facebook ad reportsIf you are running Facebook Ads then one of the most important tools you can use (but probably aren’t) are Facebook Ad Reports.

This free tool can give you important insight into how your ads are performing and areas for improvement.

In this article, I will show you how you can start taking advantage of this useful tool to analyze your advertising.

What Custom Ad Reports Are?

A free reporting tool from Facebook allows you to see how your ads are performing by age group, country and placement without the need to split-test. You can also use these reports to evaluate your ads performance based on action metrics (page likes, conversion, etc).

How to Use Facebook Ad Reports

Go to http://facebook.com/ads/manage/reporting.php to access your reports or you can click on “reports” from within the Facebook Ads Manager.

access facebook custom reports

You should see something like this, there will be three main sections

  • Current Report
  • Report Settings
  • Report Data

custom ad reports dashboard

The report data section will show you standard ad metrics for any campaigns that ran during the reporting period.ad report data

You can change the reporting period duration by clicking the “Date Range” dropdown, you have the following choices:report duration options

  • Today
  • Yesterday
  • This Week
  • Last Week
  • Last 7 Days
  • Last 14 Days
  • Last 28 Days
  • Last 30 Days
  • Last 90 Days
  • This Month
  • Last Month
  • Last 3 Months
  • Custom Fate Range

As for the columns that appear in the reporting data, these are controlled by the type of report you choose up in the “current report” section. Change the type of report then different columns will show in your report data. You can also customize these columns (more on this later).

current report options

 

 

Filtering Your Data

You can filter down the report data by a particular campaign (or other criteria) so that you can look at only the data you are particularity interested in. You do this by clicking the “Add Filter” button then add your filters.

add report filters

For example, this will filter to show only the data for the “Steven Stromick” campaigns

filtering by campaign

You can add filters for:

  • Campaigns
  • Ad Set Name
  • Ad Name

When adding a filter you can choose from the following available criteria: contains, does not contain, is, and is not.

criteria for filters

You can add more than one filter by clicking the “add filter” again to add another filter

multiple report filters

 

Report Levels

Change the level at which your report data is broken down at.

  • Account – Summarized at account level
  • Campaign – Summarized at the campaign level
  • Ad Set  – Summarized at the Ad Set Level
  • Ad – Summarized at the Ad level

reporting levels

Customizing The Columns

You can choose what data you see reported on by customizing the columns in your report. To do this, click the “customize columns” button.

Customize Your Report Columns

Next a window will open from which you can select exactly what key metrics you want present on your report. There are a lot of options here. By clicking on the categories on the left, you will see the available option on the right change. The key here is to only select the key metrics you really need and not to clutter your report with unnecessary data.

how to customize report columns

Select the columns you want shown on your report and delete the ones you don’t need, finally click apply to see your refreshed report.

Here is a quick breakdown of the key metrics you may want to consider using.

Performance

  • Reach – The number of people your ad was served to.
  • Frequency – The average number of times your ad was served to each person.
  • Impressions – The number of times your ad was served. On our mobile apps an ad is counted as served the first time it’s viewed. On all other Facebook interfaces, an ad is served the first time it’s placed in a person’s News Feed or each time it’s placed in the right column.
  • Actions – The number of actions taken on your ad, Page, app or event after your ad was served to someone, even if they didn’t click on it. Actions include Page likes, app installs, conversions, event responses and more. For example, 2 Page likes and 2 comments would be counted as 4 actions.
  • Cost Per 1,000 People Reached – The average cost you’ve paid to have your ad served to 1,000 unique people.
  • Cost Per 1,000 Impressions (CPM) – The average cost you’ve paid to have 1,000 impressions on your ad.
  • Cost Per All Actions – The average you’ve spent on actions. For example, if you spent $20 and you got 10 Page likes, each one cost an average of $2.
  • Amount Spent – The total amount you’ve spent so far.

Engagement

  • Page Likes – The number of likes on your Page as a result of your ad.
  • Post Likes – The number of likes on your Page’s posts as a result of your ad.
  • Post Shares -The number of shares of your Page’s posts as a result of your ad.
  • Website Clicks – The number of clicks on links appearing on your ad or Page that direct people to your sites off Facebook as a result of your ad.
  • Offer Claims – The number of claims on your offers as a result of your ad.
  • Check-ins – The number of check-ins to your Page as a result of your ad.
  • Cost per Page Like – The average cost for each Page like as a result of your ad.
  • Cost per Post Like – The average cost for each like on your Page’s posts as a result of your ad.
  • Cost per Post Share – The average cost for each share on your Page’s posts as a result of your ad.
  • Cost per Offer Claim – The average cost for each offer claim as a result of your ad.
  • Cost per Check-In – The average cost for each check-in as a result of your ad.

Videos

  • Clicks to Play Video – The number of clicks to play a video as a result of your ad.
  • Video Views – The number of times your video was viewed for 3 seconds or more.
  • Avg. % of Video Viewed – The average percentage of your video that people viewed.
  • Avg. Duration of Video Viewed – The average length of time people spent viewing your video.
  • 30-Second Views – Number of times your video was viewed to 30 seconds or to the end of the video, whichever came first.
  • Video Views to 25% – The number of times your video was viewed to 25% of its length, including views that skipped to this point.
  • Video Views to 50% – The number of times your video was viewed to 50% of its length, including views that skipped to this point.
  • Video Views to 75% – The number of times your video was viewed to 75% of its length, including views that skipped to this point.
  • Video Views to 95% – The number of times your video was viewed to 95% of its length, including views that skipped to this point.
  • Video Views to 100% – The number of times your video was viewed to 100% of its length, including views that skipped to this point.
  • Cost per Clicks to Play Video – The average cost for each click to play a video as a result of your ad.
  • Cost per Video View – The average cost per video view, calculated as the amount spent divided by the number of video views.

Website Conversions

  • Website Conversion – The number of conversions that happened on your website as a result of your ad.
  • Checkouts (Conversion) – The number of times a checkout was completed on your website as a result of your ad.
  • Registrations (Conversion) – The number of times a registration was completed on your website as a result of your ad.
  • Leads (Conversion) – The number of new leads you acquired on your website as a result of your ad.
  • Adds To Cart (Conversion) – The number of times something was added to a shopping cart on your website as a result of your ad.
  • Cost per Website Conversion – The average cost of conversions that happened on your website as a result of your ad.
  • Cost per Checkout (Conversion) – The average cost for each checkout on your website as a result of your ad.
  • Cost per Registration (Conversion) – The average cost for each registration on your website as a result of your ad.
  • Cost per Lead (Conversion) – The average cost for each lead on your website as a result of your ad.
  • Website Conversion Value – The total value returned from conversions on your website as a result of your ad.
  • Checkouts Conversion Value – The total value returned from checkout conversions on your website as a result of your ad.
  • Registrations Conversion Value – The total value returned from completed registration conversions on your website as a result of your ad.
  • Leads Conversion Value – The total value returned from acquiring new leads on your website as a result of your ad.

Apps

  • App Installs – The number of app installs as a result of your ad.
  • App Engagement – The number of actions, including app installs, credit spends and uses as a result of your ad.
  • App Uses – The number of uses of your app as a result of your ad.
  • Mobile App Installs – The number of installs from a mobile device as a result of your ad.
  • Cost per App Install – The average cost for install of your app as a result of your ad.
  • Cost per App Engagement – The average cost per action related to the application as a result of your ad.
  • Cost per App Use – The average cost for each app use as a result of your ad.
  • Cost per Mobile App Install – The average cost for each install from a mobile device as a result of your ad.
  • Cost per Mobile App Action – The average cost of actions that happened on your mobile app as a result of your ad.
  • Mobile App Actions Conversion Value – The total value returned from actions that occurred in your mobile app as a result of your ad.
  • Mobile App Content Views Conversion Value – The total value returned from content views in your mobile app as a result of your ad. This is based on the value assigned to the conversion type in your pixel code.
  • Mobile App Ratings Conversion Value – The total value returned from ratings in your mobile app as a result of your ad. This is based on the value assigned to the conversion type in your pixel code.
  • Mobile App Adds To Cart Conversion Value – The total value returned from items added to a cart in your mobile app as a result of your ad. This is based on the value assigned to the conversion type in your pixel code.

Events

  • Event Responses – The number of joins for your event as a result of your ad.
  • Cost per Event Response – The average cost for each join for your event as a result of your ad.

Clicks

  • Clicks – The total number of clicks on your ad. Depending on what you’re promoting, this can include Page likes, event responses or app installs.
  • Click-Through Rate (CTR) – The number of clicks you received divided by the number of impressions.
  • Cost Per Click (CPC) – The average cost per click for these ads, calculated as the amount spent divided by the number of clicks received.

Settings

  • Account – The grouping of all your specific ads activity. Your ad account includes different campaigns, ads and billing information.
  • Campaign Name – A group of ad sets that share the same objective.
  • Ad Set Name – A group of ads that share the same budget and are usually about a single topic.
  • Ad Name – An individual ad includes its creative (ex: the image and text it uses) and the specific audience it targets.
  • Objective – The objective you selected for your ad, ad set, or campaign. Your objective reflects what you want to achieve with ads.

Report Breakdown

You also have complete control over how your report data is broken down. For example want to see how your ads performed based on whether they were served people on mobile vs desktopn pc’s, breakdowns make this possible.

Click on “breakdown” and you will see the various way you can breakdown your report data.

report breakdown options

You can see how your ads performed even better by breakdown your reporting data, here are some of your options.

Delivery

  • Age – The age range of the people you reached
  • Gender – The gender of the people you reached
  • Age and Gender – The age and gender of the people you reached
  • Country – The Countries where the people you reached are located
  • Placement – Where your ad was served on Facebook (mobile news feed, desktop newsfeed, right hand column)
  • Placement and Device – Where your ad was served and the device it was served on.

Actions

  • Conversion Device – The device the conversion occurred on
  • Destination – The destination URL of the Ad
  • Video View Type – Video metrics breakdown

Time

Allows you to break your data into the following increments to see how your ads performance is trending.

  • Daily
  • Weekly
  • Biweekly
  • Monthly

Here is an example of data broken down by age and gender

report by age and gender

Here is an example of data broken down by placement and device

report data broken down by placement and device

Save Report

After you have your report setup the way you want it, don’t forget to save it for use in the future.

To save your report, click the “save report” button.

save your facebook ad report

Then give your report a name and click the save button.

save your ad report

Schedule Reports

Save time and schedule your report to be run automatically and receive an email alert when it is ready. Click the schedule button.

schedule your facebook ad report

Next choose how frequently you would like this report run and where you would like to have the alerts emailed to you when the report is ready.

schedule your ad report options

 

Share a Report

If you have a need to share your report with someone else, click the share button to get a shareable link for your report.

share facebook ad report

Export

Want all the raw data? You can export your ad metrics (.xls or .csv) and save them forever. Click on the export button.

export ad data

Then choose your output file type .xls or .csv.

chose export data type

 

5 “Must Have” Saved Reports

Listed below are 5 useful reports you may want to go ahead and setup so you will have them ready to run when needed.

Overview Report

This is a great report to run to give you an overall idea of ad performance.

These are the key metrics you want to include:

  • Performance: Impressions
  • Performance: Amount Spent
  • Engagement: Page Likes
  • Engagement: Cost Per Page Like
  • Engagement: Post Engagement
  • Engagement: Post Likes
  • Engagement: Post Comments
  • Engagement: Post Shares
  • Engagement: Website Clicks
  • Engagement: Cost Per Website Click
  • Website Conversions: Website Conversions
  • Website Conversions: Cost Per Website Conversion

Page Likes Report

This is a basic report detail ad performance in regards to increasing page likes.

These are the key metrics you want to include:

  • Performance: Impressions
  • Performance: Amount Spent
  • Engagement: Page Likes
  • Engagement: Cost Per Page Like

You may want to break it down by ad set or ad within “Data Aggregation” so that you can see what ad sets or ads are performing the best.

Post Engagement Report

If you are using Facebook Ads to boost some of your posts, you will want to run this report to analyze the performance in regards to post comments, likes, and shares.

These are the key metrics you want to include:

  • Performance: Impressions
  • Performance: Amount Spent
  • Engagement: Post Engagement
  • Engagement: Post Likes
  • Engagement: Post Comments
  • Engagement: Post Shares
  • Engagement: Cost Per Post Engagement

Website Clicks Report

This is a necessary report when you objective is to generate website clicks and you aren’t that concerned about post engagement.

These are the key metrics you want to include:

  • Performance: Impressions
  • Performance: Amount Spent
  • Engagement: Website Clicks
  • Engagement: Cost Per Website Click

Conversions Report

This report analyzes your ads performance in regards to conversions, now this will only work if you use conversion tracking so that Facebook can report on the number of conversions your campaigns are generating.

These are the key metrics you want to include:

  • Performance: Impressions
  • Performance: Amount Spent
  • Engagement: Website Clicks
  • Engagement: Website Conversions
  • Website Conversions: Cost Per Website Conversion

 Now It’s Your Turn!

Comment below and let me know how you use the Facebook Ad reports and some of your favorite reports to run.

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