Facebook Ads Manager: Best Way To Setup Columns in Facebook

Key Takeaways

hi everybody this is Savannah and today I'm gonna be going through how to set up your default columns in your Facebook ad account and this is the first lesson of your Facebook Ads training and this is because it's so important to make sure that before we're building out campaigns and measuring performance that we have all of our metrics set up so you can adequately analyze the data and know what's going on in your ad account so let's get started so I'm going to be practicing on a brand new ad account so if you're just things up for the first time it should look similar and so what you're going to do is you're gonna go under columns and then to customize columns there we go and you'll see that it has some of them already pre-loaded but we are going to edit some of these so some of them I'm gonna keep others I'm going to take away I'm gonna have the foulest metrics you're gonna need in what order inside of your course sheet as well so you can use that as reference so first thing I want to have on top next to campaign name is ad set name so I could know what's the name of the audience that I'm going to what I'm looking on the ad set level delivery another important one to have so that you can know which ads are on off as well as there's any delivery issues like some things that are stuck in review or learning limited bid strategy also extremely important to have on your dashboard because if you're utilizing let's say a cost cap strategy or big caps you want to be able to quickly see what does that cost cap set up is it set up correctly and if things aren't spending then you can know okay maybe I need to raise my cost cap so it's really good to have this front and center budget of course another big one being able to edit your budget on-the-fly of both campaign and ad set level metrics I'm gonna get rid of last significant edit results region and impressions I'm Paul would put those towards the end of my list but they're not the most important getting rid of quality results quality ranking and then I want to move up the Mount spent right under budget I like having a mountain spent right next to budget so I can see okay if my daily budget on my CBO is $100 am I getting through my whole amount spent and then I'm gonna get rid of ends and schedule as well and now it's time to go in and add some of the other metrics that are gonna be really important for analyzing performance so the first one I'm gonna add into this is purchase conversion value so you see where it says purchases I'm then click on the value there we go it's gonna pull this up I'm gonna put this right below amount spent uncheck these are almost you're gonna get four different things in your dashboard telling you what your website conversion value you just need this so you can uncheck that I like having this next to the fountain spent so then I can see okay I spent $2,000 on Facebook hours this week I got 4,000 back it's just good to have the dollar amount metrics right next to each other alrighty moving on to purchases now I want to see just the total amount of purchase so I'm going to go click on total I'm also gonna move that right below website purchase conversion value uncheck these don't need them and then purchase return on adspend that's gonna be this one I'm going to click on total as well move that back up uncheck this again so here we have it the probably the three most important things I look out on a day to day basis how much I spend what value am i returning how many purchases and what is that return on adspend and then of course I'm gonna see what is my cost per purchase cuz on my clients measure be on a CPA target so that's very important too so I'm gonna click at the cost button I'm gonna move that up and then the next ones I'm gonna be putting in are these unique numbers first one is cost per unique checkout initiated so you can see right here where it says unique if I want the unique Hoss pretty neat check out initiated before I'm gonna click just a unique total and then I move that right behind cost per purchase and there we have it so first let me dive into what is a cost per unique checkout initiated because this is something I'm gonna reference a lot in terms of how to make ad buying decisions and what are leading metrics so what a cost per unique check out in the shade means is if someone goes on your website and enters the checkout form so they start checking out and during the email address their payment info etc that's going to be counted as a checkout initiated so what is the word unique mean and and as opposed to just regular checkouts initiated so what unique is referring to is by the individual user it's counting one unique checkout per user so here's an example if I'm Sally and I find your Facebook ad and I check out and then I just get distracted I bet work I leave that day and then I come back tomorrow cuz I get an email from you binding me okay you love sitting in your car I go and check out again but then I don't put my purchase because I didn't get paid yet but then a week later I finally get paid and I got a checkout page again this time I finally complete my purchase so this has something one user that only counts as one unique checkout initiated however if I was just using the regular total that will count as three three checkouts initiated so that's why I like using the unique number is because I don't necessarily care about how many times one person maybe reach the checkout page bouncing going to another device to checkout page I want track by the person so if Sally's we shouldn't checkout page that's what I care about I don't care how many times she gets there I just care that though she's getting there and so I have a unique cost per checkout initiated and then now I'm going to add two cards which is another leading metric that I used to evaluate ad performance so what I'm gonna do I'm gonna do the same thing on the gone cost per a unique add to cart' put that right below you need you checkout initiated and then just a unique total which is right here yep and you see I have this in order in terms of like going down the funnel so first I'm seeing people who are purchasing which is the very bottom of the funnel and then Rosi okay who was checking out so I'll take the middle of the funnel and then it's unique got two carts which is higher above and then the top of the funnel is gonna be people who have clicked on the ads and end up on the website and that's how I like viewing it on my dashboard as well I start with the most important metrics to me purchase and then I can't let my lay the indicators as they get more more broad from the funnel so purchasers checkouts Add to Cart people holding on the site which is obvious is gonna be the most broadest group of people so the more people I can get from people who are adding to cart and then they're going down the funnels to eventually purchase that's what I want to measure so next to get the very top funnel metrics I'm gonna look at outbound clicks and you can also do a unique outbound clicks for this as well cost per unique outbound click so right above yeah by the person so if Sally puts them out five times I just care that she clicks on the ones I don't know how many people are getting down the funnel not necessarily how many times they're clicking on an ad or how many things are adding to the car because I quit the unique ID cards for instance if someone adds five thinks their cart that's an account that's five ad carts but only one unique Add to Cart so unique is always signifying the person who is making the action how many total people are making an action not how many things are in the cart and then lastly I want to add my outbound click-through rate so the unique out bounce with the rate right here and then I'm also gonna add in CPM and all we've got last so for Regent impressions Reach is how many people you're reaching so we can reach a thousand people let's say and then impressions is it counts people and the number of times they've seen the ad so if you have a thousand people inside your audience and everyone to see your ad twice non-sena be a thousand reach and two thousand impressions and then I'm Nellie the attribution window as the 28-day click one day view so that means that if someone clicks on an ad and then purchases within 28 days then that ad is going to be attributed to Facebook residue so and it always happens on the day they click on that so for instance if on February 1st somebody clicks on ad then they don't purchase until February 28 that ad revenue will go back into Facebook dashboard under February 1st and I'll show that the revenue and Ross is gonna come up on February 1st and that's it they click so I have to physically click to website on the ad and they have 28 days to when they click on add for Facebook to take card in and then what one day view means is that if someone views an ad so view does not mean click on it so let's just say they were browsing on your website car and they bounced maybe they didn't even know you for my facebook ad but then in your remarketing audience maybe your retargeting people who have went to website in the last seven days they see your Facebook ad so they're scrolling through they're in Serie A they don't swipe up they don't click on it but there's the impression they're getting it in their minds about their brand so if someone sees an ad but does not click on it there's only a 24 hour window or face what will take credit so Facebook saying if someone if someone sees an ad purchases outside that 24 hour window maybe they were probably influenced by things outside of the ad but if they see a noun and purchase than 24 hours and Facebook is going to take that credit so lastly I want to save this as a preset I'm just going to call this default but you can name this whatever you want I'm going to click apply and there we have it I have my column uses default and then I also want to set as default and there you go so now you have your default column set up as you can see we have them all here so that once you start building on your ad account and start getting data in or if you already have your ID account now you can analyze your data a bit better with these metrics I'm going to be referring to these and they're reporting trainings as well I hope you got a lot of value of this and please feel free to reach out if you have any questions on how to set up your default account columns