Meta for Government and Nonprofits
Measuring campaign performance
Learn how to track and monitor your ad campaign performance in Ads Manager. Run tests, track conversions, evaluate results and build better ad campaigns.
Track campaign results.
Determine a baseline from your current performance. Understanding performance starts with setting the right campaign goals to match your overall objectives. Review the number of results your campaigns achieved, as well as the cost per result. This will serve as a benchmark which you should aim to improve with a test-and-learn mindset.
Evaluate results between different audiences and creative variations. Use results and metrics to determine if certain audiences, images or text options work better. If you have separate ad sets for different variations, combining them into a single ad set may lead to improved cost efficiency.
Track conversions from your ad. Install the Meta Pixel and Conversions API to reliably see how many conversions your ads have generated. Without them, you’ll miss out on understanding the true impact of your ads.
To learn more about creating your ad campaign in Meta Ads Manager, click here.
Run tests.
Tests can help answer questions like what ad creative is resonating with your key audiences or which targeting strategy is driving more conversions.
Self-serve tools
A/B Tests
Discover which variable, such as creative, leads to the lowest cost per result like polling place lookup.
Conversion Lift
By measuring the incremental impact of ads, organizations can determine which marketing efforts generate the most ROI.
Note: You can create a self serve conversion lift test in Experiments. There’s no additional cost for the test, but ad campaigns or ad sets may have certain requirements.
Ads Manager
View up-to-date data on the performance of your ads and schedule reports.
Best practices
Duration
Keep tests running for at least two weeks or for your typical full conversion cycle. All versions should run for the full test duration, or until a winner is declared - whichever milestone comes first.
Variation
Create distinct variations of your test. If your audiences are too similar, you may not get conclusive results.
Single variable
Test only one variable at a time. By changing only one variable (e.g. creative, choice of optimization, placement, etc) while keeping everything else equal, you will know which element was responsible for improved performance.
Optimization
Inform strategic decisions from your measurement results.
