#Facebook has introduced ‘Performance Goals’ (the former version was called ‘optimization for ad delivery’) through which you can measure the success of your ads. The performance goals work just like KPIs.
A KPI is not a goal. However, it needs an accompanying goal to be effective.
A goal is a specific outcome or result you want to achieve. In comparison, a KPI is a metric that tells you whether you are on track to achieving your goal.
For example, if your goal is to decrease acquisition cost, your KPI could be a ”percentage decrease in CPA in the last month‘.
Here the KPI does not define the goal itself. It only tells you whether you are on track to decrease your acquisition cost.
So don’t try to use KPIs and Goals interchangeably.
Similarly, if your FB campaign goal/objective is ‘Sales’, then Facebook lets you track its performance through performance goals.
Following are the various performance goals (aka KPIs) available in FB for the ‘Website Sales’ objective:
#1 Maximize number of conversions (FB would show your ads to people who are most likely to convert).
#2 Maximize ROAS (FB would show your ads to people who are most likely to make high-value purchase).
#3 Maximize number of landing page views
#4 Maximize number of link clicks
#5 Maximize daily unique reach
#6 Maximize number of impressions.
Following are the various performance goals (aka KPIs) available for the ‘App Sales’ objective:
#1 Maximize number of app events
#2 Maximize number of link clicks
#3 Maximize daily unique reach
You set your advertising objective at the campaign level (aka Campaign Objective).
You set your conversion location (like ‘website’, ‘app’, ‘Messenger’ etc) at the ad set level.
You set your KPI (aka Performance goal) at the ad set level.
However, there is one caveat here.
If your select the wrong KPI (aka performance goal), you won’t get your desired results.
For example,
If your campaign objective is ‘Sales’, but you selected ‘Maximize number of link clicks’ as performance goal then this would not help you to maximize sales.
In that case, FB would optimize your campaign to get you the maximum possible link clicks.
So even when your campaign objective is ‘Sales’ by selecting the wrong KPI, you could turn your campaign into a traffic campaign.
If you want to maximize sales, select a performance goal that highly impacts its corresponding campaign objective.
For maximizing sales, I would select ‘Maximize number of conversions’ as performance goal. And I would use the same performance goal for any other conversion.
I would not use ‘Maximize ROAS’ performance goal to maximize sales because the ‘cost per result’ metric reported by FB is no longer reliable after IOS 14.5+ updates.
A KPI is not a goal. However, it needs an accompanying goal to be effective.
A goal is a specific outcome or result you want to achieve. In comparison, a KPI is a metric that tells you whether you are on track to achieving your goal.
For example, if your goal is to decrease acquisition cost, your KPI could be a ”percentage decrease in CPA in the last month‘.
Here the KPI does not define the goal itself. It only tells you whether you are on track to decrease your acquisition cost.
So don’t try to use KPIs and Goals interchangeably.
Similarly, if your FB campaign goal/objective is ‘Sales’, then Facebook lets you track its performance through performance goals.
Following are the various performance goals (aka KPIs) available in FB for the ‘Website Sales’ objective:
#1 Maximize number of conversions (FB would show your ads to people who are most likely to convert).
#2 Maximize ROAS (FB would show your ads to people who are most likely to make high-value purchase).
#3 Maximize number of landing page views
#4 Maximize number of link clicks
#5 Maximize daily unique reach
#6 Maximize number of impressions.
Following are the various performance goals (aka KPIs) available for the ‘App Sales’ objective:
#1 Maximize number of app events
#2 Maximize number of link clicks
#3 Maximize daily unique reach
You set your advertising objective at the campaign level (aka Campaign Objective).
You set your conversion location (like ‘website’, ‘app’, ‘Messenger’ etc) at the ad set level.
You set your KPI (aka Performance goal) at the ad set level.
However, there is one caveat here.
If your select the wrong KPI (aka performance goal), you won’t get your desired results.
For example,
If your campaign objective is ‘Sales’, but you selected ‘Maximize number of link clicks’ as performance goal then this would not help you to maximize sales.
In that case, FB would optimize your campaign to get you the maximum possible link clicks.
So even when your campaign objective is ‘Sales’ by selecting the wrong KPI, you could turn your campaign into a traffic campaign.
If you want to maximize sales, select a performance goal that highly impacts its corresponding campaign objective.
For maximizing sales, I would select ‘Maximize number of conversions’ as performance goal. And I would use the same performance goal for any other conversion.
I would not use ‘Maximize ROAS’ performance goal to maximize sales because the ‘cost per result’ metric reported by FB is no longer reliable after IOS 14.5+ updates.
Comments
Post a Comment