Solved: Understanding Key Facebook Ad Metrics for a D2C Startup

Hi there,

Really happy to give you some initial thoughts and guidance on your situation. It sounds like you're doing all the right things, but just need to adjust a few things to get those Facebook ads working for your eco-friendly cleaning products business!

We'll need to look at your campaign goals...

First, it's great that you're thinking about more than just immediate sales. Building a brand and a loyal customer base is a smart long-term strategy. You're right to ask about impressions. Impressions themselves aren't a direct indicator of success, but they're a vital part of the puzzle. High impressions with low engagement (likes, shares, comments) suggests your ads aren't grabbing attention or resonating with your target audience. This could mean your ad creative (images/videos and text) needs a refresh, or that you're targeting the wrong people.

Think of it like this: you're planting seeds. Impressions are how many seeds you scatter. Engagement is how many sprouts pop up. Sales are the harvest. You need a decent number of seeds (impressions) for anything to grow, but if the soil isn't right (wrong targeting or ad creative), those seeds won't sprout.

You should probably also think about setting up a really clear campaign structure. Split testing is your friend here. It's essential to split test your ad creative and targeting within the same campaign. That way you'll know which is working and which isn't. And you'll be able to optimise your spend.

I'd say you need to look at engagement...

Engagement metrics are key. Are people liking, sharing, or commenting on your ads? These actions show they're connecting with your brand's message, even if they're not ready to buy yet. This is particularly important for building brand awareness. Think of engagement as a "soft" conversion. It's not a sale, but it's a step in the right direction. You should track engagement rates for each ad to identify which creatives and audiences are most receptive to your message.

I remember one client, they ran a campaign for an outdoor equipment brand. We really focused on high-quality photography and video that captured the feeling of adventure and the lifestyle they were selling. It massively increased engagement on the ads and then traffic to the website, which led to a lift in sales. The imagery and video where what really helped, they didn't even need any offer.

You probably should track customer lifetime value...

To really gauge if your ads are building a *loyal* customer base, you need to track customer lifetime value (LTV) and repeat purchase rate. This will give you the numbers to see if your adds are attracting the right customers – the ones who will keep buying again and again. Are the customers you're acquiring through Facebook ads sticking around and making repeat purchases? If not, something's not quite aligned. Maybe your product isn't meeting expectations, or your post-purchase customer service needs improvement, or you're just not attracting your ideal customer in the first place.

It's also worth remembering that building a brand and a loyal customer base takes time. Don't expect overnight results. Keep experimenting, keep optimising, and keep focusing on providing value to your customers. I see a lot of start-ups only focusing on what they're getting back from their marketing, rather than focusing on what they are giving, providing value and building long term relationships. And then they complain that their customers aren't loyal! It's a two way street. You get what you put in.

You'll need to get your targeting right...

What I would say, and you've probably heard this a lot, is that your targeting is crucial. You need to go after who your ideal customer is and which ad platform they can be reached on. You can run ads to a landing page where people can sign up, or you can focus on the platform itself. Getting your targeting right will save you a bunch of cash, and improve your conversion rate!

I remember another client, an eco-friendly skincare brand (similar to yours!) who had this same issue. We tweaked their ad copy to really focus on their brand values and also made sure to target the right audience. What we saw was, their engagement metrics went up a fair bit and so did their repeat purchase rate, even though their initial sales stayed roughly the same. Over the next 3 months, their sales did dramatically increase as people got to know, like and trust their brand.

For B2C businesses like yours, Facebook and Instagram will be your main platforms. The key is to try a lot of different audiences and creatives to see what works. I'd recommend looking into lookalike audiences based on your existing customers. These are people who share similar characteristics to your current customer base, making them highly likely to be interested in your products. You can also target based on interests related to environmentally friendly products, sustainable living, and cleaning.

This is the main advice I have for you:

Hope that's all useful. It can feel like a minefield trying to do all of this on your own, but don't be discouraged.

Running successful ad campaigns requires a strategic approach, a keen eye for detail, and ongoing optimisation. If you're feeling overwhelmed or simply want to accelerate your results, expert help can be invaluable. Sometimes it can save you cash as well, because you can stop wasting money on the wrong ads.

If you'd like to explore how we could help you achieve your business goals, please feel free to book in a free consultation. We can have a chat about your specific needs and see if we're the right fit.

Regards,
Team @ Lukas Holschuh