Understanding Facebook Ads Reporting: 4 Important Metrics

Osheen Jain • Last Modified: September 7th, 2023

Facebook is one of the biggest social media sites with over 2.3 billion monthly active users. This platform is effective for connecting with friends and family and also for building brand awareness through Ads. 

However, running ad campaigns is not enough to reach your goals. To ensure your ads generate traction and attract the right users, it is essential to analyze ads. Facebook ads manager has a reporting tool that allows you to create reports and drive insights about your ad campaigns’ performance. The reports are provided by default, but you can customize them with filters and Metrics that you want to track.

Custom reporting allows you to highlight the stats you want to say. Read on to find more about Facebook Ads Reporting and creating custom reports with Ads Manager. 

Table of Contents

Understanding Facebook Ads Reporting

Facebook Ads Reporting - Facebook Ads
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Each campaign in Facebook Ads Manager has an objective (for instance, a campaign to drive visitors to your website, increase likes on your Page, or increase conversions on the website). You can create one or multiple ad sets under each campaign and define parameters like budget and targeting. As you can create multiple ad sets, you can have an ad set for men and women. Next, you can design one or multiple ads with different creative and copy for A/B testing under each ad set.

Each ad under every set will have unique variables, and each campaign will also have unique goals or objectives. After your ads are up and running, it’s time to measure the performance of each ad in the campaign to test whether they’re working. 

You can either use the built-in Facebook Ads Reporting tools or build a custom report in Ads Manager. With Ads Reporting, you can make trend charts, pivot tables, or bar charts, to analyze the performance of ad campaigns and ad sets across a variety of Metrics. By default, you will see the ‘Had Delivery‘ pivot table in Ads Manager. 

You can further customize your reports with various Metrics, breakdowns, and Filters. Read on to find more about them. 

For further information on Facebook Ads, check out the official website here.

Key Metrics of Facebook Ads Reporting

The Key Metrics of Facebook Ads Reporting are:

1) Lead Generation

Lead generation can mean different things to every business. Still, at the end of the day, it’s about capturing user information that can help you indicate their interest in your product or service. For a B2B business, it could mean sign-ups for a webinar. Alternatively, for a company specializing in any professional services, lead generation is about measuring sign-ups for appointment slots. In any case, tracking lead generation is valuable for businesses of every vertical, so they have a firm understanding of a user’s journey to conversion. 

2) E-Commerce

You can capture E-Commerce Metrics without column customization if your business is running ads for a purchase event. However, you must customize columns to get the complete picture of your user’s journey through the sales funnel. You can add columns for conversion events like Checkouts Initiated, Website Purchases, and Add to Cart. These are crucial factors in determining where users drop off in the journey to purchase. Further, you can use the insights from these reports to run retargeting campaigns.

3) Relevance Score

Facebook assigns an estimated score from 1 to 10 to every ad campaign. This depends on how your ads fit your audience. The scores might vary during the initial 72 hours but stabilize as the campaign settles into the algorithm. A higher relevance score is related to a low cost per result and indicates excellent campaign performance. Don’t forget that Facebook might stop delivering ads that have very low relevance scores. 

4) Frequency

This Metric shows how many times your target audience has seen your ads. What brands should keep an eye for is the phenomenon called ad fatigue. It’s when your audience is beginning to get tired of seeing the same ad over and over again. Ad fatigue increases the cost per result and also decreases relevance scores. 

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Filters in Facebook Ads Reporting

In Facebook ads manager, users have access to various filters for checking and reporting ad campaigns. The same options for breakdowns and Metrics are available under trend, pivot table, and bar graphs

1) Breakdowns

By default, breakdowns are by campaign name and ad set name. You can also choose between page name, ad creative, gender, age, region, platform, placement, and objective. There is also an option to create custom breakdowns. You can also choose from settings, dynamic, creative assets, action, delivery, time, and level. 

There are some restrictions under trends. Only Metrics with numeric values are supported on the Y-axis. You can select between reach, impressions, frequency, the amount spent, link, clicks, CPC, CPM, and CTR. There are more Metrics for performance, engagement, custom, conversions, and settings. On the x-axis, you can choose between days, weeks, and months. 

2) Ads Filters

SearchFiltersAd TierDate range
Campaign NameAd Set NameAd NameCampaign IDAd Set IDAd IDSaved FiltersDeliveryObjectiveBuying TypePlacementMetricsDate UpdatedAll CampaignsAll Ad SetsAll AdsLifetimeTodayYesterdayLast 7 daysLast 14 daysLast 30 daysLast monthThis monthCustom

3) Columns

Facebook Ads Reporting - column
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  • Performance: Results, Reach, Costs, Amount Spent, etc.
  • Delivery: Reach, Frequency, CPM, Impressions, etc.
  • Engagement: People Taking Action, Reactions, Comments, Shares, and Other Forms of Engagement
  • Video Engagement: Impressions, 3s Video Views, Cost per 3s Video View, and other metrics are used to measure Video Engagement.
  • App Engagement: Mobile App Installs, Mobile App Actions, Cost per Mobile App Install, and so on are all examples of App Engagement.
  • Cross-Device: Website Actions, Mobile Apps Install, Website Action, Conversion Value, and so on are all Cross-Device.
  • Engagement with Messenger: Link Clicks, Messaging Replies, and Blocked Messaging Conversations, etc.
  • Carousel Engagement: Reach, Frequency, Impressions, Clicks, etc.
  • Performance and Clicks: Results, Reach, Cost, etc.
  • Offline Conversions: Purchase, Purchase Conversion Value, Cost per Purchase, etc.

4) Attribution Window

Facebook Ads Reporting - attribute window
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The Attribution menu allows users to compare different conversion attribution models within their campaigns. In other words, users can credit a specific number of conversions to a certain time frame. 

By default, the attribution window is set to 1-day view and 28-day click. In other words, if a customer saw your ad, didn’t take any action, and converted within a day, the ad would get credit for the conversion. 

However, Facebook might not be why some customers saw your ad and converted on the same day. So, the target audience will continue to see your ads regardless of whether they interacted with them. In a sense, Attribution Window is useful for measuring the visual impact of your ad. After all, display advertising can drive traffic even if the audience doesn’t engage with them. 

5) Analysis

  • Levels: You can choose to view the campaigns, ad sets, or ads. 
  • Time: This category shows you trends and performance based on day, week, two-week period, and months. 
  • Demographics: You can see reports based on the demographic of your audiences, such as age, gender, country, region, geographical area, and business location. For example, if you have set up location targeting, you can refine your reports to show geographic information such as where people are or were present when they saw your ads. 
  • Delivery: This gives you the option of filtering the report by placement, placement and device, platform, platform and device, time of day by ad account, and time of day by viewer’s time zone. The delivery analysis feature allows you to find more information about the audience to which your ad was delivered. You can also select a media type like images, videos, or both to see your data through the media type in your ad or ad sets. 
  • Action: If you want to know about actions taken by the people that saw your ad, choose an action from the canvas element, carousel card, conversion device, product ID, reaction, video view type, video sound.

Steps to Create a Report in Facebook Ads Reporting

Follow these steps to create reports in Facebook Ads Reporting:

Step 1: Navigate to your Ads Manager dashboard and select Customize Columns if you want to change the default columns.

Facebook Ads Reporting - step 1
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Step 2: In the Customize Columns window, edit irrelevant columns, and add sections you want in your report. You can see the column options available in the following image:

Facebook Ads Reporting - step 2
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Step 3: You can save this custom template for future use by clicking on the lower-left corner and selecting the ‘Save as Preset’ checkbox. Don’t forget to name your new columns. Next, click Apply to save your changes.


While Facebook Ads Reporting doesn’t create data visualizations in the same way tools like Google Data Studio might, the Facebook Ads reporting in Ads Manager is still an effective tool for tracking performance and disseminating data to stakeholders. Additionally, it also simplifies your approach to optimizations and A/B testing. You must leverage the customizable Facebook Ads Reporting feature to enhance understanding of your ad sets or campaign’s performance. It will also allow you to design and run more effective campaigns in the future. In case you want to export data from Facebook Ads into your desired Database/destination, then Hevo Data is the right choice for you! 

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