One of the most powerful tools in Facebook Ads Manager, which in our opinion is quite under-used, is the Facebook Ads reporting functionality. The Ads Reporting dashboard of Facebook Ads Manager is underused because most top line metrics that Facebook reports on can be easily available in the main Ads Manager dashboard, as seen below:

So why use the Ads Reporting Dashboard then?

The reason we recommend using the Ads Reporting dashboard is because of the level of granularity it allows in terms of getting detailed information on breakdowns and metrics, and all the ways you can play around with these metrics to show exactly what you want to show.

Still not convinced? Here are 5 reasons why you should start using Facebook Ads Reporting for all your campaigns.

1. CREATE REPORTS (of course!)

Before you begin, you should have administrator, advertiser, or analyst access to the ad account associated with the report.

Steps:

  • Open Ads Manager to access your ad account.
  • Navigate to Ads Reporting one of two ways:
    • From the main menu, go to Measure & Report and click on Ads Reporting.
    • From the Campaign, Ad Set or Ads, select the Reports dropdown, then select Export.
  • Create a report from a template or build your own custom report:
  • To create a report from a template: click Create from Template and select a template. When you hover over the template name, you’ll see the metrics used for that template.
  • To create a Custom Report: click Create button and select breakdowns to customize the way your information appears in reports.
  • After you have created your report in Ads Reporting, you can customize the way your information appears using different breakdowns, metrics, filters and attribution windows.

2. USING BREAKDOWNS, METRICS & FILTERS

Ads Reporting allows you to use breakdowns, metrics and filtering to create custom reports of your ad performance.

Breakdowns:

In Ads Reporting, you can select breakdowns to customize the way your information appears in reports. Breakdowns include:

  • Level (e.g., Campaign, Ad Set and Ad)
  • Time (e.g., Day, Week, 2 Weeks, Month)
  • Demographics (e.g., Age, Gender, Age and Gender, Country, Region, DMA Region, Business Locations)
  • Delivery (e.g., Placement, Placement and Device, Platform, Platform and Device, Time of Day by Ad Account Time, Time of Day by Viewer’s Time Zone)
  • Actions (Canvas Component, Conversion Device, Product ID, Carousel Card, Reactions, Video View Type, Video Sound)

Metrics:

You can then select from a list of all metrics, including:

  • Ad performance metrics (e.g., reach, impressions, delivery, etc.)
  • Engagement (e.g., page engagement, likes, mentions, video views, etc.)
  • Conversions (e.g., website views, website adds to cart, etc.)
  • Settings (e.g., objective, ad set budget, campaign budget, etc.)

Filtering: Within Ads Reporting, you have access to the same filtering capability as you do in Ads Manager. By default, “Had Delivery” is selected, and it shows ads that have been delivered with at least one impression.

3. EDIT REPORTS IN ADS REPORTING

Before you begin, you should have administrator, advertiser, or analyst access to the ad account associated with the report.

You should navigate to Ads Reporting through the upper main menu under Measure and Report. Or, navigate to Ads Reporting by selecting the Reports dropdown at the Campaign, Ad Set or Ad level, then select Export.

You should create either a Custom Report or a Report from Template by selecting the appropriate button. This will take you to Ads Reporting.

Steps:

  • Select breakdowns for your report in the left-hand column tab labelled Breakdowns.
  • To select the metrics for your report, click the Metrics tab in the left-hand column.
  • To filter your reports, add filters above the table.
  • To sort your data by columns, click on the column header.
  • To compare attribution Windows, click the Change Views and select Compare Attribution Windows. The pop-up displays your default window and includes different windows to compare by views and clicks. Select the window(s) you wish to compare and click Apply.
  • To group and ungroup breakdowns to enable sorting of fields, click the sorting symbol next to the cell you want to sort:
  • To ungroup, select the sort symbol and click Ungroup.

4. EXPORT REPORTS IN ADS REPORTING

Exporting reports in Ads Reporting allows you to save your reports externally as an .xlsx or .csv file.

Before you begin, you should have administrator, advertiser, or analyst access to the ad account associated with the report.You should navigate to Ads Reporting through the upper main menu under Measure and Report. Or, navigate to Ads Reporting by selecting the Reports dropdown at the Campaign, Ad Set or Ad level, then select Export.

You should create either a Custom Report or a Report from Template by selecting the appropriate button. This will take you to Ads Reporting.

You should save a report in Ads Reporting.

You can view, duplicate or delete the saved reports by clicking the options under the View Report button.

To select the metrics for your report, click the Metrics tab in the left-hand column. You can then select from a list of all metrics, including ad performance metrics (e.g., reach, impressions, delivery, etc.), engagement (e.g., page engagement, likes, mentions, video views, etc.), conversions (e.g. website views, website adds to cart, etc.), and settings (e.g. objective, ad set budget, campaign budget, etc.).

Steps:

  • When you enter Ads Reporting in Ads Manager, you will see a list of your saved reports in the table.
  • To export a report, click the report name. Once in the report, you can export the report by clicking the Export button and selecting the appropriate format on the next screen.

5.WORK WITH SAVED REPORTS IN ADS REPORTING

Understand how to manage, view, duplicate, delete and schedule recurring reports in Ads Reporting.

Before you begin, you should have administrator, advertiser, or analyst access to the ad account associated with the report.You should navigate to Ads Reporting through the upper main menu under Measure and Report. Or, navigate to Ads Reporting by selecting the Reports dropdown at the Campaign, Ad Set or Ad level, then select Export.

You should create either a Custom Report or a Report from Template by selecting the appropriate button. This will take you to Ads Reporting.

You should save a report in Ads Reporting.

Steps:

  • When you enter Ads Reporting in Ads Manager, you will see a list of your saved reports in the table.
  • You can view, duplicate or delete the saved reports by clicking the options under the View Report button next to the report name.
  • To select the metrics for your report, click the Metrics tab in the left-hand column.
  • To view a report, click the report name. This will take you to the report, where you can further customize it.
  • To duplicate your report, click the View Report button and select Duplicate under the menu.
  • To delete your report, click the View Report button and select Delete under the menu.

 

Finally, just to show how easy it is to create these reports, here’s an example of a custom report we created:

In this report, we wanted to see at a glance, the performance breakdown of one of our campaigns by age demographic. As you can see the reporting functionality allowed us to easily get this reporting structure.

In general, the Ads Manager dashboard can do many things well in terms of getting an idea of campaign performance, but Ads Reporting provides more granular functionality, which may give additional insights to campaign performance that the Ads Manager dashboard can’t provide.