Set up your attributions A lot of people miss this, but attribution is an absolutely key part of Facebook advertising. Don’t look at your campaigns in isolation - make sure you’ve got access to Google Analytics and that your UTM parameters are incorporated. When you have all this set up, you can see the impact that your Facebook ads are having on your website and organic traffic. There are many great tools on Google Analytics that PPC marketers often overlook, such as first and last click interactions. Always study the data and make your decisions based on that. Track your metrics The most important metric you should monitor is spend! It can run away very quickly on Facebook advertising. Beyond that, the metrics you track will depend on your KPIs. If increasing brand awareness is your goal, then you should be looking at the clicks your ads are getting, or whether you are seeing an increase in direct or brand traffic. What I like to do is have metrics in place for each stage of the funnel. So, at the top of the funnel, I’ll track impressions to clicks. At mid-funnel, I’ll track the click to lead rate. Finally, at the bottom of the funnel, I’ll look at the lead to sale rate. How often should you track your metrics? Daily, is my answer! Check them every day. See what’s converting and what isn’t. Daily metric tracking means that you can make quick adjustments to your Facebook ads and, hopefully, improve their performance! The Inbound Marketing Playbook / 34