Measuring social ad effectiveness

Recipe:

How many new customers did we get from our social ad campaigns?

Like snowflakes, no two social ad campaigns are alike. Use FullStory funnels to gain a multitude of insights into each campaign's effectiveness and if your ad spend translated to customer acquisition.

Ingredients:

• Search
• UTM parameters
• Searchies Funnels

Method:

1. While viewing the Everyone segment, click on New this week and add Referrer URL > has param > utm_source=facebook (or Twitter, Google, etc...)
2. Add the Event Scopes which relate to positive customer actions for your site.
   • These are your funnel events so add them in the order of first to last interaction. Ex: Has Clicked > Add to Cart , Has Clicked > Checkout, and finally Has Clicked > Purchase on the payment page.
     

     

3. Click View Searchies to see the ad campaign specific acquisition funnel.
   
4. Click into any of the funnel bars to filter your search further.