In addition to shining a light on your campaign performance, Facebook reports will help you learn more about your audience. But it’s the analysis which is the key to gleaning actionable insights to help you refine and test your campaign to improve overall results and learnings.
Facebook reports can help you understand your audience, their behaviour and the segments most engaged with your brand. This is what makes Facebook even more powerful than Google!
I recommend running Adwords and Facebook campaigns simultaneously to boost your overall business ROI. In a recent study conducted by Kenshoo, they looked at specific segments of the target audience that were exposed to both paid search ads and Facebook ads. The research proves that Facebook advertising has a definite, positive effect on paid search performance.
When it comes to reporting on your Facebook campaigns, the methodology below will provide valuable and actionable insights to drive performance. By adopting this approach, you can ensure you’re getting the best bang for your buck across channels and that you’re always testing, learning and improving results.
1. Cross Device Reporting
On August 13th, Facebook announced a new reporting feature enabling campaign performance to be tracked across devices. You can read more about this here. This new reporting capability can be found within the reports section by clicking ‘Edit Columns’.
The data you download allows you to view performance across devices.
In the table below, the ‘Impression Device’ refers to the device being used when the last ad was served. The ‘Action Device’ is the device being used at the time of conversion or engagement. Using a pivot table will give you an even better picture of how each device is performing.
The pivot table below shows the impression device as the heading with the action device underneath.
This analysis backs up the theory that mobile is becoming more important in the buying cycle. The data shows that 47% of users who last saw the ad on their android phone converted on desktop, and that 38% of users who last saw the ad on their iPhone converted on desktop.
You can use this data to determine which devices are delivering the best results, and hence adjust your activity accordingly.
What else is new?
At the end of September Facebook relaunched the Atlas ad platform with cross-device targeting and offline tracking capabilities. Combined with the targeting capabilities already available, this makes Facebook an even more powerful platform for advertisers and I think will soon be giving Google a good run for its money. This article from Techcrunch.com explains this in a bit more detail. Watch this space!
2. Demographic Reporting
This is data which allows you to look at the demographics of the audience engaging with your ads. To view demographic data edit the columns within the reporting section.
Once the data is exported and pulled into a pivot table you can filter by age, gender or both.
Analysis & Insights
Top level: analysing demographics can help you refine your campaign to improve results and ensure the budget is being spent efficiently. The analysis below shows that 25-34 year olds are the highest converting age group.
You can create adsets to specifically target this demographic to ensure you target the users most likely to convert – again, spending your budget more efficiently.
By separating this demographic into its own adset you can give it its own budget and make the ads even more tailored.
You can then still target the other age groups/genders in the original adset.
Ad Level: In addition to looking at top level demographic data, it’s also possible to view this data at the ad level. Images and messaging perform differently for males and females and across various age brackets.
To save time, I recommend naming the ads with a brief description, e.g., Red Image, Buy Now, Newsfeed. This can tell you which ads perform better at a glance for a certain demographic.
In the example above we can see that females are most responsive to the red image, ‘buy now’ ads.
Segment females into their own adset to target females only within a certain age range, e.g., 25-34 and test different messaging that speaks directly to this demographic. Test different images in the existing adset to test male conversions, or change your existing settings to exclude men.
3. Day of Week Reporting
This is a report which shows you data by day and can be pulled as part of other reports. To view data by day, ensure that ‘1 day per row’ is selected before running the report.
Certain days of the week may generate more traffic and conversions than others.
By graphing the data you can spot trends and become more proactive by anticipating high and low traffic periods, and adjusting your campaign or adset settings to take advantage of this.
4. Post-Click / Post-Impression
Post-Click/Post-Impression takes reporting a step further, allowing you to track actions even after the campaign has ended. There is value in knowing that someone who clicked your ad later converted, even if they didn’t convert immediately.
You can determine , and pull reports, based on this attribution window, which means you can customise the amount of time associated with a conversion or a user’s behaviour on Facebook.
You can edit the columns in the reporting tab to amend this setting.
This data is important as you gain insights into the ‘consideration period’ of a user. For example, the products you’re selling could be a high consideration purchase. By using the 28 day attribution window you can capture the conversions of users who may be doing research or taking their time deciding. If you sell lower priced items, you may want to change the attribution window to a shorter time frame.
Anticipate this ‘delay’ in your reporting – your cost per conversion will likely be lower and your engagement rate higher by including this data.
Create and schedule ads to target these users closer to the end of the attribution window to nudge them through the buying cycle.
You can also use this knowledge to set up Adwords GDN remarketing campaigns using the same attribution window.
The results delivered to your business from your Facebook campaign will be more accurate and your reports will have more clarity.
5. Google Analytics Reporting
Facebook activity can also be tracked through Google Analytics (GA) if you have added UTM tags to the URLs. This allows you to see how much Facebook is contributing to your overall business and how much to invest in it.
Drilling down into social will provide you with insights into which platform delivers the most traffic and conversions.
Any of the usual reports you pull from GA can include your Facebook data. It is a good idea to measure how engaged your Facebook users are to help you understand their behaviour on your site and if they are new or returning visitors.
One thing you should be aware of is that the data in Google Analytics and Facebook don’t match 100% but don’t worry – this is normal.
There are different reasons for this, here are some of the most common ones:
- Reporting from Facebook provides click data while GA provides visits.
- If the time-zones for Facebook and GA are different the data will be different
- Tracking may not be set up correctly. Double check you have your UTM tags and/or custom campaign parameters implemented correctly:
- Custom campaign parameters are good to use if you are using sponsored posts on Facebook that link directly to your site
- Click Fraud – Facebook may filter out some clicks and impressions to reduce invalid clicks, where as GA records all site traffic
Reporting is about more than just the numbers. You must use the data to you to find out why the performance is good or bad and what you can do to improve your results. Keep testing and learning, and remember that running paid social and search campaigns together can boost performance.
Learn as much about your audience as possible. Even if your campaign isn’t delivering the strongest results, the learnings are invaluable. Look for actionable insights and tailor your messaging to speak to your key audience.
If the results aren’t as strong as you anticipated, you can use the data from your reports to figure out why. Maybe your ad copy isn’t speaking to the right audience, maybe your landing pages don’t have the right messaging.
Monitor performance often and use the data to help make decisions.