In order to measure the effectiveness of advertising campaigns on FB, we need to know what we are measuring. Truism? Not necessarily. Many people invest in advertising in the hope that the results will be „better”. It often works. However, it is impossible to monitor results without targets and specific data. So we have to ask ourselves what we expect from our advertising. Do we want to reach new customers? In this case, we will monitor the reach – how many times the ad will be displayed or will translate into a page view. Or maybe commitment? The number of comments under the promoted post or image, shares and reactions. Finally, it can be about financial results – conversions or sales.

All these goals have one thing in common – measurability. We call them KPIs – Key Performance Indicators. They allow you to precisely measure the effectiveness of campaigns and compare them with each other. The Facebook Ads Manager allows you to select them precisely when creating campaigns and provides data in the form of graphs on an ongoing basis. By comparing the data, we can draw conclusions and modify the ads, striving for continuous improvement.