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Before diving into numbers set the expectation that Facebook ads are a lot more like banner or display campaigns than search engine marketing campaigns; donít set your sights on Facebook ads generating response numbers comparable to a SEM click-through or conversion rate. Facebook click-through rates are generally lower and conversion rates can also be low. Some advertisers are a great fit for Facebook and see wild success, others are disappointed with the results when compared to stronger, more traditional direct marketing channels. Marketers need to immerse themselves in the Facebook environment and test strategies that take advantage of the highly engaging social environment that Facebook seems to create.
...Measuring social media metrics is trickier as the traditional URL or analytics tracking is often not available. Establishing baseline performance upfront can help isolate increase trends for which the Facebook ads are likely responsible.