Maybe you do not have a Social Media department to handle the official Facebook page of your company, or maybe you're working with a team of specialists, but when they submit you their reports you do not manage to interpret them properly.
You notice that your page has grown, that it gathers many likes, but it has no shares or comments on posts. You are happy that you have many likes, but you do not know what they might bring you.
Would it be better for you to have likes or shares? Comments or reactions? What's the difference between the fan and the follower? What does reach or click post mean?
Facebook provides to all its users a dictionary that explains these terms, but it's important for us to understand how we relate them to each other and how we analyse when we pay for an ad that promotes our services. First of all, before you create an ad, you must set your goal. What exactly do you want that ad to bring to you? Because according to its goal you can interpret the results correctly and invest the money properly.
You cannot expect to have traffic on your site if your ad does not contain any links to the site, but is set to "gather together many likes." Or you cannot wait to be contacted if you do not have a button in the add or a form to help people do it.
Broadly speaking, there are three objectives within which ads can be framed, each of them having multiple possible purposes:
Visibility/Awareness
• Brand visibility
• Impact
Consideration
• Traffic
• Interactions
• App installations
• Videoclip visualisations
• Potential clients' generation
Conversion 
• Conversions
• Sales from the product catalogue
• Online store visits
So, if I make an advertisement which goal is to increase brand visibility, I will consider the number of new followers and fans of the respective page. It will be completely erroneous to consider the low conversion rate if I set my ad to bring new fans, not clicks and conversions to the site. Of course, if I happen to have more conversions while the ad is running, the better will be this for me. We go back to zero. What is the difference between the fan and the follower? 
Here's an example. For this page, I'm both a fan and a follower. I mean, I like the page and I also get information from this company in the newsfeed.

 









On the other hand, I can be only a fan, but not to follow the news that this company communicates, not to have them showing up in my newsfeed:

 









Or I can follow them without giving like, as it appears in the picture below:

 









So, if I get together a community-building campaign for my company page, it's important to match the number of fans with the number of followers. It is not useful to have a large number of likes if those people do not receive news from me.
I’ll present you below an example of good practice, taken from one of the accounts we manage:

 







According to this example, the followers are more than the fans. Obviously, Facebook brings news in the newsfeed based on an algorithm, and out of the respective 1530 followers only some will receive news from our company, although there is the option for the followers to receive notifications every time we post news. The challenge is to make the follower click on the button.
On the other hand, if I create an ad that invites followers to subscribe to the monthly newsletter, but I did not set a button with a correct message, I cannot claim my results to be positive. Or I cannot consider my campaign to be a success if it has increased my likes number, but not the number of subscribers. My goal has not been reached, and the results do not justify the investment.

Also, if the goal is to bring traffic to your site for conversions whether we're talking about a purchase or a specific action (a job submission, the response to a survey, a review request for some product or service), the Facebook results will be, obviously, correlated with those to be found in Google Analytics. I can have clicks to the site in the Facebook report, but they might stop there, not to make conversions for me.
In this case, a deeper analysis is needed to be done, because it is not enough for the Social Media specialist to identify the problem and find the solution by himself.
From the Social Media perspective, the ad works if people go on site. Maybe the form on the site is unappealing or inappropriate, or maybe - as it might be the case of an online store - the product is not properly presented, the price or the return policy is not displayed efficiently.

 
Because we believe in the power of examples, we will provide you with one more. There are to be found below five ads for two different customers.


 






All of them have had great results, as related to the investment and the type of goal set. Unfortunately, they do not all convert, although the targeted people from the Facebook page click and get where we want them to be. At this point, the communication team expands the actions and the retargeting (newsletter, pop-up on the site, direct Facebook messages, etc.) is already in progress, in order to make them complete the process.
Therefore, investing in Facebook is not enough, though it is necessary, as it must always have support either from a landing page, or from a contact form, a blog, etc.
To make sure all terms are easy to understand, we invite you to check out the Facebook bookstore here.