Track your Facebook Ads sales, NOT vanity metricsDec 01, 2022
In today's online world, social proof is like validation that what we are doing with our lives is making an impact. It makes us feel good, which is no bad thing at all, but...
Vanity Metrics Don't Sell Books
Isn't it a great feeling when you get likes, shares and (good) comments on any of your social media posts, or even your Facebook Ads?
We get a little dopamine hit when this happens.
At the end of the day, yes, it's social proof, but these likes, shares and comments are nothing more than vanity metrics.
What really matters is book sales.
Don't get me wrong, social proof is important and impacts how your Facebook Ads perform, but your goal isn't to collect as many likes, shares and comments as possible.
It's to sell books.
You're not investing in Facebook Ads to buy little dopamine hits!
Clicks Mean Nothing Without Sales
Similar to social proof, clicks on your Ads can give you a little dopamine hit too because we get false expectations that our Ads are apparently "working".
This is a big mistake because clicks don't necessarily mean it's a good-performing Ad (i.e. one that is making sales).
Before Amazon Attribution became a thing, the only way for authors to measure how their Ads were performing was to look at the number of clicks, click-through rate, cost-per-click, etc.
Now we have Amazon Attribution, however, we can track which Facebook Ads are actually driving sales and page reads, focus on what's working and turn off what isn't working.
If you're not using Amazon Attribution yet to track the performance of your Facebook Ads, it's very easy to make the wrong decisions; you could be turning off great-performing Ads that are driving a ton of sales and not even be aware of it.
Need a step-by-step guide to setting up Amazon Attribution? I've got you covered here:
Watch the Amazon Attribution Setup Video
Now, don't get me wrong. What I'm not saying is that clicks and engagement on your Facebook Ads aren't important. Of course they are, to some degree.
What I'm trying to say is that you should always keep track of your Facebook Ads performance and your Total Revenue vs Ad Spend.
You then have the data to scale what works and get rid of what doesn't work.
None of this is possible if you aren't using Amazon Attribution.
The bottom line is this...
Sales (i.e. Royalties) first. Social proof, second.
If you take this approach, you'll learn faster, save a LOT of money and make more sales.
To Your Success
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