Last week I started my first real Facebook campaign for The Old Deanery, the campaign was only meant to run for a week, sadly it didn’t quite have the effect I had hoped for, but still it gave us some useful data to work with, here come the stats!

220,352 impressions
60 clicks (0.027% CTR)
$26.20 spent ($0.44 CPC)
11 Fans signed up (18.33% Signup rate)
$2.38 CPA (£1.54 CPA)

So the real weakness in this campaign was the click through rate, it was shockingly bad – I’m not sure about what the averages are for Facebook, but I still think this is below average. The reason behind this bad CTR is the photo I used, it is just the photo of the building, I should have used a photo of a nice plate of food instead – I think this would have got a much higher CTR.

I am very pleased with the conversion rate as 18.33% is quite high, unfortunately I don’t know if all those new fans were as a direct result of the campaign, but since I didn’t see any other communication about the Old Deanery I think the increase was due to an indirect result of the campaign (people see someone else become a fan of the Deanery, so they do too).

On the whole the CPA was £1.54, which I think was about three times what I wanted to pay, but in the grand scheme of things, if the Facebook Fans perform as well as the email subscribers do, then I think over the period of a year, if we do one offer per week, then these fans are likely to be worth around £36 each.

Overall an interesting and useful experience, next we will be testing the % of fans that actually respond to an offer.