CREATING GREAT FACEBOOK REPORTS FOR EXECUTIVES

AD Reporting

  • Performance: Can be customized further to include metrics like results, reach, frequency, and impressions
  • Engagement: Can be customized further to include metrics like Page likes, Page engagement, and post engagement
  • Videos: Can be customized further to include metrics like video views and average % of video viewed
  • Website: Can be customized further to include metrics like website actions (all), checkouts, payment details, purchases, and adds to cart
  • Apps: Can be further customized to include metrics like app installs, app engagement, credit spends, mobile app actions, and cost per app engagement
  • Events: Can be further customized to include metrics like event responses and cost per event response
  • Clicks: Can be further customized to include metrics like clicks, unique clicks, CTR (click-through rate), and CPC (cost per click)
  • Settings: Can be further customized to include metrics like start date, end date, ad set name, ad ID, delivery, bid, and objective

You can maintain up to 1,000 scheduled reports per ad account.

Responder Demographics Report

  • Date: The date on which the activity reported by that row of the report took place. Please note that monthly reports will be dated on the first of each month and weekly reports will be dated on the Sunday that marks the beginning of the week.
  • Ad/Campaign Name: The name of the ad/campaign being tracked by that row.
  • Ad/Campaign ID: The unique ID number of the ad/campaign being tracked by that row.
  • Demographic: For instance, if it says “gender_age,” then this row will tell you how a certain gender and age group responded to your ad.
  • Bucket 1/Bucket 2: These columns give further information about what demographic is being reported in the row. The values in these columns depend on the value of the “demographic” column in the row. For instance, if the row is a “gender_age” row, these columns will give you information about what gender and what age is being reported. However, if the row is a “region” row, it will tell you what country and what state is being reported.
  • % of Clicks (CTR): The percentage of unique user clicks served to the demographic reported, as compared to the total number served.
  • % of Impressions: The percentage of unique user impressions served to the demographic reported, as compared to the total number served. Note that this column may be blank if there were not a sufficient number of impressions served to this group. We do this to protect the privacy of people who use the site, and it doesn’t necessarily mean that zero impressions were served to this demographic.

Advertising Performance Report

  • Actions: This data includes all actions taken by people within 24 hours of an ad being served, or within 28 days after clicking on it. You’ll only see data here if you’re promoting a Page, event or application.
  • Actions Rate: The action rate for an ad is calculated as the number of actions the ad received, divided by the number of impressions (number of times the ad was shown on the site) in the given time period.
  • Campaign or Ad ID: The unique ID number of the ad/campaign reported in the row.
  • Campaign or Ad Name: The name of the ad/campaign reported in the row.
  • Clicks: The total number of clicks on the ads tracked by that row in the report.
  • Click-Through Rate: The click-through rate (CTR) for an ad is calculated as the number of clicks the ad received, divided by the number of impressions (number of times the ad was shown on the site) in the given time period.
  • CPC: The average cost per click in your account’s selected currency for the given row.
  • CPM: The average cost per thousand impressions for the given row.
  • Date: The date on which the activity reported in the row of the report took place. Please note that monthly reports will be dated on the first of each month and weekly reports will be dated on the Sunday that marks the beginning of the week.
  • Impressions: The total number of times the ad referenced has been shown on the site.
  • Social Impressions: The number of times your ad was clicked with social context about the viewer’s friend(s) who have connected with your Page, event or application.
  • Social %: The percent of impressions where the ad was shown with social context about the viewer’s friend(s) who have connected with your Page, event or application.
  • Social Clicks: The number of times your ad was clicked with social context (with information about a viewer’s friend(s) who connected with your Page, event or application).
  • Social Click Rate: Social Clicks divided by Social Impressions.
  • Spent: The total cost for the activity in the given row.
  • Unique Impressions: The number of distinct people your ad was served to, tracked by the given row of the report.
  • Unique Clicks: The number of distinct people who clicked on the ad(s) tracked by the given row of the report.
  • Unique Clicks Rate: This rate is calculated as the number of unique clicks the ad(s) received divided by the number of unique ad impressions.

Inline Interaction Reports

  • Date: The date the activity reported in the associated row took place. Weekly reports start on Sunday and will have Sunday’s date.
  • Ad/Campaign Name: The name of the ad/campaign tracked by that row.
  • Ad/Campaign ID: The unique ID number of the ad/campaign tracked by that row.
  • Impressions: The number of times your ad was served.
  • Interaction Types: When people interact directly with your ad, it’s reported as one of the following interaction types:
  • Inline Fans: The number of people who liked your Page
  • Inline Event RSVP Yes: The number of people who joined your event
  • Inline Event RSVP Maybe: The number of people who clicked the “RSVP Maybe” button
  • Inline Post Comments: The number of people who have commented on a Page post (a status update, photo, video, link or event). In order to preserve the privacy of people who use Facebook (to avoid showing which person was shown a particular ad), this column will show less than 20 when the total number of Inline Post Comments is less than 20.
  • Photo Views: The number of people who clicked on your photo
  • Video Plays: The number of people who started watching your video
  • Link Clicks: The number of people who clicked a link
  • Social Impressions: The number of times your ad was served with social context about the viewer’s friend(s) who have connected with your Page, event or application.
  • Social %: The percent of impressions where your ad was shown with social context about the viewer’s friend(s) who have connected with your Page, event or application.
  • Reach: The number of people your ad was served to.
  • Total Interactions: Total interactions include all interaction types plus Page and title clicks. For example, a person clicking on a photo and then clicking Like in your ad is counted as 2 interactions.

You can edit columns to use the column sets, metrics and dimensions to create reports with the data that is most important to you.  You can export the data as a CSV or a Microsoft Excel (.xls) formatted file, You can run a report regularly and have it sent to your email address or anyone with access to the ad account. You can save your report at any time

Delivery Fatigue
Performance may decline over time for ad sets that have run for extended periods. As the frequency on your ads increases, positive feedback on your ads, including engagement and clicks, may go down. Also, negative engagement, like people hiding the ad, may go up. This can result in your ad’s delivery slowing or stopping.
Duplication
To preserve a positive experience in News Feed, we set limits on how many times ads from the same advertiser can be shown to the same person each day. If you target people who like your Page, those people can see up to 4 of your ads per day. If you target people who don’t like your Page, those people can see 2 of your ads per day. For this reason, it’s a good idea to diversify your targeting and not duplicate audiences.
Duplication Completed
Budget Limits

Your ads stop running when they hit budget limits:

  • Account Spend Limit: This is amount you set for your whole ad account. You can check and change your account spend limit in your billing manager. To change your account spend limit, select Edit next to your current account spend limit amount, enter your preferred limit, and select Save.
  • Ad Set Lifetime or Daily Budget: This is the budget you set when you create an ad set.

-A/B Testing

7 Creative elements That Win

  1. Focal Point
  2. Brand Link
  3. Brand Personality
  4. Informational Reward
  5. Emotional Reward
  6. Noticeability
  7. Call to Action

You can see the performance of your advertising objective in Ads Manager and Power Editor. Oppa’s strategy of choosing Page post ads on News Feed, using targeting filters and Custom Audiences, and the partnership with Adroll, brought the company good results.

  • 75X return on ad spend
  • 50% reduction in cost per acquisition
  • 1,000+ products advertised in a dynamic way
  • 1 million people reached
  • Record conversions in one month

 

 

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