Common Facebook Metrics That Confuse Beginners (Explained Simply)
Marketing data is full of jargon that sounds the same but means completely different things. If you don't know the difference, you might think you are winning when you are actually losing. For example, knowing the difference between a 'Click' and a 'Link Click' can save you thousands of dollars. We are going to translate the Facebook dashboard from 'Robot' into 'Human' so you can actually understand where your money is going.
You don't need to memorize every column in the dashboard, but you do need to master these specific pairs of confusing terms.
Reach vs. Impressions
These two numbers are often right next to each other, and they are always different. Why?
Reach is the number of individual people who saw your ad. Think of this as unique faces.
Impressions is the total number of times the ad was on a screen.
The Math: If 1 person sees your ad 5 times, your Reach is 1 and your Impressions are 5. If your Impressions are way higher than your Reach, it means people are seeing your ad over and over again (which might be annoying them).
Clicks (All) vs. Clicks (Link)
This is the biggest trap for beginners. You see "100 Clicks" and think "Wow, 100 visitors!" But then you check your website and see only 20 visitors.
Clicks (All): This counts any click. If someone clicks 'Read More,' clicks your profile picture, or clicks 'Like,' that counts as a click. These people did not go to your website.
Link Clicks: This only counts the people who actually clicked the link to your store. Always use Link Clicks to judge performance.
CPM vs. CPC
CPM (Cost Per Mille): This is the cost to show the ad. It measures how expensive the audience is. Targeting CEOs is expensive (High CPM). Targeting teenagers is cheap (Low CPM).
CPC (Cost Per Click): This is the cost to get a visitor. It measures how good your ad is. You can have a high CPM but a low CPC if your ad is super catchy.
Attribution Setting
You might see a column that says '7-day click or 1-day view.' This just explains the rules Facebook uses to claim credit. If someone sees your ad (1-day view) and buys tomorrow without clicking, Facebook counts it. If someone clicks and buys 6 days later (7-day click), Facebook counts it. Understanding this helps you realize why Facebook's numbers are higher than Google's.
Simplifying the Data
Once you understand these metrics, you realize that the most important variable is the creative. Good creative lowers your CPC and makes your Impressions worth more. Stirling helps you optimize the visual side of your ads so all these metrics start turning green.
