Changes in Facebook’s news feed algorithm have caused organic reach to decline in recent years. HubSpot has seen that some of our organic posts only reach 2% of our follower base. Consequently, many HubSpot users are using ads to drive community engagement and word-of-mouth directly on Facebook and LinkedIn.
To help you stay on top of these changes on the networks, all users of HubSpot's ads tools now have the ability to add ‘Likes’ and ‘Engagement’ metrics to their ads reporting tables. These metrics will populate for relevant Facebook and LinkedIn Ads, giving you insight into the on-platform engagement these ads are creating.
Bringing ‘Likes’ and ‘Engagement’ reporting into HubSpot Ads will allow you to better measure the effectiveness of your ads based on their different objectives.
Within the ads tool, click the ‘Edit Columns’ button at the top of our Ads campaign dashboard:
In the corresponding pop-up, select ‘Likes’ and/or ‘Engagements’ and where you would like them to appear in your column order, then click ‘Save’:
These metrics will now be populated in your reporting columns for the appropriate ad types.
These metrics are coming directly from the ad networks. For clarity, here are some definitions for these new metrics.
- ‘Engagements’ = “all actions that people take involving your ads while they're running. Post engagements can include actions such as reacting to, commenting on or sharing the ad, claiming an offer, viewing a photo or video, or clicking on a link.” (Facebook source)
- ‘Likes’ = “all reactions that people had to your ads while they were running” (Facebook source)
- ‘Engagements’ = Includes paid clicks and “the volume of social engagement your ad got. This includes likes, comments, shares, and follow clicks” (LinkedIn source)
- ‘Likes’ = “The number of likes your ad received.” (LinkedIn source)
This is now live to all portals using HubSpot's ads tools, and is available in all languages supported by HubSpot.