Skip to main content
Radius Help Center

Example Goal for Facebook Audience Campaign

Let’s say your company sells products and services with Facebook campaigns. You’ve just started using Radius Facebook Custom Audiences and you need to set up a goal that will reflect your past historical success with Facebook campaigns and give you a target rate to beat. 

Your previous Facebook campaigns returned a 10% success rate, with success being defined as a purchase of the product that you advertised on Facebook. So the historical success rate Radius calculates can be accurate based on those previous campaigns, you need to set up the goal to reflect their 10% success rate. They key to accuracy is to categorize the 90% that did not not purchase the advertised product, and that 90% isn’t as clear-cut as the 10% who did purchase.

Let’s say your previous campaigns typically break down this way. Out of 100 prospects… 

  • 10 purchased your product, so those are obviously won.
  • 10 hid your Facebook ad, so those are definitely lost for that campaign.
  • 30 clicked through to your site but did not purchase. They may or may not purchase from future campaigns. 
  • 50 did nothing, so you have no specific information.

It’s tempting to categorize Won and Lost as solely black-and-white: if a purchase is made, the record is Won and if the ad is hidden, the record is Lost. But if those are the only outcomes you track, Radius can’t account for the remaining records when calculating your historical success. Tracking only the 10% who purchased and the 10% who hid your ad in previous campaigns would calculate a highly inaccurate historical success rate: 50% won instead of 10% won.

10 Won / (10 Won + 10 Lost) = a historical success rate of 50%.

Instead, to get the accurate rate of 10% won, it’s important to categorize as Lost all outcomes that aren’t specifically Won, even though you may  continue to serve up Facebook ads to the majority of the Lost records, and some of them will eventually convert to Won. So the rules you define for your goal might look like this. 

Won

Condition: All

Object

Salesforce Field

Condition

Value

Lead

Lead Source

equals

Facebook

Opportunity

Stage

equals

Closed Won

Lost

Condition: Any

Object

Salesforce Field

Condition

Value

Lead

Lead Source

equals

Facebook

Lead

Status

equals

Rejected 

Lead

Status

equals

Renurture

Lead

Status

equals

[blank]

As you continue to run campaigns using Facebook Custom Audiences, your historical success will be accurate, and you’ll have a realistic target to beat. 

  • Was this article helpful?