How to run Facebook campaigns without analytics
You can come a long way with running Facebook ads without analytics if you just use a lot of common sense.
First of all, you must be clear on the target of the campaign. A campaign can only have one of two goals. Create awareness or create sales.
Creating awareness means that the goal of the campaign it so be visible to your target audience. But not in a way that leads to sales. There can be different reasons for why you do not what to sell via Facebook. Perhaps it is not possible to sell your product or service online. It could be that the campaign is a part of the first step of sales funnel, where the purpose is to build awareness or trust.
This means that the actions you want your users to take are not so significant. Because you aim to influence them or perhaps to engage in a dialogue with them.
However, as part of your sales funnel, you will eventually need to get the users away from Facebook and onto your own site. It is therefore essential that you do this as soon as possible in your funnel set-up.
You want to do this because to want to own the users that you reach. Getting them to your own site allows you to do remarketing and perhaps also to get their e-mail address. So the Call to Action should always be to get a user to your site, Remember that your interest, in this case, is the opposite of Facebooks, they will do what they can to include your actives in their sphere.
The other goal of a Facebook campaign could also be to drive sales. Your goal here is much more evident here than the first target. The campaign must be a part of a funnel (via your site) that leads to sales.
Facebook sales work best for impulse driven sales where the presentation of your product is so strong that it can drive sales itself.
We have seen a lot of data from many sites, and Social Media is one of the worst performing channels when it comes to leading to sales. Traffic from Social Media has a lower conversion rate than other channels (the best are SEO and Direct).
Every business is unique, so you should never generalise, but as a rule of thumb, you should not use Social Media as a sales channel. If you do, then Facebook is the best of them, and Instagram and Twitter are the worst in converting users into customers.
Minimal Analytics Requirements
You don´t want to do Facebook entirely without analysis measurements, but you can come a long way with a few steps.
If your goal is to create awareness, then you are interested in reach. That is how many people saw your add or post. This is easy to check on your Facebook posts. You are also interested in how many clicked onto your site. They have much more value to you. You can get this number from Google Analytics.
If you are interested in sales, then you are a little bit more in the dark when it comes to data. You can get data on the traffic from Social Media, but since few converts, it will probably not tell you much. You will soon discover that Facebook and Google define a conversion differently – funny enough in ways that favour their own platform. So their number don´t match.
Unless your business is very different from the majority of business, then you won’t be able to sell much via Facebook traffic. And since your available data it is confusing and most likely biased if you try to measure it. So our advice is to don´t spend too much time analysing it.
Your time is probably better to spend making more content of reflecting on how different posts work when you compare them to each other. This will give you indications on what messages works the best in your engagement process. You could say that if you focus on quality then quantity will follow.