Calculation of Facebook Marketing Effectiveness in Terms of ROI

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F18%3A00005606" target="_blank" >RIV/46747885:24310/18:00005606 - isvavai.cz</a>
Result on the web
<a href="https://www.igi-global.com/book/leveraging-computer-mediated-marketing-environments/206273" target="_blank" >https://www.igi-global.com/book/leveraging-computer-mediated-marketing-environments/206273</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.4018/978-1-5225-7344-9.ch014" target="_blank" >10.4018/978-1-5225-7344-9.ch014</a>

Result language
angličtina
Original language name
Calculation of Facebook Marketing Effectiveness in Terms of ROI
Original language description
This chapter demonstrates how to assess the performance of organic and sponsored activities on Facebook using the data available in Facebook Ads Manager, Facebook Page Insights and Google Analytics. Main aim of the proposed ROI calculation model is to connect common social media marketing objectives with the analytical information available. Main emphasis is put on the technical aspect of ad performance assessment. The authors explain how the Facebook attribution system and post impression algorithm work, describe the relation between advertising goals and metrics displayed as achieved campaign results, and demonstrate how to derive ROI indexes from different Facebook conversions. The chapter also includes a practical example how to calculate current and future value of the ongoing ads.
Czech name
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Czech description
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Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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