If you're running ads online, you'll probably want to know if they're helping you reach your business outcomes, if your strategy is effective and if your campaign has resulted in a high return on investment (ROI). Measuring your results is the best way to find the answers to these kinds of questions. Measurement allows you to understand the outcomes that you care about and can help you make informed decisions on what to do next. It's one of the most important steps that you can take to get the data you need to optimise your media plans and derive greater value from your campaigns and for your business.

Say you want to know if your ads are reaching your audience and if your audience is responding to your ads. Measurement can tell you how many people your ads reached, and provide information about their demographics and device types. This information can help you refine your target audiences or adjust your advertising strategy. Measurement can also tell you if people took the actions that you wanted, such as visiting your website or app, or making a purchase after seeing your ad. You can see how many purchases were made, and if the purchases were attributed back to people who saw or clicked on your ad.

Our measurement philosophy

There are three components that we think are crucial to accurately measuring the results of ads online:

• Measuring based on real people
• Measuring metrics that matter
• Comparing across everything

Measuring based on real people

Our people-based tools drive greater accuracy for measurement because Facebook is built on insights from the active people on our platform.

Our measurement tools allow marketers to measure and compare results against a single, unified, people-based standard. We leverage insights from the people who use Facebook, unlike other measurement tools that only track devices, cookies or browsers. This method leads to more accurate results that can easily be tracked across your digital advertising to understand how many unique people saw and engaged with your ads on or off Facebook. You can also gain insight into the demographics of your audience (including age, gender and location) to help you make strategic advertising decisions.

Measuring metrics that matter

With our metrics, you can measure almost any result that's important to your business: from the number of people reached with your brand's message to the number of purchases that occurred as a result of your direct response ads. These metrics can also help you calculate the return on investment (ROI) that you're getting from your ads. By calculating your ROI, you can understand the value that your ads are driving for your business.

Comparing across everything

We can help you measure more effectively based on real people across everything, including devices, browsers, publishers and between online and offline. Our measurement tools can also consolidate views across each of these to give you a holistic view of your campaign's performance. With this information, you'll be able to adjust your advertising strategy to get the most out of your advertising spend.

Learn more about which measurement solution is right for you by visiting our product selection guide.

* Nguồn: Facebook