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Figure 6.9 is the summary view of five ads that ran within a single sample
campaign.
Figure 6.9 Basic Facebook ad statistics
For each individual ad, you see the following numbers:
Ad name this is the descriptive name you’ve given your ad—be sure to name your ad
accurately so you can know what you see at this summary view.
Status this is whether the ad has run for its allotted time, whether it is paused, or
whether it is running.
Bid this is the amount of money you are willing to pay for an impression or a click.
Ty pe whether the ad was a Pay for impressions (CPM) or Pay for Clicks (CPC).
Clicks this is the total number of clicks that you’ve received for the time period.
Impressions this is the total number of impressions that you’ve received for the time
period.
CTR (%) this is the click-through rate, calculated as total clicks divided by total impres-
sions. this tells you how frequently people click the ad.
Average CPC this is the effective price of every click, even if you decided to purchase
impression-based ads. this is calculated as the total amount you’ve spent divided by
total number of clicks for the time period.
Average CPM this is the effective cost per thousand impressions, even if you chose click-
through ads. this is calculated as the total amount you’ve spent divided by the total
number of impressions divided by 1,000.
Total spent this is the overall spend for this particular ad for the time period.
this view is a great way for you to look at how individual ads do relative to one
another, but only as long as you look at relative numbers instead of absolute numbers.
absolute numbers like clicks, impressions, and the total amount of money you’ve
spent on advertising really tell only part of the story. in other words, when analyzed by
themselves, you don’t know whether those numbers are good or bad. For example, you
may have put a lower bid in for a particular ad, and it may not have gotten the traffic
tuis.
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