Measuring Social Media Advertising Campaigns

Chapter 4 of the Social Media Advertising: Execution Best Practice Guide

Advertisers must measure the performance of social ad campaigns to ensure they are delivering on the brand’s objectives. This chapter outlines the tools and techniques brands need to monitor their paid social campaigns.

By Nicola Smith & Michelle Goodall

11 minute read

Measurement is crucial in all forms of advertising to determine whether campaigns are delivering the desired results. This chapter looks at the key factors to consider when reviewing the performance of campaigns on social media. It covers:

Golden rules: What are the four golden rules of effective advertising measurement that all social media advertisers, no matter the size of their budgets, must follow?
Measurement tools and metrics: What measurement tools are available for monitoring campaign performance and brand outcomes on Facebook, and what metrics can advertisers use for further insight?
Data discrepancies: How can marketers avoid data discrepancies between social media and Google?