I’ve written previously about reporting on reach using Facebook Insights, both at the Page Level and the Post Level. Now we’ll dive into reporting on Facebook Paid Reach using Facebook Ads Manager.
We’ll address some of the pitfalls in reporting inaccurate data, and how to identify Reach Overlap at the Ad, Ad Set, and Campaign levels.
Remember that reach is a measure of unique users. One of the most common mistakes is to simply add numbers together (for different ads, ad sets, or campaigns), and presume that you have total counts of the people reached.
We’ve all been there. Your ads are running just fine and then seemingly out of nowhere they stop performing.
You’re surprised and disappointed to learn that your ads have stopped producing a profitable return-on-ad-spend (ROAS), they don’t have a steady click-through rate, and/or you don’t have any new quality leads.
When the initial shock begins to wear off, you’re stuck wondering where to go next with your ad performance.
Your brain is buzzing with questions: Perhaps you could have monitored your ads more often? Maybe you could’ve tested more creative? Did you make an unintentional mistake on budgeting or ad placements?
Facebook Reach is one of the metrics you hear about a lot when it comes to Facebook reporting. When we report on Facebook Reach, there are two main classifications to remember – Facebook Page Reach and Facebook Post Reach.
Facebook Page Reach tends to be the least troublesome of the two, so let’s start here first.
Properly understanding reach tends to be a source of confusion for many marketers, particularly when it comes to reporting on Organic Facebook Reach. I often see it arise in conversations with other members of the Power Hitters Club who are working on performance reports.
Facebook Business Manager is an incredibly useful and powerful tool for advertisers. If you’re running Facebook and/or Instagram ads, it’s the command center of all account connections and activities. There’s no doubt it has streamlined various processes and made it much easier to connect employees and accounts.
But that said, who actually knows and understands all the complex ins and outs of Business Manager?
Let’s be honest: very few of us.
How many of us have scratched our head when a button is inexplicably moved or a layout has been changed without notice? How many have tried to connect our organization into a Business Manager account and ended up super frustrated and needing an adult beverage?