• Derek Hairston

How To Use & Setup a Facebook Ads Report

Businesses run Facebook ads to achieve a goal. The ultimate goal for most businesses is to drive sales. But in many instances, Facebook ads are used to achieve smaller goals such as leads or traffic. Whatever goal you choose, it’s important to accurately track success metrics for that goal.

Thankfully, Facebook Business Manager comes equipped with a Facebook ads reporting tool. The Ads Reporting tool is exactly what you need to track metrics and results to determine if your ads are working or not. The problem is, a lot of people find the Facebook Ads Reporting tool daunting.

Don’t overwhelm yourself.

In this article, you will learn how to properly set up and use Facebook Ads Reporting in a way that makes it easy-to-understand and is tailored to your particular business’s objectives.

Setting your goals

Before setting up your Facebook ads report, you first need to determine the goal for your campaign.

Is it to generate traffic, leads, purchases or some other objective?

Lead Generation

Let’s assume your goal is to generate leads on Facebook.

Then ask yourself, “if my goal is to generate leads, what does my customer journey look like?”

Well….it probably looks something like this: a person sees the ad > clicks it > clicks “Sign Up” button > submits the form.

That’s the entire journey from their first encounter with the ad to becoming a lead. Now that you have that customer journey mapped out, setting up the Facebook ads report becomes as simple as matching the reporting tool metrics with the steps from that customer journey.

For instance:

  • Impression = A person sees ad

  • Clicks = clicks it / slicks “Sign Up” button

  • On Facebook Lead = submits the form

Notice that on the left is the name of the metric which can be found within Facebook Ads Reporting. To the right of that is a description of the action taken.

So the report for a lead generation campaign might look like this:


Let’s take a look how you would set up the Facebook Ads Reporting for an eCommerce business.

The customer journey for an eCommerce campaign might look something like this: a person sees ad > clicks it > clicks “Shop Now” button > views products on site > add products to cart > begins checkout > checkout

Matching up an eCommerce customer journey with the Facebook Ads Reporting metrics is much easier, so long as you have the Standard Events setup. Here’s how the metrics match up with the customer journey:

  • Impression = A person sees ad

  • Clicks = clicks it / slicks “Shop Now” button

  • Content View = views products on site

  • Adds To Cart = Add products to cart

  • Initiate Checkout = begins checkout

  • Checkout = Checkout

Setup Metrics in Facebook Ads Report

With your goal and customer journey laid out, now you can set up the corresponding metrics within the Facebook ads report.

So the report for a lead generation campaign might look like this:

Couldn't fit all of the columns on the page, so here are the rest...

The report for an eCommerce campaign might look like this:


Metrics are an important part of gauging the success of your campaigns! But you don’t have to make it complicated.

Simply align your success metrics in your reports with each step within your customer journey. Then, you can clearly assess the performance of each campaign and isolate where in the customer journey your campaign is lacking.

With an effectively structured ads report, you are one step closer to improving the overall performance of your Facebook ad campaigns.

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