will make sure you’re not outspending on sending new customers to the website. If you’re cost per click is really high, that may mean that you’re trying to go after the wrong audience.

Link Clicks---Link Clicks (which should be called button clicks more realistically) is simply how many times has someone clicked on the button for your ad. Link Clicks are good to look at in relation to a couple of things, mainly in relation to our next metric (Landing Page Views).

LP Views---LP Views stands for Landing Page Views. Landing Page Views is slightly different from Link Clicks. When facebook reports the metrics for Link Clicks, it doesn’t matter if you’ve allowed the full page of what you have clicked on load or not. Whereas, landing page views means that someone has seen your ad, clicked on the button and allowed it to load enough for a potential consumer to see the webpage you’ve sent them to. Looking at LP Views and Link Clicks together is helpful in a variety of ways. The number one thing to take note of is if there is a huge drop off in between link clicks and landing page views. This is usually a tell tale sign that there is something going on with your site. If people click on the link but don’t get the point where it’s triggering a landing page view, you may need to re-visit your site, in regards to things like you image sizing and lazy loading (as they pertain to how quickly you site pulls up the necessary information)

CTR---CTR stands for Click Thru Rate, CTR is calculated by dividing the reach by the number of link clicks. There are a variety of industry standards for click thru rate based on your market//industry. Generally you like to see at least a 2% CTR for your ads. This both helps to indicate that you are targeting the correct audience and that the ad copy and creative that you are utilizing is effective.

Frequency---Frequency is a measure of how often an individual is being served your ads. This can be measured at the campaign level or all the way down to the ad level. If you have an ad set with a frequency of 3, that means that the audience being targeted by that ad set is each seeing your ads around 3 times. Frequency is useful to keep track of because there is such a thing as too many ads. If you begin over serving people with ads, there becomes both a level of inefficient spend on your part and frustration on the part of the consumer. You should generally aim to have a frequency of less than 5 over the course of a 14-day period. If you are starting to push those limits, you either need to pull back on your spend or refresh with new ads.