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26 Nov 2014

The Marketer’s Relationship With Facebook: It’s Not Complicated

  1. Introduction
  2. Why Advertising on Facebook is the Right Choice
    1. Goals and KPI’s: What Should They Be?
    2. What Types of Ads Should I Use?
  3. Getting to Know Your Audience
    1. Specific Interest Targeting
    2. Using INterest Targeting to Segment Your Reach
    3. Hidden Interests
  4. Mashing Up Your Targeting Options
  5. Creating Your Ads – Grab, Intrigue, and Convince
    1. The Anatomy of an Ad
    2. The Headline
    3. The Image
    4. The Copy
  6. Using Power Editor
    1. Campaigns
    2. Ad Sets
    3. Ads
    4. Tracking the Results of Your Facebook Ads
    5. Scheduling Reports
  7. Conclusion


When deciding where you want to advertise, it isn’t always an easy decision – you have to take into account what kind of audience you’re hoping to reach, how much money you’re willing to spend, and what platform would be ideal for both.

The great thing about Facebook advertising, is that it makes all of those decisions easy.

With over a billion users, Facebook’s audience is not only wide, diverse, and varied – but it is a site that many people use several times a day, be they the CEO of a multinational corporation, or a stay at home mom. With the sheer volume of users, and specified targeting tools available for their advertising campaigns, marketers everywhere are realizing that Facebook is essential to the online marketers arsenal.

Here are a few objectives you can accomplish with Facebook ads:

  • Amplify your content by placing ads to your blog posts in front of targeted audiences
  • Promote your cause or publicity idea to media & journalists
  • Send traffic to your landing pages with special offers
  • Promote ebooks or webinars to acquire email leads for your sales funnel
  • Remarket to website visitors or people in the middle of a free trial for your product

And much more!

We’re going to provide some practical tips for creating the kind of Facebook ads that will get your brand noticed by all the right people – and how to create campaigns that deliver.

Why Advertising on Facebook is the Right Choice


As an example, let’s say you run an elderly care company that offers in-home services for the elderly. Many grown children taking care of their parents may not know about this kind of option. Facebook gives you a way to not only enlighten these children, but to target the right audience directly. But how can you be certain you’re targeting children who would be interested in this kind of service?

With Facebook, you would create an ad targeting people between 30 – 60 who are interested in “elderly care” or “geriatric medicine”.  This immediately gives your ad an audience of approximately hundreds of thousands of people who are are always on the lookout for something to help their parents.


Another great benefit of Facebook advertising is the ability to hyperfocus who sees specific ads.

This means once you identify your social segments, all you have to worry about is creating great ads to promote your product.

Your success with these ads is determined by three things:

  • How you track/measure effectiveness
  • The power of the creatives
  • The audience that you choose for each ad:
    • Who you target
    • How far you get these people through the sales funnel

It all depends on your goals for each segment. And ad that’s meant for branding purposes may see dismal conversions: but if you use the correct KPI’s, you will be able to see the right numbers.

The rule of thumb here: Create the right goals matched with KPI’s so you can genuinely track the effectiveness of your campaign.

Goals and KPI’s: What should they be?

Before we even begin with  the fun, creative stuff, we need to take some time out to really decide who we’re going to market to, in what ways, and using what methodology. Think of what you really want your ads to accomplish, and how you plan on measuring them.


Some KPI’s you can use include Branding, Direct Response, Likes, Customer Service, Media Relations KPI’s, Research and Message Testing KPI’s, and Community Growth. All of these can be monitored and tracked through Facebook – and it’s up to you to judge which ones are the right target for your business.

It’s doubly important to tie your KPI’s to your goals. These could be whatever is best for your campaign – you could make a goal of selling 1256 widgets in one month for an average cost per action of $17.75, or, it could simply be to get 50,000 video views at an average cost per view of .08, and drive 3% of views to a page on your site to download a white paper.

However, keep in mind: Facebook is most effective as a “first touch” attribution model.

What Ad Types Should I Choose?

Facebook has many kinds of ads you can choose from, and they all have their unique benefits.

Page Like Ads: Your audience will always convert better at a far lower price than others outside your audience. This means you definitely need to use page like ads to grow your own unique audience.  These are great for branding KPI’s and community engagement KPI’s.  Use page like ads to grow your audience, and then pay to reach your fans specifically.

Page Post Engagement: These are great to improve your edgerank and to promote existing content assets.  You can promote your latest blog posts, ebooks, etc. This ad type will get users to like, comment, and share your content. They can also be very lucrative for conversions if your ad links to a quality piece of content that funnels visitors to a conversion-heavy landing page.

Clicks to Website / Website Conversions: While the CTR is going to be lower with these kinds of ads, they’re great as a combination with optimized landing pages, which together can send people to your offers. Use tracking pixels to determine the ROI for these – these ads are really worth trying out, as the cost per acquisition and cost per click for these are much lower than Google Adwords.

Others: Facebook offers many other ad types based on different goals, like event sign ups, video views, and app installs.  Feel free to play around with these other options – many are very well-suited for specific kinds of business. But for the purpose of this article, we’re going to focus on the ones mentioned above.


Getting to Know Your Audience

There are all kinds of audiences you can reach through Facebook – it might feel a little overwhelming.

Custom Audiences: On Facebook you can create and leverage custom audiences based on people who visit your website or have given you a phone number or email address. Facebook also gives you the option of remarketing your ads to people who have fallen out of the sales funnel from your site.

Lookalike Audiences: These are a great way to utilize custom audiences to find people with similar profiles, whom you can then target by creating a lookalike audience. This will find people who fit the same profile as people who visited your site.


Your Existing Fans: Those who have already liked your page may only rarely see posts that you share in their newsfeed.  You can rectify this problem by creating ads targeted specifically at your fans. These are important because they have a much higher conversion rate.  You have to keep this audience engaged. Fans are usually the least expensive audience, too – ads targeted at fans usually cost 20% or more less than interest targeting or even remarketing.

Specific Interest Targeting

With Facebook advertising, you have many targeting options.


With Facebook, you can target up to 25 countries at once (it is always best, however, to target a smaller demographic or specific country with one ad.) You can target users by mileage, to, and pinpoint Facebookers within 10/25/50 miles of a specific location.

Basic Details

You can hone your ads around a specific kind of demographic as well. A prom shop, for example, could target any user between the ages of 15-18. A bra boutique could target only females. A bilingual law firm could create a secondary ad in Spanish that targeted Facebook users whose language settings were set to Spanish.

Finite Details

You can go even further than the aforementioned signifiers. A kiosk specializing in engagement rings might want to advertise only to those who are in a relationship. An online university might advertise only to those who had completed their high school diploma, but hadn’t begun to attend college. A museum wanting to advertise a limited-time exhibit on Jurassic dinosaurs might choose to create an ad specifically targeted towards students who listed “paleontology” as their major area of study.

Taken From the Actual Facebook Ad Editor

Use Interest Targeting to Segment your Reach

Cataloguing the various interests of your audience can help you place them into segments. As we’ve already highlighted, it isn’t very judicious to ignore the information users give you right on their Facebook profile.

Work History

Someone’s profession is an immensely huge part of who they are and what they are interested in.  If you’re trying to sell screenwriting software, who is going to be most likely to click – a random person, or someone working as a screenwriter or film producer?

Taken From the Actual Facebook Ad Editor

Groups and Affiliations

The hobbies and extracurriculars people take part in also give you insightful information into what they enjoy doing and what interests them the most. Someone selling specialized swiss army knives might target people who are a part of the Eagle Scouts.   People cluster in groups around personal interests and affiliations.  A dancer advertising lessons in waltzing might target the crowd of people who associate themselves with Cotillion.

Taken From the Actual Facebook Ad Editor

Books & Publications

If someone spends $22 every three months for a subscription to a boating magazine, you can bet your money they really like boats. A manufacturer of life vests might be interested in appealing to an audience that not only would be interested, but probably has a need, for those kinds of materials. On Facebook, you can do that will all kinds of books and publications – culinary companies should target those who like Cooking Today Magazine. A marketing firm would target anyone reading books about small business management.

Use search engines like Google and Bing to find publications within your niche.

Other Websites

Similar to publications, the websites people like are huge giveaways as to what they spend their time doing. Someone who likes a scientific website might be a good target for a company selling scientific equipment. Someone who constantly visits DIY projects might be a good person to advertise to if you sell home and garden materials.

Applications & Software

Look for people who use apps and software similar to your service. This doesn’t mean you have to be a company that runs an app or sells software – do you run a travel agency? Make a list of popular apps that focus on travel tips, travel guides, flight locators, translation services, and others. Chances are anyone using a pagerank app works with SEO. Anyone downloading Avid Media probably works as a film editor.

Relaxation Patterns

Don’t forget to get to know your audience’s tendencies for leisure and relaxation. Someone who likes to bird-watch in their free time would be a prime person to advertise binoculars. An artesian notebook seller might target anyone who lists “writing” or “journaling” as pastimes.

Get creative!  Fans of “Game of Thrones” would probably be receptive to advertisements for fantasy novels. Someone who likes Jeopardy would most likely enjoy a trivia app.  Lateral thinking gives you a good edge on marketers who take these signifiers in only a literal sense. Be a detective – get good at reading between the lines.

Other Signifiers


This is hugely important in understanding your audience. College students have highly different habits than those in high school, and someone getting a Master’s might not be as interested in a ping pong table than someone getting their BA.

Targeting by school is hugely effective, too. Jell-O does this supremely well, as they have different jell-o molds for all the different mascots for each college football team.  School pride is huge. Don’t ignore it!

Political Orientation/Organizations

Identifying which political leaders and figureheads an audience likes can help you cater your advertising. It can be as simple as having an ad that shows off your blue apparel in an ad targeted towards democrats, and an ad with red apparel targeted towards Republicans. It may not seem like a big difference, but particularly around election times, this is when people like a little party loyalty.


The interests of a grandfather are going to vary widely from those of a mother. Mothers are prime for advertisements directly for the well-being of their kids – “Do you know where your kids hang out after school? This app can tell you.” Whereas an ad for an ice cream shop might target a grandfather by saying.  “You don’t get to see them often. When you do? Spoil them.”

Taken From the Actual Facebook Ad Editor


Religion, convictions, and beliefs go a long way in how consumers conduct themselves. A makeup company might target “vegans” with an add that touts: “Cruelty-free since our inception!” The same company might target anyone listed as interested in “feminism” by releasing a different ad that says “Look as powerful as you feel.”

Hidden Interests

Interests are varied and different. Finding the prime audience who likes yoga isn’t as easy as looking at the Facebook page for “Yoga.” What about people who own specific yoga studios? Who enjoy different kinds of yoga?

This is where using alpha patterns comes in. If you’re selling yoga equipment, you’d go through the alphabet to find all the other smaller, but still very important, marketing tributaries. Typing “Yoga a” into the Facebook interest bucket might bring up Yoga Alliance, Yoga Ambiance, and Yoga Arise. “Yoga b” will show Yoga Baby Studio, Yoga Beacon, and Yoga Bowling.

You can start with keywords, use synonyms, and then use letter patterns for both to cover yours basis. If you need help finding other words, use, google keyword planner,, microsoft word’s thesaurus and to find more.

Taken From the Actual Facebook Ad Editor

Now, we can move on to how different mashups can hyperfocus an audience.

Mashing Up Your Targeting Options

Now we know the importance of all these different factors we can use when targeting potential buyers. But what happens when you combine them? Marketing Valentine’s Day specials to a teenage girl is going to be different when marketing to a woman in her 40s. Maturity, buying power, and others are incredibly important in what different consumers will actually be interested in buying.

  • Age, Interest, and Gender: If a 40-50 year old is looking up geriatric care, it is most likely looking for help with an ailing parent, and they may buy some products and services that give them the help they want. Someone in their early 20s is probably simply researching it for a school project or because a grandparent is sick, but will most likely not have the buying power or necessity to make purchases themselves.
  • Media Influencers: Journalists are prime resources for getting your services and products out there. Target people at places like the New York Times, the LA Times, the Chicago Tribune, etc. – who also show an interest in your keyword, like yoga. Do this for a few weeks, and then reach out to pitch your story.
  • Target by occupation: It might seem like a shot in the dark to target places that are huge, like Target. But out of all their employees, think of the several thousand managers who work there – and might be very interested in hearing about a competing company’s new job opening.
  • Education and Interests: If you’re advertising a business that offers self-publishing, you might target English majors that also have an interest in “writing” or “publishing.”

Start with literal targeting, but don’t stop there! Keeping your advertisements simple will keep you on the tip of the marketing iceberg forever. As ads succeed and improve, use them to dive further down – and expand!

Creating Your Ads – Grab, Intrigue, and Convince

Now we’re getting to the fun part – creating the ads themselves.

The Anatomy of an Ad

Your ads are made up of three pivotal elements:

  • Headline
  • Ad image
  • Body copy

The Headline

Your headline isn’t an introduction to your ad – it is the hook. It has to be AMAZING. You have to understand exactly what you must communicate in these few words.

Make sure you’re speaking to your demographic – don’t use “LOL” in an ad for the elderly

Consider asking a question to pique their interest. “Do you know how much mold is in your fridge right now?”

Ask answer-questions. “Why Everyone Loves Hardy’s Diner.”

Boast the benefits. “Want to pursue the career of your dreams – for free?”

Don’t shy away from the negative consequences. “People who don’t exercise are 30% more likely to develop heart disease.”

The Image

Like the headline, the picture you use should speak to your demographic or give some sense of what the message is – an ad for financial loans can show a young adult holding money and wearing a graduation cap.

The image should also lend some context for the headline, since those two are the most obvious elements that your reader will see.

Some technical notes:

  • Increase the image’s color temperature and saturation.
  • Boost the contrast to make soft edges look harder.
  • Zoom into focus on the focal point of each image. If you can stand back 5ft and tell what the image is about and what message it conveys, you’re doing it right.
  • Make it at least 560 x292, or check the ratio requirements here
  • Only 20% of text can be in your ad image. Use their Grid Tool to make sure you’re ok.
  • Try to use colors that stand out! Stay away from grey, white, and blue.

The Copy

The body copy should have three things: a benefit, an offer, and a call to action. Keep it as short as you can, while answering questions like “why is this product better than this one from a competitor?” and “what problem does this product solve?”

The most effective body copy text is usually around 100 characters.

Tip: Have a call to action in the first 90 characters – it’s been proven to reap rewards.

Now that we’ve gone through the basic structure of a Facebook ad, we need to understand the intricacies that come with it.

Ad Placement: The location in which your ad is placed – the newsfeed, the sidebar, etc – all have different word counts and image sizes. Know what you’re looking at by studying their advertising guidelines page.

Brand Clarity: Consider using a brand element in your ads –  a logo, a gimmick, a slogan. It’s an easy place to get some brand recognition.

Content: What content should be in the ad, the highlights the headline, image, and copy?


Using Power Editor

For those who already have a grasp on Facebook marketing,  Power Editor gives you an incredible amount of control that the self-serve tool can’t match.


Each campaign should reflect the objective of the ad you are creating.

Go to Power Editor’s Campaign tab. Click on the + icon in the top left corner.

You will be given the same choices as in the self-serve tool. Edit the name of your campaign to reflect that objective.

In the left column, you campaign will say “Not Uploaded.” Unlike the self-serve ad tool, you can create, save, modify and even revert changes you have made to campaigns within the Power Editor. In order to submit them for editorial approval, you have to click “Upload Changes”, which will then submit your campaign(s) for editorial approval.

In the Power Editor, you will not set you budget or start/end date under campaigns, but under Ad Sets:

Ad Sets

Ad sets should be created based on target audience.

With your Campaign highlighted under the “Not Uploaded” section, click on the Ad Sets tab. here will you create your ad set (if you wish you can change the name to reflect the set). You will set your budget as well as the start and end dates.


Now that you’ve created your Campaign and Ad Set, you are ready to create your individual ads.

These ads are variations of your objective and target audience, based on ad placement, ad copy, images, etc.

First you will set your Creative. You can set your landing page, choose a post or upload a new post. With a new post, you can choose whether it will be published to the page or published as a “dark” ad, which will not appear on your page, allowing you to post multiple variations of the same ad without clogging up your newsfeed. A good starting point is THREE variations within one ad set.

Click the same + icon under the Ads tab to create a new ad. You’ll be prompted with this:

One issue with unpublished posts is that you might get engagement on that post… but if it’s not on your page, how do you check it? You can do this through the Notifications in your Admin Panel, though the Power Editor (Manage Pages > View Post, though these only show most recent posts), as well as your Ads Manager (Ads Manager > Ads > Preview, though this only works for text, photo, and video updates. Previewing a link post will take you to the link you are promoting).

Once the ad is created you will be able to create the post, target audience, and pricing.

Click on the + sign next to Page Post to create your new ad creative.

Here you can pick the post type, add the URL that people will be directed to when they click. Post Text, Link Headline, Display Link, Description, and Picture.

In the Power Editor you can also create posts and ads with a Call-to-Action button. To create a Call-to-Action button, your ad objective must be “Clicks to Website”, and the ad itself must be a new unpublished Post. When you create your post, you’ll automatically be given the option to include a button (the default will be “No Button”). Note that adding the button will reduce you character limit by 20 characters or so.

Next you will set your Audience, using the interests and guidelines above. With the Power Editor, however, you have the chance to set Custom Audiences and Save Target Groups from existing ads. You can manage Audiences in it’s own space under Ad Tools.

Once you have input the details of your audience in the Audience tab, it’s time to put your pricing info under the Optimization & Pricing tab.



You can bid for Engagement, Clicks or Impressions.  Your individual KPI’s will determine the best type of bidding option to choose for your purposes.

Facebook ads uses an auction model, so advertisers bid against other advertisers. You can bid either CPC (cost per click) or CPM (cost per thousand impressions).  The ad’s quality is also important, like it’s estimated CTR. The ad’s position is then determined by bid and quality score.

For premium placement, bidding at the highest suggestive level usually works.  You should start high and gradually pull the bids down, and watch where the traffic changes. Don’t do this the opposite way. That will cost you more in the long run.

When it comes down to it, CPM is usually best for advertisers focusing on branding, and CPC advertising is best for sales and registrations.

Generally, having Optimized CPM will ensure your ad gets seen, but if you like to have more control over the bidding you can manually set up your bids.

Just like with most tools, the best way to learn it is to use it. Create a few practice ads and explore all the options available. Just make sure to not click Upload Changes as that will make them go live.

Once you create campaigns and ad sets, creating new ads is as easy as duplicating existing ads and adjusting the name and creative.  Remember that naming convention is KEY.  As your account grows and you increase the number of ads, keeping track of your ads can become problematic especially if they’re not well organized.  Prioritize your campaign, ad set, and ad structure to streamline your advertising process!

Track Your Success With Tags

You can tag every ad with the details of the ad like it’s campaign, headline, and ad variable.    To improve the tracking of your conversions, use the headline from the inbound URL and display it as text on the page. Every images should be based on either “headline or “ad id” (the unique identifier for every ad). Set these up with no index no follow tags with robots.txt.

Tracking the Results of your Facebook Ads


Facebook offers a reporting tool that allows you to generate reports based on a variety of metrics. This reporting system is very flexible and has many different options for metrics. Which is great, but it also could lead to confusion as to what’s important to track.

By clicking on , you can easily generate a report with the columns you need based on your objective.

You can also click on Reports on the side taskbar to access the reporting tool:

Here you’ll be shown detailed information about you ads and filter them. To edit what information you want to include/exclude in your report. Click on Here:Facebook

Under the Data Aggregation tab, we can organize the data in the report by specifying Ad, Account, Campaign etc. You’ll want to include campaign, ad set, ad and ad objective so it’s easy to understand the goal of the ad.

So if we select Account, Campaign, Ad Set, and Ad. Our report will look like this:

If we click on Facebook again, then click on the Data Breakdowns, we see this.

Here we can distinguish the data from an ad to compare it’s data via Placement (Mobile vs Desktop, Newsfeed Ad vs. Right Column Ad), Age, Gender etc. You can only choose one of these per report.

Ideally, you should run comprehensive reports comparing your data by different data breakdowns at least once a month.  Data breakdowns can tell you about the average age of your audience, their gender, country, and placement.

Now when it comes to the reporting metrics. The data is separated into 5 categories:

Delivery & Spend:  This section includes all the information that details how many people can, and are seeing your ads, and how much your ads are costing you.

The metrics include:

  • Impressions, How many times your ad appears on someone’s page
  • Reach: This is the number of unique who received an impression of your ad. Reach might be less than impressions since one person can see multiple impressions
  • Frequency: The number of times your ad was served to each person,
  • Social Reach:The number of people your ad was served to with social information, Social Impressions: The number of times your ad was served, with social information. For example, if 3 people are served an ad 2 times each and it includes information about a friend liking your Page, it counts as 6 social impressions,
  • Cost Per 1,000 Impressions (CPM):The average cost for 1,000 impressions on your ad,
  • Cost Per 1,000 People Reached: The average cost for 1,000 people reached, and
  • Spend: The total amount you’ve spent on your ad so far.

Clicks: This section includes all the information on how many people have clicked your ads and how frequently people are clicking them. The metrics include elements like:

  • Clicks: Clicks are the total number of clicks on your ad. Depending on what you’re promoting, this can include Page likes, event responses or app installs.
  • Unique Clicks: The total number of unique people who have clicked on your ad. For example, if 3 people click on the same ad 5 times, it will count as 3 unique people who clicked.
  • Social Clicks: Number of clicks your ad receives when it’s shown with social information (ex: Jane Doe likes this).
  • Click-Through Rate (CTR): Click-through rate (CTR) is the number of clicks you received divided by the number of impressions.
  • Unique Click-Through Rate (uCTR): The number of people who clicked on your ad divided by the number of people you reached. For example, if you received 20 unique clicks and your ad was served to 1,000 unique people, your unique click-through rate would be 2%.
  • Cost Per Click (CPC): Cost Per Click is the average cost per click for ads, calculated as the amount spent divided by the number of clicks received.
  • Cost Per Unique Click: The average cost per person who clicked on your ads, calculated as the amount spent divided by the number of unique clicks received.

Actions: This section includes all the information on how people interacted with your Ads. The metrics include:

  • Actions: The number of actions taken on your ad, Page, app or event after your ad was served to someone, even if they didn’t click on it.
  • People Taking Action: People Take Action is the number of unique people who took an action such as liking your Page or installing your app as a result of your ad.
  • Page Likes: How many people “liked” your Page.
  • Post Likes: How many people liked your Post.
  • Post Comments: How many people commented on your Ad Post.
  • Post Shares: The number of people who shared your Ad Post.
  • Website Clicks: The number of clicks on links appearing on your ad that direct to your site off Facebook
  • Website Conversion: The number of times a conversion happened on your website as a result of your ad.
  • Checkouts (Conversion): The number of times a checkout happened on your website as a result of your ad.
  • Registrations (Conversion): The number of registrations to your website happened as a result of your ad.
  • Leads (Conversion): The number of new leads acquired as a result of your ad.
  • Key Web Page Views (Conversion):  The number of times a key page on your website was viewed as a result of your ad.
  • Adds to Cart (Conversion): The number of times an item was added to a shopping cart as a result of your ad.
  • Other Website Conversions: The number of other conversions that occurred on your website as a result of your ad.

Revenue: This section details all the revenue that your website is getting as a result of your ads. The metrics are:

  • Total Conversion Value: The total revenue returned from conversions from Facebook credit spends and conversions on your website or mobile app.
  • Gift Sale Conversion Values: The total value returned from the gift sale conversions as a result of your ad.
  • Website Conversion Value: The total value of returned from conversions on your website as a result from your ad.
  • Registrations Conversion Value: The total value returned for registrations on your website as a result from your ad.
  • Lead Conversion Value: The total value returned from acquiring new leads on your website as a result from your ad.
  • Other Website Conversion Value: The total value returned from other conversions on your website as a result of your ad.

Cost Per Action: This section breaks down how much you’re spending for every type of action people are taking on your ads.

  • Cost Per All Actions: The average you’ve spent on all actions. For example, if you spent $20 on an ad and you got 10 page likes, each one would cost $2.
  • Cost Per Page Like: The average cost for each page like as a result of your ad.
  • Cost Per Page Engagement: The average cost per action related to the Page and Page’s post as a result of your ad.
  • Cost Per Post Engagement: The average cost per action related to your page’s post as a result of your ad.

These may seem incredibly overwhelming – but Facebook offers such granular options because they truly make it easier to hone and specify every element of the marketing process.

Tracking Templates

If you are starting your first campaign it may be confusing to know which metrics are important to track. What is important to track varied depending on what the objective of your ads are,

For Page Likes it’s important to track:

  • Delivery & Spend: Reach, Frequency, Impressions, Cost Per 1,000 Impressions (CPM), Cost Per 1,000 People Reached, and Amount Spent.
  • Clicks: Clicks, Unique Clicks, Click-Through Rate (CTR), Unique Click-Through Rate (uCTR), Cost Per Click (CPC)
  • Actions: Actions, People Taking Action, Page Likes

If you’re reporting to a client, these are the only numbers they need to know/can easily understand:

  • Delivery & Spend: Frequency, Amount Spent
  • Actions: Page Likes
  • Cost Per Action: Cost Per Page Like

For Post Engagement its important to track:

  • Delivery & Spend: Frequency and Amount Spent
  • Actions: Post Engagement, Post Likes, Post Comments and Post Shares
  • Cost Per Action: Cost Per Post Engagement

For Website Clicks, track:

  • Delivery & Spend: Frequency, Amount Spent
  • Actions: Website Clicks
  • Cost Per Action: Cost Per Website Click

For Conversions track:

  • Delivery & Spend: Frequency, Amount Spent
  • Actions: Website Clicks, Website Conversions
  • Cost Per Action: Cost Per Website Conversion

For an overall overview, these are the most important:

  • Delivery & Spend: Frequency and Amount Spent
  • Actions: Page Likes, Post Engagement, Post Likes, Post Comments, Post Shares, Website Clicks
  • Actions: Website Conversions

From here, you can do many things – adjust the date range, save the report to be viewed later, or export it as a .csv file or .xls.

Scheduling Reports

Facebook ads are a lot like diets – it’s not healthy to step on the scale after a day of cutting carbs. It’s not going to have worked yet! And it’s the same for Facebook campaigns. They need time to grow, to change, to expand. Don’t over-schedule your reports or else you’re going to feel like you’re getting nowhere. A perfect rule of thumb is to simply do a check every one to two months.

Facebook even allows you to schedule your report – it will email it to you and your clients at the allotted date.


Imagine a room that somehow had access to over a billion people, all over the globe. For each person, you learn something important – who studied science, who’s getting married, who likes to go fishing. Now imagine you had a way to reach the people who specifically want and are looking for a product like yours.


That’s Facebook. It’s seems silly to even imagine leaving it out of your advertising arsenal, doesn’t it?

Facebook takes time, patience – but also a flair for curiosity and creativity – to work. Grow with it, and learn from it, and not only will you reap all kinds of rewards for your business, but you will simply become a better marketer, a better business owner, and a better advertiser.

So fine-tune, specify, and explore. Facebook’s waiting!

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Search engine marketing expert with 15 years of experience in the industry, working with small mom and pop shops as well as large corporate websites. I have experience with all aspects of inbound marketing, including SEO, Link Building, Social Shares, Usability, Conversions, PPC, Email Marketing, and more.