Facebook_Ads_Reporting_Guide_March2010

8/7/2019 Facebook_Ads_Reporting_Guide_March2010

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Facebook Ads ReportsP R O D U C T G U I D E F O R A D V E R T I S E R S

March 2010



Introduction

Introduction

Your Ads Manager will provide you with all the basic inormation you need to manage your campaigns.

However, i you’re looking or more detail, use Facebook Ads Reports.

In addition to providing data about your campaign perormance, Facebook’s reports can help you learn

about your audience. Reports show you detailed demographic inormation and provide insights into the

likes and interests o users who click on your ads.

This guide will show you how to run reports and explain the dierences between the report types so you

can choose to pull the reports that are most relevant to your needs. We’ll also review a ew basic tips to

help you apply the reporting data to optimize and grow your campaigns.

Getting Started

To run your frst report, visit your Ads Manager (www.acebook.com/ads/manage)

and select “Reports” on the let hand navigation o your Ads Manager.



Know your options

Know your options

When the screen frst loads, you’ll see that you have fve dierent options or customizing your report:Report Type, Summarize By, Filter By, Time Summary, Date Range, and Format. We’ll discuss the dierent

Report Types in depth in the next section, but frst let’s look at the other our options.

Summarize By

You can choose rom Campaign, or Ad. This option

determines how the statistics in your report will be

broken down. A Campaign report will break the stats

down to the campaign level, and an Ad report will

break them down to the individual ad level

Time Summary

Choose what unit o time the report will organize the

stats by. In this section, you’ll see several dierent

options depending on how long your ads have been

running and what type o report you chose in the

frst section. These options might include monthly,

weekly, or daily. I, or example, you choose to run

a monthly report, all o the statistics will be totaled

across the entire month. A daily report, on the other

hand, will show you stats or each individual day

Date Range

Speciy the time period or which you would like to

see data. Select the start and end dates rom the

calendar that pops open when you click in each

respective date feld. The deault date range is the

previous 7 days

Export Format

View your report as a Webpage in HTML or export

it as a Comma Separated Values fle (.csv). The

inormation contained within the report will remain

the same, although the ormatting will vary



Advertising Perormance

The Advertising Perormance report is the most basic report type, best used or

campaigns with pure perormance objectives. I you run one o these reports, you’ll see

that it includes statistics like Unique and Total Impressions, Clicks, Actions and Click

Through Rateall in real-time. Keep in mind i you are running ads or Pages or Events,

clicks are encompassing Clicks + Any Actions taken on the ad (Become a Fan, RSVP).

Although this inormation is available to you elsewhere, you may fnd this a useul way

to view all o the statistics in one place over a longer period o time. Unique Stats are

defned as ollows:

Unique ImpressionsReers to the number o dierent individuals

who viewed the ad, campaign, or account in that

specifc row. This stat diers rom your regular

impressions because each user is only counted a

single timeeven i a user sees your ad multiple

times, they’ll only be counted once

Unique ClicksThis column will show you the number o unique

users who clicked on your ads

Unique CTRThis CTR is calculated as the number o

unique clicks divided by the number o unique

impressions

ActionsActions are counted when users become a an o

your advertised Page, or RSVP “yes” or “maybe”

to an Event through your ad. These positive

engagement actions are also counted as clicks on

your ad.

Report Types

Report types

Now that you’re amiliar with the basic options available to you, you’ll need to decide which type oreport will be most useul or you. Below, we’ve outlined the dierences between the report types and

provided you with defnitions or the terms contained within each report.

Depending on what your goals are or what type o inormation you need, you may fnd it useul to run

more than one o these reports. There’s no limit to the number o reports you can run, so you might want

to try running one o each to learn more about what statistics are available to you.



Report Types

Responder Demographics

The next option available under Report Types is “Responder Demographics.” This report

will provide you with valuable inormation about the types o users who are seeing or

taking action on your ads.

DemographicReers to the number o dierent individuals

who viewed the ad, campaign, or account in that

specifc row. This stat diers rom your regular

impressions because each user is only counted a

single timeeven i a user sees your ad multiple

times, they’ll only be counted once

Bucket 1/Bucket 2Provides urther inormation based on the option

appearing in the demographic column.

I the demographic column is gender_age, Bucket

1 will show either F (emale) or M (male). Bucket 2

will show 13-17, 18-24, 25-34, 35-44, 45-54, 55-64, or

65-100 to represent age ranges. There is currently

no way to adjust the age ranges used.

I the demographic column is region, Bucket 1 will

give the country (like US or the United States or

CA or Canada). I available, Bucket 2 will show

the name o a region or state within that country.

I this column is blank, we’re currently unable to

urther divide the data within the country.

I the demographic column is country, Bucket 1

will give the country name, usually as a two-letter

abbreviation. Bucket 2 will be blank.

% o ImpressionsThe percentage o unique impressions served to

the demographic reported, as compared to the

total number served. This column may be blank i

there were not a sufcient number o impressions

served to the demographic group, but this does

not necessarily mean that zero impressions were

served

% o ClickersThe percentage o unique users who clicked on the

ad within the demographic reported, as compared

to the total number o clickers. Again, this column

might be blank i there isn’t sufcient inormation,

but this does not mean that there were zero clicks

within the demographic

Unique CTRThe unique click through rate or the demographic

reported. We compute this by taking the number

o unique clickers and dividing by the number o

unique impressions served.



Report Types

Responder Profles

This report provides inormation about the types o users who see or click on your ads

based on interests that they have listed in their personal Facebook profles.

InterestsDisplays specifc common interests that users

who have clicked on your ad have listed in

their profles. For example, i you see the term

“photography” in this column, that means that

multiple users who have clicked on your ad havethe word “photography” listed in the interests

section o their profles

BookTells you how many unique clickers (users who

have clicked on your ad) have listed the book

directly to the let in their personal profles

MusicThe names o bands, musicians, or songs that

multiple clickers have in the avorite music

section o their profles

TV ShowThe titles o dierent TV shows that

multiple clickers have in the avorite TV

shows section o their profles

RankThis number in this column reers to the

items listed in the column directly to the

right (Interests/Books/Music/etc). This lets

you know what order the interests go in,

with 1 being the most common and 5 (or the

highest number) being the least common

# ClickersThis number tells you how many unique

clickers who have listed the specifc

Interest/Book/Music/etc directly to the

let, in their personal profles. For example,

i this column says 10, and the previous

column was the Interests column and said

“photography,” that means 10 dierent

users with an interest in photography

clicked on your ad



Report Types

Conversions by Conversion Time

This report is available i you have implemented Converstion Tracking BETA to any o

your ads. This report shows the number o conversions organized by the time o the

conversion event (e.g., purchase time), categorized by the length o time between a user’s

view or click on a Facebook Ad and the conversion (i.e., 0-24 hours, 1-7 days, 8-28 days).

Conversions by Impression Time

This report is available i you have implemented Converstion Tracking BETA to any o your

ads. This report shows the number o conversions organized by the impression time o the

Facebook Ad a conversion is attributed to, categorized by the length o time between a

user’s view or click on the ad and the conversion (i.e., 0-24 hours, 1-7 days, 8-28 days).



Applying Reporting Data

Applying Reporting Data

Now that you have data rom your Facebook Ads Reports, the next step is to apply your learnings to your

ad campaigns. There are several dierent ways to approach this, but to get started, here are some basic

optimization tips that will help you make the most o the learnings gained rom your reports.

Redefning your audience

Ater running either the Responder Demographics or Responder Profles reports, you

could uncover certain groups o users who are clicking on your ads more oten than

others. Redefne your targeting using the data rom your reports or better optimization.

Reallocating your budget

All o the reports can help you understand which ads are perorming well and which can

be paused. Look or dierent ads or dierent groups o users that have been perorming

particularly well or you and optimizepause ads andcampaigns that aren’t perorming

well. Since your budget is defnted at the campaign level, any ads you pause in a campaign

will reallocate your budget to the ads that are still running.

Testing ad creative

The data provided by your reports can also be used to test out dierent ad creatives and

their perormance against one another with dierent types o users. For example, i you

run a business that appeals to both males and emales, you might be running a couple o

ads that are each targeting both genders. Using the Responder Demographics report, you

can identiy any dierences in the way that males and emales are responding to your

ads. Certain phrases, images, or promotions might be more appealing to one group, and

you can use this inormation to continue making changes to your ads. Ater you’ve tested

these ads out, you can try creating separate ads or men and women.

For more inormation on Facebook Ads Reports or or optimization tips, visit www.acebook.com/adshelp

Documents

Facebook_Ads_Reporting_Guide_March2010