While Facebook does a pretty good job auto-optimizing your ad campaigns, you still need to review whether everything’s running smoothly. Plus, you can see what’s working and apply the new insights both to existing and upcoming ad campaigns.
Remember: No (unattended) campaign will last forever!.
No matter how amazing your campaign is, you need to monitor it to check how it’s performing and when it’s time to refresh it.
- Where can you see you Facebook campaign results?
- How to do Facebook campaign reporting?
- What are the most important Facebook ad metrics?
- How to use the Campaign Breakdown menu to see more insights?
- How to optimize your campaigns based on your ad reports?
Alright, let’s get to work!
Ads Reporting in the Facebook Ads ManagerThe easiest way to review your campaign performance is to use the Facebook Ads Manager. Here, you can filter your campaigns by dates, objectives, etc. and “zoom in” any campaign to measure the performance of every single ad set or ad.
Don’t forget to set the correct date range when checking your ad reports! You can also compare two different date ranges to see how your campaign performance has changed over time.
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 campaign performance.
As you look at the Campaigns tab in the Ads Manager, you’ll notice the reporting table with different metrics such as:
- Unique Link Clicks
That’s where you can get a complete overview of all your Facebook campaigns’ performance.
You can select a campaign by clicking on the checkbox in front of the campaign name. Next, you’re able to navigate to the Ad Sets and Ads tabs to see the performance of every individual campaign unit.
The great thing about this page is that Facebook automatically displays the most useful data for each campaign.
Managing Your Ad Report’s ColumnsWhile Facebook’s doing a pretty good job by displaying the most relevant ad metrics, you can actually change the metrics you see in your ad reports. Click on the Columns menu to select between different ad reports to change the metrics in your ad reports.
You can either select pre-set reports or create new custom ad reports by clicking on “Customize Columns.”
There are truly many metrics available in Facebook Ads Manager. To help you get started, we’ve highlighted in bold the most important and insightful report metrics. Of course, the choice of your ad report metrics depends on the campaign’s goal and campaign objective (in red).
Performance: Results, Result Rate, Reach, Frequency, Impressions, Delivery, Social Reach, Social Impressions, People Taking Action, Positive & Negative Feedback, Amount Spent, etc.
Engagement: Post Engagement, Post Comments, Post Shares, Page Engagement, Page Likes, Page Mentions, Event Responses, Check-Ins, Offer Claims, etc.
Clicks: Link clicks, Unique Link Clicks, CTR, Social Clicks, etc.
Messaging: New Messaging Conversations, Messaging Replies, Cost per New Messaging Conversation, etc.
Media: Video Average Watch Time, Canvas View Time, 3-Second Video Views, 10-Second Video Views, 30-Second Video Views, Video Watches at 25%, Video Watches at 100%, etc.
Website Conversions: Website Leads, Website Searches, Website Adds to Cart, Website Registrations Completed, Cost per Website Conversion, Cost per Website Purchase, Website Conversion Value, Website Custom Conversions, etc.
Apps: Desktop App Installs, Mobile App Actions, Mobile App Adds to Cart, Mobile App Purchases, Cost per App Install, etc.
On-Facebook: On-Facebook Purchases, Leads (Form), Cost per On-Facebook Purchase, etc.
Offline: Offline Leads, Store Visits, Offline Purchases, Offline Adds to Cart, Cost per Offline Purchases, etc.
Once you’ve created the ad reports you need, don’t forget to save them! You can also set any new report as the default option.
Advanced reporting With Campaign BreakdownIn addition to the campaign metrics you see in your Ads Manager reports, you can take your reporting routine one step by using the Breakdown menu. By using the Breakdown menu, you can break down your campaign reports by:
- Delivery: age, gender, location, browsing platform, platform, device, time of day, etc.
- Action: conversion device, destination, video view type, video sound, carousel card, etc.
- Time: day, week, two weeks, month
You can select up to one criterion from each section (i.e. one from Delivery, one from Action, and one from Time).
Using the campaign breakdown, you can find answers to many questions, including:
- Which ad placements are performing the best?
- What times of day or weekdays deliver the most conversions at the lowest cost?
- What are the best-performing target countries?
To break down your ad campaigns by different criteria, first select one or more Facebook campaigns. Then, select a criterion from the Breakdown menu.
For example, in the example below, we’ve broken down our ad campaigns by Placements, allowing us to find all the poorly performing placements and turn them off.
Take your time when getting used to all the reporting options in the Facebook Ads Manager. After a while, you’ll get a better understanding of the most important ad metrics and campaign optimization best practices.
Save & Automate Campaign ReportsDid you know that you can schedule weekly (or daily) Facebook campaign reports to be delivered to your inbox for free? Once you’ve created a report in the Facebook Ads Manager, you can save the report and have it delivered to you periodically. To do that, click on the Report icon next to your Account name. (It’s quite hidden, but take a look at the screenshot below):
As you click on “Save new report…” a small window pops up. You can name the saved report and set up a monthly, weekly or daily email.
If you’re using AdEspresso to manage your Facebook ad campaigns, you can see additional campaign reporting as well as your A/B test results.
Whenever you’re running a Facebook ads experiment, AdEspresso’s automated reporting will let you know which variation is performing better. This feature could potentially end up saving you a great amount of time.
Find out more about AdEspresso’s reporting features here.
Moving Forward With Facebook AdvertisingAlright, we did our best not to overwhelm you with too much new information. However, everything we discussed in this Facebook Advertising Guide for Beginners is really important for your first campaign’s success.
You now know all the opportunities that Facebook Ads have to offer such as how to create a new campaign, set up the right creative, target the right audiences, and how to analyze your campaign’s performance.
But, 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!
Still craving some knowledge? Ok last but not least here’s 4 additional great readings:
- Free eBook: The DO’s & DON’Ts of Facebook Advertising
- 6 Facebook Advertising Hacks I Wish We Had Known Before Launching Our First Campaign
- 18 Genius Facebook Ad Hacks for Winning Campaigns
- How to Create a Facebook Like Campaign – The Complete Guide