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What is Marketing Funnel

Chapter 14
Leveraging Computer-Mediated Marketing Environments
Set of actions a consumer, website visitor, needs to go through before he makes the desired conversion (usually purchase). The actions customer usually travel through are post views, reactions (likes, comments, shares), click on the link and web visit, registration to the newsletter, purchase. Since the conversion process goes from the less engaging actions such as likes, comments and shares to the actions that require more cognitive effort from the consumer, the number of users willing to do the actions decreases.
Published in Chapter:
Calculation of Facebook Marketing Effectiveness in Terms of ROI
Tereza Semerádová (Technical University of Liberec, Czech Republic) and Petr Weinlich (Technical University of Liberec, Czech Republic)
Copyright: © 2019 |Pages: 25
DOI: 10.4018/978-1-5225-7344-9.ch014
Abstract
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. The main aim of the proposed ROI calculation model is to connect common social media marketing objectives with the analytical information available. The 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 ongoing ads.
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