4. Editing Columns: Recommended Settings

You now know how you can edit columns. But with so much data available, which stats should you use?

This lesson will attempt to shed some light…

Ready? Let’s go!

What You Are Going to Learn Today

Today’s lesson is Editing Columns: Recommended Settings. We’re going to focus on the following:

General Overview of Valuable Metrics
Settings for Page Likes
Settings for Link Clicks
Settings for Post Engagement
Settings for Conversions

The Lesson

General Overview of Valuable Metrics
In general, I want you to focus primarily on actions. Don’t be distracted by peripheral stats like CPM, CPC, CTR, Clicks, Impressions and Reach.

In my opinion, none of those things matter if you get what matters the most: The Action.

That said, there are a couple of stats that I will want to include in most reports to provide perspective. A Cost Per Action doesn’t mean much, for example, if the spend is $1.

Additionally, I will monitor Frequency since a low number may mean it’s not quite time to make a determination regarding success or failure. Meanwhile, if an ad isn’t performing with a frequency of 8.00+, it’s time to pull the plug.

Understand that for each of these, I will run reports for the individual Data Breakdowns (covered in the last lesson).

Settings for Page Likes
Delivery & Spend: Frequency, Spend
Clicks: Nothing
Actions: Page Likes
Cost Per Action: Cost per Page Like

Settings for Link Clicks
Delivery & Spend: Frequency, Spend
Clicks: Nothing
Actions: Link Clicks
Cost Per Action: Cost per Link Click

Settings for Post Engagement
Delivery & Spend: Frequency, Spend
Clicks: Unique Clicks, Cost Per Unique Click
Actions: Post Engagement, Post Likes, Post Comments, Post Shares
Cost Per Action: Cost per Post Engagement (or individual type of engagement)

Settings for Conversions
Delivery & Spend: Frequency, Spend
Clicks: Nothing
Actions: Conversions (or specific type of conversion)
Cost Per Action: Cost per Conversion

This is a start, but think through what works for you. You should have specific goals in mind with your ads. Focus on those, and avoid distractions from metrics that don’t matter.