Data analysis of advertising on Facebook involves many aspects, such as how to reduce costs, improve conversion rates and ensure sufficient traffic, etc. These all require attention. Data analysis is crucial in advertising and marketing, especially advertising. After the data is generated, let’s take a look at what data Facebook mainly analyzes when advertising.
1. CTR (click-through rate).
CTR=Clicks/Impressions*100%.
For different regions and different products, click-through rates often vary greatly. A lower CTR may reflect lower quality creatives or a poorly matched ad. CTR is the ratio of the number of clicks to the number of impressions. Only clicks can lead to conversions. Therefore, optimizers are very obsessed with high click-through rates. But in fact, CTR only represents the user’s interest in the advertisement. If the target audience is identified and the product caters to the target audience, a high click-through rate means a high conversion rate. Under normal circumstances, the click-through rate does not mean much. An advertising campaign with a low click-through rate may have a good conversion rate, while an advertising campaign with a high click-through rate may not be able to bring profits.
2. CPM (cost per thousand impressions).
How much does it cost per 1,000 impressions? The lower the number, the better. The lower the CPM, the more competitive the advertisement is and the stronger its ability to grab traffic. There are also certain differences in CPM in different regions. For example, the cost per thousand impressions in European and American countries is higher than that in Southeast Asia. When analyzing advertising performance, pay attention to CPM, the most overlooked data. When CPM increases, overall costs go up regardless of click-through and conversion rates. At this time, if the CPM increases, but the budget is not adjusted accordingly, the number of exposures may decrease. What does the decrease in exposure mean? It means that the conversion rate is low, and the conversion cost will be relatively more expensive.
3. CPC (cost per click).
CPC reflects the quality of advertising materials. The lower the CPC, the better. A higher CPC often means that the quality of the materials is poor or the products being promoted do not match the audience. Adjustments can be made from the following three aspects: changing materials, changing promoted products and more suitable audience groups.
Warm reminder: During the advertising testing phase, especially when testing pictures or video materials, you need to pay attention to the above data in order to decide whether to keep the materials, the style of post-production materials, and the test audience and test The time period for delivery, etc.
4. Percentage of viewing time.
When testing video material, pay more attention to the percentage of the video’s viewing time to judge the quality of the material.
5. The length of stay on the web page.
For e-commerce advertising, the length of stay on the advertising landing page is also a very important data. The shorter the dwell time, the greater the possible problems. Adjustments need to be made from the perspectives of whether the advertisement is delivered to the corresponding group of people, whether the quality of the landing webpage is too low, and whether the product has market appeal. When placing e-commerce ads on Facebook, in addition to focusing on the most direct conversion (sales) volume, you also need to consider the cost of each conversion, the key actions on the conversion path, and the return rate of advertising. Adding to the shopping cart is a critical step in the purchasing process.
The above introduces the relevant knowledge about which data Facebook mainly analyzes when advertising. The placement of Facebook ads is very important. You must pay attention to several core data (for details, please refer to the above). Only in this way can you maximize the improvement. Advertising revenue, whether it is promoting products or brands, therefore, whether it is promoting products or brands, is particularly important.