Evaluate by purpose, but be realistic
A relevant evaluation and follow-up requires a defined goal from the beginning. The clearer the goal, the easier it is to determine whether the result was positive or not.
Almost everything can be measured through your social advertising – how many we have reached, how many people have looked at our ads, how many who have clicked on our ads, how many who have shown product x, how many who did a purchase etc. So it can be difficult to navigate in what is a “good result”.
Generally, it is about being realistic and checking in with yourself: Where do we stand with our brand, how do consumers actually buy our service / product and what can we request from our target audience at this stage?
Are you a new established brand – well then it will take a little longer to generate sales. Important metrics for you right now can be reach, impressions and increased awareness.
Do you want to increase your sales – then rather the number of purchases, cost per purchase over time and value per purchase in relation to how many you have reached are relevant.