A quick overview of all your campaignsThe first thing you’ll see when connecting to the Facebook Ads Manager is a list of your latest campaigns with a summary of their performances.
The great thing about this page is that Facebook automatically displays the most useful data for each campaign.
As you can see in the picture, the first four campaigns had no conversion tracking; it’s displaying how many clicks we generated and their cost.
For Campaign five and six where we had conversion tracking enabled, it’s displaying how many conversions we had and what was the average cost per conversion. Exactly what we needed. Who cares about the clicks when we can measure the cost per customer acquisition!
The last campaign, aimed at increasing the number of Likes of a Facebook page, shows the number of Likes and the cost per like.
Just over the data table on the left you can select if you want to see statistics for Campaigns, Ad Sets or Ads. At this level it’s pretty confusing and pointless to see all the ads from all campaigns. Before using this, switch click on a campaign name and you’ll be able to see only its Ad Sets and Ads.
On the opposite side on the right, you can always select the time frame you want to analyze. According to your needs, you may want to adjust this value. If you want to understand how a campaign is performing right now, select only the last 7 days. A longer period could change all your metrics and make it difficult to understand your recent performances.
Understanding Campaign's metricsLet’s click on the name of the campaign we want to analyze to get more information.
As you can see, this page is pretty simple to understand. On the top you have the most relevant information for your campaigns: How much you’ve spent, how many actions (clicks, conversions, Likes, etc.) the campaign has generated, their average cost, and the Frequency.
This value, the Frequency is often overlooked. It’s a big error. The Frequency of your campaign is one of the most important metrics to monitor. It basically tells you, on average, how many time a unique user has seen your ads.
Why is it so important? Because when this value starts getting too high, let’s say more than 15, it’s very likely that those who are interested in your product have already clicked on your ads. Those who aren’t interested will start to get heavily annoyed by seeing your ads so many times. Ultimately, your costs will go up and your results will go down.
The graph right below these numbers can give you a clear idea on the number of actions your campaign is generating over time. Below you’ll find a list of all the Ad Sets or Ads in your campaign with their performances.
If you are split testing multiple creatives or demographic targets (if not, you should), this table can help you to understand what’s working and what’s not. You can always stop underperforming ads by clicking the status switch at the beginning of each row.
Unfortunately, it tends to gets messy with so much data. It’s often hard to get actionable insights out of it. Tools like AdEspresso can help to better manage your campaigns, saving huge amounts of time and headaches.
Advanced reportingOnce you’re comfortable with the basic Facebook’s analytics you can dig deeper into your data with the new reporting tool provided by the Ads Manager. To access it just click the “View Report” button above the data table.
No fancy charts here unfortunately, just a lot of data. However these reports can be a treasure of actionable information if you have the time and will to analyze them. At first glance, this report may seem very similar to the previous one. However, the real magic happens when clicking the “Edit Columns” button.
You’ll be able to add every kind of metric you can imagine to your report . The most useful one usually are Actions and Cost per action: They’ll give you an immediate overview of the engagement generated by your ads. Are your News Feed ads only driving clicks or shares, Likes, and comments? Are your users engaging with your mobile app after installing it? And what’s the average cost for these actions?
Another amazing feature you can enable from this popup is Data Breakdown. Clicking on it will show you aggregated data by country, age, gender, and placement. While it’s always better to create a proper split test with one Ad or Ad Set for each target, this data can provide a first layer of insight useful for your next campaign.
Moving forward with Facebook Advertising ...Congratulations, you’ve completed this introductory guide to Facebook Advertising!
You now know all the opportunities that Facebook Ads have to offer such as how to create a new campaign, setting up the right creative, targeting for your business, and how to analyze your campaign’s performances. It’s just the beginning.
We’ll soon release an advanced guide to Facebook Ads Optimization to dig deeper into the strategies used by top marketers to generate leads for their businesses at an extraordinary low price.
In the meantime, start creating your own Facebook Ad campaign and learn from your errors. Remember, in online marketing there’s no one-size-fits-all guide or tips. You need to apply what you learn and keep testing everything, never assuming that something will work just because you’ve read it online. Every business is different: While there are many tips and best practices we can teach you, only YOU know how your business works, who your customers are, and how to effectively apply what you’ve learned here!
Good luck, and if you’re serious about Facebook Advertising, SignUp to AdEspresso. We offer a 14-day free trial, allowing you to save time and money while managing your social advertising budget.