The truth about
Facebook engagement: the number that feels good and pays nothing
The myth
Lots of likes, comments and reach means your Facebook marketing is working.
The truth
Engagement is the easiest number to buy and the hardest to turn into money. Cheap clicks and likes often come from people who will never buy from a local business.
What matters is how many real leads or sales came from the spend, and what each one cost.
Check this yourself
- Open Meta Ads Manager and look at the 'Objective' column on your campaigns.
- If it says Engagement, Traffic or Awareness, ask what it produced in leads or sales.
- If nobody can tell you, the campaign isn't being measured.
What I'd do in your shoes
- Run ads for leads or sales, not likes.
- Track every lead back to the ad that produced it.
- Judge it on cost per customer, not reach.
Questions
Should I stop posting on Facebook?+
Not necessarily. Posting can help your reputation. Just don't pay for engagement and call it marketing.
What's a good cost per lead?+
It depends on what a customer is worth to you. Work backwards from your average sale, not from an industry chart.
Want me to look at yours?
Come to a free workshop, or book a 25-minute straight-talk call.