Reach gives you a measure of how many people were exposed to your message during an ad campaign. People may not always click on your ads, but they may be more likely to engage with your business when they see your message.
Your reach can be affected by your bid, budget and audience targeting.
This metric is calculated using sampled data.
Impressions is a common metric used by the online marketing industry. Impressions measure how often your ads were on screen for your target audience.
Facebook and Instagram first party served impressions are accredited by the Media Rating Council (MRC).
An impression is counted as the number of times an instance of an ad is on screen for the first time. (Example: If an ad is on screen and someone scrolls down, and then scrolls back up to the same ad, that counts as 1 impression. If an ad is on screen for someone 2 different times in a day, that counts as 2 impressions.) Since impressions are counted the same way for ads that contain either images or video, a video is not required to start playing for the impression to be counted. Though this method of counting video impressions differs from industry standards for video ads, it ensures consistency in reporting impressions when ad campaigns contain both videos and images.
In a few cases when it can’t be determined whether ads are on screen, such as on feature mobile phones, impressions are counted when ads are delivered to devices.
Impressions aren’t counted if they come from invalid traffic we detect such as from non-human sources (such as a bot).
CPM is a common metric used by the online advertising industry to gauge the cost-effectiveness of an ad campaign. It’s often used to compare performance among different ad publishers and campaigns.
Frequency helps to build awareness and recall by showing your message to people in your target audience multiple times. Frequency may average 1 to 2 per ad set or may be much higher, depending on your budget, audience size and schedule.
However, it’s important to monitor frequency along with your results and relevance score to make sure the same people aren’t seeing your ads too often during a campaign. If performance begins to drop as your frequency numbers rise, your target audience may be experiencing ad fatigue, and it may be wise to change your ad creative or targeting.
This metric is calculated using sampled data.
The results metric shows how well your ad campaign performed based on the business objectives and settings you chose. You can use it to compare performance among similar campaigns and identify areas of opportunity to get better results.
Depending on your campaign and ad account settings, your results may not reflect how you are billed for your ad. Example: If you selected Conversions as your objective, your results may count the number of purchases that happened, but you may be charged for the number of impressions your ad gets.
The metric counts the number of results you received based on the settings for your campaign. Example: If you selected Conversions as your campaign objective, the results metric may show the number of purchases that happened as a result of someone seeing your ad.
For results where time may pass between when someone sees your ad and when they take action, Facebook uses a default attribution window to count results that occur within 1 day after viewing or within 28 days after clicking your ad. If you change the attribution window settings for your ad account, results will be counted within the attribution window you set.
At Prediq, we are, and have always been, committed to growth and progress in order to best serve our clients. As we all continue to adapt to the “new normal” resulting from the COVID-19 global pandemic, we have the resources and are ready and able to help your business not only navigate the changes, but discover new opportunities to come out stronger than before.
In a digitally-driven world, communication and connection are king, and we recognize the need to provide our clients with various ways to both connect with us and with their own customers and clients. We communicate daily with our global team virtually, and have expanded our communication tools over the past 4 years, using video communications such as Zoom, Google Hangouts and Skype to virtually connect with our clients when face-to-face meetings are not possible. We’ve assisted many clients in adopting these types of communication channels, as well as new remote working platforms and more, to stay connected and help smooth the transitions.
As the business landscape readjusts, we’ve transformed our strategies to reflect those changes, and we remain as committed as ever to providing an unparalleled customer journey. We are refocusing energies and reengaging with our clients, and like most businesses, we’re reassessing and optimizing our efforts. And we’re facilitating transitional strategies to support and assist our clients as they restart their marketing efforts in innovative ways designed to enhance performance in today’s challenging climate. We’re here with you, looking forward to brighter days and a bright future ahead. Feel free to check out this video where our CEO, Alex Oliveira, shares tips on Digital Marketing during the pandemic.