Computer screen with Facebook ads

4 Key Performance Indicators to Monitor

  Back to blog Savanna Cordle

As you might know, we assist local businesses with their digital marketing, which means we have the knowledge of what it takes for an ad to be successful and how to monitor them. So I figured we could share with you 4 of the key performance indicators we are continuously monitoring!


Most often this means link clicks for the advertisements we run as we are trying to drive traffic to a conversion website, but it could be something else depending on what your objective is. This is probably the most important metric to monitor because you need to make sure users are actually clicking on your ad and going into your sales funnel.


Frequency is an average of how often a user is seeing your ad, so you don’t want this number super high as the ad can get tiring after a while. A low number is good since some repetition is okay to build brand awareness. This can be the key indicator of when to change out ad creative or copy, especially when the frequency is rising and results are declining (might be experiencing ad fatigue). 


Impressions are the number of times your advertisement was on a screen in front of a consumer. This metric is important for knowing how much of your target audience is seeing your ads and can help you understand how much brand awareness you are generating. Impressions might be high if you have a large target audience, but once the ad is running for awhile you can narrow the target audience to target the part of the market that will actually purchase your product or service.

Click-through Rate (CTR)

CTR is a percentage of the number of times individuals saw your ads and how many times they clicked on it, following the ad through to the website or conversion page. It is calculated by link clicks divided by impressions, another reason why impressions and link clicks/results are super important! We also use this metric to benchmark our ads we run for clients against industry standards, which you can do too within your industry

If you are still confused about one of the Facebook metrics, there is a list of all of them with their definitions. I hope you find this information helpful and if you still need help, don’t be afraid to reach out!