In this video, we are going to talk about the different Facebook metrics that you can look at including the columns in the breakdown. I am going to show you a bunch of the different stuff and what they actually mean. So, let’s start with the default one which is performance. You probably already have a decent idea of what is going on here. But, I will just review it really quickly so we can see the results is depending on what kind of campaign you are running so for this one I want conversions. This one I want leads filled out. This one I wanted link clicks. This one I wanted page likes and this one I wanted video views. So the result is whatever the type of campaign it is, the type of ads running, it will show you the results right there. The reach is how many people actually saw it. You can see – yeah here, you know, a different number of people show all these different ones. The cost here is the amount per conversion or per lead form which is very helpful. Then we have the amount spent which is the total amount of money spent on that type of ad. So, that is the performance.

Now, before I move on I want to show you the breakdown because I think the breakdown is really cool. It actually shows its segments basically. If I were to click age, for instance, it also shows remarketing and you can see some pretty valuable data. For instance, 65 plus, we are not going to get a lot of conversions. So I might want to eliminate that. It looks like the sweet spot is right in the 45 to 54 to 35 to 44. This is actually for a remarketing campaign so what I have done in the past is segmented my ad sets and that was before they have this breakdown functionality. So, now, I don’t really mean just I do not need to segment that as much because I can just segment it right here. I used to segment it by age. Now, and we can see here that the sweet spot here is 35 to 44. We have got a lot of people there so this just starts to give me an idea of the kind of people I want to target. You can also break it down by gender for me. Of course, it is going to be highly female. See the female is cheaper and there is a lot more of them. You can break it down by age and gender, county, region, platform placement, product ID and all these different things. To make everything simpler for now, I am going to click “None.”

So, we can go over the rest of the columns. Let’s look at Delivery next. This can be very beneficial because you can see the frequency here. Now, I have had different people tell me different things on what the frequency numbers should be. I am a fan of probably not going over 4 as your frequency because the frequency is how often someone sees it reaches – how many people saw it. So, for instance, the remarketing ad – almost 15,000 people have seen it and on average those 15,000 people will see it 4.2. So, at a certain point you have to realize that if they are out converting, they are not ever going to convert. Some people would say to go as high as 7. I have even one person say 15 percent. It really depends. Sometimes maybe you only want to show it to them once and if they have not converted by the first time, you know, stop showing them. That is definitely going to result in cheaper clicks but you are not going to necessarily get everybody that you want to convert. So, cost per thousand people reach –

This is interesting, too. You can look at some of the different numbers here. It depends on the type of and it is for, whatever reason. Actually, my remarketing has been pretty expensive – a total number of impressions and then the cost per thousand impressions here. So, that is for the delivery and this is very helpful.

My favorite thing from here is looking at the frequency – how often people are seeing it because if you see that number creep up really high, it is going to start getting more expensive because Facebooks is showing ads to people over and over again. That is a bad user experience for the Facebook user and Facebook does not want that.

So, let’s look at the engagement. This shows a couple of different things. People taking action could be just about anything. Then we have post reactions and suit post reductions and, you know, sometimes I do not always remember what all these things are. You can hover over the little information icon the post likes metrics is that called post reactions okay. All right. So that is just showing how many people have liked it or loved it or like all the different little things that you can do on Facebook. Comments is pretty self-explanatory, the number of shares, link clicks and page “Likes.” So you can see it is kind of interesting. This would like, for instance, this one is website clicks. I got a decent number of “Page Likes” from that. So, keep that in mind that even though you are not necessarily running an ad that is geared towards getting page “Likes,” you still might get a decent amount. You can see this one was a campaign for page “Likes.” I got 877 which is just a ton.

Let’s look at video engagement. I have not run too many video ads but you can see I have run a few here. So, cost per video view is just like it sounds. Just a number of costs every time someone watches the video, the total number of video views here, impressions. So, this means that 9,000 people saw the video but only 3,000 of them watched it and then only 1,473 people watched it for at least 10 seconds. This shows you the price, the cost per 10-second video view, the reach here. Okay. So, basically only 7,000 people saw it but of those 7,000 people, they were shown it 9,000 times meaning some were shown like 1.2 times or something like that. So, some people saw it twice, some people did video views to 25%, some video views to 50%, and some video views to 75%. So, this is really interesting. You can see obviously that not surprisingly it goes down. So, it is shown how many people actually watch at least 75% on my video. It is up to you whether or not that is decent if you have used to 95%, 120 views to 100 percent. This is a pretty interesting metric. It went from 120 to 27 percent that lasts 5%. Well, how do people drop down? I might want to look at that video and figure out what happened, why so many people dropped off in the last five seconds. I have an idea of why. This was just a reposted YouTube video so the outro was not geared towards that carousel engagement. I have not run a lot of carousel ads so that is not going to be something we look at here.

You can also customize your columns. Now, this is really fun. I recommend for most people probably doing this. You can go one by one and look at the definition of all of these different ones but basically, let’s click a few. I am going to click on kind of random frequency supply that so you can see again – actions, frequency. Just check on whatever thing you want – “page likes” maybe, yeah. There is a lot there so let’s go ahead and just click “apply.” You can see the columns are here.

Now another functionality that a lot of people do not know about that is really surprising is this export function. I am going to save it as an excel legend. Save it is a CSV instead if you want. That just exports everything. Maybe you want to save things. Maybe you want to mess with things in a spreadsheet to enable editing to show you the reach show you the cost/result. All kinds of fun stuff.

Another thing to add is the filters. You can filter by just all kinds of things. You can filter by active. You can filter by the objective. Maybe I do not want to only look at things that involve “page likes.” If I do that, it is only going to show me this one. Instead, I am not going to do that. I can just click it again to unclick the placement. Maybe I only want to look at mobile. This filters only my mobile stuff. This is just so powerful. Metrics you can filter by its frequency is greater than two. Let’s say only these have a frequency greater than two. You can look at – take updated I think there is just so much stuff you can do here. Then, of course, here you can change the date range of the data you want to look at. Then the search function you can search by a bunch of different data here as well. The search function is really helpful if you have a lot of campaigns. So, you can search for campaign names including something like I was going to say page just kind I have. I do not have anything but you can search for it if it contains a certain thing and if you want, you can always you can stack filters on top of filters. Let’s say I was to get rid of this filter, you see that comes up there and if I were to get rid of this filter it is still the same thing. But, so you can set filters on top of filters and that is very helpful if you have multiple like thousands of campaigns or hundreds of campaigns or just anything that you can imagine. You can do the filters stack on top of the search stack, on top of the date ranges. There you have a lot of data to look at especially when you start getting more campaigns going. You can always export like I said, the CSV into whatever you want and that is really great for crunching numbers and looking a lot of data.

So, that is it for this lesson. Hopefully, this was helpful. If you have any questions, put them in the “Comments” section below and I will see in the next video