Once you’ve created a campaign and are delivering ads, the next step is to understand how your ads are performing. The most important thing to remember about Facebook Analytics is that it allows you to determine the specific return on investment of your marketing and advertising efforts. It’s a valuable tool not only because it allows you to identify what’s working (and what isn’t), but because it can be used to direct spending.
Module Outline and Objectives:
Overview of Ads Manager
Understanding the different reporting controls
How to customize columns
Understanding the results of your reports
How to view your Analytics across Facebook
About Facebook Analytics
Facebook can measure across Facebook, Instagram, Audience Network, and Messenger, and across different devices, to tell you the unique number of people who were reached or who engaged with your ad.
Facebook can also help you understand the demographics of your audience — age, gender, and location — to better inform your campaign strategy.
*Make sure NOT to use information in ads that violate the Fair Housing Act.
All of this data is available to you at any time through Ads Manager. You can easily create, export, and share custom ad reports to see your most important ad metrics and learn how you're reaching your business goals.
An Overview of Ads Manager
Let’s explore the information you’ll see when you view the reporting dashboard in Ads Manager.
When you first view Ads Manager, the default dashboard will look a lot like the one shown below.
Facebook will automatically show you a list of your active and inactive campaigns, the performance of each campaign, and more. All of that information lives in each of the columns highlighted below.
You'll notice that the first column is the Campaign Name. This column will always be the name of your ad account, campaign, ad set, or ad. To toggle between each of those, just click on one of the tabs at the top to switch your view.
By default, you'll see the following Performance columns in Ads Manager:
This shows you the status of the campaigns, ad sets, and ads you have created.
This is the number of outcomes you achieved in your campaign. The metric you see in this column is based on the ad objective or campaign result you selected when you created your campaign.
For example, if you choose Video Views as your objective, the results column will show you the number of times your video was watched for at least three seconds.
The number of people who saw your ads at least once. It's important to remember that reach is different from impressions, which may include multiple views of your ads by the same people.
Cost Per Result
This is the average cost per result from your ads. Facebook calculates this by dividing the number in the Amount Spent column by the number in the Results column.
This is the estimated total amount of money you've spent on your campaign, ad set or ad during its schedule. By default, the date range will be the last 30 days.
Here is where you’ll find the date your campaign is scheduled to stop running. A campaign's end date is based on the schedule you chose in the campaign's ad set.
Are you trying to find a specific campaign you created? Do you want to see how many and what ads are currently being delivered to people? This information can be easy to find using the reporting controls.
Date Range (shown as Last 30 Days)
Search makes it easy to find any campaign, ad set, or ad if you know the name or the ID of what you're looking for.
You just have to click on what you’d like to search, such as Campaign Name, and a small pop-up will appear on the left-hand side for you to enter that information.
Each of the filter categories has sub-categories. You can add multiple filters to help you uncover specific insights.
With the Date Range filter, you can set the time period for which you’d like to view metrics. Click on the button showing the current date range to change it to anything ranging from today to the entire lifetime of your Facebook Ads.
Mentioned earlier, the default view of Ads Manager shows Performance columns: Delivery, Results, Reach, and more.
To customize the columns you see, based on the information that’s important to you, click on Customize Columns from the drop-down menu. This will change the default view to a more personalized view.
You can use breakdowns to see more detailed dimensions on how your ad performed, based on what’s most important to you. This information can be seen when you use the Breakdown option. The drop-down menu options allow you to “break down” the demographics of your audience by delivery, action, and time. All breakdowns are estimated based upon data currently in our system.
Time breakdowns help you understand how your ads performed during a specific period of time.
Delivery breakdowns help you understand where, when, and who your ad was delivered to. As you can see, you can choose to see how many people in specific age ranges took action. You can also see the platforms on which people viewed your ad and on which devices.
Action breakdowns help you understand what actions people took on your ad. What devices were people using when they took action? Did people watch your videos with the sound off or on?
Customizing columns in Ads Manager
When you click on Customize Columns inside of the Columns menu, you'll see that on the left of the pop-up window are categories of metrics (for example, Engagement and Conversions), and in the middle are the metrics that fall within each of the categories (such as Results and Results Rate).
Each metric can be added as a reporting column in your report.
You can save a set of custom columns by clicking on the Save as preset box on the bottom left. This is useful if you are switching between different reporting sets. For example, you could have a preset for page boost campaigns, another preset for website conversions, and so on.
When you've got your custom columns picked out, click Apply to save and return to Ads Manager.
Understanding Your Results
Every Facebook campaign is tied to an ad objective, which determines the metric you’ll see in the Results column.
Schedule, Export, Share and Download Reports
There are two ways to reach your reports. The first is to navigate to Ads Reporting from the menu, as highlighted below.
But, if you happen to be in Ads Manager, you can also navigate directly to Ads Reporting by following Reports > Create Custom Report.
The first time you visit Ads Reporting, it may appear to be blank. Depending upon how recently you launched your campaign, it may not have any data to report.
Alternately, if you are looking for data on an older campaign, it may be outside of the date range shown. In this case, you can use the date selection pull-down in the top-right corner.
Select an appropriate date range for your report data, then click Update
Breakdowns and metrics
Once you have data available or an appropriate date range for existing data, you'll see Breakdowns populate on the left side of your report and Metrics on the right.
Checking the boxes will add or remove columns to your report. You'll see Breakdowns populate on the left side of your report and Metrics on the right.
We recommend getting started by exploring the Facebook Analytics dashboard.
Depending on what you currently use, go to your Ads Manager or Business Manager. Once there, hover over the “hamburger icon” in the top left and click on Analytics.
If you have multiple pages connected, click the page you want to view and this is what your dashboard will look like:
Here, you’ll be able to a lot about your business and its audience, including active users, purchases, sales funnels, top commented posts and more.
The extensive reporting capabilities of Facebook come in handy when partnering with third parties to manage your Pages on your behalf. Why? A marketing consultant can come in here and see how your Page is working, who is reacting to what, the types of ads that are generating leads and more.
Facebook Analytics applies to more than Facebook Pages and groups, as well.
Your analytics can also be based off of website activity with a Facebook pixel, Google insights, third party websites and much more. We will break each of these down in a separate module.
For now, before jumping into paid advertising, we recommend reviewing your Breakdowns. These will show you Top Commented Posts, Top Shared Posts and Top Reacted Posts.
Again, you should be creating content your audience wants, therefore not spending time creating content they do not want.
Don’t spend hours trying to become an expert with all of the different functions. If you are looking for a specific report, you can find it. We recommend reviewing your reports and analytics to understand which campaigns are converting at the best ROI, what content is resonating with your audience and how you can utilize these results in future ads.
Are you currently utilizing reports? Analytics? If so, let us know below. If not, let us know which metrics you will begin monitoring.
Check on Knowledge
1. How does Facebook determine what metric appears in the Results column of a business's ad reports?
B. Objective 8
2. Which of the below are available reporting controls? (Choose two)
D. Campaign ID
3. Any Facebook user can access your Ads Reporting data if they use the unique short URL generated by the 'Share Link' function in Facebook Ads Manager.
Knowledge Check Answers: 1 : B | 2: A,B | 3:B