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In the face of Facebook advertising metrics, how should we use these indicators to interpret the quality of advertising? Xiao Yi has compiled six important indicators to help you quickly interpret Facebook ads and measure their effectiveness.

What is Ad Frequency?

Impressions：Number of impressions, number of times an ad was shown
Reach：The number of users an ad reaches, if the ad is shown to the same person twice, is also calculated by the number of users.

The number of exposures and the number of arrivals can be derived from the frequency of advertising, for example, you can calculate that if the number of exposures is 16100, the number of users reached is 11500, then the frequency of advertising is 1.4.

Note that the ad frequency metric only representsAverage., there is no guarantee that everyone will be shown ads twice, some people see 3 times, some people may only see once, but you just know is the average on it, do not have to study.

Why is it related to ad optimization?
Professional agencies have counted the relationship between advertising frequency and CTR, CPC, and the figure below shows their data.

The number of times a person sees the same ad is2click-through rate will drop8.91%, when the ad recurs5CPC charges increase98.51%Above. Of course, the frequency of advertising is not the criterion for judging the quality of Facebook ads, but ultimately depends on the cost of CPC.

How do I track ad frequency?

intoAd Management Page (Facebook Ads Manager), click on the Campaign bar and select Delivery,The exact location is shown in the figure below.

How do I cope with the increasing frequency of ads?

Considering that you are running ads, as long as the ads do not stop, the increase in the frequency of advertising is inevitable, since it is a given fact, then only measures can be taken to deal with:Find a balance between budget and audience size.

If your daily budget is around $10, it can take a long time for your ad frequency to become a problem, even if your target audience is small. If your daily budget is in the thousands of dollars, it's easy to understand that you have to target a 300,000-person audience.

1, when the frequency reaches 5, to closely monitor the effect
When advertising performance drops significantly, you need to move quickly, usually with two options:Redesign your ads, or stop Campaign to target completely different audiences。 Of course, in a month you can open ads for your original audience again, with the potential for unexpected results.

2, exclude the converted customers
To the converted customers repeatedly push ads, is tantum to run the cooked ducks, from the point of view of the parties, is not very upset ah. Unless you want to push other products to converted customers, use Custom Audiences to exclude them from your ad's target audience.

What is the Relevance Score?

Relevance scoreIt's Facebook that calculates a score of 1-10 based on the correlation between the ad and the target audience it targets, and the higher the score, of course, the better.

Some of the main factors that affect relevance scores

Relevance score is much more than a number so simple, interactive situation, click-through situation, conversion situation, click-through rate, negative evaluation, these indicators will eventually be reflected in this number, you can say to judge the success or failure of an ad, only look at the relevance score, you can get a lot of information.

Relevance scores will eventually be reflected in your ad spending, and for the experience of using the platform, Facebook is more likely to present ads to people who are more connected to them, and if they're not, sorry, Facebook will give you fewer impressions, and will charge you a higher display fee, forcing you to think about the reality of how to spend your money.

How do I track quality scores?

OneGo to the Facebook Ads Manager page, select Campaign, then Ad Set, and below the Ads tab, you can see a list of ads, each with its own relevance score.

TwoGo to the Facebook Ads Manager page, select Campaign, click on the Coolums drop-down menu, and select "Customize Columns"

Then, find the "Contact Score" indicator and add it to the display column.

How do I improve my ad relevance score?

1, monitoring too high advertising frequency

2, advertising design and documents and the target audience's concerns and pain points related

3, through the interest overlay to get a more accurate target audience

4, find the right delivery time

All right, Xiao Yi todaySix indicators are detailed for youTwo, the next issue we explain the next very important indicator: click-through rate and conversion rate, we must insist on learningOh, yes