This means it’s not enough to simply track the number of clicks you’re getting for those ads.
You also want to track how much traffic those ads are sending to your site, and how many visitors you are engaging once they land on your site.
This makes it crucial to understand three important performance metrics on Facebook Pixel – clicks, landing page views, and view content event.
These three metrics can give you a 360-degree view of your ad performance at different stages of the funnel.
While they all sound relatively similar, they actually work in very different ways. So let’s take a closer look at the difference between clicks, landing page views, and view content event to understand how you can use them.
This refers to all the clicks on your ads, including:
Clicks to your business page or profile picture
Clicks to expand ad media such as photos
Clicks to take any action that you’ve identified as a campaign objective. For instance, page likes in case of a page engagement campaign.
In other words, it gives you a broad overview of how people are engaging with your ads. So while it does not give you a realistic understanding of website traffic, it is ideal for measuring ad engagement.
Additionally, this metric counts all ad clicks regardless of user. This means that multiple clicks can come from a single user, and you shouldn’t be using it to track the number of people you engaged through your ad.
How to Use It
It’s best to use this metric at the awareness stage of your ad funnel and testing your ad creative. Create multiple versions of your ad and see which one resonates best with your target audience by measuring how many clicks they drove.
Landing Page Views
While link clicks should give you some idea of how much traffic your ad sent to your site, that’s not necessarily the case. Some visitors may not stay long enough for your site to load, and some may have clicked on your ad by accident. So these clicks will not translate to real and relevant traffic with the potential to convert.
That’s why you need to look at landing page views to get a more realistic picture of relevant traffic coming from your ads. This metric measures the number of people who landed on your site after clicking on your ad and stayed long enough for the page to load.
In other words, it helps you understand how many people were interested enough to engage with your page content.
How to Use It
Track this metric if your main goal is to drive website traffic and/or generate leads. It can help you understand how your campaign is performing at the interest stage of the funnel.
View Content Event
This is a customisable conversion metric that fires through your Facebook Pixel when people take a specific action. It is typically set up to fire when visitors browse through a deeper page on your site. As such, it can help you understand how people are engaging with your site and with specific pages.
For instance, ecommerce platforms would ideally fire this event when a shopper views a product page. In other words, you can use it to track which products a particular user has shown an interest in and display those products in your remarketing ads.
You can also fire it when visitors view a specific landing page or blog post page.
The name of this event can be a bit misleading as it doesn’t fire on just any page. It only fires on the specific pages you’ve chosen to track.
How to Use It
This metric is ideal for understanding how people are engaging with different pages on your site.
If you don’t have enough conversion or add cart metrics in place, you can use this event to grow your audience through lookalikes.
Additionally, you can use this event to keep track of how different stages of your funnel are performing. You will be able to assess how many users dropped off at each stage of the funnel such as:
Add to cart
This gives you a clear idea of which stages you should inspect and optimise for better conversions.
How to Create Custom Reports with These Metrics
You can use all of these metrics as goals while setting up your campaigns, depending on your unique campaign objectives. You just need to customise columns to find these metrics and measure your ad performance.
Here are the steps to follow.
Go to the “Campaigns” tab of your Facebook Ads Manager.
Go to the “Columns” drop-down menu at the top right corner and select “Performance”.
Click on the “Breakdown” drop-down menu next to “Columns” and select “Placement & device”. You’ll also see a long list of other ad delivery breakdowns to filter the report.
Under the “Columns” drop-down menu, select “Customise Columns”.
Enter the metric you want to track in the search bar. So you could either search for clicks, landing page views, or content views.
Check off all the relevant metrics you want to see for clicks, landing page views, or content views and hit “Apply”.
This will generate a report displaying all the relevant performance metrics you want to see.
Start Tracking and Optimising
It’s common knowledge that tracking your ad campaigns is a must if you want to optimise it for better returns. The hard part is reading the results and understanding what to do with them. Make the most of the insights we’ve provided here to better track your Facebook ad performance.
Got any additional insights to share with other readers? Let us know in the comments.
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