It was John Wanamaker who said, “Half the money I spend on advertising is wasted; the trouble is I don't know which half."
Imagine carefully creating a strategy and painstakingly building what you think is the best Facebook Ad Campaign you’ve ever worked on, but for some reason, you just don’t see any results.
All the countless hours down the drain, and you’re not even sure where things went wrong. If this isn’t a feeling you’re already familiar with, then you’re fortunate, but it’s definitely one most marketers have encountered at least once in their career.
Fortunately, learning how to get the information you need to successfully manage a Facebook campaign and learning how to track, adjust, and tweak your campaign are things you can easily learn if you invest a little bit of time into it. This article will cover all these points and more.
Let's dive into Facebook!
Simply put, Facebook Ads Reporting is a tool that allows you to get the information you need to manage your campaigns. It also allows you to create, customize, export, share, and schedule reports on your ad performance based on a set of parameters that you choose.
Since Facebook Ads have slowly become a crucial part of the marketing ecosystem, anyone who’s serious about their advertising efforts and improving campaign performance needs to use Facebook Ad reporting. In short: it helps you understand what’s happening on the other side of the screen.
Anyone with a Business Manager Account can use the Facebook Ads reporting system.
Generally, the best way to review the data from your ad campaigns is in the Facebook Ads Manager. You can measure the performance of every ad you run here.
So what exactly can you use Facebook Ads reporting for, and what are the most common uses? Let’s take a look.
If you’re looking to analyze your performance on a campaign over a certain period of time or since you implemented a change, this is another task that you can accomplish with Facebook Ads reporting.
You can view data through a specific campaign, ad set, or ad. This comes in handy if you’re looking to compare your progress with other previously run campaigns or even ongoing campaigns in a pinch.
Once you’ve selected the date ranges and the parameters you want to analyze, you can create and save a report using the "Save New Report" button. You can also schedule emails to yourself based on the delivery frequency you want.
Through the "Breakdown Menu" in Ads Manager, you can go beyond basic metrics and see data-specific subsets. This means you can analyze customer behavior and:
All of this can be pretty handy!
Ensure that administrator, advertiser, or analyst access to the ad account associated with the report has already been granted. Then open Ads Manager and log into your account. Select "Reports" and then select "Export."
Either build your own custom template or select one. Once a report has been successfully created, you can customize the way your information appears by using different breakdowns, metrics, filters, and attribution windows (we'll go through each one-by-one).
In ad reporting, breakdowns allow you to customize how your information appears in reports. Breakdowns can include these things:
Breakdowns allow you to better analyze your report according to the things that most interest you. This makes it easier to see if the results indicate improvement and success or just failure and a lack of change.
Next, choose your metrics. Some of the metrics available to you include:
Selecting the metrics relevant to the report you want to generate can add clarity and make it easier to analyze your campaign results.
You have the same access to filtering within Ad Reporting and Ad Manager. Usually, the "Had Delivery" filter is selected by default — it shows ads that have been delivered with at least one impression. If you want to keep it simple, we recommend keeping this filter. Otherwise, customize as you see fit.
You can also change views if you want to compare attribution windows. Attribution windows are the number of days between when a person viewed or clicked your ad and subsequently took an action. There’s click-through attribution (for clicks) and view-through attribution (for views).
It's important to remember that there is a finite period during which conversions can be credited to a particular ad and used to inform campaign optimization. You will find the following options under attribution settings: 1-day view, 7-days view, 28-days view, 1-day click, 7-days click, 28-days click.
You can download delivery reports during or after your ad campaign.
To download your delivery report, open Ads Manager. After choosing your campaign, ad set, or ad, click on "view chart" and select your desired medium. Reports are downloaded as ZIP files.
Note: Don't be alarmed! If your ad didn't use certain placements, then the spreadsheet appears empty where data for these placements would be.
Now, you know how to create a Facebook Ads report. But we have a few more insights to leave you with before we wrap this article up. If you’re looking to get the most out of your ad reports, then try some of these handy tips:
What makes Facebook Ads so effective is the vast amounts of data that come with Facebook ad reports. Without these data points, most marketers would be taking a shot in the dark.
Understanding how to properly analyze, understand, and implement this data in your campaigns can be challenging. But not if you follow the steps outlined here.
Once you’ve understood how to create a report with the right breakdowns, metrics, and filters, you'll get a clear understanding of how your ads are actually performing. Then, all that’s left to do is make slight tweaks or changes to your campaign and start seeing the results you’re really looking for.
Perhaps the most important result of having access to all this data is to let it show you the big picture. That’s why it’s important to centralize metrics from all the tools you use. Fortunately, Triple Whale does exactly this. Triple Whale lets you view all your meaningful data from a central source through a customizable dashboard or mobile app.
If you’re serious about being data-driven, then there’s never been a better tool for the job.
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