Successful Facebook advertising is kind of like running a big social science experiment, in a way.
Sure, marketers' methodology isn't always quite as rigorous as what you'd see in sociological or psychological papers.
But it's still a lot of experimentation and trial and error.
To do this, you need something you can measure and evaluate as data.
You need to figure out how to quantify success.
There are a bunch of different possible metrics you can use, and honestly, this gets really confusing really fast.
If you're new to using Facebook ads for your online business, it can be hard to pinpoint exactly what metrics you should be focusing on.
In a recent blog post about Facebook ad campaign audits, SEMRush uses a spiffy infographic to emphasize four key metrics that just about any Facebook advertiser should be measuring.
These four metrics are essential for making sure that you're getting an ROI on your ad spend.
After all, the end goal of paid advertising is to make more money than you spent.
Once you run an advertising campaign, it is important to understand how to evaluate its performance.
Determining the proper metrics to evaluate your advertising campaign allows you to optimize your Facebook Ads strategy appropriately to improve ads performance.
You can read more about how to plan, audit, and optimize your Facebook ad campaigns over at SEMRush.