How to Easily Analyze Facebook Ad Results With 3 Custom Reports

How to Easily Analyze Facebook Ad Results With 3 Custom Reports


Are you tired of clicking
around in Ads Manager trying to filter, sort, and essentially find all
of the data that you need? These three reports will
save you a boatload of time measuring your Facebook ad results. Now, you might be asking yourself, so Bondio, what do I do now
that my ads are running? Girlfriend, I’m glad that you asked that because what we do is we track
the heck out of your results. In this video, you’ll learn how to create
three custom reports inside of Ads Manager. The first is the ROI Snapshot Report for measuring your sales results. The second is the Lead Progress Report for measuring your lead costs. And the third is the Engagement Report for measuring how engaging
your Facebook ads are. And be sure to stick around to the end where I’ll show you how
to share these reports with your team members,
bosses, or clients. The RIO Snapshot Report is
an advertiser’s best friend. And you would use this report when you’re running conversion
objective campaigns. This means you are
trying to generate sales using the purchase conversion objective or you’re generating leads using the lead conversion objective. A simple thing to note is that you do have to have
your Facebook Pixel installed and tracking correctly. But don’t worry, we’ve got you
covered with a video for that teaching you exactly how to
setup your Facebook Pixel if you don’t have that already. Be sure to check that out
in the description below. To create the ROI Snapshot Report, we’re gonna dive in to Ads Manager. On the right-hand side here, we’re gonna click the columns, performance drop down button here. Scroll down to the bottom
and click customize columns. You’ll see a popup appear here. On the right-hand side, 18 columns are automatically
selected for you. Since we’re creating these custom reports, we’re gonna delete some of these metrics and add brand new ones to
create the ROI Snapshot Report. Click the X and remove the following. Errors, Delivery, Ad
Set Name, Bid Strategy, Budget, the Last
Significant Edit, the Reach, Impressions, Quality Ranking,
Engagement Rate Ranking, Conversion Rate Ranking, Ends, and Schedule. It’s almost like we just
deleted all of them, but we should have five left as we move onto adding new ones. In the search bar, begin typing check-out and put a check mark next to total and cost. One thing to note, is if there’s any pre-checked selections on the right-hand side here, like mobile app checkouts initiated or website checkouts initiated, let’s go ahead and deselect those for everything that they appear for. Once checkout is done, we’ll
go back to the search bar and begin typing in purchase. This time we’ll click purchase
ROAS, ROA under total. Then, under purchases, we’ll click value and cost per purchase. Quickly deselect all of the check boxes so that we’re left with
10 columns selected on the right-hand side. I like to organize this report in a way where I can understand how deep people are in our sales process. Starting with the initiate checkout and moving to the purchase conversion. Those successful transactions. To organize it in that manner, we simply move around these
columns that we just selected. So, starting at the bottom we
would move our purchase ROAS all the way down and then our purchase conversion value would be the second to last. We’ll add in our cost
per purchase after that and then the number of website purchases. After that, we’re gonna end with our cost per checkouts initiated and then checkout initiated. Then, to save this report, come on down to the
bottom left-hand corner to click save as preset. And from there, we’ll call
this one the ROI Snapshot. And then just click apply to go back to the regular
Ads Manager screen. All right, so the ROI Snapshot
Report is really great for getting a quick at a glance view of how profitable your ads are. And this next report, the Lead Progress Report
is going to build on that. To create the Lead Progress Report, where we’ll understand our cost per lead and what those leads are
doing in our sales funnel, all we gotta do is hop into the same place that we were before. This columns and click customize columns. Once that popup appears, all we’re gonna do is
add some new elements. This time we’re not deleting any. Same as last time, we’ll
head up to the search bar and type in link. Select link clicks as well as CPC, Cost per Link Click. Go ahead and also add in the CTR, the Link-Click-Through Rate. Next up, you’ll type in
registrations or leads, depending on which
standard event you’re using with your Facebook Pixel
to track your conversions. Under either registrations
completed or lead, you’ll click total as well as the cost. Like last time I wanna
arrange these columns in a very particular view, starting with leads entering
into our sales process going towards that checkout process and ultimately a sale. So, let’s rearrange them again, this time from the top. After amount spent, we’re
gonna come down to the bottom and pull up link clicks. That’ll be the next one. After link clicks, we wanna understand the
cost per link click, how much it cost us to acquire that link. Click through our Facebook advertising. Then, our Click-Through-Rate
of those links. So our links are all
grouped together as one. After, we’ll do our leads or
our complete registration. So, let’s pull those up to
the top under our Link Clicks. And be sure if these
check marks are showing, to deselect them as you pull it up. Last thing that we need to do is pull that cost per registration up underneath of the
registrations completed and then confirm that the order is then Checkouts Initiated, Cost per Checkout Initiated, the total number of Website Purchases, our Purchase Conversion Value, and then our Return on Ad Spend. And to save it, click Save as preset, and we’ll call this one Lead Progress. When I’m looking my Lead Progress Report, I’m breaking it down into
a few different sections. In this top example here we’ve spent almost $30,000
to generate 1259 link clicks. Now, the Cost per Click that
you can see in the next column is simply the total ad spend divided by the number of link clicks. After that, you’ll see
the Click-Through-Rate for your links here. I love looking at this metric because it tells it what
percentage of people who are seeing our ads are
actually clicking through. So, that helps me understand if we’re targeting the right audience. The higher the click-through-rate, the more compatible your ad is with the audience that you’re targeting. After looking at our link clicks, we’re gonna come on over
here and look at our leads. This is the total number of leads that you’ve generated from these ads. And of course, this number
is going to be much smaller than the traffic that you’ve generated, because the number of people opting in or subscribing to your email list is going to be a fraction of the total amount of traffic that you’ve sent there in the first place. I also love knowing how much I’m spending to acquire a new lead in my business, so that I can compare that to the value, the total amount of revenue that a new lead brings
to the business as well. After that, we’re gonna move
deeper into the sales process and look at the number
of checkouts initiated. Again, this is going
to be a smaller number than your total leads because
people are moving deeper into that sales process. I also love knowing our
cost per initiate checkout so that we can understand our metrics at each and every stage of the funnel to know exactly how much it costs to get somebody on that checkout page. And lastly, we’ll move to look at the number of websites purchases as well as how much it costs us to acquire that customer for our business. That’s the cost per purchase. The next up is the purchase
conversation value. So, all of those purchases when totaled at the end of the day, equal this amount of revenue. And moving on to the last column, the holy grail of your
Facebook ads metrics, you’re ROAS, which shows you for every dollar that you
spend on Facebook advertising, how many dollars you’re earning in return. The Lead Progress Report, has everything to do
with the sales process but the next report,
the Engagement Report, is all about your ad specific performance. To create this report, we’re
gonna keep it super simple and build on the Lead Progress Report. See how we did that? Made it easy for ya. Go ahead and click Customize Columns. However, we’re gonna ax some
of the selections first. Starting with leads and
everything below it. Go ahead and just click
X to get rid of it all. You should be left with seven columns. Your original columns we started with and then our link
engagement columns as well. Now, we’re gonna go ahead
and add some new selections. I like coming down here to the engagement section
on the left-hand side, where you can see Page Post. And then we’ll start at the Post Comments. So, we’re not really looking
at how our page overall is performing but how the
ad itself is performing. Click Post Comments, Post Engagement, Post Reactions, Post Saves and Post Shares. As well as the Cost per Post Engagement. We wanna understand what we are paying to generate the engagement on our ads, not just how much we’re
paying per link click or per purchase, but how much we’re spending
on the engagement itself. After that, we’re gonna
scroll down and select 2-Second Continuous Video Views, 10-Second Video Views, and then all of these
video watches percentages. So, there’s 25, 50, 75, and 100. And then we’ll finish this off with the Video Average Watch Time. To save this report, click Save as preset and then we’ll call this
one Post Engagement. Click apply and now we’re going
to navigate to the ad level. For every other metric, we’ve been looking at the campaign level to see how our campaigns
are performing overall, but now it’s time to get
into the nitty gritty of how these ads are performing
for each and every audience. To do that, select the
ads for this campaign and now you’ll see each
individual ad for each audience and how people are interacting with it. My recommendation for you with this report is to use it as a discovery
tool to understand which type of content
resonates with your audience. Let’s say you have zero
comments on your ads. Maybe your audience isn’t resonating with the way that you’re
sharing your message. So, that could be an indicator to go back and work on
your copywriting skills. On the flip side, if your
audience is sharing it like crazy and it’s blowing up, you might be onto something there. So, I highly recommend to continue doing that type of ad
content for your community. Now, there’s no right or
wrong way to use these reports but I recommend that you
start to get familiar with all the different metrics
so that you can use that data to make better ad buying decisions. If you’re not the only decision-maker that needs to see these reports, as promised, let me show
you how to share this with your team members, your
bosses, or your clients. Simply click Reports and then Share Link. As you can see on the screen, this report is only available to people with access to your ad account. So, be sure to share it with the people that have the appropriate permission. Now, we just briefly
touched on all the metrics, so if you wanna go more in-depth on the seven most important
metrics you need to know, click this video on the screen. Or check out Jenn Herman’s Instagram video to go deeper into Instagram
analytics and insights.

4 comments

  1. Excellent Amanda did you ever answer my question from the last video? I will ask again Do these metrics also apply to boosted posts? Thanks for your excellent videos.

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