Once you have gone through the process of creating your first campaign and it starts to deliver, it is important to analyse the results to better inform you for the future. You have access to many useful metrics of which I will explain my favourites below.

Reporting Duration

When you first load the ads manager page, this may be set to Today or another date as default. This can be confusing in your reporting, and you may think your ad has not performed. The first thing to do when loading the ads manager is change this to Maximum. By doing this, you can also see your total budget for each campaign in the Amount spent column.

Columns

This is where you can select the reporting columns you had like to see. It will be on Performance by default but there are numerous other options you can add in to give you a better idea of how your campaign performed.

To select columns of your choice, click on Customise Columns. From here, simply tick the boxes that you want to appear and reorder them in the right-hand pane to your preference.

I have a preset called Reports which I create across all my ad accounts. Key columns include:

Starts – The start date of the campaign
End – The end date of the campaign
Budget – The budget of the campaign/ad set/ad
Amount spent – The amount of the budget that has been spent so far
Results – This will show the results in relation to your objective. If the objective was event responses this will show you how many event responses, you achieved. If the objective was traffic, this will show you how many link clicks or landing page views you achieved.
Frequency – How many times on average your ads were seen by each user.
Reach – This is how many individual users you reached.
Impressions – This is how many times your ads were seen by users.
Cost per result – How much it cost to achieve your results.
Purchases – This only works if you are using conversion tracking with your pixel.

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