There are many types of campaigns that you can run on Facebook and each one has a different objective or goal. For the sake of this program, we are going to look at three main types of campaigns.
The first is Lead Generation campaigns – these can be both on the Facebook platform itself – or taking them to a landing page, say for a webinar, or special offer etc. These campaigns can bring in leads very cheaply, sometimes for just pennies, but traffic isn’t anything without engagement or conversions, so with these types of campaigns, you’ll want to measure more than just the CPA, or cost per acquisition, per lead. Ideally, you’ll measure how many of these leads actually turn into sales or users, and use that as the basis for evaluating whether or not the campaign is successful.
The second type of campaign we will be looking at is