Facebook Guide For Agencies

Make businesses more social

Index
Introduction .. 1 Getting Started .2 Ad Create Flow .. Ads Manager ... 1 Reports ... Action Metrics ... 2 Power editor. 2 Account groups ... 3 External Links 4 Appendix . 4

Start-up Kit > Getting started

Introduction: This kit is a basic guide to the functionalities of various products in the Facebook ads eco-system. 4 Steps to business success on Facebook Build your Facebook Page Connect with new fans using multiple Facebook ads Engage your fans with quality content Inuence friends of fans with your Pages social activity
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INFLUENCE

ENGAGE
CONNECT

BUILD

Start-up Kit > Getting started

Getting started
There are 3 ways to begin creating an ad: 1) Go to facebook.com/ads/create

2) From your homepage, click the Create an ad link

Start-up Kit > Getting started

3) On the Admin panel of your Facebook Page, go to Build Audience and click on Create an ad

Clicking on any of these links to create an ad will now take you to the ad create ow which helps you create an ad.
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Start-up Kit > The ad create ow

The ad create ow
1. Set Up Your Ad or Sponsored Story
Specify what you want to promote by typing the name of a Page, event, app or website into the destination eld. You can promote any Page, event, or website, but you can only promote apps you manage.

Promote your Page Promote a Page post. Choose to always promote your most recent post or pick a specic post. Show sponsored stories about people liking your Page to their friends. Create a new ad by adding content and choosing an image. Make sure to clearly explain what you are promoting, the unique qualities of your product or service, and special offers. End with a clear call-to-action so people know what to do when they see your ad.
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Start-up Kit > The ad create ow

The ad create ow
2. Choose Your Audience
You can target people by location, age, gender, interest, and many other variables.

When using Broad Targeting, Facebook reaches its intended audience 95% of the time versus an online industry average of 72% of the time. For narrow targeting, Facebook reaches its intended audience 90% of the time versus an online industry standard of 35%.1
1 Nielsen, Reaching the Right Audiences Online, October 2011
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Start-up Kit > The ad create ow

The ad create ow
Precise Interest targeting lets you reach people based on information they have
provided in their prole (timeline). This information is pulled from their listed likes and interests, the Pages they like, apps they use, and other information they have added to their timeline. When you enter an interest, an additional menu will appear under the headline Suggested Likes and Interests to allow you to choose other, related likes and interests.

Typing # before a Precise Interest lets you choose people who expressed a related interest. For instance, typing #Photography lets you reach people interested in Food Photography, and Architectural Photography

Start-up Kit > The ad create ow

The ad create ow
Broad Categories help you to target specic groupsfor instance, people who have
recently got engaged i.e., in the past year or six months. Check off the categories you want to reach.

Using Precise Interests and Broad Categories together helps you focus on a very specic audience for your ads or sponsored stories. For example, if you are promoting your photography business, you may want to show your ad or sponsored story to people who are recently engaged and might be planning their wedding soon.

Start-up Kit > The ad create ow

The ad create ow
Choose an audience thats already connected to the Page or app youre promoting or reach their friends.

Click Advanced Targeting Options to target people based on their relationship status, the languages they speak, their education, and where they have worked.

Ads and sponsored stories perform better when they are targeted to at least 100,000 users. Always check your estimated audience to make sure its large enough.
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Start-up Kit > The ad create ow

The ad create ow
3. Objective
Facebook advertising helps you achieve a variety of business objectives such as conversions, sales or brand awareness. The Objective section lets you specify whether you want Facebook to show your ad or sponsored story to the people most likely to like your Page, install your app or click on your ad or sponsored story. For example, if you want to grow your audience, select Show this to people who are most likely to like my Page from the Objective eld.

If you want more people to click on your ad or sponsored story, select Click on my ad or sponsored story.

Start-up Kit > The ad create ow

The ad create ow
If you want more people to install your app, select Show this to people who are most likely to install my app.

When you select like my Page or install my app in the "Objective" section, you will be charged for every thousand impressions you receive (CPM). This means you will only pay when someone sees your ad. When you select click on my ad or sponsored story, youll automatically pay for the number of clicks you receive (CPC) and you can specify how much you would like to pay for each click.

Not sure which objective you should be optimizing for? Set up a campaign with two identical ads, one to optimize for clicks and the other to optimize for Page likes or app installs. You can then see which objective is best for achieving your business goals.
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Start-up Kit > The ad create ow

The ad create ow
4. Campaign, pricing and schedule
This is where you name your campaign, choose how youll pay, and tell Facebook when to run your ad or sponsored story. If you chose Click on my ad or sponsored story as your "Objective, you will be able to set the bid amount for your ad.
Type a name for your campaign

Enter your maximum budget.

Choose the start and end dates for your campaign, or click the check box to start immediately The suggested bid range is based on the bids that are currently winning the ad auction for the users youve chosen to target. We recommend using it to help ensure that youre getting a good amount of impressions or clicks.

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Start-up Kit > The ad create ow

The ad create ow
5. Place your order
Once youre satised with your choices, you can place your order immediately by clicking the Place Order.

After you place your order, your ad or sponsored story will go through the Facebook review process before going live. Please allow up to 24 hours for this process. Clicking Review ad will allow you to preview and edit your ad or sponsored story further.

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Start-up Kit > The ads manager

The ads manager

Facebooks ads manager gives businesses visibility into the performance of their ads and sponsored stories with the ability to drill down into specic metrics. You can access your ads manager at facebook.com/ads/manage

Overall daily account spends and notications

Individual campaign spends, schedules & budgets Individual Account settings, information, reports and other tools
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Start-up Kit > The ads manager > Getting Started

The ads manager

Getting Started
Type https://facebook.com/ads/manage into your browser. You will be able to see all of your current ad accounts, their status, and how much you have spent in the All Accounts view.

Clicking on an account will bring you to the All Campaigns view. You can easily pause, delete, or reactivate campaigns, track start and end dates, view your total budget, see how much of it remains and how much you have spent as a total or broken down by date. You will also see notications here when campaigns are created, rejected, or approved by Facebook.

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Start-up Kit > The ads manager > Getting Started

The ads manager

Use the dropdowns to change the date range you want to use to view results. Once you click on a campaign, you can see information about its performance and either pause, delete, or activate ads within that campaign.

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Start-up Kit > The ads manager > Understanding performance of your campaigns

The ads manager

Understanding the performance of your campaigns, ads and sponsored stories
The Audience graph shows you how much of your targeted audience you are reaching, compared to your total targeted audience. If you need to expand your reach, try raising your bids or budget. Targeted: The approximate number of people your ads or sponsored stories can reach, based on your targeting criteria Reach: The number of unique people who saw this campaign. Social Reach: The number of people who saw your sponsored stories or ads with the names of their friends who liked your Page, installed your app, or RSVPed to your event

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Start-up Kit > The ads manager > Understanding performance of your campaigns

The ads manager

Understanding the performance of your campaigns, ads and sponsored stories
The Response graph allows you to track performance of your campaign by clicks and actions over time.

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Start-up Kit > The ads manager > Understanding performance of your campaigns

The ads manager

There are seven metrics in your ads Manager that allow you to quickly understand the size and engagement of your audience.

1. 2. 3.

4.

5. 6

7.

Campaign Reach: The number of unique people who saw this campaign. This is different from Impressions, which includes people seeing your ads multiple times. Frequency: The average number of times each person saw your campaign , ads or sponsored stories. Social Reach: The number of people who saw your sponsored stories or ads with the names of your friends who Liked your Page, installed your app, or RSVPed to your event Actions: All the people who took an action within 24 hours of seeingor within 28 days of clickingon your ad or sponsored story. Youll only see data here if youre promoting a Page, app, or event or running Page post ads. Clicks: The number of clicks this campaigns ads or sponsored stories have received CTR: Click through rate. The number of times people have clicked on ads or sponsored stories in your campaign, divided by the number of times they were shown on the site during the dates selected. Spent: The amount you have spent on your campaign during the dates selected
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Start-up Kit > Reports

Reports
The Reports tab at the left hand side of your ads manager gives you access to four reports: - Advertising Performance - Responder Demographics - Actions by Impression Time - Inline Interactions

These reports give you in-depth performance and demographic information on your accounts, campaigns, ads, and sponsored stories. Use these reports to understand, at a granular level, what messaging is most effective.
Type of report Summary by Account/ad/Campaign You can see data aggregated by month, week, day or a custom time frame Choose whether you want your performance information displayed in a webpage or in .csv formats

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Start-up Kit > Reports > advertising performance report

Reports
Advertising Performance Report
The Advertising Performance Report includes statistics like impressions, clicks, click through rate (CTR), spend and actions so that you can see how cost-effective your ads and sponsored stories are. You can also use this report to get an in-depth understanding of how your ads and sponsored stories are performing against each other so that you can focus your spending on the ones that achieve your business goals at the lowest cost.

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Start-up Kit > Reports > Responder Demographics

Reports
Responder Demographics
Responder Demographics shows you information of users interacting with your ads broken down by country, region, gender and age ranges. Use this information to optimize your targeting criteria and content by understanding which ads and sponsored stories are working for each demographic.

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Start-up Kit > Reports > Actions by Impression time

Reports
Actions by Impression time
The Actions by Impression Time report shows the number of actions organized by the impression time of the Facebook ad or sponsored story. An action is attributed to an ad or sponsored story based on the length of time between a users view of or click on the ad or sponsored story and the action (i.e., 0-24 hours, 1-7 days, 8-28 days). Use this report to understand how users are engaged with your ads over time.

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Start-up Kit > Reports > Inline interactions

Reports
Inline Interactions
The Inline Interactions report will help you understand immediate user engagement on ads and sponsored stories. It includes metrics like impressions, clicks, and detailed actions such as likes, photo views, and video plays that happened directly on your ads. You can use this information to understand which of your campaigns or ads inspire immediate action, so you can optimize for impact.

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Start-up Kit > Action Metrics

Action metrics
Acton metrics
Actions tells you how many people connected with your business after seeing your ads, even if they didnt click, so you know youre driving results. The Actions metric replaces the Connections metric. Similar to Connections, Actions tracks Page Likes, App Installs, and Event RSVPs that originate from your ads. But Actions allows you to track a much more robust set of measurements. Facebook attributes these actions back to the originating ad based a 24-hour viewthrough and 28-day click-through window, so that you get a better picture of the overall value of your ad campaign.

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Start-up Kit > Power editor

Power editor
Why Should I use Power editor? Power editor is a complimentary tool for businesses who manage multiple campaigns with a large number of creatives. Power editor leads to major improvements in efciency by making it easy to create, edit, manage and optimize ads and campaigns across a large number of different ad accounts . KEY BENEFITS OF POWER EDITOR:
Save time by mass-editing ads across campaigns and accounts and bulk-creating ads Optimize from within the tool itself by sorting ads by key stats and performance Compatibility with Excel: Save time by copying ad and campaign data from Power editor to Excel, and vice-versa Power editor allows you to manage your page by publishing and promoting posts on your page through Power editor.

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Start-up Kit > Power editor

Power editor
Get started in 5 easy steps:
1. Open your Chrome browser (any version) . If you do not have Google Chrome installed on your computer yet, please download it here: www.google.com/chrome 2. Visit your ads manager at www.facebook.com/ads/manage 3. Click on the Power editor tab on the left side of ads Manager 4. 5. Install Power editor and open it In Power editor, click Download. You can choose to download all your accounts and pages.

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Start-up Kit > Power editor

Power editor
Power editor buttons and features

1. Settings
Enables you to customize the columns that are shown in the List View of Power editor . You can select which ad columns and campaign columns to display . Note that these columns include ad parameters (e .g . price) as well as performance metrics (e .g . CTR) .

3. Download
Enables you to download data from the ads system into Power editor for the accounts you specify . If you have already downloaded an account in Power editor and choose to download the same account again, you will lose any changes that were made in Power editor unless you upload those changes rst . If you have already downloaded multiple accounts and choose to download a single account again, Power editor will download only the specied account and keep the other accounts as is .
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2. Bulk Import
Enables you to import a properly formatted excel le or cells that have been copied from an Excel le into Power editor . You can also use Bulk Import to import individual images or a zip le of multiple images .

Start-up Kit > Power editor

Power editor
Power editor buttons and features

4. Upload
Uploads all edits made in Power editor. If there are errors in the upload, each ad and/or campaign will be agged with an error icon and the Error Pane will explain the specic error for each ad or campaign .

6. Revert Changes
Allows you to revert to the latest version of the selected row before any edits were made . This does not revert the last change made; it reverts all changes made since the row was downloaded to Power editor .

5. Create ad/Create Campaign

Creates a new ad or campaign . Note that when you are in the ad tab, you will have the option of creating a new ad . If you are in the campaign tab, you will have the option of creating a new campaign .

7. Duplicate
After selecting a row (or set of rows in the List View), Duplicate allows you to create an identical copy of that row . For example, if you have selected an ad in the List View and click the duplicate button, another ad with the same ad parameters will be created.
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Start-up Kit > Power editor

Power editor
Power editor buttons and features

8. Export
Exports the rows that have been selected in the List View into a CSV le . The CSV le contains column headers and the values for each row that was selected in the List View . Note that regardless of whether you have ads selected or campaigns selected in the List View, the CSV le that gets exported will contain all elds associated with the ads . If you choose to ex- port a single campaign with ve ads in that campaign, the exported le will contain a total of ve rows with all of the data for the ve ads in that campaign .

9. STATS
Enables you to select the time period for which all metrics are displayed

10. COLUMNHEadERS
Enables you to sort the rows in the List View by any column header.

11. SEARCH
Enables you to dynamically lter the rows in the List View based on the query.

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Start-up Kit > Power editor

Power editor
Navigate Within the Power editor

B) Tabs You can toggle between ads, campaigns, accounts, account groups, images and Page views, using the tabs .

C) List View In the ads view, the List View will display all ads for the campaigns and accounts selected in the left pane . In the Campaigns view, it will display all campaigns for the accounts selected in the left pane . You can select multiple ads at the same time by using the Shift key for contiguous items, and the Control or Command keys for non-contiguous items .

D) Work Space The Work Space displays editable elds about ads or campaigns . Clicking on one of the ads or campaigns in the List View will automatically open up this ad or campaigns details in the Work Space . If you select multiple ads or campaigns, you can use the Work Space to make changes to several ads or campaigns at once . A) Left Pane The left pane contains all your accounts and campaigns . Selecting an account in the dropdown in the left pane will allow you to view ads the the List View, ltered by campaign .

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Start-up Kit > Power editor > Edit your ads & Campaigns

Power editor
4 ways to edit your ads & campaigns
With Power editor, you can edit any eld of your ads and campaigns that you would be able to edit in ads Manager . This can be done in 4 different ways .

1. Edit individual ads or campaigns inline in the List View

From the List View, you can edit some elds of your ad or campaign inline by double-clicking on the You can select an ad or campaign by clicking on it eld you would like to edit . in the List View, or select multiple ads or campaigns at the same time by using the Shift For campaigns, you can only edit the campaign key for contiguous items, and the Control or name inline . Command keys for non-contiguous items . For ads, you can edit the ad name, status, bid, bid type, title, body and link . Please note that you cannot edit several ads or campaigns at the same time using this method . You can then edit all of the ads or campaigns elds from the Work Space .

2. Edit one or multiple ads or campaigns at the same time using the Work space

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Start-up Kit > Power editor > Edit your ads & Campaigns

Power editor
3. Edit your ads or campaigns by copy/pasting to and from Excel
You can copy your ads and campaigns to Excel, edit them in Excel, and paste them back to Power editor . In the ads or Campaigns view, you have to: Select one or multiple ads or campaigns Press Ctrl+C/Command+C Open an Excel spreadsheet and select a cell, then press Ctrl+V/Command+V in Excel All your campaigns or ads details will be pasted, with headers for each column . You can edit all the elds of your ads and campaigns in Excel except ad ID, Campaign ID and Image Hash . After making your edits, you should: Select all the rows in your Excel table, including headers Press Ctrl+C/Command+C Go back to Power editor and select an ad or campaign, then press Ctrl+V/Command+V

In order to edit images for specic ads, we recommend to change the ad image from the Work space, by pressing the choose button under creative -> Image, regardless of the method you are using.
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Start-up Kit > Power editor > Edit your ads & Campaigns

Power editor
4. Edit your ads and campaigns by importing and exporting to and from Excel
You can export several ads with their campaign information in the same spreadsheet . Each row will represent a different ad within a campaign . You can then make changes in Excel, and import the entire spreadsheet back into Power editor . In order to use this functionality, you should start by: Selecting one or more ads or campaigns Pressing the Export button to open the le in Excel If you selected several ads, your ads will appear with their campaign information . If you selected several campaigns, all of the ads in these campaigns will appear as separate rows in the Excel spreadsheet . If you want to make edits to existing ads or campaigns, you can edit all the elds of your ads and campaigns in Excel except ad ID, Campaign ID and Image Hash . After making your edits, you should: Save the Excel le to your hard drive, press the Bulk Import button in Power editor to import this Excel le, using Import Choose File . Alternatively, you can copy the spreadsheet using Ctrl+C/Command+C, press the Bulk Import button in Power editor, select Import Paste into text area, then paste using Ctrl+V/Command +V .

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Start-up Kit > Power editor > Create New Campaigns

Power editor
3 Ways to create new campaigns and ads

1. Use the create ow

To create a new campaign:
On the left pane, select an account from the dropdown that the campaign should belong to, select the Campaigns tab and then click the Create campaign button . A new campaign will be created in the Left pane (accompanied by a + to indicate that it is a new campaign) . Select the newly created campaign in the left pane and then enter the campaign name and other details in the Work Space . The new campaign name will now appear in bold in the left pane, to remind you that this is a newly created campaign .

To create a new ad:

Click on the campaign that the ad should belong to, select the ads tab and then click the Create ad button . If you want to create a new ad in a new campaign, create the campaign rst . Then create the ad in the campaign . An empty ad line will appear in the List View; enter the ad details in the Work Space by going through each of the steps of the ad creation process.
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Start-up Kit > Power editor > Create New Campaigns

Power editor
2. Duplicate an existing campaign or ad

- You can select one or more campaigns or ads in an account, press the Duplicate button, and then proceed to update the newly created campaigns or ads with your changes . If you have duplicated a campaign, it will be created in the same account as the original campaign . If you have duplicated an ad, it will be created in the same campaign as the original ad . - You can also duplicate a campaign or ad by copying and pasting it . Select the campaign and press Ctrl-C/ Command+C and then Ctrl+V/Command+V . If you have copied and pasted a campaign, it will appear at the top of the campaigns list . If you have copied and pasted an ad, it will appear within the same campaign . When you duplicate (or copy and paste) a campaign, all of the underlying ads will also be created under the new campaign . Note: you can also copy a campaign from one account to another, copy an ad from one campaign to another, or copy and ad from one account to another
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Start-up Kit > Power editor > Create New Campaigns

Power editor
3. Create new campaigns or ads by exporting from Power editor into Excel
You can create new campaigns and ads from existing campaigns using Excel . In order to do this, follow the steps below:
Select a campaign from the Campaigns tab in the List View (or an ad from the ads tab) Click on the export button; this will export the selected campaign(s) or ads into a CSV le that can be opened in Excel Open the Excel le and save it Erase the Campaign ID and Campaign name (or ad ID and ad name) elds in Excel and leave them blank Enter a new name for the new campaign (or ad); edit all the other elds When creating a new ad, if you would like it to be in the same campaign as the original, leave the Campaign ID and Campaign name unchanged; delete the ad ID and give it a new ad name . If you would like to put the new ad in a new campaign, delete the Campaign ID and enter a new Campaign name; and delete the ad ID and enter a new ad name . add new rows in your Excel spreadsheet for each new campaign (or ad) you want to create and ll out all the elds When youre nished, save the Excel le In Power editor, click the bulk import button
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Start-up Kit > Power editor

Account groups
Account groups is a new product designed to help you group together, organize and access multiple Facebook ad accounts simultaneously, to make it easier and faster to manage. This guide gives step-by-step instructions to create and edit Account groups:
1. Group a set of accounts together under a group name (including adding/removing accounts from a group) 2. Grant / revoke user permissions for an entire group 3. Accept account invites to join a group 4. Select groups in the ads Manager account list

Facebook allows for users to create Pages which are not linked to ay prole and users can run ads for these Pages through Business accounts. If you would like to create a business account please feel free to write into advertise@fb.com
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Start-up Kit > Power editor

Account groups
1. Group a set of accounts together under a group name (including adding/removing accounts from a group)
Grouping a set of accounts together lets you view all the accounts from one view in ads Manager and enables multiple users to access the accounts simultaneously. 1.1 Log in to your Facebook ads account and click on the Account groups tab in the left side of accounts page (www.facebook.com/ads/manage/accounts.php) . Click on the Create a Group button, enter a name and then click Ok.

1.2

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Start-up Kit > Power editor

Account groups
1.3 To ad an account to the group, select your existing managed accounts from the My account drop down tab and/or enter the account IDs directly into the add Account eld and then click add Account.

1.4

To grant permission to another user, type the name of a friend and/or an email address into the User Permissions eld and click add User. If the email address is associated with that persons user prole, it will grant that prole permission. If the email is not associated with that persons user prole or business account, you should contact your Facebook rep, so they can create a new business account for this email address. To save the changes click on the Back to group settings button in the top right hand corner of the Page.

1.5

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Start-up Kit > Power editor

Account groups
2. Grant / revoke user permissions for an existing group
2.1 Log in to your Facebook ads account and click on the Account groups tab on your accounts page (www.facebook.com/ads/manage/accounts.php). Select the Group which you would like to edit. To grant permission to another user, type the name of a friend and/or an email address into the User Permissions eld and click add User. If the email address is associated with that persons user prole, it will grant that prole permission. If the email is not associated with that persons user prole or business account, you should contact your Facebook rep, so they can create a new business account for this email address. To remove a user from the group click on the cross next to the user.

2.2 2.3

2.4

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Start-up Kit > Power editor

Account groups
3. Accept account invites to join a group
3.1 As the admin of the group, add the Account ID you wish to invite to the group in the add Account eld. Once invited, the account will be in pending status and will be inaccessible until the owner of the account approves the group invite.

3.2

3.3

The owner of the account being invited logs in and accesses the Account groups tab through the left hand nav. The owner will see a notication that the account has been invited to join the group, and the owner can choose to conrm or ignore the invite. Once the invite is conrmed, the account will be accessible to anyone who has access to that particular group.
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3.4

3.5

Start-up Kit > Power editor

Account groups
4. Select groups in the ads Manager account list
4.1 Log in to your Facebook ads account and navigate to the accounts page (www.facebook.com/ads/manage/accounts.php). Click on the All accounts drop down menu to see a list of groups and accounts you have access to. Click on a group from the drop down menu to view all the accounts associated to that group selected.

4.2

4.3

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Start-up Kit > Power editor

Account groups
Account Structure Examples Agency Structured by Vertical

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Start-up Kit > Power editor

Account groups
Account Structure Examples Brand Structured by Region

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Start-up Kit > External Forms

External Forms
Feel free to reach out to the Facebook Team if you have any concerns with the following issues through these external forms.

Page Place merger formhttps://www.facebook.com/help/contact/?id=160167234097982 Reporting a Violation/Infringement of your rights https://www.facebook.com/help/contact/?id=208282075858952 Feedback on Pages: https://www.facebook.com/help/contact/?id=306836472662147 Convert a Personal account to a Page: https://www.facebook.com/pages/create.php?migrate Enquiries related to Username: https://www.facebook.com/help/contact/360358877344441 Disapproved ads https://www.facebook.com/help/contact/?id=270182466376707
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Start-up Kit > Appendix

Appendix
ADS Marketing messages that point to a Page, event, app, or a destination outside of Facebook, such as a website. ads have the voice of the brand and can have social context, such as friends names or faces. ads only appear on the right-hand side of Facebook Pages. ACTIONS: For ads and sponsored stories pointing to Pages: the number of times people liked your Page, liked posts on your Page, commented, @ mentioned, checked into your place, tagged your brand in a photo, shared your Page posts, redeemed your offer, clicked on the Page post link, viewed the Page post photo, viewed the Page post video, or viewed a tab on your Page within 24 hours of seeing your ad or sponsored story, or within 28 days of clicking on it. For ads and sponsored stories pointing to apps: the number of times people installed, used, or spent credits in your app within 24 hours of seeing your ad or sponsored story, or within 28 days of clicking on it. For events: the number of times people RSVPed within 24 hours of seeing your ad or sponsored story, or within 28 days of clicking on it. BID: The maximum amount youve indicated youre willing to pay for each click (CPC) or per 1000 impressions (CPM) CLICKS: The number of clicks your ads have received. If youre advertising a Page, Event, or app, Clicks also include Page likes, event RSVPs, or app installs directly from the ad CPC: The average cost per click, calculated as the amount spent divided by the number of clicks received CPM: The average cost per thousand impressions, calculated as the amount spent divided by the thousands of impressions received
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Start-up Kit > Appendix

Appendix
CTR: Click-through rate, or the number of clicks your ad received divided by the number of times it was shown on the site DESTINATION The Page, event, app or website you want to promote. FREQUENCY: The average number of times each person saw your ads IMPRESSIONS: The number of times your ads have been shown on the site OBJECTIVE The action you want people to take when they see your ad or sponsored story. You can choose to have us show your ad or sponsored story to the people most likely to like your Page, install your app, or click on your ad or sponsored story. PRICE: The average amount youre paying per click (CPC) or 1000 impressions (CPM) REACH: The number of individual people who saw this ad during the dates selected. This is different than impressions, which includes people seeing your ad multiple times SOCIAL CLICKS: Clicks on ads that were shown with the names of the viewers friends who liked your Page, RSVPed to your event, or used your app. If youre not advertising a Page, event, or app, you wont see social data SOCIAL IMPRESSIONS: Impressions that were shown with the names of the viewers friends who liked your Page, RSVPed to your event, or used your app. If youre not advertising a Page, event, or app, you wont see social data
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Start-up Kit > Appendix

Appendix
SOCIAL REACH: People who saw your ad with the names of their friends who liked your Page, RSVPed to your event, or used your app. If youre not advertising a Page, event, or app, your ad wont have social reach SOCIAL %: The percentage of impressions where your ad was shown with the names of the viewers friends who liked your Page, RSVPed to your event, or used your app. If youre not advertising a Page, event, or app, you wont see social data SPENT: The amount you spent during the selected time period SPONSORED STORY: Marketing message that comes from a Page post, or stories about a friend interacting with a brand through actions such as check-ins, app use, or Page likes. The core message is controlled by the advertiser, but sponsored stories will also show social context, such as people interacting with whats being promoted to their friends. Sponsored stories can appear on the right hand side of Facebook or in the news feed on the web or mobile.

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Helpful links

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