These days the most common questions every advertiser has in mind are regarding the number of conversions in regards to Facebook dashboard. The impression is either the number is underreported or inflated. Sometimes technical glitches are there, which ends up creating disparity. This write-up is about the most common reasons behind the reported number of Facebook conversions may appear wrong.
Return on ad spend (ROAS) is an online advertising equivalent to a return on investment (ROI). A cornerstone metric that measures Facebook advertising success is ROAS on the Facebook dashboard. Irrespective of marketing dollars that produce positive results for business or just merely burning a hole in a bank account.
A social media marketing industry report states that 10% of respondents strongly agree about measuring the ROI of organic social media efforts, with around 56% citing they disagree or are uncertain with that assertion. Unlike organic marketing efforts, measuring the ROAS of the Facebook dashboard is directly proportionate to conversion tracking and Facebook pixel. If and when installed correctly and depending on the nature of business, one gets access to complex data, which helps to know how well the ads are performing and the overall impact of Facebook advertising on a business. In simple words, ROAS is the total revenue generated from the return of Facebook ads divided by total spending on ads.
Metrics to analyze Facebook Ad results:
1: Return on Ad Spend
2: Purchase Conversion Value
3: Cost per Purchase
5: Earnings per Lead
6: Cost per Lead
7: Click-Through Rate
The possible reason why ROAS is not showing:
1. Ads have been disapproved
2. Account spending limit has been reached
3. Your image violates the 20% rule
4. Your bid is too low
5. Campaign does not have enough budget
6. The optimization goal is hard to reach
7. The ads are no longer relevant to the audience
8. Your audiences are overlapping
9. Your ad is stuck in review
10. Your ad is low quality
11. Your ad is deemed as an issue of national importance
The possible reason why this might be happening:
1. It’s a new campaign, so Facebook needs some time to find the right people to start working on ads
2. You do not have your pixel set up correct
3. Optimizing for a conversion that doesn’t have enough conversions for Facebook to spend the budget accurately
4. Selected the wrong date or filter
5. Might need to refresh the browser
6. Looking at the wrong ad account
Some more pointers of Facebook ads dashboard are:
1. The Base Pixel Isn’t Installed Properly:
Ideally, one should have a check on the base Facebook pixel code. Whether it is installed correctly on the website between the head tags or not needs verification. If not, read this post about ways to get the base Facebook pixel. Facebook pixel helps advertisers track events on their website and reach people who performed those events with ads. Click a word to read the complete description code added to your website. Your pixel may be installed but not correctly.
2. Pixel Events:
Pixel events allow tracking specific actions on the website that can be further reporting, targeting, and optimization. Click a word to read the full description Set Up Incorrectly. Pixel events and custom conversions help define an action for Facebook. Suppose you accidentally define a landing page view. In that case, a Facebook ads metric represents when people land on your destination URL after clicking a link in your ad. Click a word to read full description as a purchase, and Facebook will report that view as a purchase.
3. Tracking All Conversions
When you create your ad set, a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined, click the word to read the full description. One might define the purchase event as a particular conversion as the purchase of one single product. An individual can do this by selecting a custom conversion.
4. Attribution counts
The frame of time between viewed or clicked a Facebook ad is referred to as the attribution window. It is indeed a big one! Often advertisers say Facebook’s reporting is wrong because Google always tends to report something different. This is a big problem because Facebook and Google report conversions are not the same. Yes, a conversion is a conversion, but attribution plays a key role.
One of the biggest mistakes these days marketers are constantly making when measuring Facebook advertising results is assuming everything needs to be tracked. It is very much okay not knowing about every metric under the sun. A better understanding comes from implementation accompanied by a bit of trial and error in the long run. Down the line experience in Ads Manager helps to grasp the metrics and measure the results accordingly. The thumb rule is to be patient because it takes time to get desired results.