{"id":8673,"date":"2018-10-14T13:24:00","date_gmt":"2018-10-14T11:24:00","guid":{"rendered":"https:\/\/www.mickyweis.com\/tjener-du-overhovedet-penge-paa-facebook\/"},"modified":"2025-08-07T20:17:39","modified_gmt":"2025-08-07T18:17:39","slug":"earn-money-facebook","status":"publish","type":"post","link":"https:\/\/www.mickyweis.com\/en\/earn-money-facebook\/","title":{"rendered":"Is your Facebook advertising paying off?"},"content":{"rendered":"<p><strong>You want to be on Facebook &#8211; right?<\/strong><\/p>\n<p>Maybe you\u2019re afraid your competitors are one step ahead of you? Let\u2019s be honest &#8211; that\u2019s a really annoying feeling &#8211; you want to be in front!<\/p>\n<p>Most people get confused by the huge reach you can get on Facebook and how easily you can reach millions of people.<\/p>\n<p>Is this post a sermon about how to avoid <a href=\"https:\/\/www.mickyweis.com\/en\/facebook-ads\/\">Facebook advertising<\/a>?<\/p>\n<p><strong>Definitely not &#8211; on the contrary!<\/strong> This post is meant to help you better understand the factors at play when you start the Facebook engine. Also, it applies to all other social media platforms.<\/p>\n<p>Let\u2019s get to the point!<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mickyweis.com\/en\/earn-money-facebook\/#Facebook_conversions\" >Facebook conversions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mickyweis.com\/en\/earn-money-facebook\/#UTM_tracking_Google_Analytics\" >UTM tracking &amp; Google Analytics<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mickyweis.com\/en\/earn-money-facebook\/#Goal_setting\" >Goal setting<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mickyweis.com\/en\/earn-money-facebook\/#Attribution_models_%E2%80%93_advanced\" >Attribution models &#8211; advanced<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mickyweis.com\/en\/earn-money-facebook\/#You_get_a_lot_of_branding_%E2%80%93_or_do_you\" >You get a lot of branding &#8211; or do you?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mickyweis.com\/en\/earn-money-facebook\/#Google_Trends_free\" >Google Trends (free)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mickyweis.com\/en\/earn-money-facebook\/#Google_Keyword_Planner_free\" >Google Keyword Planner (free)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.mickyweis.com\/en\/earn-money-facebook\/#Wrong_data\" >Wrong data?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.mickyweis.com\/en\/earn-money-facebook\/#Audience_segmentation\" >Audience segmentation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.mickyweis.com\/en\/earn-money-facebook\/#Audiences_that_work_every_time\" >Audiences that work every time<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.mickyweis.com\/en\/earn-money-facebook\/#Placements_%E2%80%93_you_take_the_lead\" >Placements &#8211; you take the lead!<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Facebook_conversions\"><\/span><strong>Facebook conversions<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You can create a specific objective on Facebook called <strong>&#8220;Website conversions.&#8221;<\/strong><\/p>\n<p>During the setup, you decide when this goal should be &#8220;triggered&#8221; \u2013 you can do the same in Analytics if you run a webshop by setting a goal for people to visit your \u201cthank you for your order\u201d page.<\/p>\n<p>The problem is that Facebook claims credit for all your sales, whether people click or not \u2013 and even for a \u201cviewed\u201d conversion.<\/p>\n<p>If you run two campaigns \u2013 one with the goal <strong>&#8220;website conversions&#8221;<\/strong> and one with <strong>&#8220;clicks to website&#8221;<\/strong> \u2013 your click campaign will show fewer sales in Analytics than Facebook\u2019s website conversion campaign. This is because Facebook uses a &#8220;first interaction&#8221; model \u2013 more on attribution models later.<\/p>\n<div class=\"greybox\">\n<p><strong>Advanced setup<\/strong><\/p>\n<p>You can now specify your Facebook tracking code much more precisely than before.<\/p>\n<p>This means you can set multiple rules for what counts as a conversion for you. Generally, my recommendation is to always set up your own tracking (via UTM parameters) so you know exactly what you spend on marketing and how much revenue you generate \u2013 in other words, how much you earn.<\/p>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"UTM_tracking_Google_Analytics\"><\/span><strong>UTM tracking &amp; Google Analytics<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Goal_setting\"><\/span><strong>Goal setting<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Just like you can see your Adwords campaigns in Google Analytics via google \/ cpc, you can also see your Facebook campaigns through simple tracking.<\/p>\n<p style=\"text-align: center;\"><strong>Example when data comes in<\/strong><\/p>\n<p style=\"text-align: center;\">This is what it looks like when data comes in for Facebook \/ CPC<br \/>\nAll other Facebook traffic is shares, likes, etc., not advertising.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-4182 size-large\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/tracking-cpc-1030x563-1.png\" alt=\"Facebook Annoncering Data Analytics\" width=\"980\" height=\"536\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><strong>How do you set it up?<\/strong><\/p>\n<p>Set up your tracking campaigns.<\/p>\n<p style=\"text-align: left;\">Start by opening the <a href=\"https:\/\/ga-dev-tools.appspot.com\/campaign-url-builder\/\">URL builder developed by Google.<\/a><\/p>\n<p style=\"text-align: center;\"><strong>Then configure it as shown in the example.<\/strong><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"aligncenter wp-image-4183 size-large\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/utmbuilder-1030x972-1.png\" alt=\"UTM URL til Facebook Annoncer\" width=\"980\" height=\"925\" \/><\/p>\n<p>Copy the link into your ad.<\/p>\n<p>When people click on your ad, you\u2019ll be able to see in Google Analytics what it generates in sales, email sign-ups, and much more.<\/p>\n<p>Easy, right?<\/p>\n<p>The best part is it\u2019s free, and you can use it for all external platforms like YouTube, Instagram, and partners.<\/p>\n<p><strong>let\u2019s take a step up to understand what Facebook is really worth!<\/strong><\/p>\n<p>Now it gets a bit tricky.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Attribution_models_%E2%80%93_advanced\"><\/span><strong>Attribution models &#8211; advanced<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Attribution models<\/strong> are rules that determine how much credit a given channel gets for a sale. For example, a &#8220;last click model&#8221; credits all value to the last click before the sale, whereas a &#8220;first click model&#8221; credits all value to the first interaction.<\/p>\n<p>By studying these models, we can see which channels possibly influence sales \u2013 and I can reveal that it\u2019s not always the last click.<\/p>\n<p>By default, Google Analytics measures everything in a last-click model.<\/p>\n<p>That means even if people click on multiple sources before placing an order, only the last click gets credit for the sale.<\/p>\n<p style=\"text-align: center;\"><strong>User flow model<\/strong><\/p>\n<p style=\"text-align: center;\">Imagine how many times a user is exposed to your business across different media?<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-4169 size-full\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/attribution-model.png\" alt=\"Bruger Flow Model til FB Ads\" width=\"587\" height=\"299\" \/><\/p>\n<p style=\"text-align: center;\"><strong>Normal attribution model according to Google Analytics<\/strong><\/p>\n<p style=\"text-align: center;\">This means Google only credits the last source.<\/p>\n<p style=\"text-align: center;\"><strong>\u00a0<\/strong><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-4170 size-full\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/last-click.png\" alt=\"Last Click Attribution Model \" width=\"485\" height=\"359\" \/><\/p>\n<p>But is it really that simple? Most people visit many different media before buying something.<\/p>\n<div class=\"greybox\">\n<p><strong>My thesis:<\/strong><\/p>\n<p>There are many different attribution models, and it\u2019s hard to say which are most accurate for your business. What I challenge you to do is look at the different models and see if you find any data that doesn\u2019t add up. Find out what your social media really gives you.<\/p>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"You_get_a_lot_of_branding_%E2%80%93_or_do_you\"><\/span><strong>You get a lot of branding &#8211; or do you?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When you run Facebook ads, it\u2019s often with branding in mind.<\/p>\n<p>Companies that really understand Facebook marketing \u2013 and social media marketing overall \u2013 have realized these platforms are mainly for branding and less for direct sales.<\/p>\n<p>Branding online can be measured \u2013 the same applies if you run offline marketing.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Google_Trends_free\"><\/span><strong>Google Trends (free)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When your brand starts getting searched for, you can see if there\u2019s an increase in brand searches. You can also compare it with other brands like your competitors.<\/p>\n<p style=\"text-align: center;\"><strong>You can use <a href=\"https:\/\/www.mickyweis.com\/en\/google-trends\/\">Google Trends<\/a> for this.<\/strong><\/p>\n<p style=\"text-align: center;\">Below I compared a few grocery stores in Denmark.<\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"aligncenter wp-image-4176 size-large\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/Skaermbillede-2017-04-14-kl.-14.04.18-1030x574-1.png\" alt=\"Google Trends\" width=\"980\" height=\"546\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Google_Keyword_Planner_free\"><\/span><strong>Google Keyword Planner (free)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Another free tool is<a href=\"https:\/\/www.mickyweis.com\/en\/keyword-planner\/\"> Google\u2019s Keyword Planner.<\/a><\/p>\n<p>Here you can easily see how many searches your brand gets monthly and how it has changed over time. For example, if you run TV campaigns for a while, you will definitely see a spike in brand searches \u2013 the same applies if a video goes viral for your brand on social media.<\/p>\n<p style=\"text-align: center;\"><strong>How to use Keyword Planner<\/strong><\/p>\n<p style=\"text-align: center;\">As you can see, I put one of our own shops in the tool \u2014 Made4men.<br \/>\nThis way, we can see how many searches the brand gets each month and how it develops.<\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"aligncenter wp-image-4179 size-large\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/Skaermbillede-2017-04-14-kl.-14.09.37-1030x691-1.png\" alt=\"Google Keyword Planner\" width=\"980\" height=\"657\" \/><\/p>\n<div class=\"greybox\">\n<p><strong>Why is branding so important?<\/strong><\/p>\n<p>The great thing about a stronger brand is that it results in higher conversion rates since branded traffic often converts better than non-branded traffic. This means your Adwords and SEO campaigns will perform better if you build a strong brand. Can you see how this fits well with our theory about attribution models?<\/p>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Wrong_data\"><\/span><strong>Wrong data?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Unfortunately, most people find their data completely wrong when running Facebook ads.<\/p>\n<p>The problem is often they don\u2019t analyze or segment their data.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Audience_segmentation\"><\/span><strong>Audience segmentation<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>I have written a lot about segmentation on Facebook and why it can be a problem.<\/p>\n<p>Let\u2019s refresh.<\/p>\n<p>When you create your campaigns on Facebook, you can choose all the people on Facebook \u2013 that\u2019s over a billion.<\/p>\n<p>Is that relevant? No, of course not!<\/p>\n<div class=\"greybox\">\n<h3><span class=\"ez-toc-section\" id=\"Audiences_that_work_every_time\"><\/span><strong>Audiences that work every time<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Here are my \u201csecret audiences\u201d that work every time, no matter which company or industry I\u2019ve worked with.<\/p>\n<ul>\n<li>Visitors to your website (traffic via custom pixels)<\/li>\n<li>Fans of your page \u2013 they already know you<\/li>\n<li>Email list (upload it to Facebook)<\/li>\n<li>Lookalike audiences (people similar to your other audiences)<\/li>\n<li>Competitors<\/li>\n<\/ul>\n<p><strong>A good piece of advice<\/strong><\/p>\n<p>The narrower your audiences, the higher the chance of conversion.<br \/>\nYou can test broader audiences, but use a low budget and pay attention to whether you reach the right people.<\/p>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Placements_%E2%80%93_you_take_the_lead\"><\/span><strong>Placements &#8211; you take the lead!<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Just as segmenting audiences can be challenging, ad placements can also be tricky.<\/p>\n<p>When splitting your ads, remember to choose one placement per ad set \u2013 where you target your audience.<\/p>\n<p>The problem with having both Facebook and Instagram as placements for the same ad is that you let Facebook decide where your ads will show \u2013 this doesn\u2019t give very precise data.<\/p>\n<p><strong>I divide my campaigns like this<\/strong>:<\/p>\n<ul>\n<li>Audience 1 | Facebook | Desktop | News feed<\/li>\n<li>Audience 2 | Instagram | Stories<\/li>\n<li>Audience 3 | Network | General<\/li>\n<li>Audience 4 | Instant articles<\/li>\n<\/ul>\n<p>These are just some of the audiences you can create on Facebook and Instagram, but the important thing is to split them up. With a very clear segmentation, you can analyze your data and turn off placements that don\u2019t perform.<\/p>\n<p>There is often a big difference in which ad types work on Facebook versus Instagram.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>You want to be on Facebook &#8211; right? Maybe you\u2019re afraid your competitors are one step ahead of you? Let\u2019s be honest &#8211; that\u2019s a [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5359,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[85,103],"series":[],"class_list":["post-8673","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook","category-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Facebook marketing: Are you turning a profit?<\/title>\n<meta name=\"description\" content=\"Many want to dive into Facebook ads but can you truly profit from this huge platform? 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