Measuring Facebook Ads

I think that we can all agree that Usain Bolt demonstrated again at the 2012 Olympics that he is the fastest man alive. But how do we know this? We know this because we measured his performance against other athletes (benchmarks), distance and time (metrics). I know, I know this is as obvious as the nose on your face. However, when it comes digital marketing measurement is sometimes neglected by digital marketers. At Disney we use various online channels to promote our films however one of the most frequently used are paid facebook ads and it is absolutely vital that we can measure the performance of our campaigns in order to inform future campaigns.

We are fortunate enough to be appointed a facebook ads manager who assists us in creating ads targeted t specific demographics and measure the performance of the campaign. Advise on whether to use Cost Per Click or Cost per Mille and also assist budgetary control.

However, if you are not fortunate enough to have an ad manager there are still many useful and accurate ways to measure the performance of your facebook campaigns. The measurement methods used will depend on whether your ads are linking to a facebook page or the more expensive option of an off-facebook website.

If you are linking to a facebook page, measurement is fairly straightforward as you will have the insights available to you via the page administration. However, if your ad is linking to a separate URL there are still options available.

The two main methods are: bit.ly links and Google Analytics, both being very easy to use. Bit.ly works by using a bit.ly URL as the link built into the facebook ad. The URL is obtained very easily by uploading your website URL at www.bit.ly. Once this has then been used as the link in your add you can track the links back to your site from the facebook add from www.bit.ly website. In addition to this you can also add a + sign to the link, which allows you to view clicks and referral details over time. Very simple straightforward and effective.

With Google Analytics running on your website you can track all traffic sources to your website including facebook referrals. Again, very straightforward and easy to use.

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