Facebook® Advertising For Dummies®

Part IV. Minding Your Metrics

In this part...

After you've run at least one ad campaign on Facebook, you might wonder, "Was it worth it?" Thankfully, in today's online world, you can track a number of activities so that you can know, in clear math, whether your ad campaign was worthwhile. You can even track individual behavior (don't worry, no privacy was compromised in the making of this book) so you will know whether the profit generated from a specific online ad was more than the cost of that ad.

In this part, we discuss how to review the data from your ad campaigns to understand the success and/or profitability of that ad campaign. This is important because it not only justifies your immediate expenses, but the metrics (measurable statistics) of your ad campaign, give you ideas for future campaigns, as well as the experience of knowing what didn't work. We discuss how to use Facebook Ads Manager and Reporting screens to pull the information you need from its database. We then discuss how to "extend" Facebook to your own Web site so you can track those results as well.