Tracking Options in Facebook

The easiest way to review campaign performance is to use the Facebook Ads Manager. Here, we can filter campaigns by dates, objectives, etc., and "zoom in" any campaign to measure every single ad set or ad's performance.

Don't forget to set the correct date range when checking client ad reports! We can also compare two different date ranges to see how your campaign performance has changed over time.

As you look at the Campaigns tab in the Ads Manager, you'll notice the reporting table with different metrics such as:

Cost-per-click
Cost-per-conversion
Impressions
Unique Link Clicks

That's where we can get a complete overview of all our clients' Facebook campaigns' performance.

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There are all sorts of different metrics available in Facebook Ads Manager to help you gain an immersive understanding of how your campaigns are performing. Here are some of the most important metrics to know about Facebook reporting options:

Performance: Results, Result Rate, Reach, Frequency, Impressions, Delivery, Social Reach, Social Impressions, People Taking Action, Positive & Negative Feedback, Amount Spent, etc.
Engagement: Post Engagement, Post Comments, Post Shares, Page Engagement, Page Likes, Page Mentions, Event Responses, Check-Ins, Offer Claims, etc.
Clicks: Link clicks, Unique Link Clicks, CTR, Social Clicks, etc.
Messaging: New Messaging Conversations, Messaging Replies, Cost per New Messaging Conversation, etc.
Media: Video Average Watch Time, Canvas View Time, 3-Second Video Views, 10-Second Video Views, 30-Second Video Views, Video Watches at 25%, Video Watches at 100%, etc.
Website Conversions: Website Leads, Website Searches, Website Adds to Cart, Website Registrations Completed, Cost per Website Conversion, Cost per Website Purchase, Website Conversion Value, Website Custom Conversions, etc.
Apps: Desktop App Installs, Mobile App Actions, Mobile App Adds to Cart, Mobile App Purchases, Cost per App Install, etc.
On-Facebook: On-Facebook Purchases, Leads (Form), Cost per On-Facebook Purchase, etc.
Offline: Offline Leads, Store Visits, Offline Purchases, Offline Adds to Cart, Cost per Offline Purchases, etc.

Once you've created the ad reports you need, don't forget to save them!

AdEspresso For Tracking

If you're using AdEspresso to manage a client's Facebook ad campaigns, you can see additional campaign reporting as well as A/B test results very quickly.

Whenever you're running a Facebook ads experiment, AdEspresso's automated Facebook ads reporting will let you know which variation performs better.

Optimization On Facebook

When we start optimizing, we want to know the answers to:

Which ad placements are performing the best?
What times of day or weekdays deliver the most conversions at the lowest cost?
What are the best-performing target locations?

Another cool feature that Facebook provides when it comes to optimizing campaigns is a useful way to choose what you want it to automatically start to optimize for.

The Optimization for Ad Delivery tells Facebook what’s the end goal you’re most interested in. For example: If our goal is to drive traffic to a client website, optimize the ad delivery for Link Clicks.

If the goal is to drive traffic to client websites, optimize ad delivery for Link Clicks.
If we want people to convert on the website, choose the Conversions objective.

This video provides a comprehensive walkthrough on how to optimize a campaign.

Tracking and Optimization