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EPISODE 173 19 mins

Key Metrics to Pay Special Attention to in Your Facebook Ads Campaigns

Posted on 31st January 2019 , by Kunle Campbell


About the guests

Kunle Campbell

Kunle Campbell

Kunle advice and helps direct-to-consumer retail brands profitably acquire customers through paid media, conversion optimization, and search marketing.
He is also sometimes referred to as ’the ecommerce traffic and conversions guy’.
Kunle hosts the 2X eCommerce Podcast, a top charting podcast on iTunes business and marketing categories.



1: Do not track Link Clicks – Use Outbound Links Instead.

DEFINITIONS

Link Clicks:

The number of clicks on links within the ad that led to destinations or experiences, on or off Facebook.
For ads promoting Instagram profile views, link clicks include clicks on the ad header or comments that led to the advertiser’s profile.

Outbound Clicks:

The metric outbound clicks measure the number of clicks leading people off Facebook-owned properties, while link clicks show clicks to destinations on or off Facebook-owned properties.
If you’re using an ad format that opens into a full-screen experience, such as collection or Canvas, outbound clicks may provide more insight to the performance of your ads.

Unique Outbound Clicks:

The metric counts people who clicked, not the number of clicks. This metric uses sampled data.

Website View Content:

The number of view content events tracked by the pixel on your website and attributed to your ads.

2: Website View Content to Outbound Clicks Ratio

Super Health 7:1

Healthy 5:1

OK 3:1

Less check product, user experience, engagement onsite

3: Track Micro-Conversions not only Purchase / ATC / IC

Less check product, user experience, engagement onsite

– – –

Timestamps

3:57 Metrics
4:28 First set of metrics – outbound clicks
7:01 Click through rates – outbound
9:32 Unique Outbound Clicks
10:44 Website view content
14:57 Tracking micro conversions

SPONSORS:

This episode is brought to you by:

Klaviyo

Klaviyo
If you’re looking to grow your business there is only one way—by building real, quality, customer relationships. Most marketing software will claim they do this, but will never deliver on their promises. You need to demand more from your marketing software that’s where Klaviyo comes in. Klaviyo helps you build meaningful customer relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.
That’s why 10,000 innovative brands have switched to Klaviyo.
What’s their secret to building customer relationships? Tune into Klaviyo’s Beyond Black Friday docu-series to find out and unlock marketing strategies you can use to keep momentum going year-round. Just head on over to klaviyo.com/beyondbf for more.

About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

Learn from eCommerce Entrepreneurs & Marketing Experts


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