How to use Facebook custom ad reports! Part 2 of 3

Hi all, today we will see how reports could be generated for parameters such as gender, age, country, device and placement. It will be exciting, let’s dig in:

  1. Add columns on the basis of objective of the Ad

Say for example, you wanted to know what are the website conversions and value of each conversion. Now that you will be able to get only through customize columns. Click on “Customize Columns” in Reports section. You will get a dialogue box as follows:

Reports image

Click on “Website Conversions” in which select “Website Conversion” under “Actions” and select “Cost Per Website Conversion” under “Cost Per Action”. See below the snapshot:

Web conversion image

The following columns will be added to the default report:

Web conversion column image

  1. Ad Reports by Age

Many advertisers will create different ad sets to do split testing in order to understand which age segment is giving better performance from a conversion, engagement point of view. With custom ad reports this is not necessary. There is a drop down below “Report settings” heading as showed below. By default the “Breakdown” is set to “None”. But you can set it to Age:

Breakdown by age image

Once you click on it the “Age” column will be added to your report:

Breakdown Age column image

  1. Ad Reports by Gender

If you select “Gender” from the dropdown then the column showed in the following manner:

Gender breakdown column image

The data can give you great insights on which gender is responding well to your ads. Accordingly you can continue/discontinue with specific ad sets.

  1. Ad Report by Age and Gender

Well you might know that Male respond to your ads really well and 25-34 age group has maximum engagement. But that age group also have female. How will you single out the specific TG? It’s simple. Just select “Age and Gender” in the “Breakdown” drop box. You will see the following columns:

Age and gender breakdown column image

This will help you in taking decision on which campaign is doing well on what kind of target segments.

  1. Ad Reports by Country

For marketers who sell their products in different countries, the performance for each ad set will differ – country wise. When you select the “Country” option in the “Breakdown” drop box the dashboard will show each campaign in different rows on the basis of country being targeted:

Country breakdown column image

  1. Ad Reports by Placement

There are 2 places where Facebook shows ads – news feed, right column. If you need to know how the ads are performing on different devices then select “Placement” in the “Breakdown” drop box. There will be a column added to your report which will show as follows:

Placement breakdown column image

There can be only 4 values in the column:

  • News Feed on Desktop Computers
  • News Feed on Mobile Devices
  • Right Column Ads on Desktop Computers
  • Right Column Ads on Home Page for Desktop Computers

For marketers what is important is insight, for example – how the ad is performing on mobile news feed v/s desktop news feed.

Next week we will see how to see reports on cross-devices, create a website conversion report and create video views report. Till then be awesome 🙂

(Images and content courtesy Jon Loomer)


How to use Facebook custom ad reports! Part 1 of 3

Imagine a situation wherein you have to give a report of a campaign done on Facebook & the reporting manager asked for specific fields on the website conversions & devices. You think “ok let me ask the agency but there is no time”. After logging in the ad reports section you will see a 17 column report from which you will try to get answers from that important meeting.

traditional ad report

Well you don’t get an answer. That’s where you’ll have to look at custom ad reports. The following points may help you to get that extra edge in Facebook advertising:

  1. Customize Columns

To take the advantage of custom ad reports click on “Customize Columns” button as showed below:

customize columns 1

Then you will see a window like this:

customize columns 2

  1. Add Filters

Whenever you are running a report you would want to see an objective specific one & not generic. For example, if you have two campaigns – page likes and website conversions, then you don’t want to see the data together.

The specific attributes could be defined with the help of “Add Filters” button next to “Breakdown” drop down:

add filters 1

We can create filters based on:

  • Campaign name
  • Ad Set name
  • Ad name

There are secondary level options as follows:

  • Contains
  • Does not contain
  • Is
  • Is not

This means, you will get info on a particular campaign, ad set or ad name, plus you can dig deeper with the condition filter stated above. Say for example, if you want to look at a particular page then typing name of page will give results only pertaining to that webpage.

If you want to see only page likes campaign then type in the following manner:

add filters 2

In the above result if you don’t want to see results from lookalike audience then add another filter with ad set attribute, just like it’s done below:

add filters 3

For all the filter combos to work in best possible manner your campaigns, ad sets & ads need to have good naming conventions.

  1. Save Report

You have customized the report with proper filters. This has taken a lot of time and then you logged out. Now you will have to recreate the report with all the filters in place. That’s a disaster. Unless you have saved it.

After creating the report click on the “Save” button:

save report 1

Give the report a name as showed in the below given dialogue box

save report 2

In case the report already exists you will get a message as showed below:

save report 3

When you want to access saved reports, click on current reports dropdown as showed below. There are a few more default reports which are offered by Facebook:

save report 4

  1. Share Report

Once you have saved the report and want other colleagues to take a look at it then you can click on the share button on the top as showed below:

share report 1

You will get a link as showed below, which can be shared with your colleagues.

share report 2

  1. Schedule Report

These reports actually are pretty handy. By now you might have realised that your boss wants a specific report month-on-month. You can just schedule these reports clicking on the “Schedule” button as showed below.

shedule report 1

Once you click on the button, the below given dialogue box opens. The report can be emailed on a daily, weekly or monthly basis. Just mention the starting date and you are ready. Mentioning different email id’s who should get the reports will ensure that the report is sent to these people at designated day and time.

shedule report 2

  1. View report with timelines

The default view of the reports is 30 days. But you can select any option as stated below. There is also a custom option that will allow you to select a range. This dropdown option is located on top right side.

view report 1

You can actually do multiple selections on the “Breakdown” button showed below. This will help you analyze the performance over varied timelines plus on the basis of actions and delivery

view report 2

Next week we will see how to see reports on the basis of age, gender, country, placement, and device. Till then ciao 🙂

(Images and content courtesy Jon Loomer)

No More Click Bait! Part 2 of 2

Today we will see how the links should be shared and how does this impact a brand.

How to share links?

It is good that brands are bringing innovative content for their fans. But on majority of occasions brands were not fair in the treatment of the content. This was aggravated by the way links were shared on the timeline.

When brands looked at the kind of content doing well, conclusion was simple – photos, text posts were getting more engagement as compared to link posts. Link posts are those posts where a link is pasted in the update box and Facebook pulls the thumbnail, title, description from the URL (web page).

You may have come across brands who were sharing only text updates or photo posts as those formats were doing well. Higher reach and engagement was the mantra.

But an important aspect was getting left out – clicks to website. Any post done in this manner, was it really driving traffic to the website? No.

In fact a post which has the link, pulls thumbnails, title, description from the webpage link, gets double the clicks.

What certain brand managers overlook is that clicks are not of the same type. There are two major ones in this scenario – photo clicks and link clicks.

Photo clicks are the ones which happen when fans click only photo in the Click bait kind of post. Link clicks, which basically means clicking on the link happens very less.

This is the reason that FB will give more emphasis to those posts which have actual preview of the webpage whose URL is getting embedded. Point is that brands have to share links in this manner and not otherwise.

Think like a user before sharing any link in an unfair manner. Would you have liked it if a post shared with you led to an article which has nothing what you expected and was stated in the post in a different manner? No.

What is the impact for you?

Well if you were already following the guidelines given by FB on page posting and link posting, you have nothing to worry. But if you were not, time to relook at the whole strategy.

Analysing posts that are working and ones which are not, is a start. The posting strategy should consider the time when maximum fans are on Facebook. This will help the post get max penetration. Split testing posts should also help. Using Audience Insights is going to become more important from this aspect.

Content is king and no matter how many changes happen to FB’s algorithm, that rule is not going to change. Content should be helpful, educational or entertaining. Stop chasing the algorithm; it’s not going to get you anywhere. Invest in content otherwise.

Facebook is bound by one code – highlight the best content. Users should have an amazing experience which will lead them to spend more time on Facebook and results in more revenue.

Lesser users on Facebook means less revenue. Not a good picture right?

The content needs to be authentic and dissemination of it should be done fairly. That’s all what matters to Facebook.

Let me know if this post helped you in managing any challenges that you faced on Facebook. Will look forward to your views and comments. 🙂

(Images and content courtesy