Do you wish you knew exactly what to do to step up your Facebook Ads game? How to become the “hit machine” of advertising and make your boss swoon with the ROI of your campaigns? Don’t wait for a miracle, learn how to use Facebook Ads Reports instead.
Understanding which metrics to include in each report helps you build a narrative that adds valuable context about your campaigns (and about your Facebook Ads skills).
But with Facebook changing so often how they report on your campaigns, you must be up-to-date, or you’ll risk to miss out on important insights.
Selecting the specific campaign elements and the most relevant metrics to include when creating a Facebook ads report can be confusing.
To help you finish 2019 with a bang and be at the top of your game in 2020, we created this handy list of Facebook’s most recent reporting updates.
We cover all the metrics that have been added or refreshed, so you know how to assess your Facebook ads reports and find data-driven solutions guaranteed to improve your campaigns and boost your business results.
Whether you’re working with Facebook Insights and Analytics or using a third-party tool like AdEspresso, your ability to turn every advertising achievement into a mind-blowing business story depends largely upon the way you put together and understand the metrics of your Facebook ads report.
Facebook regularly updates or removes ad metrics to make their reports as helpful and comprehensive as possible for users.
Understanding these changes ensures that you’re tracking the right kind of data for every one of your reports, so you’re always getting the most accurate picture of how your campaigns perform.
Analyzing your Facebook ads performance also gives you a better understanding of how the platform works, helps you find new ways to improve the relationship with your customers and prospects, and provides valuable insights to maximize the performance of every ad you create.
Sales Season is here and the New Year is just around the corner, there’s never been a better time to get a handle on Facebook ads reporting and the metrics that really matter for your business.
Ready for a deep dive? Let’s jump straight in then.
Facebook Ads Reports: All the Updates You Need to Know
Let’s break down Facebook’s 2019 reporting updates and how these changes affect your campaign tracking:
Replaced Offers Saved and Cost Per Offer Saved with Post Saved.
This change expands the previous focus of these metrics on Offer Ads only, applying it to any saved post or ad. With this information, you can track who’s actively engaging with any ad and target them with follow-up content.
Relevance Score has been replaced by three more specific metrics: Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking.
Breaking up the Relevance Score metric helps you get a more granular view of what Facebook is looking for when they rate and rank your ads.
Messaging Replies and Cost per Messaging Reply have been replaced with New Messaging Connections and Messaging Conversations Started.
These new metrics help you see the total number of new messages gained from an ad, as well as the total number of messages received as a result of those ads.
Combined Mobile App Purchase ROAS and Website Purchase ROAS into Purchase ROAS.
Return on ad spend (ROAS) is now reported in aggregate as opposed to Facebook breaking the metric down into different channels.
Facebook rolled out a tool that lets you create Cross-Account Reports
This is a great addition for those of us who manage multiple accounts with different logins.
Facebook nixed the standalone Leads (Form) metric and moved it into a channel breakdown
Now you’ll find it within the general Leads metric called On-Facebook Leads.
Facebook also made changes to the reporting on video performance.
10-Second Video Views, Cost per 10-Second Video View, and Unique 10-Second Video Views have all been removed.
These metrics have been replaced with ThruPlays, which tracks how many users have watched a short video (15 seconds) to completion.
Facebook also renamed 11 separate video metrics:
While these video metrics now have different names, their calculations remain the same.
Now that we’ve reviewed the 2019 changes, let’s learn how to use these updated metrics to create Facebook ads reports uniquely crafted around your own campaigns.
How to Utilize These Metrics in Your Facebook Ads Reports
Facebook’s 2019 reporting updates help contextualize how you think about relevance and engagement for your ad campaigns.
Incorporating these new insights into your reports helps build a narrative about your success that helps managers see value in the work you do and boost engagement from your team.
You’ll also gain more data on who makes up your audience and how they move through the customer journey.
Here are a few examples of how the changes provide greater reporting insights:
- The new Post Saved metric shows how enticing your ad offers are based on which ads are saved more often, and it can be used to refine your target audience or set up a retargeting campaign.
- Clarity on how many messages you’ve received as a result of an ad campaign helps you track your lead generation funnel on a granular level. You’re able to see which campaigns help customers move through their journey from discovery to purchase faster.
- With updates to video metrics, you’re able to dig deeper into how and why users engage with certain types of content. Use this information to reinforce your case for more budget or ad spend for video ads.
- Tracking metrics across different channels will help you determine which platforms are the most valuable and deserve higher budget allocations.
Something More for Excel Fan Only
In Facebook Ads Manager for Excelt, you can download data, create reports, and save templates—all without ever leaving the spreadsheet.
This change is a big win for many advertisers that prefer to manage ad reporting in the familiar Excel platform.
Along with these recent updates from Facebook, you’re also able to create custom metrics to include in your reports. This process is a great way to bring together different KPIs that are specific to your business needs and include them in your report.
This walk-through from Jon Loomer provides a quick breakdown of the process.
Keep in mind that you’re going to need a comprehensive understanding of your campaign objectives to refine exactly what the metric should look like to make it valuable.
The updates we’ve talked about, are just some of the ways that you can create better reports on Facebook ad performance.
When you use the updated 2019 data from these insights to make decisions about your campaigns, building and optimizing your strategy is much, much easier.
Automate Your Facebook Ads Reporting with AdEspresso
Building a valuable report does take time. With so many responsibilities to handle in your marketing role, anything that can simplify your day is precious.
Using AdEspresso, you’re able to take all the insights you included in your Facebook reports and automatically generate a custom PDF report that will impress even the hardest to please bosses.
AdEspresso custom reports use special bar graphs, line charts, and pie charts to help you showcase the data pulled from both Facebook and Google ads, in the best possible light.
Creating appealing presentations will take you just a minute instead of hours, and the visual elements are a huge help.
They are studied to make the data especially easy to understand at a glance and guaranteed to convince even the unshakeable doubters that your digital advertising strategies are critical to the growth of the company.
Using AdEspresso’s preset templates streamline the process even further, ensuring that your reports look professional and can be completed correctly by anyone on the team.
You can also build custom templates that combine data from multiple accounts.
You’re also able to tag specific campaigns across these accounts to include only the most important information in your report.
This drastically cuts down on the amount of time it takes to review your entire Ads Manager account, as you’re able to pick out only the most valuable KPIs for any campaign or client.
As an added bonus, we’ve built our report generator with a schedule. You decide when you want to receive an automated report in your inbox.
By automating and scheduling the report creation process, you have more time to act on your Facebook ad data and make better decisions about your campaigns.
Start Creating Better Facebook Ads Reports, Now!
You don’t have excuses now!
With the latest metrics that you can include in your Facebook Ads reports and the powerful add-ons offered by AdEspresso, implementing a winning advertising strategy made to measure for you, sharing the ROI of your campaigns, and boosting your business results have never been easier.
Using the updated 2019 metrics, it’s easy to tell a story about your Facebook ad performance that highlights how impactful your efforts are. This not only helps get buy-in from your managers, but it also helps your whole team share in each campaign’s success.
That’s why we want to know what you look for when creating a Facebook report.
What metrics do you include? Why do they matter? Let us know in the comments below, and we can all start building better reports together!