Facebook Ads Data Banner - Mobile with Facebook App next to scrabble tiles spelling out "Social Media"

Understanding social media marketing (SMM) is a crucial aspect of today’s marketing world and arguably more importantly it is to understand the analytics behind your social media campaigns. Facebook, Twitter and Linkedin all have paid social media opportunities that your business should be taking advantage of. Today we will be talking about the business benefits of understanding facebook ad data whilst running your Facebook ad campaign.

Facebook Ad Analytics provides an extremely useful insight in gauging how well your campaign has performed via your Facebook Business Manager account. The key data you should be looking at is:

  • Impressions: The number of times that your adverts were on-screen.
  • Reach: The number of people who saw your ads at least once. Reach is different to impressions, which may include multiple views of your ads by the same people
  • Clicks: The number of clicks on links within the ad that led to advertiser-specified destinations, on or off Facebook.
  • Amount Spent: The number of clicks on links within the ad that led to advertiser-specified destinations, on or off Facebook.

As a social media agency, Fuel Communications can assure you that by understanding the metrics above, your business will benefit in the long run – here is how:

Learn From What Works & What Doesn’t Work

Facebook Ads data provides details of the metrics above for every one of the ads that you put live – you can use this data to learn more about what social media marketing you are using that is working and also what is not. This will benefit your business as you can make your social media marketing cost-effective, just by understanding the data.

For example, if your Facebook ad is receiving lots of impressions and a good amount of reach – but it is not receiving any clicks and more importantly you are receiving any leads there is more than likely something wrong with your ad. Take the time to go back through all of the targeting details of your ad: is the targeting too broad? Could the pool you are targeting not be enough? Is the age range set to the target audience of your brand? Although these may seem like obvious measures to look into when setting up an ad, this can simply get overlooked and cause an ad not to work as well as you would like. These tips are a simple measure that you can quickly take to benefit your business.

On the other hand, you should take a look into the advert itself to determine if that is the issue. Get a second opinion and decide if your Facebook ad is in keeping with the brand, and to make sure that the call to action is clear and concise. As a business, you will begin to build a clear picture of how your target audience responds to different types of marketing and the tactics you can use to make your marketing cost-effective.

Building A Brand Identity & Personality

Another great business benefit of understanding facebook ad data is that you can begin to build your brand identity. Social media marketing allows you to portray your brand in the way you would like, through the different language you can use, how you interact in the comments with your target audience, and also the design assets that you use. If you are receiving good interactions and responses from your posts, you know that your business is being portrayed well to your audience. If you need any help with building a strategy for your brand you can contact a member of our team at info@fuel-communications.co.uk.