Ad Metrics

Tracking performance on Facebook & Google

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"I think you’d be hard pressed to find a single strategy or goal where you don’t need a multi-touch experience. We want to be in all the places that our customer could be. Lumenad helps us organize and standardize that data so we can evaluate it."

Julia Filo, Associate Director, Digital Marketing Mission Media

"Lumenad allows me to be platform agnostic. By moving between DSPs I can drive the best performance possible for my clients, and the data flows seamlessly into Lumenad without interruption."

Michael Jung, VP of Product Management and Technology, Precision Reach

"Normally, when my boss asks me how much we’ve spent in ads this month, I start to sweat a little bit. This morning I was able to on-the-fly pull up my dashboard and quickly give him the number he needed. It was super awesome."

Rob Kirkpatrick, Marketing Director, BombBomb

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Steven London, co-founder, FlashHouse

"Thanks to Lumenad, it's made collaboration with my team faster and more effective, and it's reduced the number of hours I need to spend on different platforms to get the data I need."

Zak Kozuchowski, Founder, Rooted Solutions

"By using Lumenad, our team spent 50-70% less time on reporting, we were able to use that time to further enrich the campaigns and drive performance for our clients."

Ryan Rodgers, President, Embee Media

Ad Metrics

What exactly are ad metrics? Advertising performance metrics are key statistics used to determine the performance of an advertising campaign. Common ad metrics include clicks, views, and ROI. Without ad metrics, it’s not possible to improve an advertising campaign, or tell how successful the campaign is.

With the right ad metrics, you can determine a lot about your audience. You can see what they like and don’t like, which products they’re more likely to interact with, and how likely they are to engage with your brand.

An easy way to understand ad metrics is to think of a radio ad. You would know when your ad played, how many times it played, and what demographics it was played to. From there, you would need to put together how many people called or visited your website during those times.

But digital advertising is significantly more complex. In digital advertising, there are many more metrics to track. You need to track users through multiple channels (social media accounts, websites, and more). And you need to know everything about them: What they’re looking at, how long they’re looking for, and when they’re looking.

Digital advertising performance metrics are difficult to track. And they get progressively more difficult to track as new privacy laws and regulations are put into place. The solution is usually an advertising platform.

Dedicated advertising platforms make it possible to track ad metrics automatically. Even better, they can consolidate these metrics into a singular system that can then be used to analyze the data at a glance. Services such as Lumenad make it possible to compare data from multiple platforms, aggregate data in a meaningful way, and create actionable insights from the data received.

With the right digital marketing data, advertising becomes much easier. It’s easier to see which strategies work and which do not. And it’s easier to develop a successful strategy.

Advertising Metrics And KPIs

What are some of the most common advertising metrics and KPIs?

Let’s take a look at paid advertising. In paid advertising, you’ll often have:

  • Cost per click. This is how much you pay if someone clicks on your ads.
  • Impressions. This is how many times someone has actually viewed your ads.
  • Bounce rates. This occurs when someone views your ad, clicks, but then immediately leaves.
  • Bid rates. How much will you bid per click? This is part of automated advertising and auction systems.
  • ROI. How much money is your advertising investment actually getting you?

Now, consider a pet groomer. They have local ads targeted toward people with pets. But how can they tell whether their customers are clicking on ads or whether they’re happening upon their company organically?

They need to be able to track the customer. By using the right software and the right platform, they can actually tell whether a customer came from Google, whether they clicked on an ad, or whether they typed the URL in manually (perhaps from seeing it in real life, on a poster).

Advertising metrics and KPIs are important. But they can also be useless if there’s no way to consistently track them or to validate the data. And every advertising channel and method of advertising is different and unique, with its own KPIs and strategies.

Google Ads Metrics Definitions

Google Ads are some of the most effective advertising formats available today. Let’s take a brief look at some of the most important Google Ads metrics definitions.

First, there’s clicks or traffic. That’s the amount of people going from the ad to your site. But there’s also average visit time. How long are visitors spending? Are they clicking through or bouncing? There’s also the cost per click. And the average ad spend.

Together, just a few ads metrics can make all the difference. If you see many people clicking on ads but none staying, it means that while your ad is compelling, your website isn’t delivering whatever it promised. If people are clicking on a page but then bouncing, something is scaring them away from the commitment process.

Some websites, for instance, find that everyone clicks their ads, goes to their site, but abandons everything in the cart. What’s happening? They’re surprised by shipping costs. Often, they can be targeted again by sending them a coupon for free shipping. Advertising properly ensures that the sale is made.

Google Ads metrics are the same as any other paid advertising platform. But Google Ads has the distinction of being the biggest third-party ad marketplace out there.

Google Ads Metrics And Dimensions

In addition to ads, you might also hear about dimensions. Google ads metrics and dimensions are related. Metrics are the statistics about a given campaign. Dimensions are the types of campaign being run and the scope of that campaign.

Metrics might be traffic, bids, prices, and so forth. But dimensions include: account, ads, ad groups, ad status, approval status, etc. Essentially, dimensions are meta information about the account, campaign, and advertising block.

A good platform is going to track both ads metrics and dimensions. Both of them are necessary to track for a solid advertising campaign. A company is going to need to see which campaigns are most effective, which also means identifying which ad groups are most effective.

Dimensions also make it easier to filter through information. You can pare down to an individual campaign or even advertising set. Google ads dimensions can also make it easier to compare different advertising campaigns, such as through A/B or split testing. Ideally, you should always have multiple campaigns running at the same time so you can see which campaigns are truly the most effective.

Google Ads Metrics List

What are some of the most tracked Google Ads metrics?

  • Conversion rates. The number of people who click through from an ad and actually make a purchase (or some other form of conversion, such as entering in their information for a mailing list).
  • Conversion values. The value of each conversion, i.e. the amount that is sold through that conversion, potentially tied to customer lifetime value.
  • Cost per click. The amount you pay for each click (which can also be used to analyze how much you pay per conversion).
  • Cost per view. The amount you pay every time your ad is viewed (most campaigns today only take money for clicks).
  • Bounce rate. The number of people clicking on your links but then bouncing away from the site.
  • Click through rate. The number of people clicking on your ads as opposed to just viewing them.

And there are some more interesting metrics, such as cross platform conversions — how many people are converting on a different platform?

But the metrics you track will vary depending on your campaign. If you’re looking for awareness, the results will be different than a conversion-based strategy.

Facebook Ad Metrics Definitions

Facebook and Google ad metrics definitions can be very different. For Facebook display ads, the ads are going to be essentially the same. But Facebook has different forms of engagement. These different forms of engagement are similar to other social media platforms.

On Facebook, you might need to consider the following Facebook ad metric definitions:

  • Likes or reacts. This is the number of people who clicked the “like” button.
  • Comments. The number of people who commented on a given post or share.
  • Followers. New followers as a direct result of a post or an ad.
  • Messages. Messages sent directly into your inbox as the result of an ad.
  • Shares. Posts or events that have been shared by other people.
  • Responses. Event responses say whether someone is interested or going to an event.

And Facebook also provides an enhanced ability to connect with specific demographics, so you can always reach out to the audience most likely to engage with your brand.

Facebook Ad Metrics

So, why do Facebook ad metrics differ from Google Ads?

When it comes to Google Ads, customers are just interacting with display ads (or search engine results ads) on a page. They can view it or not. They can click on it or not. And then they can engage with the site — or not.

On social media accounts like Facebook, there are a lot of different ways to interact. They could share your post, like your post, or comment on your post. They could go to your page and like your page or they could follow it. They could join one of your groups. There’s just a lot more interactivity there.

And that’s a double-edged sword. On the one hand, you increase engagement with your brand. But it can be difficult to translate that or convert that into sales; it can even be difficult to get people off your Facebook ads and onto your website.

Facebook ads display the platform and its engagement whereas Google ads reflect the Google platform and its engagement. And that’s why all ads and strategies will be different. It’s not easy to perform an apples to apples comparison between Facebook ad metrics and Google ads. That’s why intelligent advertising solutions like Lumenad exist.

Facebook Ads Metrics List

As with Google, let’s take a look at some of the most-tracked Facebook ads metrics.

  • Ad impressions. This is “views” for Google; how many people actually saw the ads.
  • Relevance score. This is how relevant the ad was to a given audience.
  • Cost per result. Facebook tracks many types of results, from brand exposure to conversion; this is the cost per a given result.
  • Engagement. Facebook can track engagement in a multitude of ways, as noted above.
  • Result rate. Facebook will track your results based on your strategies, whether that’s conversion, traffic, or other.

But, of course, there are many more.

With Lumenad’s Advertising Intelligence, data from both Google and Facebook can be ported in and sanitized, so they can easily be compared. Advertisers are able to use an all-in-one dashboard to look at all their advertising results — and easily compare each platform.

Facebook Ad Metrics That Matter

So, we’ve seen that there are a lot of Facebook ad metrics. But what are the Facebook ad metrics that matter? To answer that question, you first need to know what your campaign is meant to do.

If you’re trying to develop your following and brand awareness, you want likes, follows, and clicks. You want people to engage with you through comments and messages. You don’t really care about them clicking on external ads or converting, though that’s nice; you primarily want them to engage.

If you’re trying to develop raw conversions, you really want them to click through to your website, follow your sales funnel, and ultimately convert. You can track users through the Facebook Pixel, which shows how users move from the platform through your site.

Facebook will ask you at the beginning of a campaign what goals you are looking for. From there, it’ll tailor its reports to you. And, of course, you can always do this through an advertising platform