Measuring Social ROI on Facebook Ads
Is your business relying on Facebook Ads to grow a large social following and increase social engagement? Are you measuring the social ROI of each Facebook campaign? Better yet, do you even know what social ROI is and how it is measured?
When you create Facebook Ads with the sole purpose of increasing social interactions rather than sales, it can become very confusing to know whether you’re doing things right or wrong.
In this article I will explain what social ROI is and how you can measure your results.
What is Social ROI?
Social ROI is quite simply how much social engagement you gained with each Facebook Ad campaign. Whereas traditional marketing ROI is calculated by the money spent against revenue, measuring social ROI is not as clear cut.
Social ROI is measured by likes, shares, comments, reach, customer perception and brand positioning amongst other things. Some of these metrics you can track others are impossible.
Why businesses should measure their social ROI
Well for one you can drop campaigns that don’t work and save yourself money.
But more importantly than that, you may be running a Facebook Ad that negatively affects your brand image. By measuring social ROI you can end these campaigns quickly with minimal damage.
Measuring social ROI will also help find your company’s voice by figuring out which type of copies customers respond to best. For example, you may think that being professional and rigged is what they want, but after measuring your social ROI you found that ads which came across as more friendly and casual actually converted better.
Analyzing social ROI using Facebook Insights
Facebook Insights is a free analytic tool available on every Facebook Page to help measure the results of every post. Facebook Insights can be found on the top of your Facebook Page.
Facebook Insights will display metrics on how many likes, comments and shares you receive each week, engagement, the number of un-likes and clicks of each individual post.
It will even dig up individual statistics on the location, gender and age of people who interacted with your page.
Crunching the numbers
To figure out the social ROI of each Facebook Ad is not so black and white. Let’s assume we ran a campaign to gain likes on a particular post to help spread the word about a special offer.
The math will look something like this:
likes attained / money spent = Social ROI
For example, the advert above cost $1.50 and returned 311 likes, 7 comments and 7 shares.
311/ $1.50 = 207.3
That equals to 207.3 social interactions for every $1.
That’s a pretty good social ROI for an ad that reached 9,320 people. Even more so because the ad was targeted to the businesses’ target demographic.
But measuring Social ROI shouldn’t just stop there. What about the people who didn’t like the Facebook Ad but saw it in their newsfeeds? What perception do they now have of the brand?
This is a lot more difficult to measure and almost impossible to put a monetary value on.
What value would you place on 9,320 people viewing a single Facebook Post? What about all the people who visited your website and placed an order as a direct result of that ad?
This ad received a 25 clicks to their website.
One things for sure, for the results above we would happily pay $1.50 for, in fact we would pay 10x that!
Analyzing social ROI using Google Analytics
Facebook Insights monitors traffic on Facebook whereas Google Analytics monitors everything off Facebook. Facebook users may not like you page or status but still visit your site via the links on your Facebook Page.
This is another form of social ROI that we can measure.
You can create Facebook URL tags for Google Analytics by clicking here.
Once you fill in all the data you then head over to Google Analytics and log into your website’s dashboard.
Go to : Acquisition > All Traffic > Source/Medium
The tag created allows you to distinguish which users came from Facebook organically and which came from a particular Facebook campaign.
Measuring the social and financial ROI on your website is considerably more important than your Facebook Page if you sell products or offer services on it.
You need to measure increase in traffic, sales or inquiries over the period of time during the campaign to measure how much of an impact your ads made both socially and financially.
Improve your Facebook marketing efforts by measuring social ROI
Measuring the social ROI of every single campaign you run will provide data on how others view your brand, which type of copies work best, what followers respond to and whether these ads generate leads and increase sales.
Take this information forward to reconstruct your brand’s voice if that’s what is needed, perhaps your results found they engage with entertainment based content more than industry news or information. Whatever you do find out you can use it to re-adjust your Facebook marketing strategy to focus more on what followers want
Businesses shouldn’t focus solely on financial ROI when measuring Facebook Ad campaigns. It’s 20th century thinking which isn’t going to help improve your online presence or grow your business in the 21st century.
Social ROI can help you create more defined social media strategies, how your target demographic likes to be talked to and identity your mistakes quickly allowing you to rectify them immediately.
Which social stats do you take into consideration when using running Facebook social campaigns? Do you measure social ROI or even knew what is was before reading this article? Leave a comment below letting us know of your thoughts.
Founder of CrushCampaigns
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