Advice and answers from the Conversific Team

Kristof Banyai
Written by Kristof Banyai

How to use your Facebook Report?

When it comes to the ppc environment most people are very results-driven. 

We put the effort into our advertising campaigns because we expect results, and we need performance metrics to alert us of our success or failure. 

Introducing the Facebook Report.

Main Dashboard

Here you can see your revenue coming from Facebook. You can see how it performed vs. costs spend on exactly that advertising and the Return On Ad Spending (ROAS).

This can be more relevant, since it eliminates distortions due to seasonal trends (which affects every web store more or less).

These KPIs are relevant for understanding how your Facebook ads generates revenue for your store, what is the outcome of your efforts in a detailed manner and also where are the low hanging fruits, or the potential in your Paid Ads strategy.

By taking a quick look at these KPIs you can easily see what needs to be fixed. 

In this case your #1 priority would be to increase the Orders (you need to dig deeper at other parts of this report in order to know how).

KPIs present

1. Revenue is the money your customers have paid you in the given time frame coming only from Facebook. 

2. Advertising Spend: the money we have paid to Facebook in the given time frame.

3. Return On Ad Spend:  To calculate ROAS, you take the revenue generated from a channel/campaign and divide it by the cost of the channel/campaign; the number that you get from that calculation is the ROAS.

4. Impressions is the number of times that an advertisement has been shown in the Facebook newsfeed to all of visitors.

5. Clicks is the number of visitors clicked on your ad.

6. Conversion Rate is the percentage of the visitors from Facebook who became customers vs. all of the visitors.

7. Average Order Value (AOV) is the average value of all of the orders made in the given time frame.

8. Orders are the individual requests of a product or a service started and finished (there was successful payment) by customers. A customer can make multiple different orders and an order can consist of different/multiple products. (You can only see orders with a successful transaction here in the breakdown).

1. Profitability

KPIs present

1. Net sales - The total revenue of orders purchased by customers from the marketing channel.

2. COGS - The total cost of products ordered by customer from the marketing channel.

3. Gross profit - Net sales minus cost of goods sold

4. Advertising spend - The amount of money you spent on advertising on this marketing channel.

5. Net margin - Net profit divided by Net sales.

6. ROAS - Return On Ad Spend will show you how much revenue you earned for every dollar spent.

7. Gross margin - Gross profit divided by the Net sales

8. Net profit - All of the revenue from the marketing channel minus COGS and advertising costs

9. Average cost-per-click - All advertising costs divided by the generated clicks

2. Campaign Performance

Why it matters: Find your best performing ads, and decide which ones are not pulling their weight. Here you can see the campaign overview of your Ad Account. If you click the down arrow 🔽 near the name of the campaign you'll see the keywords included.

Clicks, CTR and Costs are relevant to see the visitor and customer acquiring power of the keyword. 

🤑 For example, in purple rectangle you can see the high performer ads, with high CTR and low CPC. With this ads you could push their spend limit a bit higher, because they are currently overperforming. 

🤬 In the red rectangle you can see the underperforming ads with lowest CTR. The best way to reduce wasted spend and really take control of every dollar in your budget is to focus on worts performing ads, which will help to make sure your account is targeted. 

KPIs present

1. Campaigns - The Facebook campaigns and ad sets you've spend on in the given time frame

2. Impressions is the number of times that an advertisement has been shown in the Facebook newsfeed to all of visitors.

3. Link Clicks is the number of visitors clicked on your ad.

4. Cost/Click (CPC): Cost per click, the amount you pay for each click, is important because it ultimately determines the financial success of your campaigns.

5. CTR or Click Through Ratio is a calculated metric which tells you how many people clicked through out of the total number of people who saw it. 

6. Advertising Spend: the money we have paid to Facebook in the given time frame

3. Top Facebook Landing Pages

This is a list containing the landing pages generating the most traffic for your website from Facebook. You can analyze these entry points by clicking on the Show all button and see where you are losing valuable visitors to your site. 

The most important thing to look for here is landing pages with higher than average bounce rates ( this is the part where you can dig deeper which I have mentioned in the first section )

For example, here you can see 4 landing highlighted. The red ones are need to be checked, because their average conversion rate is lower the the other nearby. The purple ones are outstanding in conversion rate and bounce rate. They are great example checking, what we've made great and should copy to our other pages.

KPIs present

1. Landing Page is the URL of the webpage your visitors landed at after clicking on one of your listings in a search engine. (This is a first entry point for your audience so these are quite important). 

2. Pageviews are the number of visitors who clicked on your Facebook ad

3. Revenue - see in the previous sections. 

4. Conversion Rate - see in the previous sections.

5. Bounce Rate -is an important KPI. It is the percentage of visitors leaving your site after coming across one of your pages. It's most relevant for the value proposition of a specific page.

If you have any questions or concerns feel free to reach out to the Support Team by using the purple icon in the bottom right corner.