Calculation of Facebook Marketing Effectiveness in Terms of ROI

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Calculation of Facebook Marketing Effectiveness in Terms of ROI

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Calculation of Facebook Marketing Effectiveness in Terms of ROI

Popis výsledku anglicky

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.

Druh

C - Kapitola v odborné knize

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Leveraging Computer-Mediated Marketing Environments

ISBN

978-1-5225-7344-9

Počet stran výsledku

25

Strana od-do

286-310

Počet stran knihy

473

Název nakladatele

IGI Global

Místo vydání

London

Kód UT WoS kapitoly

—