When you’re running social media ad campaigns, it’s interesting to see how many people are viewing your content. You can measure this by looking at two key performance indicators (KPIs):
The importance of these metrics varies depending on your campaign type and goals. A campaign optimized for link clicks, for instance, won’t necessarily need to measure awareness but one optimized for awareness would.
One thing to always review is the ratio of impressions to reach. If the reach is 1,000 and your content received 10,000 impressions, each person within your audience group saw your ad about 10 times on average.
Showing the same ad to people multiple times might cause ad fatigue or annoy your audience, leading them to click Hide Ad and mark the ad as repetitive. In turn, your ad’s relevance score will decrease, leading to a higher CPC and CPM.
In a nutshell, your entire campaign will become much more expensive because the algorithm thinks your ad isn’t relevant, and you should therefore pay more to reach that audience.