Play 2: How to Set Up Custom Facebook Columns

Steve Murray

13 Sept 202403:25

Summary

TLDRThis guide walks you through customizing Facebook Ads Manager columns to track key metrics for campaign performance analysis. It begins by deselecting all existing columns, then carefully choosing metrics like budget, results, cost per result, and purchases. Additional columns like reach, impressions, and link clicks are also highlighted. The video explains how to save these selections as a custom column preset for future use, ensuring a streamlined and personalized analysis process. By following these steps, users can efficiently monitor the metrics that matter most to their ad campaigns.

Takeaways

😀 Coach has successfully made it to this point in setting up Facebook metrics.
🔧 Navigate to the columns section, select the dropdown, and click on customize columns.
❌ Deselect all existing columns to start from scratch.
✅ Campaign column should already be selected.
💸 Select important columns such as budget, results, amount spent, cost per result, purchases, and purchase conversion value.
🔄 Deselect other irrelevant columns to refine the metrics list.
📊 Include key metrics like reach, impressions, link clicks, cost per click, follows, post saves, and post shares.
🔢 Ensure you have 15 columns selected in the correct order.
💾 Save the column preset under a specific name, such as 'SMCA analysis'.
💡 When analyzing ads later, the saved preset should appear under recently used.

Q & A

What is the first step in setting up the Facebook column to analyze metrics?
-The first step is to go to 'Columns', select the dropdown, scroll down, and click 'Customize Columns'.
Why should you deselect everything in the columns before starting?
-Deselecting everything allows you to start from scratch and customize the columns with only the metrics that matter.
Which column should already be selected by default when customizing the columns?
-The 'Campaign' column should already be selected by default.
What is the first metric that should be selected when setting up columns based on the PDF version of the book?
-The first metric to select is 'Budget'.
Which important metrics should be selected for campaign analysis?
-Important metrics include 'Budget', 'Results', 'Amount Spent', 'Cost per Result', 'Purchases', 'Purchase Conversion Value', and 'Purchase Return on Ad Spend'.
What should be deselected from the right-hand side during this process?
-You should deselect other boxes such as 'Reach', 'Impressions', 'Link Clicks', 'Cost per Click', 'Follows', 'Post Saves', and 'Post Shares'.
How many columns should be selected in total after customization?
-There should be 15 columns selected in total.
What can you do if you have a custom preference for column arrangement?
-You can rearrange the columns to match your preferred order for analyzing metrics.
How do you save the column setup for future use?
-You can save the column setup by selecting 'Save as Column Preset', naming it, and clicking 'Apply'.
Where can you find the saved column preset for future analysis?
-The saved column preset can be found under 'Recently Used' in your Ads Manager.

Outlines

00:00

🚀 Setting Up Facebook Columns for Analysis

This paragraph guides the user through setting up their Facebook Ad Manager columns for analyzing key metrics. It begins by prompting the user to navigate to the columns section, select the dropdown menu, and choose 'Customize Columns'. The user is instructed to deselect all existing columns to start from scratch. The key metrics to add include: **Budget, Results, Amount Spent, Cost per Result, Purchases, Purchase Conversion Value, and Purchase Return on Ad Spend**. Additionally, it covers metrics like **Reach, Impressions, Link Clicks, Cost per Click, Follows, Post Saves, and Post Shares**. The goal is to ensure that the user has exactly 15 columns selected.

⚙️ Reordering Columns for Better Analysis

The paragraph emphasizes the importance of organizing columns in a specific order to facilitate analysis. Users can refer to the order listed in the book's PDF version for guidance. If needed, they can rearrange the columns according to personal preferences. Once the columns are in the desired order, users should save the layout as a preset for future use. The suggested name for this preset is 'smca analysis', but it can be customized based on the user's preferences.

✅ Applying and Utilizing the Custom Column Preset

This paragraph instructs the user to apply the newly saved column preset to the Ads Manager. When analyzing future ads, the preset should appear under 'Recently Used'. This allows for quick and easy access to the preferred setup, ensuring consistency in metric tracking and simplifying the evaluation of campaign performance.

Mindmap

Keywords

💡Facebook column

The Facebook column refers to the customizable view in Facebook Ads Manager where users can select which metrics to display for their campaigns. In the video, the speaker guides the listener to set up and customize the columns to display the most relevant data for analyzing ad performance.

💡Customize columns

This refers to the process of selecting or deselecting specific metrics to display in Facebook Ads Manager. The speaker emphasizes the importance of customizing the columns to include only the key metrics that will provide meaningful insights, allowing for more focused analysis.

💡Campaign

A campaign is a set of advertisements that share the same goal and parameters within Facebook Ads Manager. In the script, the speaker mentions that 'campaign' should already be selected in the column settings, suggesting its central role in ad analysis.

💡Budget

The budget is the amount of money allocated to a Facebook ad campaign. The speaker advises users to include 'budget' as one of the columns for analysis, as it's essential to track how much is being spent in relation to the results achieved.

💡Results

Results refer to the outcomes generated by a Facebook ad campaign, such as purchases, clicks, or conversions. The speaker includes 'results' as a key metric to track in the customized columns to measure the effectiveness of the ad.

💡Amount spent

This metric shows how much money has been spent on a particular ad campaign. By tracking 'amount spent' in the customized columns, advertisers can ensure they stay within their budget while assessing the campaign's financial efficiency.

💡Cost per result

Cost per result indicates how much it costs to achieve one unit of the desired outcome, such as a purchase or click. The speaker highlights this metric as important for evaluating the efficiency of the ad spend in relation to the results obtained.

💡Purchase conversion value

Purchase conversion value measures the total monetary value of purchases generated by the ad campaign. By tracking this metric, advertisers can see the direct financial impact of their ads and assess the return on investment.

💡Reach

Reach refers to the number of unique users who saw the ad at least once. The speaker suggests including 'reach' as a column to analyze how widely the ad is being distributed across the target audience.

💡Impressions

Impressions measure the total number of times an ad was displayed, regardless of whether the same person saw it multiple times. In the video, 'impressions' are one of the metrics recommended for tracking ad performance.

Highlights

Coach is guided through the process of setting up a Facebook column for analyzing important metrics.

Step 1: Navigate to 'Columns', select the dropdown menu, scroll down, and click 'Customize Columns'.

Recommendation: Deselect all pre-selected columns to start from scratch for a custom analysis setup.

The first metric to include: 'Budget' should be selected to monitor the spending for each campaign.

Include important metrics: 'Results', 'Amount Spent', and 'Cost Per Result' to measure campaign effectiveness.

Next, select 'Purchases' and 'Purchase Conversion Value' for tracking e-commerce performance.

Key metric: 'Purchase Return on Ad Spend' (ROAS) should be included to assess ad profitability.

Unnecessary columns are deselected: 'Reach', 'Impressions', 'Link Clicks', and 'Cost Per Click' are removed to focus on essential data.

Social metrics such as 'Follows', 'Post Saves', and 'Post Shares' are also deselected unless needed for analysis.

The target number of columns selected is 15 to ensure a concise and relevant data set.

Columns are arranged according to a specific order, which matches the PDF version of the guidebook.

Users are encouraged to rearrange columns to suit their personal analysis preferences.

Once the desired columns are selected and arranged, the user should save the configuration as a column preset.

Coach mentions saving the preset under the name 'SMCA Analysis', which is his preferred setup.

Upon returning to Ads Manager, the saved column setup should appear under 'Recently Used' for easy access.