SUPREME ECOM KPI UNDERSTANDING
CLICKS (ALL) - occurs when someone clicks on any link or media on your facebook ads
- Example: link clicks, post likes, comment or shares, video watch
LINK CLICKS - occurs when someone clicks a link or CTA (Shop Now) on your ad that
sends them to your defined landing page.
- Calculation: link clicks on the ad's text, media or call-to-action, that link to
destinations or experiences specified by the advertiser.
- Example: websites, click to action, shops, marketplace example.
IMPRESSIONS - The number of times your ads were on screen
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Why behind it and what it means? Allows you to understand how many times your
ad is being seen by the same people. F.E. if your impressions are higher than your
reach, its a sign that your audience is viewing your ad multiple times.
REACH - The number of people who saw your ads at least once. Reach is different then
impressions, which may include multiple views of your ads by the same people.
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Why behind it and what it means? Allows you to know how many total people
actually see your ads.
VIDEO AVERAGE PLAY TIME - The average time a video was played, including any time
spent replaying the video for a single impression.
Quality Ranking - measures the quality of your ad in comparison to the others
competing for the same audience
Engagement Rate Ranking - measures the expected level of engagement your ad will
drive in comparison to the others competing for the same audience.
Conversion Rate Ranking - measures the expected conversion rate your ad will drive
in comparison to the others that are pursuing the same campaign goal and competition
for the same audience.
CPC (ALL) - The average cost for each clicks (all)
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Calculation: (amount spent / clicks (all) )
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Why behind it and what it means? Know how many total clicks you are getting. If
someone expands the video to full screen, if they open the comments, click on your
facebook page, etc….
CPC (COST PER LINK CLICK) - The average cost for each Link Click
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Calculation: (amount spent / link clicks )
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Why behind it and what it means? How efficient your campaign is convincing to
the user to represent how much it costs you to get someone to come to your
website.
CPM (COST PER 1000 IMPRESSIONS) - The average price a marketer would pay for
1,000 impressions
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Calculation: (amount spent / impressions)
Why behind it and what it means? This allows you to understand how well your
targeting the right audiences.
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LOW CPM = HIGH ROAS
HIGH CPM = LOW ROAS
CTR (ALL) - The percentage of times people saw your ad and performed a click (all)
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Calculation: ( clicks (all) / impressions )
Why behind it and what it means? This is an essential indicator of how well
your ads are performing. Higher CTR means better engagement - which
means your ad is resonating well with users who see it.
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Deals completely with how well your advertisement is performing to get
people to click.
CTR (LINK CLICK-THROUGH RATE) - The percentage of times people saw your ad and
clicked through to the target URL or shop now
- Calculation: ( link clicks / impressions )
FREQUENCY - The # of times each person saw your ad
- Average: 1-2 per ad set
- If its too HIGH means the same person is seeing the ad to many times
- If it's too LOW means they aren't seeing it at all.
- If performance begins to drop as your frequency numbers rise, your target
audience may be experiencing ad fatigue, and it may be wise to change your ad
creative or targeting.
- Calculation: ( impressions / reach )
CONTENT VIEWS - The number of content events attributed to your ads, based on
information received from one or more of your connected Facebook Business tools
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Related Metrics: Cost Per Content View:
- The average cost of each content view
- Calculation: ( amount spent / content views )
ADD TO CART (ATC) - The number of add to cart events attributed to your ads, based on
information received from one or more of your connected Facebook Business Tools.
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Related Metrics: Cost Per Add To Cart
CHECKOUTS INITIATED - The number of initiate checkout events attributed to your ads,
based on information received from one or more of your connected Facebook Business
tools
- Related Metrics: Cost Per Checkouts Initiated
PURCHASES - The number of purchases events attributed to your ads, based on
information received from one or more of your connected Facebook Business
- Related Metrics: Cost Per Purchase
PURCHASE CONVERSION VALUE - The total value (amount of money made) of
purchases tracked with the conversion objective (which is purc hases)
PURCHASE ROAS (RETURN ON AD SPEND) - The total return on ad spend (ROAS)
from purchases. Based on information received from one or more of your connected
Facebook Business tools