Ads Analytics. User Guide

Transcription

1 Ads Analytics User Guide

2 For many marketers, measuring ad performance is either too complicated or time-consuming. Too much time is wasted wading through meaningless metrics, struggling to get an aggregated view that enables decision-making and campaign improvement. Socialbakers Analytics combines your social ad data across all profiles so you can choose the KPIs you need, instantly pull up data visualizations, compare results across campaigns and ad sets, check your ad relevancy, and more. Ads Analytics integrates paid metrics from Facebook into Socialbakers Analytics, including the most important metrics to evaluate ad campaigns at various levels Number of connected ad accounts Campaigns created Ads created for specific page / post / website Ads Analytics covers paid activities of user ad accounts with sets of metrics for Ad accounts Campaigns Ad sets Ads

3 3 Ad Account Dashboard The dashboard serves as a starting point for all ad accounts controlled (administered) and displays the paid activity for each. To access the Ads Dashboard, select Facebook from the vertical navigation bar on the left hand side of the page and click on Ads

4 4. Back to Facebook Overview return to the previous screen with Facebook Overview.. Select Account search and select available ad accounts from the dropdown menu or select one from the Ad Accounts Overview screen. 3. Ad Accounts Overview information about connected ad accounts and advertising statistics for a given time period. 4. Ad Accounts Overview () total number of connected ad accounts. 5. Date Picker select predefined or custom parameters to display ad account results for a given time period. 6. Search Box search connected ad accounts. 7. Sort by option sort ad accounts by data in the column selected. 8. Ascending/Descending button sort columns either by ascending or descending order. 9. Column Slider slide through multiple column screens by clicking on buttons. 0. View Customizer the ad accounts will be displayed with tab sets of four metrics. You can select the order grouping of metrics by clicking the button at the end of the metrics line.

5 5 Here you can choose the order and grouping of metrics.. Ad Account name overview of ad accounts, where clicking on a specific name will display detailed statistics (campaign/ad set/ads).. Monitor Ad Accounts add new ad accounts to your list by clicking on the Monitor Ad Accounts button and selecting one of the available ad accounts.

6 6 To confirm the selection of ad accounts that you want to add, click the Add button. Select the ad account you want to have a closer look at. The menu will give you these categories: Overview: visualizations for overviews of all other sections, like Performance, Cost, Engagement and Campaigns. Performance: general performance metrics, like Number of Impressions, Reach, Conversions and more. Cost: reveals details about costs, like Total Spent, CPC & CPM. Clicks: how many clicks the ad received. Engagement: shows the number of actions taken on the ad, page, app or event, distribution of these actions and more. Campaigns: an overview of available campaigns for the selected ad account.

7 7 Account Overview 3. Metric sets Performance metrics Cost metrics Click metrics Engagement metrics Shortcut to Campaigns Overview section. Chart time controls quickly filter through different charts by Day/Week/Month/Day of Week buttons. 3. Date Range after selecting a specific date range, charts are automatically updated and display advertising activities for a selected period of time.

8 8 Account Overview By clicking on the Overview tab from the menu on the left side, you can quickly see the most important advertising metrics for the selected ad account. Charts available: Total Ad Spend Clicks Overview CPC & CPM Number of Total Actions Cost per Post Like

9 9 Total Ad Spend Chart 3. Total Amount Spent quickly filter through different charts by Day/Week/Month/Day of Week buttons.. Cost Per Click average amount you ve paid for each click. 3. Cost Per 000 Impressions (CPM) average amount you ve for 000 impressions.

10 0 Clicks Overview Chart Displays received clicks over a selected date range. If promoting a Page, event or app, clicks also include Page Likes, event joins, or app installs that came from your ad.. Total Number of Clicks total number of clicks the ads received. If promoting a Page, event or app, clicks also include Page Likes, event joins, or app installs that came from your ad.. Total Number of Social Clicks number of clicks your ad receives when it s displayed along with social information (e.g.: Jane Doe likes this. ).

11 CPC & CPM Chart. Avg. CPC The average amount paid for each click.. Avg. CPM The average amount paid for 000 impressions.

12 Number of Total Actions Chart. Total Actions displays the number of actions taken on your ad, Page, app or event after someone saw your ad, even if they didn t click on it. Actions include Page Likes, app installs, conversions, event responses, and more. For example, if you receive Page likes and comments, they will be counted as 4 actions.. Cost Per Action The average amount of money spent on actions. For example, if you spent $0 and you received 0 Page likes (0 actions), the average cost per action is $.

13 3 Cost per Post Like Chart. Cost per Post Like The average Cost for each Like on your Page s posts as a result of your ad.. Average Price per Post Like The average cost, over the entire time period, for each like on your page s posts as a result of your ad.

14 4 Performance Metrics Displays general performance metrics. The following charst are available from the performance metrics section Number of Impressions Clicks Overview Reach Number of Total Actions Total Ad Spend Conversions Frequency

15 5 Number of Impressions. Total Number of Impressions the number of times your ad was viewed. For example, if 00 people saw your ad times, it would be reported as 00 impressions.. Total Number of Social Impressions number of people your ad was shown to including social information such as an ad viewer s friend(s) liking your page. Social impressions may be different from the number of unique people who viewed your ad. For example, if the ad showing that a user liked your page is viewed by 3 users s friends times each, that means you have 6 social impressions.

16 6 Reach Chart. Total Reach number of people your ad was served to.. Total Social Reach number of people your ad was shown to including social information such as an ad viewer s friend(s) liking your page. For example, if 3 people see an ad times each and one viewers friend likes your Page, it counts as 3 social reaches.

17 7 Number of Total Actions Chart. Total Actions the number of actions taken on your ad, Page, app or, event after someone saw your ad, even if they didn t click on it. Actions include Page Likes, app installs, conversions, event responses and more. For example, if you receive Page likes and comments, they will be counted as 4 actions.. Cost Per Action the average amount of money you ve spent on actions. For example, if you spent $0 and you got 0 Page likes, each one costs an average of $.

18 8 Total Ad Spend Chart 3 Total Amount Spent: the total amount of money you ve spent on ads during the selected date range.. Cost Per Click average amount of money you ve paid for each click.. Cost Per 000 Impressions (CPM) average cost for 000 impressions.

19 9 Conversions Chart. Total Number of Conversions the number of conversions to your website attributed to your ad.

20 0 Frequency Chart The average number of times your ad was served to each person. 3. Total Number of Unique Impressions The total number of times your ad was served to a unique person.. Total Number of Impressions the total number of times your ad was served, including multiple impressions to the same person. 3. Avg. Frequency The average number of times your ad was served to each person.

21 Cost Metrics 3 Charts Available Total Spent CPC & CPM Cost per Post Like Cost per Page Like

22 Total Spent Chart 3. Total Amount Spent the total amount of money spent on ads during the selected date range.. Cost Per Click the average amount of money paid for each click. 3. Cost Per 000 Impressions (CPM) the average amount of money paid for 000 impressions.

23 3 CPC & CPM Chart. Avg. CPC the average amount paid for each click.. Avg. CPM the average amount paid for 000 impressions.

24 4 Cost per Post Like Chart. Cost per Post Like the average cost of each like on your page s posts as a result of your ad.. Average Price per Post Like the average cost, over the entire time period, for each like on your page s posts as a result of your ad.

25 5 Cost per Page Like Chart. Average Price per Page Like the average cost for each Page Like as a result of your ad.

26 6 Clicks Metrics This area contains metrics from the clicks section showing clicks to your ads so you can see which of your ads are being clicked on and their overall success.

27 7 Clicks Chart. Total Number of Clicks the total number of clicks an ad received. If you re promoting a Page, event or app, clicks also include Page Likes, event joins, or app installs attributed to your ad.. Total number of Social Clicks the number of clicks your ad receives when it s shown with social information (e.g.: Jane Doe likes this. ).

28 8 Engagement Metrics Charts Available Page Likes Number of Total Actions Actions Distribution Cost per Post Like Cost per Page Like

29 9 Number of Total Actions Chart. Total Actions the number of actions taken on your ad, Page, app or, event after someone saw your ad, even if they didn t click on it. Actions include Page Likes, app installs, conversions, event responses, etc. For example, if you receive Page likes and comments, they will be counted as 4 actions.. Cost Per Action The average cost for each actions. For example, if you spent $0 and you got 0 page likes, each action costs an average of $.

30 30 Actions Distribution Chart. Total Actions the number of actions taken on your ad, Page, app or, event after someone saw your ad, even if they didn t click on it. Actions include Page Likes, app installs, conversions, event responses, etc.. Cost Per Action The average amount of money you ve spent on actions. For example, if you spent $0 and you got 0 Page likes, each one costs an average of $.

31 3 Cost per Post Like Chart. Cost per Post Like the average cost for each Like on your Page s posts as a result of your ad.. Average Price per Post Like: the average cost, over the entire time period, for each like on your page s posts as a result of your ad.

32 3 Cost per Page Like Chart. Average Price per Page Like the average cost for each Page Like as a result of your ad.

33 33 Campaign / Ad Set / Ads Overview Section This area contains an overview of all available campaigns for the selected ad account Search Campaigns search through all campaigns or ad names.. Sort by option filter through campaigns/ads by the column selected. 3. Ascending/Descending button sort columns in ascending or descending order. 4. Column Slider slide through multiple column screens by clicking on buttons. 5. View Customizer customize the view you want to see in the dashboard.

34 34 You can customize each column by dragging and dropping the desired metrics into the specific column. After you have customized the view, click on Apply.

35 35 General Settings: Set Ad Accounts to Private In this area you can set ad accounts data to private so that members of your team will only be able to see data for his/ her own ad accounts. 3. Click on dropdown user menu.. Click on General Settings. 3. Check Private Ad Accounts data and save.

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