The engagement on your Facebook or Instagram ads is very important because Facebook wants users to have a good experience on the platform. As a result, an ad that obtains more engagements compared to other ads that reach the same audience will tend to benefit from better placements and therefore be shown more. At all times, Facebook’s auction system decides where and in what position to place your ad. To do this, it takes into account both the advertiser’s bid, the estimated action rate and the user experience (induced by signals such as engagement and feedback on your ads) The ad with the highest total value wins the auction. That’s why you should regularly analyze your ad engagement and see if some ads drive more engagement than others, and if that affects impressions, clicks, and conversions.

Usually, there is a positive correlation between engagements and conversions. Facebook measures the engagement on an advertisement thanks to several indicators: The reactions Comments The shares Advertising records Clicks on the link Likes Personally, I prefer to Austria Email List look at the first 4 indicators and analyze the link clicks or the number of likes separately because they are different actions. What’s interesting is all you see when you look at the ad. The number of reactions, comments and shares on this ad is impressive. Even though I don’t know this person, I can only be intrigued by his advertising … I have already written an article that explains how to greatly increase interactions on your ads. It is available here . To measure the engagement on your ads, you must first select the “Engagement” report preconfigured by Facebook.

Austria Email List
Austria Email List

The shares Advertising records

All you have to do is click on the “Columns: Performance” tab and then select “Commitment”. Consider analyzing ad-level performance to see which ads garnered the most engagement. A high engagement rate tells Facebook’s algorithm that your ad interests its users, which in turn helps it to flow. Even if you don’t have an engagement goal, you should regularly measure your ad engagement, especially if your performance is underwhelming or declining. 3) Evaluate the volume of conversions of your Facebook ads and your acquisition cost Here we are. Most advertisers advertise for conversions, at the lowest cost. To you, the term “conversion” can be compared to a purchase.

For me (and other advertisers) a conversion is defined differently. It’s an action: an event that happens on your website. It can be: A landing page view An app installation A completed form (prospect) One click on a “Call” button A product page view An addition to the basket A purchase Of course, depending on your acquisition strategy, you are looking either to generate a maximum of leads (or registrations), or to generate sales on your merchant site. I would like to point out that in order for Facebook to be able to obtain this data on the conversions that are occurring on your website, you absolutely must install the Facebook pixel and the conversion tracking . In this way, Facebook is able to detect the number of occurrences for each installed event. As an advertiser, you should assess the performance of your campaigns by observing.

Evaluate the volume of conversions

The volume of conversions : number of conversions generated by your campaigns. The more the number of conversions increases, the more the revenue generated by your campaigns increases. Cost per conversion (also called acquisition cost): How much does a conversion cost you (like a purchase or a lead)? The lower this cost, the higher your margins. Facebook calculates this number by dividing the number of conversions by the amount spent. For example, if you made 10 purchases for a spent budget of $ 100, your cost per conversion is $ 10. There is no ideal acquisition cost. It all depends on your industry, the audiences you target, your advertising, the offer and many other factors … Rather than trying to guess your acquisition cost, I suggest instead that you think about the maximum cost that you can afford to pay for a conversion.

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