Which ones really matter depends on the objective chosen at the start. In Cantù, in the province of Como, we help companies decide beforehand what they want to achieve, so the final report talks about useful results and not numbers for their own sake.
Every step of the customer journey has a measurable result.
A result only has value if it is linked to an objective: an awareness campaign is judged on reach, a lead generation one on the enquiries collected. For companies in Como, Brianza and Milan we define the indicators together before launch and monitor them every day. For the setup of the whole journey, see our page Social media campaigns.
No campaign can guarantee results: measurement helps you understand what works and improve.
The Meta pixel is a piece of code installed on the website that records visitors' actions and links them to ads on Facebook and Instagram. It is created in the ad account, added to the pages and checked. In Cantù we install it on the websites of companies in Como, Brianza and Milan.
The Conversions API sends Meta the actions taken on the website directly from the server and works alongside the pixel, making tracking more complete. It needs careful assessment of consent and privacy. In Cantù, in the province of Como, we handle it together with website development for companies in Como and Brianza.
The social campaign metrics to look at are impressions, clicks and conversions, read together and according to the objective: a single one is not enough to tell whether the campaign is working. From Cantù we help companies in Como, Brianza and Milan turn data into concrete decisions, without promising results.
To optimise a running social campaign you check the data every day, pause the ads that are not responding and strengthen those that work, adjusting audience, creative and budget. From Cantù we follow the campaigns of companies in Como, Brianza and Milan this way.
The cost per result is the average spend to obtain the action chosen as the objective, such as an enquiry or a purchase. It is assessed together with the quality of the results and the trend over time: for companies in Como and Milan we read it in the report.
