If you're looking at your own Facebook campaign reports, or are trying to read a report you've been sent from Moshtix, it's not always easy to understand if you don't know what all the metrics mean! Check out our short guide of what the typical metrics we use to report are.
Reach
This is the number of unique users you reach with your ads.
Impressions
The number of times your ad has been seen.
Cost Per Impression (CPM)
This is a standard metric to report on how much it costs for your ad to be seen 1,000 times.
It is calculated; CPM = advertising cost x 1000 / # of impressions
Engagement
In the case of Facebook, you can measure 'Post Engagements' - or how many engagement actions users took with your ad. This could be clicking 'See More' to read the full post copy, scrolling through a carousel, clicking on links, commenting, liking, sharing, etc. Generally, Facebook will reward ads with good engagement with lower CPM's and CPC's by showing your ads to even more users likely to engage.
Link Clicks
This is the number of clicks users made on the link you are directing them to click on, whether it's in the ad copy or via the Call To Action button (Book Now, Learn More, etc).
Cost Per Click (CPC)
How much it costs to drive one click. It is calculated; CPC = advertising cost / total # of clicks
Purchases
This is how many orders on Moshtix were created as a result of your ad, rather than # of tickets.
Keep in mind: this number will be an overall figure for any events that your pixel is placed on, on Moshtix. If someone sees your ad, but purchases to another one of your events (rather than the one you are advertising), it will still be counted as a purchase. To see purchase outcomes for a specific event, use custom conversions.
Cost Per Purchase
How much it costs to drive one purchase (order). It is calculated; Cost Per Purchase = advertising cost / total number of purchases.
Purchase Value
The overall amount of money brought in by your ad. Moshtix dynamically sends the value of each purchase to Facebook.
Return On Ad Spend (ROAS)
This tells you how effective a campaign is at converting users into customers. This measures the revenue generated per ever dollar spent in your ad campaign.
It is calculated; ROAS = (Purchase Value / Cost Of Campaign)
Custom Conversions
You can use Custom Conversions on Facebook to determine outcomes from your ads for specific events (if your pixel is placed across mutiple events). You can use custom conversions to report on views on an event, adds to cart, purchases, and more.
Check out our guide on setting up custom conversions to learn more.
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