How Do You Measure ROI on Facebook Ads?

How Do You Measure ROI on Facebook Ads?

From tracking specific actions that users take to observing the success of your ads within Google Analytics, here are nine answers to the question, “How do you measure ROI on Facebook ads?”

  • Enable Conversion Tracking
  • Consider Return on Ad Spend (ROAS)
  • Look at Engagement Beyond Just Likes and Clicks
  • Set Up Facebook Conversion Pixels
  • Build a Sentiment Analysis
  • Consider the Long-term Value of a Client
  • Track Key Performance Indicators (KPIs)
  • Create Personalized Tracking URLs
  • Use UTM Parameters

Enable Conversion Tracking

Setting up and tracking specific goals for your ad campaigns is an important step in measuring ROI on Facebook Ads. It allows you to measure the success of your campaigns in terms of the actions you want users to take after seeing your ads.

You can accomplish this by enabling conversion tracking on your Facebook Ads account. This allows you to track specific actions that users take on your website after clicking on your ads, such as making a purchase, filling out a lead form, or signing up for your newsletter.

Once you’ve set up conversion tracking, you can use the data to calculate your ROI for each campaign. To do so, you must first determine the total amount spent on the campaign, as well as the total revenue generated by the campaign. 

Subtract your total campaign costs from your total revenue and divide them by your total campaign costs to calculate ROI. This will yield a percentage representing your ROI.

Sanket Shah, CEO, InVideo

Consider Return on Ad Spend (ROAS)

I focus on Return on Ad Spend (ROAS). This metric is a key indicator of success and helps me to understand if my ad campaigns are profitable or not. The calculation is fairly simple; you just divide the total revenue generated from the ad campaigns by the total cost of the ads. If the ROAS is greater than 1, then it means you have a profitable campaign. 

One tip I would give when measuring ROI from Facebook Ads is to track the performance of each individual ad and test different strategies. This way, you can quickly identify which ads are performing better and optimize them for maximum ROI. If you’re investing in multiple campaigns, you can compare the ROAS of each one to determine which one is most profitable.

Shaun Connell, Founder, Writing Tips Institute

Look at Engagement Beyond Just Likes and Clicks

Sure, likes and clicks are important metrics to track, but they don’t tell the complete story. Instead, focus on engagement metrics that show a deeper level of interest from your target audience. This could include metrics like time spent on your website, number of pages viewed, or number of video views.

These metrics can give you a better understanding of how your ads are resonating with your target audience and whether they’re actually interested in your product or service.

By focusing on engagement metrics, you can make more informed decisions about your advertising strategy and optimize your campaigns for maximum impact. So, next time you’re measuring the ROI of your Facebook Ads, don’t just focus on the basics—look deeper into how your ads are engaging your audience.

Dejan Kvrgic, Founder, ProContent Services

Set Up Facebook Conversion Pixels

Setting up Facebook conversion pixels is the initial step. Click the drop-down arrow in the upper-left corner of your Facebook Ads Manager and select “Pixels.” Then, click “Set up Pixel,” and then follow the on-screen instructions. 

You can use a Tag Manager or Integrator if you run an e-commerce business or use Wix. If you feel more comfortable copying and pasting the code, ‌do that. Place it before the closing /head> tag. Header and Footer Code is a useful plugin for WordPress users to add code to the head> section. 

Facebook will notify you when a properly installed code has been placed and if the pixel is firing on the right side. You must select “Create Conversion” after creating your pixel. This enables you to link Facebook traffic to a specific website event, such as a sale or download. Although you can design your own conversions, Facebook provides nine pre-built options that are suitable for most small businesses in any sector.

Joe Li, Managing Director, CheckYa

Build a Sentiment Analysis

Measuring the return on investment (ROI) of Facebook Ads is an important step to ensure that businesses are optimizing their campaigns. A less traditional approach, which not all companies may take advantage of, is leveraging user feedback from posts in order to build a sentiment analysis. 

This kind of analysis involves collecting comments either through manual review or through automated sentiment recognition algorithms and assessing how users feel about the advertisement. 

Companies can then use this information to inform future marketing and advertising decisions, as well as track ROI for each ad campaign. By investing time in collecting and analyzing data from consumer reactions across multiple campaigns, marketers can gain deeper insights into consumers’ needs in order to maximize their ROI on Facebook Ads.

Michael Alexis, CEO, tiny campfire

Consider the Long-Term Value of a Client

Everyone knows the basic formula for calculating ROI on an ad: (money received—money spent)/money spent.

But what this calculation leaves out is quality, and that can be a lot trickier to measure, especially for those in the service industry where the lifetime value of a customer varies dramatically.

My top tip?

Implement a post-service survey to evaluate the experiences of your clients and include questions about whether they’re likely to use your firm again. If the answers tend towards the negative, that might be a sign that Facebook ads are driving short-term business your way at the expense of steady clients, and you should tailor your approach.

Linn Atiyeh, CEO, Bemana

Track Key Performance Indicators (KPIs)

Measuring the return on investment (ROI) of Facebook Ads is an important metric to understand ensuring you are getting the most out of your ad budget. One tip for measuring ROI on Facebook Ads is to track key performance indicators (KPIs). When setting up your campaign, it’s important to identify which KPIs are most important for measuring success and track them throughout the campaign. 

Set a baseline by running reports before starting any campaigns. During the ad campaign, track metrics such as impressions, clicks, cost per click, conversion rate, and acquisition costs. Checking metrics against each other can clearly show if your ads are providing a positive ROI or not. Comparing historical data against recent wins or losses can also inform how to adjust your strategy.

Jamie Irwin, Marketing Executive, Service Club Delivery

Create Personalized Tracking URLs

There are a few procedures to take in order to gauge the effectiveness of Facebook ads. The first step is to make a custom URL before you even start setting up your campaign. We like to use Google’s URL builder for convenience. 

You will select your marketing goal, then set your traffic, audience, placement, budget, and timetable within Facebook Ad Manager. The format, custom URL, and page you wish to promote this under will then be your choices. The campaign’s customized URL comes last, since it is a byproduct; it will include elements of your campaign. 

Choose your source after entering the URL of your website. Simply write “Facebook” or “FB” for short when creating Facebook advertising. Then comes the middle. You can type in either clicks or impressions, the budgeting metric you selected in Facebook Ad Manager, here. 

Impressions are just views, where you pay to place the advertisement in front of every viewer, whereas clicks only result in payment if someone actually clicks on it.

Himanshu Sharma, CEO and Founder, Academy of Digital Marketing

Use UTM Parameters

By utilizing UTM parameters, you can observe how successful your Facebook ads are within Google Analytics. You can measure the traffic and conversions that come from each ad campaign in Google Analytics by including UTM parameters in the URLs in your Facebook ads. 

This provides invaluable information on metrics like click-through rate, bounce rate, and. With the use of this data, you can evaluate the success of your Facebook Advertising campaign, spot areas for improvement, and make data-driven decisions to increase your campaign’s performance. For example, change the landing page or ad targeting if you notice that one ad campaign has a high click-through rate but a poor conversion rate. 

You can gain a more comprehensive view of your marketing efforts and take well-informed decisions to increase your ROI by using UTM parameters to track the performance of your Facebook Advertising in Google Analytics.

Dayna Carlin, Director of Marketing and Sales, NovoPath

Related Questions