- [Instructor] Before we start taking a look at data
in Facebook Ads Manager,
I'd like to go over some important metrics
that we're going to see
so that when they show up in Ads Manager,
you're aware of what they mean.
The first metric that I'd like to talk about
is the results metric.
A result in Facebook Ads Manager is when your ad
has been successful after being displayed on Instagram.
Now that's going to depend on the type of campaign
that you're running.
If you're running a campaign
that's trying to drive traffic to a website,
that's going to be pretty straightforward.
A result is when somebody taps or clicks
on your advertisement and goes to your website.
If you're running a brand awareness campaign, however,
that's going to be a little bit different.
In a brand awareness campaign,
Instagram will estimate what percentage of people
will remember your advertisement
at least two days in the future,
and then that percentage is going to be displayed
in the results column.
But either way we look at it,
a result is when our advertisement
has been successfully displayed,
that the user has engaged with our ad
in the way that we're trying to get them to engage,
whether it's going to our website
or just remembering our brand.
Reach in Facebook Ads Manager
is the number of unique individuals
that have seen our ad on Instagram.
So even if somebody has seen our ad multiple times,
it's only going to count once
because they're only one person.
Impressions are the total number of views
that your ad has received.
So if one user views your ad five times on Instagram,
your reach is only going to be one
because only one person saw it,
but you're going to have five impressions.
Just remember the difference between these two metrics,
because again, they can be different.
If one user sees your ad multiple times,
you will receive multiple impressions,
but your reach will only be one.
Cost per result is the average amount of money
that we're spending per successful result on Instagram,
and again, what a result is is going to depend
on the type of campaign that you're running.
So when we look at our data in Facebook Ads Manager,
just remember the difference between impression and reach
and some of these key terms,
such as result, and then our cost per result,
because these are some of the most important metrics
and they're going to show up in multiple places
when we review our data in Facebook Ads Manager.