The Projects application allows you to manage and track analytics for each client that has a sub-account attached to your main account. This document will teach you how to integrate, access, and utilize these analytics effectively for Facebook Ads.

How to Connect the Facebook Ads Integration

The Analytics tab within the Projects application effectively acts as a mirror for the information captured within the Analytics application itself. If one of your clients is currently tracking Facebook Ads analytics within that application, their data will also appear within your Projects application.

There are two primary methods for connecting a Facebook Ads integration for your client:

Method One (The Preferred Method)

This method requires your client to connect the integration from within the Analytics application.

  1. Access the Analytics application by using the app drawer in the top-right corner.

  2. Click + Add New from the top of the page.

    Screenshot_2021-08-27_091029.png
  3. Select the Facebook Ads integration from the list.

    Screenshot_2021-08-27_090936.png
  4. An authentication window will appear prompting the user to log into their Facebook Business account. Using this method allows the user to keep their login credentials confidential. Follow the instructions and grant the dashboard permission to access the account.

  5. The integration will now connect and your Facebook Ads analytics will populate over time.

Method Two

You should use this method if your client cannot integrate their own analytics, but is willing to provide you with their login credentials.

  1. Access the Projects application by using the app drawer in the top-right corner.

  2. Locate your client within the column on the left-hand side of the page. Click on the client.

    Screenshot_2021-08-27_090823.png
  3. The page should be empty if no integrations are connected. Click on + Connect the First Integration. If another integration exists, simply select +Add New.

    Screenshot_2021-08-27_090909.png
  4. You will see an advisory notification that briefs you regarding Method One above. Select the Facebook Ads integration from the list.

    Screenshot_2021-08-27_090936.png
  5. An authentication window will appear prompting the user to log into their Facebook Business account. Using this method allows the user to keep their login credentials confidential. Follow the instructions and grant the dashboard permission to access the account.

  6. The integration will now connect and your Facebook Ads analytics will populate over time.

Important Note - When your client connects the integration using method one, their analytics will appear in your Projects application. Likewise, if you use method two to connect the integration for them within the Projects application, their Facebook Ads analytics will begin to appear in their Analytics application, effectively mirroring the data one direction or the other.

Facebook Ads Analytics Overview

After successfully integrating your Facebook Ads account, your Projects application will feature a new overview section as well as a tab at the top of the page.

Screenshot_2021-08-27_092905.png

Note - These overview metrics will also display on the Facebook Ads tab in a slightly different appearance.

Screenshot_2021-08-27_092930.png

Next, we will go over each of these metrics, so that you can your team can actively utilize your new analytics.

Impressions

Screenshot_2021-08-27_093000.png

‘Impressions’ refers to the number of times that one of your ads appears on screen for a user. The number under Impressions refers to the total number of impressions across all of your ads from all of your tracked campaigns.

Below this number is a monetary value in purple that displays in your account’s currency of choice. This number indicates your Cost per 1,000 Impressions, also known as CPM. The value here is what you pay Facebook for every 1,000 ad views.

Clicks

Screenshot_2021-08-27_093041.png

‘Clicks’ refers to the number of times that a user clicks on one of your advertisements. An advertisement appears on screen, which counts as an Impression, and then becomes a Click after the user interacts with it.

The monetary value in purple below your Clicks indicates how much you are spending in ad budget per each click you receive.

In addition to these first metrics, you will notice a blue arrow that appears in between your Impressions and Clicks. This number will always appear as a percentage. The percentage refers to the number of Clicks you have versus the number of Impressions. If you have 1,000 Impressions and 100 Clicks, the blue arrow will report 10%, for example.

Screenshot_2021-08-27_093119.png

Conversions

Screenshot_2021-08-27_093152.png

Conversions are a metric that you must set up within your Facebook Ads account. A Conversion refers to an action that a customer must complete such as adding an item to a cart, making a purchase, or completing a form. You must determine what you wish to track and count as a conversion depending on the goals of your campaign.

Note - If you do not set up a conversion metric for your Facebook Ads campaigns, this will always display as 0.

The monetary value in purple beneath Conversions refers to the amount you are spending to complete a single conversion.

Screenshot_2021-08-27_093236.png

Finally, there is a second blue arrow in between Clicks and Conversions that also features a percentage. This percentage compares your number of successful Conversions versus your total number of Clicks. Using our example above, we have 100 Clicks, but our analytics reports that we have 10 Conversions. Therefore, the arrow in blue will display 10% once again.

Amount Spent

Screenshot_2021-08-27_093307.png

This refers to your total amount of ad spend for the last thirty days for this Facebook Ads account. However, this is just the default. Further below, we will cover how you can set up custom date ranges for more concise analytics and tracking.

ROI (Return on Investment)

Screenshot_2021-08-27_093335.png

ROI is a completely optional metric that you must set up within your Facebook Ads account. This allows you to set a custom value that you earn per Conversion.

For example, if you set your conversion value to $10 and gain 10 Conversions, this number will read $100. You can verify this calculation by looking at the purple text below this section that indicates your total number of sales with your custom value indicated in parentheses.

Finally, the blue arrow between these two fields indicates the difference in your ROI versus the amount spent in the same time frame.

Campaigns

The bottom half of this page allows you to track more in-depth metrics campaign-by-campaign and ad-by-ad. By default, this table will be set to the Campaigns tab on the left as well as the Campaigns toggle on the right side of the screen.

Screenshot_2021-08-27_093410.png

The Campaigns tab on the left side of the screen, as well the Ad Sets and Ads tabs allow you to filter your Facebook Ads information by each of these categories. You can review your Analytics for the entire campaign and narrow that information down to specific advertisements.

Below these tabs is a table that will list all of your Campaigns, Ad Sets, or Ads depending on which tab you currently have active.

This table also features a variety of metrics including Budget, Monthly Ad Spend, Conversions, Clicks, and much more. You can review the entire list of available metrics you can use in your table by clicking on the customization icon on the far right side of the page.

Screenshot_2021-08-27_093517.png

You can learn more about how to fully customize this table in a section below titled Column Customization.

Due to the lengthy number of metrics that are available to track for your Facebook Ads, we also created a separate help article to help you learn about each. You can find that article here.

Next, notice the checkboxes to the left of each campaign listed in the table. When you check one or more of these boxes, all of your Facebook Ads analytics will update to reflect those campaigns only. This includes the Overview sections we discussed above.

Screenshot_2021-08-27_093606.png

You will also notice that the three tabs will update indicating that they are finding results for the selected campaigns only. If you switch over to the Ad Sets or Ads tabs, you will only be able to view the Ad Sets or Ads for the campaigns you selected. This makes it easier to continuously filter your analytics and find the information you need.

You can continue to filter analytics by checking the boxes next to specific Ad Sets within those Campaigns, as well.

Screenshot_2021-08-27_093631.png

When you finish reviewing your analytics for your specific campaigns or ad sets, you can revert to the default setting by unchecking the boxes or clicking the X next to “X Selected.” Be sure to review the articles mentioned above to fully customize this table to your liking.

Insights

If you look back to the Campaigns/Insights toggle, you can switch to Insights now for even more analytics. We break down the Insights section of your Facebook Ads analytics into four separate sections:

Highest/Lowest CPM

This provides you with a quick snapshot of your highest-performing and lowest-performing campaigns/ad sets/ads regarding CPM. Click on the blue text to switch between highest and lowest.

Highest/Lowest CPC

This provides you with a quick snapshot of your highest-performing and lowest-performing campaigns/ad sets/ads regarding CPC. Click on the blue text to switch between highest and lowest.

Highest/Lowest CPA

This provides you with a quick snapshot of your highest-performing and lowest-performing campaigns/ad sets/ads regarding CPA. Click on the blue text to switch between highest and lowest.

Comparison Breakdown

Screenshot_2021-08-27_093821.png

This provides a great snapshot that allows you to quickly compare the stats of multiple campaigns. It will also compartmentalize those metrics month to month. Click on a month to expand the list and see the campaigns and performance stats for that month. You can quickly collapse the list by clicking on the month one more time.

Column Customization

When the Campaigns toggle is active, you can customize the appearance of the table at the bottom of the page. You can do this by clicking on the icon at the far right of the page.

Screenshot_2021-08-27_093849.png

Here, you can modify your table to show only the metrics you want to see at any given time. You can also rearrange the order of the columns for a better, more personalized experience.

To add a column to your table, check the box next to the one you wish to add. Unchecking a box will remove the column from the table.

On the right side of this menu, you can rearrange the table to your liking by dragging and dropping the grey boxes in your desired order. You can also delete a column from the table by clicking the X to the right.

When you’re satisfied with your column options, be sure to click Save at the bottom of this menu.

This covers everything you need to know about your Facebook Ads analytics. To learn more about each metric covered in the table, be sure to read through our help article here.

Did this answer your question?