Facebook Analytics Tutorial 2018
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Facebook Analytics Tutorial 2018

Facebook analytics can be super
difficult to understand right especially if you’ve never worked with Facebook or
any type of analytics before whether that’s google analytics or reading
Instagram analytics so in this video we’re gonna go over what those analytics
are what you need to know about those analytics and how you need to use them
to make more money with your ads that you’re running online stay tuned here we
go all right guys so like I said in the intro in this video we’re going to talk
about Facebook analytics alright and here’s the cool thing about Facebook
analytics it really applies to just about any other type of analytics that
you’re running whether that’s reading read reading not running you’re not
running analytics you’re reading them but when you’re reading analytics you
know this applies to Google AdWords applies to Instagram it applies to
analytics for your email campaigns really any kind of analytics because
they all use the same criteria basically some of them have different things like
Facebook has different features that you’re able to track versus like a
website per se so you know there’s different little features but for the
most part they are all the same we’re gonna go over the most important ones
that you need to be looking at any time you’re running ad campaigns no matter
what type of campaign you’re running so why are Facebook analytics important
guys understanding that when you run ads right when you have an ad going on
Facebook or Instagram or Google if you’re not reading the data then you’re
missing out on the whole reason why this type of advertising is better than TV
radio print all right the data itself is what allows you to optimize your
campaigns and say okay we’re not making money on this app we need to stop it or
we’re making a lot of money on this app we need to start spending more money
here and that’s what reading the analytics allows you to be able to
determine okay so let’s go into some of these analytics the important ones what
they mean how to read them when to use them or when to look at them all of that
kind of stuff is super important so let’s take a look at that now all right
so the first thing we’re gonna look at is the basics all right
let’s look at impressions and impressions reach and frequency so what
are impressions basically an impression is how many times that ad is shown
that’s it every time that ad is shown counts as an impression whether it’s the
same person whether it’s the you know a new person it doesn’t matter it’s just
how many impressions are being shown to everybody out there who’s looking at
their newsfeed okay so if your ad shows to 500 different
people or not 500 different people but 500 people in general whether that’s the
same person 500 times or whether it’s you know 500 different people you know
that is what an impression is okay it is showing the ad as many times as possible
not as many times as possible but to as many people as possible that’s it that
is what an impression is it says Jordan has seen this ad twice
John has seen this ad one time and Jane has seen this ad three times so that’s a
total of what six impressions right six total impressions okay so that’s a quick
example now what is the difference between that and reach reach is how many
people you’re you’re reaching individually or uniquely meaning that
Jordan got shown this egg once John got shoved aside three times but we’re gonna
count it once Jane I think I said well show him this head three times but again
that’s once because she is one person right so each individual person or each
unique view is how they calculate reach so what you need to understand why is
that important well because if you’re showing an ad right and your reaches
don’t let’s say you’ve got a thousand impressions all right but your reach is
only say let’s say your reach is 300 people that means out of the thousand
times that your ad was shown it was only shown to 300 people uniquely okay so
that means you’re not really reaching as many people as you thought you see that
thousand impressions you’re like okay cool
showing this ad to a ton of people but in actuality you’re only showing it to
300 people you’re showing it to them at an average of about three point three
three times okay so let’s get into frequency in frequency is just how many
times is one person seeing an app okay so very basic very simple just to
understand that impressions again it’s showing the ad doesn’t matter how many
times a person has seen it it’s shown that add to that many people okay Reach
is how many individual people or how many unique viewers saw an app and then
frequency says okay well what is our impressions divided by our reach how
many you know out of all the times I have shown how many people saw it
uniquely and that was our frequency okay so how many times each person on average
is seeing that at so you want to know frequency why because you don’t want to
show your ad to someone forty five times in three days when you show your ads to
that many people or to that little people that many times in a short period
of time you’re actually becoming really annoying alright if you’re the only
thing that keeps popping up in their newsfeed as far as ads are concerned you
continually keep showing the same ad it’s never different and they still
haven’t taken action then you need to space your ad out your your ads out more
so to do that you would actually go through a reach a objective or goal when
you set up the Facebook ad so that way you can limit the amount of frequency
that people see it but I just want you guys to understand the difference
between the three these are important to be able to read because again it’s gonna
tell you okay we’re showing this type way too much we need to figure out how
to take it back some or we’re not reaching enough people individually
we’re only reaching 300 people we really need this have to see or to get some
more people okay guys so the next thing you want to kind of be aware of with
regards to analytics or understanding you know the little acronyms behind
analytics and how they apply to the ads the next ones we’re gonna look at our
click-through rate click the right link cost per click and cost per thousand big
thing I don’t understand why the M stands for a thousand but that’s what
that means M is 1,000 not 1 million okay alright so let’s start at the top
o’clock click-through rate what is click-through rate on facebook what they
look at is all clicks on anywhere basically anywhere on that app okay so
here’s where that becomes an issue okay that’s
why they have number one that’s why they have ctrl which is click-through right
link all right what’s the difference between the two click the red says you
know if you have a video and they click on that video to watch it or to turn the
sound on even that’s a click that’s them engaging with that app
that’s actually also call it an engagement um the big thing you want to
know is that’s not necessarily a action that means anything to you if they’re
not clicking through and clicking the link to go to your landing page or your
website then all they did was watch that video that’s not as valuable as someone
who’s actually clicking on the link itself to go to your website right
because someone who’s going to your website is actually more interested in
the product or service whereas the person who just clicked on the video but
didn’t click on any links doesn’t necessarily care about your product or
service right so let’s write this up here click through I think people spell
it thr you great sorry my phone is going off I’m actually in the process of
finding a home right now so I got people call me and text me all day I’m day
anyways so click-through breaks click-through rate link alright and
again the biggest difference is rat click the rate link the biggest
difference is the fact that they are actually clicking through to your site
click the rate links are more valuable and really these are the want metrics
you want to track click the rate is good it tells you you know what kind of
engagement but the more important you know acronym or important analytical
piece here is the click-through rate link
alright it’s just so you guys understand that so CPC and CPM cost per click the
cost per click is I mean it is I it’s exactly that it’s cost per click how
many times are people clicking on it versus how much it costs you to run that
campaign okay so if it costs you ten dollars to run the campaign and you’re
getting ten clicks you have a dollar cost per click people ask me all the
time but what’s a good cost per click you know value how much should it be
that’s the thing guys it is different for every single industry a quick
thing you can do go to google and you gonna you can actually do like industry
averages cost per click for attorneys or something like that and you can get an
idea of what the cost per click should look like but again it’s gonna come down
to your area you know how many people live in your area the competition how
many people are in that area that are doing the same business or you know not
even necessarily your local area if you’re doing a national brand how many
people nationally are in your competitive area competitive space
that’s gonna affect how much it costs you because for example with attorneys
attorneys are super competitive okay in any sense of the word attorneys when it
comes to marketing is super competitive if they spend a crap ton of money they
make a lot of money so it allows them to spend a lot of money and then they know
that people are going online a search for their services so they again just
spend a lot of money there so the cost per click for attorneys is much higher
especially if you’re considering something like inbound marketing with
pay-per-click ads on say Google the cost per click average you know just for
attorneys on there could be anywhere from I’ve seen it you know as low as
five dollars but up to 120 dollars for one click because of the amount of
competitive the amount of basically competitiveness I guess that’s a word in
each industry okay so cost per click let me write it out cost per click again
it’s something that you need to do some research on it’s gonna take you some
time as you’re running your ads you’ll be able to determine a little better you
know what your average cost per click is gonna look like and then you need to set
goals to obviously decrease that if you’ve never worked in an industry
before your cost per click is gonna be a lot higher than probably the average
when you first start out because of the fact that you’ve never you don’t have to
optimize ads in that niche or industry before so practice make sure you’re
taking notes understand what’s working what’s not what’s making your cost per
click lower what’s a you know making it higher is it the content you’re
releasing is that the audience’s you’re targeting you know all of that has to do
with how much the click is going to cost you okay and that’s the other thing I
want you guys to be aware of when you target broad your cost per click is
going to be lower when you target niche specific or you know
graphically specific it’s gonna cost you more because you know that you’re
reaching a specific audience okay so Facebook understands that and they know
okay well this person’s customer is this they are actually more likely to be
clicking on this type of that or it’s more competitive in this demographic so
it costs more that’s kind of how they build out their out algorithm to
determine pricing and then the last one is cost per thousand okay
per thousand impressions alright so this means how much is it going to cost you
to show this ad a thousand times not cost per thousand reach which we just
went over so it doesn’t necessarily mean you’re gonna reach a thousand different
people it means your ads gonna be shown a thousand times okay doesn’t matter if
that’s the same person a thousand times or if it’s you know a thousand people a
thousand different times that is your cost per thousand okay so another
important set of metrics to understand here they’re super important to be able
to read with Facebook again because understanding you know cost per thousand
this is for impressions it’s not for my reach it tells you okay well just to get
a thousand impressions and my average Reach is let’s say four hundred and
fifty people on a thousand impressions that means basically it’s costing me
let’s say it cost you know ten dollars for a thousand impressions that means it
cost me 10 bucks to reach 450 people individually so being able to understand
those analytics and read them and say okay well we need to at least increase
our reach and we need to be able to decrease our cost per thousand at the
same time so that way we’re not you know taking on too much more expense just to
reach the sink or a little bit more people in the same niche with the same
type of campaign right okay so the next metrics we’re gonna look at are or is
art one of them are OAS conversion lead and registration okay so what is always
our o s stands for return on adspend and what is return on adspend mean basically
it means the total revenue so how much you make on your ads so if you you know
if you’re running ads and you make a thousand bucks that’s your total revenue
right off of your ads thousand dollars so it’s your total revenue divided by
your total cost of ads all right so if you spent $500 or $700 on ads and you
made a thousand bucks your thousand dollars goes up here in the total
revenue your $700 goes down here and your total cost of your ads now what do
you need to understand about this number one you’re gonna get a percentage a
decimal right so if it’s like 1.7 I think it’s like one point let me look I
think it’s like one point three seven or one point four or something like that
let me go through that really quick it is a thousand divided by it’s one point
four to eight so we’ll say one point four three all
right so what does this mean basically it means you have a one hundred and
forty three percent return on adspend but what does that mean basically it
means that you’re making 43 cents on every dollar spent on ads okay so you
want your ROAS to be above one anything below one means you’re not making money
it means you’re losing money on your ad spend okay
but what I want you to understand though before you say okay well that means I’m
making a ton of money not necessarily you will want to look at your ROI which
your ROI well your ROAS your return on adspend
doesn’t take into consideration costs like your fixed costs your operational
costs your labor costs all of that is not taken into consideration with ROAS
so just because you have a positive ROAS doesn’t necessarily mean you have a
positive ROI so you’ll want to understand your profit margin all of
that stuff that’s a whole nother topic where you know we would need to spend
about 20 minutes breaking down our OAS first ROI but that’s what you need to
understand about how ROAS you’re looking for a positive
roas obviously right and you’re looking for it to be above 1 which to find that
number you just take your total revenue of all of your ads how much did your ads
make you and divide it by the total cost of your ads on that platform don’t do
your the total cost of your ads on Google and Facebook and Instagram just
do the one platform now obviously you could do ROAS for all of your campaigns
and do it that way as well so you could combine your Facebook and your Google
Google and your Instagram if you want it but just for this video we’re talking
about Facebook so you would only do Facebook
what is conversion conversion basically says somebody made a purchase somebody
submitted a form somebody submitted a lead so conversion is multiple things
we’re going to talk about lead and registrations here in a second what they
are but a conversion is exactly that it is someone converting it’s not someone
you know clicking a link it’s not someone unless that’s the conversion
that you’re tracking for but it’s not link clicks it’s not someone liking a
post it’s not someone leaving a comment those aren’t conversions conversion is
someone purchasing a product submitting a lead completing a form signing up for
something those are conversions and that is the metric that is most important the
more conversions you get for your customers for your business the happier
everybody is because the more money you’re able to make a lead is exactly
that guys this is basic stuff so we’re going back to basics again a lead is
someone who is a potential customer they’re not a customer just yet but
they’ve given you their information that’s required of a lead a lead does
not count if they like your facebook page that’s not a lead you don’t have
any information about that person you can retarget them on facebook but not
necessarily elite a lead gives you information about themselves or reaches
out to your business or tries to get more information specifically from
someone at your business or through submitting their information via a
funnel right and then a registration is similar to a lead but a registration is
more of a sign up someone creating an account with your business so if you
have a Shopify store for example and they go to your site and they create
that guess to counter that you know the user account for them to use at your
store that is a registration and you can shrink all of these things why is it
important to track these because leads and registrations and conversions you’re
able to build custom audiences off of why is that important a custom audience
basically says okay we didn’t actually more specifically look like audiences
you can do custom and look like a custom audience says okay this group of people
a conversion we’re going to look at people who purchased right this group of
people purchased our product we know we can upsell them other products so we’re
gonna take that list of people we’re gonna upload it into Facebook as a
custom audience and we’re gonna retarget them with our higher-end products or
maybe they didn’t buy the lower end products that go with that hiring
product they bought so you sell than that lead you can do the same thing and
actually before we get onto that I mentioned custom audiences for
conversion a custom audio or not custom on a look-alike audience for conversion
look-alike audiences say hey these group of people purchased right these thousand
people this 1,000 people purchased our products we want Facebook to create
another group of audience or another audience group that is super similar to
the people who’ve made these purchases so say the thousand people that made the
purchase have a demographic range of anywhere from 25 to 30 they’re male they
make $50,000 a year and they have extreme interests in outdoor activities
entrepreneurship and whatever right Facebook takes that list with all those
interests and data and everything like that goes to Facebook finds all of their
other people on Facebook and says here’s another group of a million people that
have those exact same interests and behaviors as a group of 1,000 people
that you provide it all right so why is that important it’s because you’re
targeting people who are already more qualified to buy your product or service
same thing with registration same thing with lead you do those exact same type
of ad building audience building strategies with those types of figures
or metrics that’s what I’m trying to look for with those metrics right there
all right again so to wrap it up guys really you know everybody asked me well
what’s the standard metric you want what do you want it to look like it depends
on the industry really cost per click click through rate link nope sorry
click the rate link you just want it to be above 1% ROAS you want it to be above
1% everything else is kind of dependent on the industry depending on the
competition depending on you know how much how much their audience is engaged
with that type of content or product or service right that all depends so you’re
going to have to do some research you’re going to have to
some testing to understand the metrics or to understand the exact values that
associate with those metrics so the next thing that people usually ask me is
Jordan you know when do i scale my ads when do I know how to you know increase
the ads well what you want to do is you run your ads for a specific set of days
or a specific time period and then once you’re done you look at metrics like
your clip the rate link your cost per click your roas did you make any return
on Edvin did you have any conversion did you have any leads did you have any
registrations if you didn’t have anything at all then you’re gonna want
to shut that ad down it didn’t you didn’t target the right audience your
copy wasn’t good your creative wasn’t good there was something wrong all right
shut that ad down if you get some leads or if you get a lead right and you
figure it out okay well that was good but we might need to optimize that
that’s when you say okay well we got a lead or we got a conversion or a
registration our ROAS is above you know the one one percent more a hundred
percent mark right so what we’re gonna do is we’re gonna optimize those ads to
do that you basically just figure out okay what demographics engaged
what were their interests what content do we show them what copy did we use and
what worked the best now take that narrow your budget so
eliminate the audiences or demographics or genders or whatever that weren’t you
know effective or appropriate or you know that it didn’t relate to those
audiences and take those out of your ad sets they should no longer be there take
the copy that didn’t work remove it take the creative that sucked
remove it and only focus on the ones that were affected right so that’s all
you’re really gonna look at to scale those ads and really guys when you want
to increase your budget that’s the same thing that you want to do you start off
you don’t start off by going out there and saying all right well we’re gonna
spend $10,000 on these ads that’s not how that works you go and you say okay
we’re gonna test with about 500 bucks we’re gonna run these different types of
ads we’re gonna spend $500 over you know a week and see what kind of results we
get from there then we’ll you know determine the winners and the losers on
the ads the winners and the losers on the audience sets the ad sets all of
that and then once you know what works that’s when you begin to scale and you
say okay the ones that are working we’re gonna put this much more into it and you
should also know that say you’re targeting men and women right but 75% of
your audience is men 25% of it is women you know the people
who actually buy the product or service or engage with your brand that means 75%
of the budget should probably go towards men right and the other 25% can go
towards women because if you have an average of 75 in 25% you shouldn’t try
to spend you know you know 80 percent of your budget on women when you know that
men are much more likely to convert right that wouldn’t make sense you’re
not gonna optimize the campaign by doing that so then the next thing would be
people ask me you know Jordan when I’m running these ads how often do I run
them for before I actually scaled it the minimum requirement that I say and that
a lot of people say is about three days and why is that so three days the reason
why you want to do it in a time period of at least three days and sometimes up
to five seven days is because it gives you time to collect data all right think
of it like a survey if you put out these ads right and you let it run for 12
hours and you show that ad to 500 people but you didn’t get a result well people
who take surveys on average take at least a thousand people right so that
way you get a broad enough audience with different interests and you know
different you know behaviors to basically put in their input about that
ad well it’s the same type of come or about that survey it’s the same concept
when you apply it to ads you want to say okay well we need a thousand people to
tell us whether this ad was any good or not
that’s why Facebook doesn’t even show you relevance score until I believe it’s
like it’s either five hundred or a thousand but they don’t even show you
the relevant score of your ad until it’s been shown to about 500 or a thousand
people I think it’s a thousand all right so that’s why you have to understand you
know when to scale your budget when you’re gonna want to do things like
increase the you know the ad budget or how long to leave those ads on that’s
all important to understand because of the fact that if you shut them off too
early you’re not collecting enough data for that survey or for that app right
you have to collect enough data which means you need to leave them on for at
least three days another point that you want to think of is you know Monday I
might not get on Facebook but obviously I will but some people might not
whereas Tuesday I’m on Facebook all day right so Monday you didn’t show me that
Tuesday you might it and then Wednesday let’s say I get back on on Wednesday but
Thursday I’m not so that’s why it’s important to show it over a period of
days because I people are active at different times
everybody’s active at different time so you have to spread it out so that way
you’re able to capture the most out of your budget and out of your campaign get
the best results out of your data collection because when it comes down to
Facebook Ads it really is all about the data without the data the ads do nothing
you might as well just go out there and spend on TV or print right so that is it
for this episode guys I hope it was super helpful for you if you have any
specific analytical metrics that you’re not understanding or that you need help
with I want you to leave it in the comments below and ask me specifically
and I’ll get back with you with an answer explaining what that metric is
outside of that guys I hope you all enjoyed this but before you go make sure
you hit that subscribe button down below because we do all kinds of updates we do
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getting results with digital marketing so whether you’re you know doing it for
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that’s what we teach here so hit that subscribe button if you guys are new
definitely hit that if you guys are returning I appreciate you guys for
showing up as always you guys keep this channel going and keep me going but like
I said I’m gonna get out of here I hope you guys have a great week or a great
weekend wherever you are at in the world or whenever you’re watching this I will
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25 thoughts on “Facebook Analytics Tutorial 2018

  1. Roman numerals. Letters of the alphabet used in ancient Rome to represent numbers: I = 1; V = 5; X = 10; L = 50; C = 100; D = 500; M = 1000. The numbers one through ten are written I, II, III, IV, V, VI, VII, VIII, IX, and X. Great video

  2. Thanks for the valued content. I am seeking advise on how to run successfully campaigns for a beauty salon. I have got a few ideas but slightly confused with what campaign to begin with i.e brand awareness or engagement. Any relevant advise will be greatly appreciated.

  3. I spent $3,300 on Facebook Advertising last year for my Seasonal "Mobile Auto Detailing" business. Averaged $15 to $20 per day. Was it worth it YES! it generated $500 worth of work.
    my advise is to spend no more than $5 per day to begin with until you can see how your analytics are performing for you.

  4. How do I add analytics to my google analytics panel so I can get the analytics from all my social media channels facebook, Instagram, twitter and website and add them to my google analytics control panel? Email me at [email protected]

  5. Awesome video! I've been in digital marketing for going on 3 years and I am now transitioning into the area of ads (I was only content creation at the time). My question has to do with ad testing. Does it work better to do all 3 ads using one particular "objective" or would it be beneficial to do, say, 3 different ads with different goals (video views, engagement, etc.? I was wondering if comparing the 3 together would be a good or bad idea because they have differing goals.

  6. I worked as a social media ad advisor for the past 9 months and still didn't know everything you showed smh. Like'd and subscribed here and on Face. Keep up the great work!

  7. Yeah I got a question. I was on Facebook and my new campaign for my online store was in a "learning phase". I then customized my columns in ads manager and after I applied the changes the green "learning" words left my ads sets. My question is, did I mess up the learning phase or is that normal with customization?

  8. Excellent Video. I love how you have an easy way of explaining things. Made my life so much easier. Could you explain to me what Funnels are?

  9. On the last Ad that I runned my impression is 859 and reach 809, but my frequency is 1.03. Lower frequency better or what? But my click are only website clicks are only 17

  10. M = Milia. It is a thousand in Latin. Great video. Thanks! I wish you could make one with screenshots right off of Facebook Ad Manager analytics. Thanks!

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