Tests are important in arbitration, and they are impossible without deep analytics. Analyzing the indicators of advertising campaigns, you see regularities and trends. Therefore, you find ways to optimize, do scaling in proper time or cease the campaign without going negative.
Are you taking the full advantage of Facebook analytics, or are you content with what it offers by default? To solve all the questions about the use of analytics tools in Facebook, read our guide on report processing to track results and optimize advertising campaigns.
Facebook reports: a separate functionality
Interface has a separate section with reports, in which data on campaigns may be stored and exported. Should we use it?
The main differences between the reports system and viewing statistics in Ads Manager:
● the opportunity to focus on campaign analysis: no editing and ads creating functionality, nothing can be removed accidently and shut down. This is a minor one, but important point, considering how ads manager can blunder at times;
● the “Schedule Email” function, where you can configure the sending of a report on a schedule according to pre-selected indicators. This is available maximum once a day, Facebook will not send reports every hour, although sometimes you want to keep your finger on the pulse)
● a faster interface and the option of selecting indicators in real time without saving.
Reports are useful if you want to analyze the campaigns performance as a whole or for a certain period of time. And if you need to monitor the current results, then welcome to the table with the results in Ads Manager.
Configure Ads Manager and reports for your own needs
If you work with Ads Manager, you can configure columns by clicking on the “Columns” button and selecting “Customize columns”.
If you want to go to the Report Wizard, you need to click on the “Export” button and select “Create custom report”.
Reports processing is also available in “Ads reporting” section, where you can view previously saved reports or create new ones.
This is what the report window looks like. It is possible to set up columns that will include both metrics and breakdowns, and also set filters, date, i.e. all the same features available in the Ads Manager.
The workflow with “Reports” and the results table in Ads Manager are not much different from each other, so we will show only one example of configuring reports in Ads Manager, and then export it to the Report Wizard to see what options for analysis are available there. So you can choose the most convenient way.
What indicators can be tracked using reports?
As mentioned earlier, the standard Facebook table does not offer all the indicators that are useful in arbitration. Let’s start with a report that will help you understand how advertising works in general.
Report “Return on investment” which includes:
● Campaign, ad set, or ad name
● Cost per result
● Relevance score
● Cost per 1000 impressions (CPM)
● Amount spent
This is the minimum that will show the work effect of the advertising campaign as a whole and answer the following questions:
● are you satisfied with the current lead price?
● does the audience accept the advertisement?
● are your ads or offer suppressed? (this is evidenced by the high frequency)
● how do the previous two points affect the CPM, whether it has grown or not, how does it relate to the average value for the audience in the geo?
Go to the column settings window, select the required indicators from the list, and set up a convenient order to present the data in the table.
Then save the report and give it a name. If you save the report, you can then use it at any level of the results viewing, i.e. at the campaign, adsets, or ads’ level. Click “Apply”.
You will see the following results.
Full standard report
Let’s consider all the indicators that may be important:
● Campaign, ad set, or ad name
● Cost per result
● Relevance score
● Cost per 1000 impressions (CPM)
● Amount spent
● CTR (click-through rate)
● CPC (cost per click)
● Item “Video watches” is optional to understand what indicators it affects
Let’s go back to the last advertising campaign. Set up columns, save them.
Let’s say you’ve looked at the campaign results and some ads showed worse than you expected. In this case, you can filter the ads, ad sets or campaigns that have raised questions to see a more detailed report.
Imagine that the accepted lead price is limited to 45 RUB. Set a filter to display campaigns that do not fit into the established framework (filter opportunities will be discussed below). And we see the results of ads that match the filter:
With this report, you can see what indicators cause the problem and what you need to change to make the campaign work better. For example:
● the frequency of two ads in total gives 1.28: the creatives are shown to the same audience.
These are only approximate conclusions that can be drawn from the data obtained.
What other features are available in Fb for analysis and easy data submission?
If you have a lot of ads in your cabinet, it will help to visualize the information display. You can hide broken ads, show campaigns for “Conversion”, and filter them by geo and title.
In reports, filters are set as follows:
In Ads Manager, filtering is similar:
For example, we want to see ad sets with a frequency of more than 1.1 impressions:
In the list that opens, select “Frequency (ads group), then set the value to “more than 1.1”, and we see one group of ads as a result:
Filtering by frequency will allow you to see ads that can potentially be in the fatigue phase, and therefore, the indicators require increased attention.
Similarly with frequency, you can separately analyze ads with high or low CPM.
Select individual placement to analyze precisely how ads work on a specific offer. Filtering by placement will allow you to take a fresh look at how the offer is drained: is it worth scaling or duplicating ad sets, how much money ads bring, and not be distracted by other ads at that. You will see how much is drained on a specific placement in your ad campaign.
In what else will the filters help?
● Exclude all ads with the lead price not suitable for you
● Use markers in the names of the campaign, adset or ad to filter by them afterwards. For example, use the words video, jpg, lookalike, retargeting, so that you can later use them as keywords and view the results only with video creatives or exclude ads for similar audience.
Filters can be combined with each other as you like. If you use the filter frequently, you can save it. After that, the filter will appear in the “Filters — Saved Searches” section:
Compare ads option
Tracking changes will help you to understand what is wrong with the advertising campaign and find out what caused the deterioration of indicators.
You will be able to see how the change of one indicator affected the change of another one within the selected period of time.
What methods of analysis can be used to compare indicators:
● comparing metrics from the last 7 days to the previous 7 days, comparing metrics from the last 3 days to the previous 3 days, etc.
● comparing the current daily indicator with the previous day, 3 days, week
● comparing daily, weekly, and monthly indicator with the campaign as a whole.
It is important that in the last two cases it is possible to compare only the indicators that are calculated on average for each day. For example, you can compare the lead price, but you can not compare the coverage of one day with a weekly one, because the result will be unreliable.
This analysis will allow you to understand:
● whether the results of the advertising campaign are progressing or regressing and how much
● whether the deterioration of indicators is due to random factors (for example, a sharp drop may occur due to the loss of the desired audience) or has a cause and a clear trend.
● change in which indicators brought to the deterioration of others.
What other dependencies should you pay attention to when working with reports?
For example, if you’re working with a video, see how the number of views in different ad campaigns affects the number of conversions. How users of different groups react to your video creative, why different users watch videos in different ways.
Look at how the budget revision on the adset to a smaller or larger side affected the other indicators.
On the basis of these facts you will understand whether to focus on the number of video views (to do look-a-like within the audience that watched the video for a long time, or, conversely, to exclude these users, because they only watch, but do not buy)
Let’s return to the advertising campaign that we analyzed above. Let’s see how the indicators of different creatives changed in the first and second half of the drain.
We can see how the work of ads has been changing during the first and last 2 days. To do this, open the date setting, set the toggle “Compare” and select the dates. First specify the second period, afterwards the first one. Then click update.
There is a button near each column that allows you to show the data for comparison:
What data can the report offer?
For example, it will show the relationship between the falling CTR and the lead price:
Breakdowns: how can I optimize my campaign, what can I change?
Let’s move on to the next tool: breakdowns. They allow you to show detailed audience statistics on selected indicators. Consider the main types of breakdowns that can be useful:
Breakdown by age. You can see how users of different age groups interact with your ad.
This point shows that one creative has equally good results for all users, and the other one works better with a young audience. You can create a dub with this promo and exclude people over 35.
Breakdown by age and gender. A similar tool that allows you to understand how users of different gender and age respond to advertising in order to detail the targeting afterwards.
Breakdown by country and region. It is useful if you work with several GEOs or large countries at once, in which you can exclude regions where your ad is not working effectively.
Breakdown by device. Allows you to identify with what devices your goal is most often achieved.
Breakdown by placement. If you choose at once several placements while draining, this breakdown will allow you to understand which ones work effectively and which do not.
You can save the customized table as a report or export it. To do this, click “Export” — “Export table data”, where you should select the desired export option.
To save data in the “Ads reports” section, select “Create custom report” in the “Export” tab, and then you will go to the appropriate section. There you will see the data on the previously made settings and can use the tools to customize the report further:
● Setting up report sending to e-mail
● Saving the report to return to it later
● Adding other columns and metrics to analyze the information.
The ability to analyze is another key skill for arbitration. Analysis for optimization is a difficult and laborious work. Sometimes it seems that Facebook’s work is not subject to any analytics at all, sometimes the conclusions drawn at the beginning are incorrect, but undoubtedly, analytics is a tool that can improve the results of the work. In this article, we have discussed only the basics, which, we hope, will push you to a more in-depth analysis of indicators.
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