Step-By-Step Guide to Adding Facebook Ads Analytics
1. Access Applications Menu:
Hover over the navigation bar to the left of the dashboard and select 'Analytics’.
2. Initiate New Integration:
Click '+ Add New' from the top of the page.
3. Select Facebook Ads Integration:
From the list, select the Facebook Ads integration and then click 'Continue'.
4. Authenticate Your Account:
An authentication window will appear, prompting you to log into your Facebook business account. Follow the instructions to grant our dashboard access to your account.
5. Verify Facebook Ads Account:
Check the integration of your Facebook Ads account by accessing the Facebook Ads tab at the top of the page. On the right side of the page, you should see an icon that reads ID. Hover over this to confirm your account ID.
Understanding Your Facebook Ads Analytics Metrics
After successful integration of your Facebook Ads account, your Analytics application will display a tab labeled 'Facebook Ads'. Let's understand what these metrics mean for your analysis.
The term 'Impressions' refers to the number of times one of your ads appears on a user's screen. The number under Impressions indicates the total number of impressions for all of your ads from all tracked campaigns. Below this number, a monetary value displays your Cost per 1,000 Impressions (CPM) - the amount you pay Facebook for every 1,000 ad views.
'Clicks' refers to the number of times a user clicks on one of your ads. Once the ad appears on the screen, it counts as an Impression and becomes a Click when a user interacts with it. The monetary value beneath your Clicks indicates your ad budget's cost per click.
Additionally, an arrow appearing between your Impressions and Clicks represents the ratio of Clicks to Impressions as a percentage. For example, if you have 1,000 Impressions and 100 Clicks, this arrow will show a 10% rate.
You must set up 'Conversions' within your Facebook Ads account. A Conversion refers to an action completed by a user, such as adding an item to a cart, making a purchase, or completing a form. The metric you choose to track as a conversion should align with your campaign goals.
The monetary value beneath Conversions indicates the cost you incur to achieve a single conversion. Another arrow between Clicks and Conversions signifies the percentage of successful Conversions out of total Clicks. For instance, if you have 100 Clicks and 10 Conversions, the arrow will display 10%.
4. Amount Spent:
This reflects your total ad spend over the past thirty days for this Facebook Ads account. It is worth noting that this is the default setting, and further customizations for different date ranges are possible for more precise analytics and tracking.
5. ROI (Return on Investment):
ROI is an optional metric that you can set up within your Facebook Ads account. This metric allows you to assign a custom value per Conversion. For example, if you set a conversion value of $10 and gain 10 Conversions, this number will read $100. The text below this section displays your total number of sales, with your custom value shown in parentheses. Lastly, the arrow between these two fields illustrates the difference between your ROI and the amount spent in the same time frame.
The lower section of this page provides a detailed tracking of metrics at the campaign and ad levels. By default, this table is set to display the Campaigns tab on the left and the Campaigns toggle on the right. The Campaigns, Ad Sets, and Ads tabs on the left allow you to filter your Facebook Ads information by these categories, enabling you to review analytics for the entire campaign and break them down to specific ads.
Beneath these tabs is a table listing your Campaigns, Ad Sets, or Ads, based on the active tab. It features a host of metrics including Budget, Monthly Ad Spend, Conversions, Clicks, etc. The customization icon on the far right lets you access all available metrics to use in your table.
Refer to the section on Column Customization below for information on customizing this table. Checking the boxes to the left of each campaign will update all Facebook Ads analytics to focus on those campaigns. This feature extends to the three tabs, allowing you to view Ad Sets or Ads specific to selected campaigns.
After reviewing analytics for specific campaigns or ad sets, you can return to the default setting by unchecking boxes or clicking the X next to 'X Selected.'
Switching to Insights via the Campaigns/Insights toggle brings you even more analytics divided into four sections:
Highest/Lowest CPM: Provides a snapshot of your best and worst performing campaigns/ad sets/ads regarding CPM.
Highest/Lowest CPC: Provides a snapshot of your best and worst performing campaigns/ad sets/ads regarding CPC.
Highest/Lowest CPA: Provides a snapshot of your best and worst performing campaigns/ad sets/ads regarding CPA.
Comparison Breakdown: Offers a quick comparison of multiple campaign stats and presents those metrics on a month-by-month basis.
8. Column Customization:
When the Campaigns toggle is active, you can customize the table at the bottom of the page by clicking on the icon at the far right. This allows you to modify your table to display only the metrics of interest to you and rearrange column order for a personalized experience.
To include a column in your table, check the box next to it. Unchecking a box will exclude the column. On the right side of this menu, drag and drop the grey boxes to reorder the table. Columns can also be removed by clicking the X to the right. Remember to click Save at the bottom of this menu once you're happy with your column options.