Eventbrite Boost Help
  • Eventbrite Boost Table of Contents 👋
  • Open Eventbrite Boost 🚀
  • Facebook Overspend Bug Refund Instructions
  • Getting Started
    • Eventbrite Boost Overview
    • Getting Started with Facebook Ads on Eventbrite Boost
      • How to Create a Business Manager Account
      • How to Create a New Facebook Ad Account
      • How to Request Page Advertiser Access to a Brand
      • How to Set Up a Payment Method for Facebook & Instagram Ads
      • How to Link an Ad Account to Business Manager
      • How to Link an Instagram Account (Instagram Business Profile) to a Facebook Page
      • How to Switch an Instagram Account to an Instagram Business Profile
      • How to Track Results and Sales from Your Ads with Offline Events
      • A Guide To Setting Up Your Own Domain For Custom Conversions
      • How to Create & Manage a Facebook Pixel
        • How to Install Your Facebook Pixel on Eventbrite
      • How to Sync Your Ad Account to Eventbrite Boost
      • Event Boost Facebook & Instagram Ads Overview
  • Eventbrite Ads
    • Create an Eventbrite Ad
  • Facebook & Instagram Ads
    • Eventbrite's Facebook & Instagram Ads for Events
      • How to Promote Your Event on Facebook & Instagram with Eventbrite Boost
      • How To Promote Your Facebook Event With Eventbrite Boost
      • How To Improve Your Event Ad Campaign's Performance
      • How to Make a Multi-Event Ads Campaign
      • How To Improve Your Multi Event Ad Playbook Campaign
      • Multi-Event Ad FAQ
      • Sales Curve Overview
      • Interest Targeting Best Practices
      • Budget and Schedule Best Practices
      • Ad Creative Best Practices
    • Strategies for Specific Events
      • New Year's Events + Troubleshooting FAQ
      • Concerts
      • Food and Beverage Events
      • Comedy
      • Sports
      • Holiday Events (NYE / Halloween / etc.)
      • Endurance
      • Music Festivals
      • Business 2 Business Events
      • Conventions
  • Grow on Instagram
    • Eventbrite's Instagram Growth Playbook
      • How to Create the Instagram Growth Playbook Campaign
      • How to Reduce the Cost Per Follower in your Instagram Growth Campaign
      • How to Create Instagram Stories Ads
      • How to Track the Performance of Your Growth Campaigns
      • Instagram Growth FAQ
  • Troubleshooting
    • Facebook Advertising Troubleshooting
      • How to Appeal a Disapproved Facebook (or Instagram) Ad
      • How to Appeal a Disabled Facebook Ad Account
      • Overlapping Locations Can't Be Used
      • How Long Does It Take for My Ad Campaign to Go Live?
      • Payment Method Missing, Unsettled Account, or Spend Limit Reached
      • Connect to Business Manager to Create This Audience
      • How to Link an Instagram Account (Instagram Business Profile) to a Facebook Page
      • How to Request Facebook Page Advertiser Access to a Brand
      • How to Disable Google Chrome's Heavy Ads Preview Feature
    • Facebook Ad Account FAQs
    • Custom Domain Troubleshooting & FAQ
    • Business Manager Sync Troubleshooting
  • Add to Facebook
    • Facebook Event Overview
    • Add Your Event to FB
    • Facebook Event FAQs
  • Share on LinkedIn
    • Share on LinkedIn Overview
    • Share Your Event on LinkedIn
    • Share on LinkedIn FAQ
    • Scheduling FAQs
  • Send An Email Campaign
    • Email Campaigns Overview
    • How To Create An Email Campaign
    • Email Campaigns FAQ
  • Promo Codes
    • Multi-Event Promo Codes FAQ
  • Account Setup
    • Billing and Subscription FAQs
    • Pricing & Plans
      • How To Make Changes To Your Plan
    • Creating Your Account
      • Managing Integrations
      • Creating Your Team
      • Adding Profiles
  • Growth Tools
    • Smart Links
      • Smart Links For Tours (TourLinks)
        • How to Create a TourLink
      • Smart Links for Events (EventLinks)
        • How to Create an EventLink
      • Smart Links for Podcasts (PodLinks)
        • How to Create a Single Episode Podcast Page
        • How to Create a Multiple Episode Podcast Page
      • Smart Links for Fundraisers (GiveLinks)
        • How to Create a GiveLink
      • Smart Links for Social Media Bios (BigLinks)
        • How to Create a BigLink
      • Smart Links for Livestreams (StreamLinks)
        • How to Create a StreamLink
      • Custom Domains For Smart Links
    • Social Unlocks
      • How to Create a Social Unlock
    • Contests
      • Smart Link Troubleshooting & FAQs
      • How to Create a Contest
  • Other Growth Playbooks
    • Spotify Growth Playbook
      • How to Create the Spotify Growth Playbook Campaign
    • YouTube Growth Playbook
      • How to Create the YouTube Growth Playbook Campaign
  • Event Marketing Playbooks
    • How to Create Your Event Announce Playbook
    • How To Create the Automated Event RSVP Playbook
    • How to Create the GoFundMe Playbook
  • Google Ads
    • Google Ads Overview
    • Event Ticket Seller Certification Application
    • How to Install Your AdWords Pixel on Eventbrite
    • How to Setup a Google Campaign (Individual Events)
    • How to Audit the Performance on Your Google Campaign
  • Advertising and Promotion
    • Campaign Creation Troubleshooting & FAQs
    • Advertising Fundamentals
      • Why You Should Advertise
      • Why Advertising Is an Investment
      • How to Target Your Audience
      • What is Conversion Tracking?
      • What is A/B Testing?
      • What is Budget Optimization?
      • How Is Eventbrite Boost's Advertising Platform Different Than Facebook's?
      • How is Eventbrite Boost's Optimization different from Facebook's Campaign Optimization?
      • Viewing Budget Optimization Insights
      • Advertising Term Glossary
    • Creating Target Audiences
      • How to Save Audience Sets, Add a Set, and Edit Sets
      • How to Save Your Audience
      • How to Target Related Artists Using Spotify
      • Smart Audiences (Beta)
      • How to Target Facebook Interests
      • How to Target Past Eventbrite Purchasers
      • How to Reach all your Facebook + IG fans with One Audience
        • How to Target Facebook Page Engagers
        • How to Target People Who Have Interacted With Facebook Events
        • How to Target Facebook Page Likes
        • How to Target People Who Have Viewed Your Videos on Facebook and Instagram
      • How to Target People Who Have Visited Your Website or Web Pages with Your Facebook Pixel
      • How to Create Lookalike Audiences
      • How to Target Email Subscribers on Facebook
      • Advanced Targeting Walkthrough
    • How To Promote Your Event With Eventbrite Boost
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On this page
  • CPF and CPC: What They Are, How They’re Calculated, Why They Matter
  • Cost Per Follower (CPF)
  • Cost Per Click (CPC)
  • Common CPC and CPF Questions
  • Do I know which of my new followers came directly from this campaign?
  • How does CPC affect the Overall Performance section of my dashboard?
  • Does custom geo-targeting impact CPF or CPC?
  • My CPC is low, but my CPF is high. What does that mean?
  • I’m running multiple campaigns. Can we aggregate my CPF results?
  • My CPF is jumping all over the place. What causes the CPF to vary?
  • I’m nervous about my CPF. When should I go back to the drawing board and launch a new campaign?

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  1. Grow on Instagram
  2. Eventbrite's Instagram Growth Playbook

How to Track the Performance of Your Growth Campaigns

Tracking the performance of your Growth campaigns is the key to actionable insights.

PreviousHow to Create Instagram Stories AdsNextInstagram Growth FAQ

Last updated 4 years ago

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When you run a Growth campaign, you unlock the potential to rapidly expand your audience. Most creators see dramatic increases in Instagram followers, Spotify followers, YouTube fans—the list goes on and on. While seeing those numbers soar is definitely a great feeling, analyzing those numbers is the way to gain valuable insights into your audience and your marketing investment. In this article, we’ll examine two critical performance metrics: cost-per-click (CPC) and cost-per-follower (CPF). We’ll look at how they’re calculated and why they matter; plus, we’ll preempt common questions.

CPF and CPC: What They Are, How They’re Calculated, Why They Matter

Cost Per Follower (CPF)

Cost Per Follower is calculated based on the spend at the end of the previous day and your follower count on a daily basis. Spotify and Instagram usually update their follower count every 24-hours, whereas YouTube tends to update every 1k followers once you reach a certain number of followers.

Your Cost Per Follower metric is a good indicator that the end-users know what to do when they land on your Spotify, Instagram, or Youtube page. If they aren’t sure they’re supposed to follow you, likely they won’t.

Cost Per Click (CPC)

Cost Per Click is measured when an ad leads a user to click. You can track performance by looking at your overall performance data to make sure users are being reached with your ad and that they are clicking on it. Your ad creative should prompt action. CPC is a good indicator if your ad prompts the end-users to ‘swipe up’. A good CPC to aim for is around .20 cents per click.

In other words: CPF measures followers; CPC measures basic engagement.

Common CPC and CPF Questions

Do I know which of my new followers came directly from this campaign?

No. There is no direct attribution (someone who swipes up on your Growth campaign and that person following you) since you can’t place a pixel on Spotify, Youtube, or your Instagram profile directly.

How does CPC affect the Overall Performance section of my dashboard?

If you are running your campaign globally, it’s normal to see spend vary amongst the 3 Tiers within the Overall Performance section, as the spend is proportional to the cost of advertising within each Tier. As such, Tiers 1 and 2 typically see a higher CPC than Tier 3. As long as the CPC across all Tiers is under 0.20 cents, you’re in a good spot.

For all other campaign types ("Recommended," "English Speaking," and "Custom") you'd still want to aim for being under 0.20 cents CPC, and above 0.20% CTR

Does custom geo-targeting impact CPF or CPC?

For users who are running "Recommended" or "Custom" location-based targeting, metrics like CPF and CPC are subject to increase, as the total pool of individuals decreases (from a global campaign) and the areas being served may be generally more expensive to advertise in. However, these areas are more likely to have interested fans (instead of hitting a broad, global objective) thus increasing the likelihood that you'll see better CTRs and follows from your campaign.

My CPC is low, but my CPF is high. What does that mean?

If the CPC is below 0.20 cents but your CPF is skewing higher than you’d like, it could be that people find your creative intriguing but aren’t following when they land on the Spotify/IG/Youtube profile. In this scenario, adjusting the targeting can help you reach people who like your creative and your music/content. Or, check and see if your creative has made it clear the end-goal is to follow or subscribe to the account by utilizing a call to action (include link to creative / targeting best practices)

I’m running multiple campaigns. Can we aggregate my CPF results?

As the CPF per campaign is pulled from the profile’s overall follower count, running multiple playbooks simultaneously that lead to the same profile should be understood in aggregate. In this event, you would divide your total spend across all playbooks by the number of total followers gained since launching the first campaign in order to understand your aggregate CPF.

My CPF is jumping all over the place. What causes the CPF to vary?

If you notice a great deal of changes in CPF on a day-to-day basis, understand that this is normal and can be due to harmless factors, such as a delay in reporting. Other times it can be seasonal, such as during the holidays, when advertising costs tend to go up. Ultimately, it’s more valuable to keep an eye on the overall CPF instead of fixating on day-to-day stats.

Only scale up your daily spend once you’ve validated your CPF and CPC/CTR are in a good spot. If you start spending more without ensuring your strategy is working, you will see a spike in CPF.

I’m nervous about my CPF. When should I go back to the drawing board and launch a new campaign?

First, take a look at your ad creative and the targeting in your current campaign. Typically, a high CPC / low CTR suggests the creative could use work. Check out our creative best practices to cook up a revised creative asset. If you're using the best possible creative or have already tried multiple creatives, look into the targeting to be sure it follows our targeting guidelines. If the CPF is still too high, it might be time to launch a new campaign with adjustments.

Cost Per Follower insights located within your campaign analytics.
Cost Per Click located within your campaign analytics under Overall Performance.
Custom Targeting will likely result in a significantly higher CPF.