Facebook Advertising Category

Megalytic Announces Support for Facebook Lead Ads

Marketing report tool now provides access to campaign performance data for Facebook Lead Ads.
Megalytic, the leader in report automation for digital marketers, announced today that their product can now be used to track and report on the performance of Facebook Lead Ads.
Facebook Lead Ads are increasingly popular with Facebook advertisers because they allow potential customers to provide accurate contact information quickly and easily with a form that is part of the ad itself. According to Facebook:

When potential customers see your ad on Facebook, they can sign up for more info or request something from your business—like price estimates, newsletters, product demos, test drives and much more.
 
By clicking your lead ad, customers will see a form that’s already filled with info they’ve shared with Facebook—like their name, number, or email.
 
The form is mobile-device friendly and designed for the least amount of typing possible. So it’s quicker for customers to reach you—and gives you accurate, actionable info so you can reach back.

Megalytic users can report on the performance of the their Facebook Lead Ad campaigns, along with other types of Facebook advertising data in a single table of chart. Combine Lead Ad data along with other performance metrics like Impressions, Reach, etc. Other Calls to Action (CTA) are also supported including Website Conversions, Page Likes, and Purchases.
In addition to Facebook Ads, Megalytic provides robust support for Google AdWords PPC reporting, Google Analytics, Search Console (SEO), and Facebook Pages data. Megalytic CEO Mark Hansen says, “Facebook Lead Ads are incredibly popular. We are very excited to include support for these campaigns within the Megalytic reporting tool. This is something that a lot of our customers have been asking for.”
It is very easy to add Facebook Lead Ad statistics to Megalytic reports. You simply select the metrics from a list inside a chart or table editor – as show in the video below. For more information, see our: press release.

Understanding Conversion Attribution in Facebook Ads

There may have been a time when a business made a Facebook page simply because “Dude, it’s Facebook, you’ve gotta be on there.” But as the social media juggernaut has evolved, so have the opportunities to use Facebook strategically to drive actual sales. But Facebook doesn’t just have the power to drive customers to websites, it has given us the ability to measure and attribute engagement and conversions.
We’ve talked about setting up Facebook Ads conversion tracking. In this article, we’ll delve further into understanding how Facebook attributes conversions.

 

Facebook Advertising Attribution

 

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Facebook Carousel Ads: Creating & Reporting

Let’s be honest, the world is filled with marketing noise. From billboards that line our highways to the ads that inject themselves into the middle of articles we’re reading. Ads are so pervasive that, as consumers, we find ourselves trying to filter out the extraneous media begging us to “look at me!”
We marketers will not be deterred though. We will not bow out. We will, however, seize every opportunity presented by advertising platforms to gain an edge; to make our voices heard above the din.
Facebook gives us the chance to speak to our potential customers in a way that can feel almost personal and differentiates our brand from the noise. But when you’re creating ads that will run in Facebook’s News Feed, you’re constantly competing for people’s attention against posts that range from dog videos to grandkid photos.
To stand out, you need ads that are visually engaging, that clearly communicate your brand message and, most importantly, drive the user to action. Facebook’s Carousel ad format may be the answer.
Carousels allow you to put an interactive ad in front of users where they can scroll through imagery, see multiple messages, and click through to your site. They’ve been known to drive up to a 10x higher clickthrough rate (CTR) when compared with standard image ads. You can use images as well as video to place your message front and center.
See the examples below for some creative uses of carousel ads. One is from Facebook itself promoting their Workplace product, featuring a sequential series of images touting benefit points. The other is from Reinvently, who use an image that’s broken into multiple squares which graphically flow into one another.
In this post, we’ll walk you through creating your own Facebook carousel ad and reporting on its performance.

 

Facebook Carousel Ad Examples

 

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Facebook Ad Metrics You Should Care About

How can you tell if a Facebook campaign is effective? Is it how many eyes were on an ad? Is it how many people engaged? Or, how many people wound up on your website after seeing an ad? It could be any or all of the above. The level of success you achieve depends largely on your end goals. Your success in communicating the results depends on your ability to decipher Facebook metrics.
While that sounds simple enough, when you start looking at Facebook ad metrics, the options can quickly become overwhelming. When analyzing ad campaigns many digital marketers, familiar with other platforms like AdWords, may look for familiar metrics like clicks, impressions, and CTR (click-through rate). But Facebook has a system all its own.
At the time of writing, you can report on eight different types of clicks within the Facebook interface: Link Clicks, Unique Link Clicks, Outbound Clicks, Button Clicks, Clicks (All), Unique Clicks (All), Social Clicks (All), and Unique Social Clicks (All). For some of these click categories, you can also measure CTR (click-through rate) and CPC (cost per click).
You can see how the data can quickly get confusing, especially after looking at the long list of terms in Facebook’s glossary. How do you know what types of clicks (and other metrics) to include in your client reports?
In this article, we’ll review the most important metrics for Facebook ads, as well as how to relate those to client reporting efforts. Let’s start with clicks.

 

Facebook Ad Metrics You Should Care About

 

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Megalytic Expands Support for Facebook Ads Metrics

Over the past month, we’ve been working to expand our support for Facebook Ads Metrics. Megalytic is committed to providing best in category reporting capabilities for Facebook Advertising analytics. Today, we are pleased to announce support for the following additional metrics.
Ad Engagement Metrics

  • Link Clicks – The number of clicks on ad links to select destinations or experiences, on or off Facebook-owned properties.
  • Post Engagement – The total number of actions that people take involving your ads (or all posts, in some cases).
  • Page Engagement – The total number of actions that people took on your Facebook Page and its posts, attributed to your ads.
  • App Engagement – The number of actions, including app installs, credit spends and uses, that were recorded as app events and attributed to your ads.
  • Video Views (3-Second) – The number of times your video was watched for an aggregate of at least 3 seconds, or for nearly its total length, whichever happened first.
  • Video Views (10-Second) – The number of times your video was watched for an aggregate of at least 10 seconds, or for nearly its total length, whichever happened first.
Ad Performance Metrics

  • Cost per Post Engagement – The average cost for each post engagement.
  • Cost per Page Engagement – The average cost for each page engagement.
  • Cost per App Engagement – The average cost for each desktop app engagement.
  • CTR (Link) – The percentage of times people saw your ad and performed a link click.
  • CPC (Link) – The average cost for each link click.
Commerce Metrics

  • Purchase (Facebook Pixel) – The number of purchase events tracked by the pixel on your website and attributed to your ads.
  • Purchase Conversion Value (Facebook Pixel) – The total value of purchase (Facebook pixel) conversions.
  • Add to Cart (Facebook Pixel) – The number of add to cart events tracked by the pixel on your website and attributed to your ads.
  • Initiate Checkout (Facebook Pixel) – The number of initiate checkout events tracked by the pixel on your website and attributed to your ads.
    Conversion Metrics

    • Lead (Facebook Pixel) – The number of lead events tracked by the pixel on your website and attributed to your ads.
    • Cost per Lead (Facebook Pixel) – The average cost of each lead (Facebook pixel).
    • Lead – The number of form responses submitted after people clicked on Facebook lead ads.
    • Cost per Lead – The average cost of form responses submitted after people clicked on Facebook lead ads.
    • Page Like – The number of likes of your Facebook Page attributed to your ads.
    • Cost per Page Like – The average cost for each Facebook Page like.