Analyzing social ads performance: key metrics to track
Tracking the right metrics is the only way to optimize your social ad campaigns. Without metrics, you don’t what’s performing good and what iterations you should make. The first step in improving is understanding the different types of metrics and what they mean for your social ads campaigns.
1. Core metrics
CTR (Click-Through Rate): Indicates how compelling your ads are.
ROAS (Return on Ad Spend): Measures profitability.
CPM (Cost Per Thousand Impressions): Evaluates the cost-effectiveness of reaching your audience.
2. Advanced metrics
Conversion Rate: Tracks how many clicks result in sales.
Frequency: Ensures your ads aren’t oversaturating the audience.
Engagement Rate: Assesses how well your content resonates.
3. Using data to optimize
Regularly analyze your ad performance and test new creatives, targeting options, and bidding strategies to improve results.
Conclusion
While many marketeers are ‘in love’ with ROAS or other metrics, I highly recommend you to watch the most important metric of them all while running ads: hard cash that you’ve earned with ads. Profitability means so much more than CTR and all of the other metrics, and it’s the one metric you as a business owner should only care about. If you’re not making more money than you’re pumping into Meta, you should look into it, if you are making more than you’re spending on ads; congratulations.