The document provides analytics data for two Facebook advertising campaigns run by Kimberton Waldorf School: a summer camp campaign from April 18 to May 27, 2016 and an admissions campaign from May 2 to May 27, 2016. It includes metrics such as clicks, reach, impressions, click-through rates, cost per click, and amounts spent for each campaign on a weekly basis. Key performance indicators like total clicks, total reach, and total amounts spent are also summarized.

1. Facebook Advertising
Overview & Performance

2. Facebook Advertising
Table of Contents
Summer Camp Campaign
Goal, Objective &
Budget
Samples of Ads
Analytics
Analytics Data
Admissions Campaign
Goal, Objective &
Budget
Samples of Ads
Analytics
Analytics Data
*Click on button or arrow to jump to page in presentation.*
Facebook Advertising Terms &
Descriptions

3. Facebook Advertising
Admissions Campaign
May 2 – May 27, 2016

4. Facebook Advertising
Admissions Campaign
May 2 – May 27, 2016
Overview

5. Facebook Advertising – Admissions Campaign
Goal
Drive traffic to the Kimberton Waldorf School website,
specifically the Admissions Process webpage.
Click Here to Website
Budget
A daily budget of $5 was allocated. This budget was spent on a
single campaign.
Click Here to View Facebook Page
Objective
The Facebook Advertising campaign objective was to obtain clicks
to the website.
Click Here to View Landing Page

6. Facebook Advertising – Admissions Campaign
Sample of Ads
View Ad View AdView Ad

7. Facebook Advertising
Admissions Campaign
May 2 – May 27, 2016
Analytics

8. 58
117
120
66
51
104
107
61
0
20
40
60
80
100
120
140
2016-05-08 2016-05-15 2016-05-22 2016-05-27
2016-05-02 2016-05-09 2016-05-16 2016-05-23
Clicks (All) Link Clicks
Facebook Advertising – Admissions Campaign
Clicks (All) & Clicks (Link)
Total Clicks (FB or Web)
361
Total Clicks
323

9. 1461
2391
1863 1792
2580
5664
3936
3403
0
1000
2000
3000
4000
5000
6000
2016-05-08 2016-05-15 2016-05-22 2016-05-27
2016-05-02 2016-05-09 2016-05-16 2016-05-23
Reach Impressions
Facebook Advertising – Admissions Campaign
Reach & Impressions
Total Reach
4.556
Total Impressions
15,582

10. Facebook Advertising – Admissions Campaign
Click Through Rate (All) & Click Through Rate (Link)
2.25%
2.07%
3.05%
1.94%1.98%
1.84%
2.72%
1.79%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
2016-05-08 2016-05-15 2016-05-22 2016-05-27
2016-05-02 2016-05-09 2016-05-16 2016-05-23
CTR (All) CTR (Link)
Avg. CTR (All)
2.32%
Total CTR (Link)
2.07%

11. 41
80 81
51
0
10
20
30
40
50
60
70
80
90
2016-05-08 2016-05-15 2016-05-22 2016-05-27
2016-05-02 2016-05-09 2016-05-16 2016-05-23
People Taking Action (Clicks, Likes, Shares & Comments)
Facebook Advertising – Admissions Campaign
People Taking Action (Clicks, Likes, Shares & Comments)
Total People Taking Action
195

12. 0.33
0.30
0.29
0.32
0.37
0.34
0.32
0.35
0.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0.40
2016-05-08 2016-05-15 2016-05-22 2016-05-27
2016-05-02 2016-05-09 2016-05-16 2016-05-23
CPC (All) CPC (Link)
Facebook Advertising – Admissions Campaign
Cost Per Click (All) & Cost Per Click (All)
Avg. CPC (FB or Web)
$0.30
Avg. CPC (Web)
$0.34

13. 5.00 5.00 5.00 5.00
19.04
34.95 34.50
21.43
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
2016-05-08 2016-05-15 2016-05-22 2016-05-27
2016-05-02 2016-05-09 2016-05-16 2016-05-23
Budget (Daily) Amount Spent
Facebook Advertising – Admissions Campaign
Budget (Daily) & Total Amount Spent
Daily Budget
$5.00
Total Amount Spent
$109.92

14. Facebook Advertising
Admissions Campaign
May 2 – May 27, 016
Analytics Data

15. Start Date 2016-05-02 2016-05-09 2016-05-16 2016-05-23
Total/Average
End Date 2016-05-08 2016-05-15 2016-05-22 2016-05-27
Clicks (All) 58 117 120 66 361
Link Clicks 51 104 107 61 323
Reach 1461 2391 1863 1792 4,556
Impressions 2580 5664 3936 3403 15,582
CTR (All) 2.25% 2.07% 3.05% 1.94% 2.32%
CTR (Link) 1.98% 1.84% 2.72% 1.79% 2.07%
CPC (All) 0.33 0.30 0.29 0.32 0.30
CPC (Link) 0.37 0.34 0.32 0.35 0.34
Budget (Daily) 5.00 5.00 5.00 5.00 5.00
Amount Spent 19.04 34.95 34.50 21.43 109.92
People Taking
Action
41 80 81 51 195
Facebook Advertising – Admissions Campaign
Performance and Analytics Numbers

16. Facebook Advertising
Summer Camp Campaign
April 18 – May 27, 2016

17. Facebook Advertising
Summer Camp Campaign
April 18 – May 27, 2016
Overview

18. Facebook Advertising – Summer Camp Campaign
Goal
Drive traffic to the Kimberton Waldorf School website, specifically the
Summer Camp information and registration page.
Click Here to Website
Budget
A daily budget of $5 was allocated. This budget was spent on a single
campaign.
Click Here to View Facebook Page
Objective
The Facebook Advertising campaign objective was to obtain clicks to
the website. For 2 weeks (5/2/2016 – 5/15/2016), the campaign
objective focused on gaining impressions primarily.
Click Here to View Landing Page

19. Facebook Advertising – Summer Camp Campaign
Sample of Ads
View Ad View AdView Ad

20. Facebook Advertising
Summer Camp Campaign
April 18 – May 27, 2016
Analytics

21. Facebook Advertising – Summer Camp Campaign
Clicks (All) & Clicks (Link)
0
20
40
60
80
100
120
140
4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/27/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016
129
21
8 9
114
10099
14
7
10
103
77
Clicks (All) Link Clicks
Total Clicks (FB or Web)
381
Total Clicks
310
*During Weeks 5/2/2016 - 5/8/2016 & 5/9/2016 – 5/15/2016, Campaign Objective Switched to Impressions. All Other Weeks, Campaign

22. Facebook Advertising – Summer Camp Campaign
Reach & Impressions
0
10000
20000
30000
40000
50000
60000
70000
4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/27/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016
4804
873 1768 2615
4499 3526
6500
1207
31940
69725
37384
4789
Reach Impressions
Total Reach
13,561
Total Impressions
151,530
*During Weeks 5/2/2016 - 5/8/2016 & 5/9/2016 – 5/15/2016, Campaign Objective Switched to Impressions. All Other Weeks, Campaign

23. Facebook Advertising – Summer Camp Campaign
Click Through Rate (All) & Click Through Rate (Link)
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/27/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016
1.98%
1.74%
0.25%
0.13%
3.05%
2.09%
1.52%
1.16%
0.22%
0.14%
2.76%
1.61%
CTR (All) CTR (Link)
Avg. CTR (All)
2.51%
Total CTR (Link)
2.05%
*During Weeks 5/2/2016 - 5/8/2016 & 5/9/2016 – 5/15/2016, Campaign Objective Switched to Impressions. All Other Weeks, Campaign

24. Facebook Advertising – Summer Camp Campaign
People Taking Action (Clicks, Likes, Shares & Comments)
0
10
20
30
40
50
60
70
80
90
100
4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/27/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016
100
17
7
10
98
76
People Taking Action (Clicks, Likes, Shares & Comments)
Total People Taking Action
303
*During Weeks 5/2/2016 - 5/8/2016 & 5/9/2016 – 5/15/2016, Campaign Objective Switched to Impressions. All Other Weeks, Campaign

25. Facebook Advertising – Summer Camp Campaign
Cost Per Click (All) & Cost Per Click (Link)
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/27/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016
$0.24
$0.42
$2.50
$3.89
$0.31
$0.21
$0.31
$0.63
$2.86
$3.50
$0.34 $0.27
CPC (All) CPC (Link)
Avg. CPC (All)
$0.40
Avg. CPC (Link)
$0.49
*During Weeks 5/2/2016 - 5/8/2016 & 5/9/2016 – 5/15/2016, Campaign Objective Switched to Impressions. All Other Weeks, Campaign

26. Facebook Advertising – Summer Camp Campaign
Budget (Daily) & Total Amount Spent
$0.00
$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
$35.00
4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/27/2016
4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016
$5.00 $5.00 $5.00 $5.00 $5.00 $5.00
$30.76
$8.82
$20.00
$34.99 $34.91
$21.06
Budget (Daily) Amount Spent
Daily Budget
$5.00
Total Amount Spent
$150.54
*During Weeks 5/2/2016 - 5/8/2016 & 5/9/2016 – 5/15/2016, Campaign Objective Switched to Impressions. All Other Weeks, Campaign

27. Facebook Advertising
Summer Camp Campaign
April 18 – May 27, 2016
Analytics Data

28. Start Date 4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016
Total/Averag
e
End Date 4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/27/2016
Clicks (All) 129 21 8 9 114 100 381
Link Clicks 99 14 7 10 103 77 310
Reach 4804 873 1768 2615 4499 3526 13,561
Impressions 6500 1207 31940 69725 37384 4789 151,530
CTR (All) 1.98% 1.74% 0.25% 0.13% 3.05% 2.09% 2.51%
CTR (Link) 1.52% 1.16% 0.22% 0.14% 2.76% 1.61% 2.05%
CPC (All) $0.24 $0.42 $2.50 $3.89 $0.31 $0.21 $0.40
CPC (Link) $0.31 $0.63 $2.86 $3.50 $0.34 $0.27 $0.49
Budget
(Daily)
$5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00
Amount
Spent
$30.76 $8.82 $20.00 $34.99 $34.91 $21.06 $150.54
People
Taking
Action
100 17 7 10 98 76 303
Facebook Advertising – Summer Camp Campaign
Performance and Analytics Numbers

29. Facebook Advertising
Terms & Descriptions

30. Facebook Advertising – Terms & Descriptions
Clicks (All)
The total number of clicks on your ad. This may include offsite clicks to your
website, Page likes, post comments, event responses or app installs.
Link Clicks
The number of clicks on links appearing on your ad or Page that direct people off Facebook as a
result of your ad (Ex: clicks to install an app, view an offsite video, clicks to another website, call-
to-action button clicks to another website, etc.)
Reach The number of people your ad was shown to.
Impressions The number of times your ad entered the screen for the first time.
CTR (All)
Click-through rate for all clicks. The total number of clicks you received (ex: offsite clicks, likes,
event responses) divided by the number of impressions.
CTR (Link)
Click-through rate for clicks to link. The number of clicks you received on your add that direct
people off Facebook, divided by the number of impressions.
CPC (Al)
Cost per click for all clicks on your ad. The amount you're charged each time someone interacts
with your ad. Your total charges are based on the amount you spent on the ad divided by all clicks
the ad received.
CPC (Link)
Cost per click to link. The amount you are charged each time someone clicks on the link in your ad
that directs people off Facebook. Your total charges are based on the amount you spent on the ad
divided by the clicks to link the ad received.
Cost The average you paid for each action associate with your objective.
Amount Spent The total amount you've spent during the dates you've selected in your Ads Manager.
People Taking
Action
The number of unique people who took an action such as liking your Page or installing your app
as a result of your ad. For example, if the same person likes and comments on a post, they will be
counted as 1 unique person.