Facebook summarizes the impact of its campaigns into three main buckets:
Audience Outcomes
How many people did your ad reach? How frequently?
Did the ads reach the right people/audience?
Did the ads reach people cross-device?
Brand Outcomes
Did the ads breakthrough? Are they memorable?
Did they generate brand awareness?
Did the ads change the perception of your brand?
Sales Outcomes
Did the ads drive your business outcomes? Did they contribute to ROI?
Did the ads results in sales, leads or app installs?
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