The Facebook Ad Manager allows you to track almost any aspect of your ad performance from impressions to website purchases, video views, and even offline store visits! Creepy, right?
DEFINING YOUR METRICS
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But for us marketers, this comes in handy when you are trying to achieve certain business goals. And if you want to evaluate your ad performance accurately, you need to start with your advertising goals.
Depending on what your advertising objective is, your metrics will be different. And this is the first question you get asked when building out a Facebook ad campaign, “What is your marketing objective?”
There are three options: Awareness, Consideration, and Conversion.