Welcome to this lesson, which is all about how to measure and track the performance of your ad. Now, it's very, very important to measure the performance of your ad. Because while you're doing that, you're going to be able to learn a lot about how your target audience is responding to your ad. And the better you can talk visually, and through content to your target audience, the better your ad is going to perform. And these are just the things that I've learned over time are the best things to track. And as you become more proficient and comfortable with Facebook advertising, there definitely could be a few more things that you want to track based on what's of the most interest to you, and what you use specific ad goals are Okay, so the first thing I recommend you track Is your reach.

And, I mean, that's one of the most important things because basically the reach is how far up how many people your ad is being shown to you by Facebook. So essentially, you want the money you put in to be able to access as many people as possible. So there are a few things that are going to influence the reach and one of them is definitely irrelevant. So the higher your relevance score, and theory, well, maybe not even theory what should happen is the ad should then be able to reach more people. I have seen that not happen. But more often than not, the higher your relevance score, the higher your ad reach because Facebook then recognizes that your ad is resonating with your target audience, and therefore it's going to want to show it to more of your target audience for you.

Okay, the next thing you should track is your cost per acquisition or the action so if you want to people to make a purchase And they, you know, are costing you, you know, $10 or $20, or whatever, in order to get them to make that purchase. And that's your ad costs, then you need to be making a much higher profit level than that on yourself. Because if you you're paying a lot for ads and to get that person in, and if your margin is very small, and you're only getting a small percentage of that, and you're not taking other actions to turn them into more profitable customer, you're actually in fact, by running out it's going to be losing money. And that's not the purpose. So when you run your ads, you definitely want to be making money. So definitely, you want to really watch this like a hawk and make sure that you look at exactly every time you get a client in.

Not just in but every time you get a client in who makes your purchase, is how much money did that actually cost you to do? Okay, the next thing you want to look at is your click through rate for link clicks, so there's a general click through rate and there's a link, click through rate, your most important thing you want to measure is your link, click through rate, because that is basically the most important action that somebody can take on your ad is clicking the link that goes directly to your landing page sales page, or wherever else you're trying to get them to go. The next thing you want to look at is your relevance score. So I did talk about relevance score quite a bit because it's so important. It's almost again kind of like a Facebook scorecard for you and it is between the numbers of one to 10.

So of course, the higher you are to 10, the better. But I want you to think of it this way the higher you can get your relevance, the better you know that you've done your research and your homework. Now, relevance score isn't an exact science because Sometimes, there are certain things you can't take, or if you become super targeted, your audience size is just gonna be too small. Or you're still in the test phase or whatever. So and when you're doing your split testing, your relevance score might not be the greatest just because you don't have your target audience completely figured out yet. And your messaging to that audience figured out yet up and as your messaging gets better to your target, and as you're defining your target tighter and tighter, based on the results you're getting, your relevance score is naturally going to increase and your ad performance is likely also going to go ahead and increase.

So it's a really good gauge for you of how well you're performing in your ad. actions. This isn't as an important number, but I like to measure it because it to me actions is anything people are doing so Are they going back to your Facebook page at least and liking it? Are they commenting? Or are they sharing your ad? Are they?

Are they doing another type of action? linking is is an action but are they taking other types of actions as well, because sometimes, like what I've seen, for example, if I'm running a like ad, there could be like 10 likes, but there could be 20 actions. So at least I know, they're not only taking the step to like it, but they're doing other things after they've liked as well, which is really wonderful because then you just kind of maximizing your ad and hopefully getting the performance you want to the goal you want. And they're also doing other things that are just pluses on top of that. Okay, frequency, basically frequency. What it is, is it's a number that shows you how many times Facebook has shown the ad to the same person.

So your frequency should, it's usually going to be around, you know, like 1.2 1.3 Usually is not going to go too crazy above that, unless your audience size is super, super small or unless your ad budget is super, super big. And those things until you get to more dance levels might will very unlikely be the case. But it's so good to see what happens. So if your frequency is starting to I really keep an eye on it, if it's even starting to reach in number two, especially if it starts reaching a number three, I really start paying attention to what happens to the numbers because more chances than not, people are going to get really sick of your ad if they see it too many times. But around two or three years should still be okay. But if you see it going between two and three, or even up to a four, and you see that your ad performance is dropping, then go out and make your audience sizes bigger really quickly.

And you can make your audience size bigger by just adding a Few more related interest to your ad. And that will go ahead and change your audience reach and your audience size. Or you might want to extend your geographic area or something else, where you're still going to reach your target, but you're going to be able to get allow Facebook to go out and get more people. Okay? Pay attention, it just clicks in general. So overall, how many clicks Did you get on your ad?

How many clicks Did you get to your link? Because it basically, if people are clicking, it means people are interested. So just as simple as that we want people we want people to go click crazy because they're interested. Okay? media, so media is an option on your ad. Use this, especially if you're doing video.

So for example, you can go into the media tracking option, and you can actually select, I want to see how many people have watched the video for three seconds or I wanna watch how many people have watched a video, you know, up to the 12 second mark or whatever it is, or by percentage. I want people who've watched 75% of my video Because of you, your testing videos maybe you've never used before, or your ad is not performing quite well, but you think you've got a kick ass video, you can actually go in and see how much of it people are actually watching. And then you'll be able to decide what to do based on that. Hey, add interactions in general are basically how people are interacting with the ad through liking it, commenting or sharing it, kind of like what you do when you go into your Facebook feed.

And you find something like if you if you look at something, somebody's friends and you really like it, you might want to share it with another one of your friends. So if your ad if people are doing that, especially if they don't know you, and they're going ahead and doing that, I mean, they really, really liked your ad or they really liked the picture on the ad or they really liked the offer you're doing or just something about it. So if people are interacting with your ad overall, it's a really good indication that you're on the right track.