This article and associated video will cover the following questions:
- What are my Key Performance Indicators for my Traffic campaign?
- How do I find these KPI’s within Matcha and Facebook?
- What does good performance look like?
Your campaign is set up. You’ve split out a few audiences and tested a few different pieces of content. Now it’s time to take a step back and look at what you’ve accomplished with content ads, and use your Matcha + Facebook insights to make your already effective campaign even more performant.
Traffic Campaign KPIs
Interpreting Results Within Matcha
Measure onsite data to determine if the content resonates with your audience + use Matcha insights to identify locked content opportunities.
⚡ Quick Take - Engagement Rate is a content metric that tells you how many people stayed on an article for at least 15 seconds after clicking on it. It’s a great way to know if the content resonated with the visitor.
And it turns out, it’s also a good predictor of which content will generate a high CTR in Facebook ads.
💡 Here’s a helpful guide on how to master Matcha Insights.
Filtering Data Within Facebook
Learn how to measure the right metrics to determine if your content attracts your audience.
Creating a Filter
Creating a filter in Facebook allows you to reference the metrics that matter at any time. To set one up, navigate to business.facebook.com.
Head over to the Column dropdown and select “Customize Columns.”
Include all the metrics listed on the right 👉 then click “Apply” to create a new view.
Name your column preset something recognizable, like Matcha Traffic View.
Your view is now available under the Columns tab.
Now that you’ve got your view ready, your KPI’s will be:
- Cost per Click (CPC) 👉 how much you’re paying per link click
- Link Clickthrough Rate (CTR) 👉 the % of people who saw your ad and clicked through to your website
⚡You’ll want to keep a close watch on which pieces have the lowest CPC and the highest CTR, and use these insights to inform future publications and which pieces to lock.
Drawing Audience Insights
Remember the naming convention we created when we were setting up the campaign?
Here’s where we’re going to use it. Set up two Search filers:
- Campaign Name 👉 “Traffic”
- Ad Set Name 👉 the Name of Your Audience
From here, you can determine the CPC and CTR of each, and use this data to select the most performant audience.
Think you’re ready to start using these insights to start driving Content-Qualified Subscribers? Here’s a handy checklist. ✅
💡 Metrics not where you want them to be? Check out our webinar on-demand to learn how to improve your results in under an hour.