Measuring Success

Helen Crossley

ANZ Measurement and Insights

Three Themes for Today1. Businesses are spending an

increasing amount of their resources online but measuring the impact can be difficult

2. Facebook’s approach to measuring business success

3. Four simple ways you can measure ROI on Facebook

Measure against business objectives

Reach Brand resonance Reaction

Did I reach the right number of people and the right type of people?

Did I improve my brand’s image and change the attitudes of customers?

Did I cause a customer to act – to buy a product, sign up for a service or make a referral?

Measure against business objectives

Reach Brand resonance Reaction

Did I reach the right number of people and the right type of people?

Did I improve my brand’s image and change the attitudes of customers?

Did I cause a customer to act – to buy a product, sign up for a service or make a referral?

Clicks do not equal sales

1400%

900%

400%

-100%

0.00% 0.10% 0.20% 0.30%

RO

I %

Click through rate

Breakeven

Nielsen NetEffect meta analysis: There is no correlation between CTR and ROI%.

3rd Party Methods of Measuring ROI

1. MMM Measures ROI by analysing fluctuations in your marketing spend over time.

2. Card Transactions AnalysisMeasures a snapshot of uplift in purchases from a particular geographic or demographic group when you buy targeted advertising.

3. Multi Touch Attribution Modeling Uses view tags to measure paths to purchase across the web then aggregates this into ROI via econometric analysis.

APAC ROI Results

7

TV

Newsp

aper

Mag

azin

e /P

rint

Radio

Outdo

or /

Billb

oard

Cinem

a

Sam

plin

g

Inte

rnet

Trad

e -

0.40 0.80 1.20

Average APAC ROI

Source: Aggregated Nielsen MMM data across 95 APAC studies

Custom Audiences

Target your customers securely, measure behavior versus your control groups

Works for: Any advertiser with a detailed customer list

Run Facebook campaigns in one of two (or more) similar markets and measure aggregate sales lift

Works for: Advertisers where conversions observed by geography

Paired Market Test

Offers Distribute offers to fans, FoFs, custom audiences, or broader target audiences. Monitor redemption rates in-store or online with unique codes per offer or barcode scanners

Works for: CPG, Retail, QSR

Here’s 4 Simple Ways You Can Start Today

Activate a Facebook conversion pixel on your site via Power Editor and track the number of people who take a specific action on your site.

Works for: Direct Response advertisers (ecomm)

ConversionTracking

Custom Audiences

Target your customers securely, measure behavior versus your control groups

Works for: Any advertiser with a detailed customer list

Run Facebook campaigns in one of two (or more) similar markets and measure aggregate sales lift

Works for: Advertisers where conversions observed by geography

Paired Market Test

Offers Distribute offers to fans, FoFs, custom audiences, or broader target audiences. Monitor redemption rates in-store or online with unique codes per offer or barcode scanners

Works for: CPG, Retail, QSR

Here’s 4 Simple Ways You Can Start Today

Activate a Facebook conversion pixel on your site via Power Editor and track the number of people who take a specific action on your site.

Works for: Direct Response advertisers (ecomm)

ConversionTracking

Custom Audiences

Target your customers securely, measure behavior versus your control groups

Works for: Any advertiser with a detailed customer list

Run Facebook campaigns in one of two (or more) similar markets and measure aggregate sales lift

Works for: Advertisers where conversions observed by geography

Paired Market Test

Offers Distribute offers to fans, FoFs, custom audiences, or broader target audiences. Monitor redemption rates in-store or online with unique codes per offer or barcode scanners

Works for: CPG, Retail, QSR

Here’s 4 Simple Ways You Can Start Today

Activate a Facebook conversion pixel on your site via Power Editor and track the number of people who take a specific action on your site.

Works for: Direct Response advertisers (ecomm)

ConversionTracking

Custom Audiences

Target your customers securely, measure behavior versus your control groups

Works for: Any advertiser with a detailed customer list

Run Facebook campaigns in one of two (or more) similar markets and measure aggregate sales lift

Works for: Advertisers where conversions observed by geography

Paired Market Test

Offers Distribute offers to fans, FoFs, custom audiences, or broader target audiences. Monitor redemption rates in-store or online with unique codes per offer or barcode scanners

Works for: CPG, Retail, QSR

Here’s 4 Simple Ways You Can Start Today

Activate a Facebook conversion pixel on your site via Power Editor and track the number of people who take a specific action on your site.

Works for: Direct Response advertisers (ecomm)

ConversionTracking

Custom Audiences

Target your customers securely, measure behavior versus your control groups

Works for: Any advertiser with a detailed customer list

Run Facebook campaigns in one of two (or more) similar markets and measure aggregate sales lift

Works for: Advertisers where conversions observed by geography

Paired Market Test

Offers Distribute offers to fans, FoFs, custom audiences, or broader target audiences. Monitor redemption rates in-store or online with unique codes per offer or barcode scanners

Works for: CPG, Retail, QSR

Here’s 4 Simple Ways You Can Start Today

Activate a Facebook conversion pixel on your site via Power Editor and track the number of people who take a specific action on your site.

Works for: Direct Response advertisers (ecomm)

ConversionTracking

Three Themes for Today1. Businesses are spending an

increasing amount of their resources online but measuring the impact can be difficult

2. Facebook’s approach to measuring business success

3. Four simple ways you can measure ROI on Facebook