The Facebook Ads Manager is a free tool provided by Meta that allows businesses of all sizes to create, track, and optimize their Facebook advertising campaigns on the world’s largest social network.
In this post, we will cover the customizing of the reports you see in the ads manager. By doing this we can create more customized reports that fit our business objectives.
Brief Overview Of The Facebook Ads Manager
The Ads manager provides detailed insights into how your ads are performing, who is seeing them, and how much you are spending.
Facebook does this by providing you with templated reports within the ads manager.
Default Reporting Layout: Performance
By default, Facebook will show you the performance report.
To see all the reports that Facebook has to offer select the columns drop-down.
From here you can change your reporting template.
The metrics that are tracked on each report are listed horizontally across the ads manager.
If you wish to customize your report or see a fuller picture of what metrics are in each template, you can select the Columns: Performance drop-down.
How To Customize Your Reports
After taking a look at the above reports you may find that metrics are missing, there are metrics that you don't want, or simply to see your reported metrics in a different order.
If this is you then select the "Customise Columns" button from the, "Columns: Performance" drop-down.
You will then see a pop-up like the one below.
From here we can edit your reports.
Step 1: Adding New Metrics To Your Customized Report
There are two ways to add metrics to your dashboard.
The first way is to look through Facebook's categories of metrics.
To do this we can look to our left and find our performance dashboard.
This is selected as this is the template that we had selected when we decided to edit.
Below performance, we have a couple of categories that we can select.
By selecting one of these categories we can find all of the metrics that fall under that header.
For example, below we selected the page post category and can see all metrics related to page post.
By selecting "page engagement" we can add this metric to the list of metrics for our current report on the right.
We can also find page engagement and add it to our dashboard by searching for it at the top of the page.
Step 2: Removing Unwanted Metrics From Facebook's Columns
If you wish to remove existing metrics from your dashboard you can hit the x button to the right of the metric.
Removing metrics like this can be helpful if you want to start with a clean slate and create your own customized report.
Step 3: Rearranging Facebook Metrics For Your Custom Dashboard
Once you have all your Facebook metrics in place. You may want to rearrange the metrics in your dashboard.
To do this you drag and drop any metrics up or down the right-hand side by clicking to the left of the metric.
Step 4: Create Custom Metric
If you don't see a metric that you need in your columns report you can, "Create custom metric".
Find the metric you need on the right and it will be added to the formula section below.
Here are a few reasons you may want to create a custom metric.
You have a unique landing page that you have created a custom conversion for.
You want to compare a KPI against a custom audience. For example, you upload a list of loyalty member purchases and divide this by the total ad spend for the month.
Uploading of any offline conversion event that is not currently being tracked online and you wish to compare against a Facebook metric.
Step 5: Saving Your Report
Once done apply your changes to see these in the ads manager. If you don't like the changes you made to the report you can cancel the changes.
Once you've applied the changes go ahead and save the report under a new name to find it the next time you view your reports.
Two Facebook Customized Reports For Every eCom Business
There are two reports that I create for every business I work with. Feel free to use these as the launching point for creating your own reports.
The goal of the first is an overview of the that are needed to optimize your Facebook ads daily.
The second is a step-by-step walkthrough of the KPIs needed for any eComm business.
High-Level Overview
As mentioned, the first report allows me to see the top-line numbers that are important to the business on a day-to-day basis.
How much did we spend, return, and RoAS.
The second half of metrics are leading indicators that are used for most Facebook campaigns.
Step By Step Report
The goal of the second report is to show a step-by-step walkthrough of a typical eCom funnel.
As you can see we start with spend and work our way through the KPI's to purchase.
If you have a custom funnel, you may want to create either custom conversion metrics or your own custom metrics that you can use.
Create Your Facebook Ad Reporting
Need help creating your Facebook ad reports?
Feel free to book a strategy session, and we can talk and customize your report together.
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