RICK REA: Helping You Grow Through Online Marketing
  • Home
  • Blog
    • Social Media News
    • SEO Marketing News
    • Digital Trends News
    • Photography News
    • Mobile Marketing
    • Business News
    • Gadget News
    • Printing News
  • Contact
  • About
  • Subscribe


How to Use Google Data Studio to Analyze Your Facebook Ads

4/23/2019

0 Comments

 
http://bit.ly/2PoYMxt

How to Use Google Data Studio to Analyze Your Facebook Ads

http://bit.ly/2ZpULgV

social media toolsWant to better understand your Facebook ad performance? Have you considered using Google Data Studio?

In this article, you’ll discover how to create seven valuable Google Data Studio charts that can help you better analyze your Facebook advertising campaigns.
How to Use Google Data Studio to Analyze Your Facebook Ads by Karley Ice on Social Media Examiner.

How to Create Charts in Google Data Studio

Data Studio is a free tool created by Google that can power endless variations of charts to showcase information from a variety of sources.

Social media marketers can create visualizations of data from Facebook Ads Manager and Google Analytics. From basic reporting tables to more advanced charts, marketers can better track and analyze Facebook advertising campaign performance by using Data Studio.

Use Google Data Studio to analyze your Facebook ads, example of data shown in a Google Data Studio dashboard

Data sources power charts created in Data Studio. A data source will connect the information from Facebook Ads Manager, Google Analytics, and other marketing platforms to Data Studio so that you can create charts within a reporting dashboard.

To create a data source, you’ll pull in information from Facebook Ads Manager and Google Analytics using a connector for these platforms.

Google Analytics is a native connector in Data Studio, so you don’t need any other integration to bring this data into your report. For Facebook Ads Manager, you can use a partner connector. Supermetrics is a popular option for integrations with Facebook Ads Manager, Facebook Insights, Instagram Insights, and others.

#1: Create a Data Source for Google Analytics

This will be the simplest data source you create. Go to the Google Data Studio data sources page. Then click the blue circle with a “+” sign to create a new data source.

Use Google Data Studio to analyze your Facebook ads, step 1, option to create a data source in Google Data Studio

Next, you’ll see your choices for connectors. You can scroll to or search for Google Analytics and select it.

Use Google Data Studio to analyze your Facebook ads, step 2, option to use Google Analytics as your data source

Search for the name of your Google Analytics account and select the property and view of the data you want to analyze within your dashboard. Click Connect.

Use Google Data Studio to analyze your Facebook ads, step 3, option to selected a specific Google Analytics account for analysis

Next, the data source should automatically update to the name of the view you selected. If you want to rename it, click into the name of the data source in the top left.

#2: Create a Data Source for Facebook Ads

To create a Facebook Ads data source, follow a similar process to creating your Google Analytics data source. You’ll need to use a partner connector to pull data from Ads Manager into Data Studio.

Supermetrics offers a 14-day free trial to test the service’s full capabilities. It also offers a free version that allows you to pull the last 10 days of data, and low-cost paid plans starting at $19 per month.

To create a Facebook Ads Manager data source using Supermetrics, return to the data sources main page and click the blue Add button again.

Search for or find the Facebook Ads connector from Supermetrics and select it.

Use Google Data Studio to analyze your Facebook ads, step 4, option to use Facebook Ads connector from Supermetrics as your data source

When creating a Facebook Ads Manager data source for the first time, you’ll need to log into your Facebook account. Supermetrics prompts you to do this with “To add more/manage Facebook Ads user accounts, visit” and provides the link to add your Facebook account.

Use Google Data Studio to analyze your Facebook ads, step 5, option to add Facebook account to your Facebook Ads connector

Next, you’ll select your ad account from the drop-down menu. Make sure to match the conversion window settings to the attribution window settings in your ad account, as well as the reporting time zone.

To report on conversions directly through Facebook Ads Manager, you’ll need to set up standard event tracking with the Facebook pixel.

Finally, rename the data source to match the name of your ad account or business.

#3: Build a Chart Using Data Settings

Start with a blank report in Data Studio. Go to the Data Studio home page and click the blank template in the top left.

Use Google Data Studio to analyze your Facebook ads, step 6, option to select a blank report in Google Data Studio

Data Studio will create a new report, which you can rename in the top left.

Next, you want to add your data sources for Facebook Ads to your report. Go to the right-hand column and select your Facebook Ads data source. You’ll add the Google Analytics data source later.

Use Google Data Studio to analyze your Facebook ads, step 7, option to select your data source as your Facebook Ads connector

To create a chart, click Add a Chart in the navigation bar. Data Studio will provide the options for the type of chart to add to your report.

The simplest chart is a scorecard, so it’s a great place to start for your first try. Select Scorecard from the options, and Data Studio will create it automatically.

Use Google Data Studio to analyze your Facebook ads, step 8, option to select the scorecard chart in Google Data Studio

#4: Customize the Chart With Style Settings

Each chart includes settings for both Data and Style, which can be seen in the right-hand column when a data source is selected in the report.

Use Google Data Studio to analyze your Facebook ads, step 9, menu options in Google Data studio to customize your chart data and style

To look at the settings you’ll explore with each chart, update the scorecard to a table. Go to the Chart settings right above the Data and Style settings and select the Table Chart option from the drop-down list.

Data Settings

In the Data settings, you’ll want to be familiar with:

  • Dimension – a category of data, like campaign or ad set
  • Metric – a number of a certain key performance indicator like impressions or conversions
  • Sort – how to order or organize your data
  • Date range – the time period of data you want to show, like last month
  • Comparison date range – the time period you want to compare your data to, like last period
  • Filters – specifications to show only certain data, like showing only conversion campaigns
  • Segments (for Google Analytics) – the same segments you can apply to Google Analytics data like a custom segment to show only social media data

Use Google Data Studio to analyze your Facebook ads, step 10, menu settings to customize your chart data

Style Settings

You can customize the size, color, and appearance of chart elements in your Style settings. For instance, you may want to customize your charts to match your company branding, or add drop shadows or backgrounds to charts.

7 Charts for Analyzing Facebook Ad Performance

Now that you have a foundational understanding of creating and customizing charts in Data Studio, let’s explore seven different charts you can create to analyze your Facebook ad performance.

#1: Assess Overall Facebook Account Performance

Create a table that shows all of your ad account data to get a holistic view of your Facebook ad performance. Keep metrics high-level if you’re including campaigns with multiple objectives.

This table is similar to the information you would see in Facebook Ads Manager. Use this chart to analyze overall performance for a specified date range.

Use Google Data Studio to analyze your Facebook ads, example chart data for overall Facebook Ad performance

Chart Data Settings

  • Data source: Facebook Ads
  • Chart type: Table
  • Dimension: Campaign name
  • Metric: Impressions, CPM, clicks, post engagements, website purchases
  • Select “Show Summary Row”
  • Time period: most applicable time period for your analysis

Use Google Data Studio to analyze your Facebook ads, example data settings to view a chart for overall Facebook Ad performance

For any metrics that are currency, update the settings of the metrics to US Dollars. Hover over the metric you want to update and click the pencil edit button.

Use Google Data Studio to analyze your Facebook ads, step 11, edit metric settings for chart data

Then click into Type, select Currency, and find the currency that matches your data.

Use Google Data Studio to analyze your Facebook ads, step 12, edit related settings for chart data metrics

Chart Style Settings

Select Wrap Text under Table Header to make sure none of your table headers are cut off.

Use Google Data Studio to analyze your Facebook ads, step 13, option to wrap header text

If any of your metrics show as null, update the selection under Missing Data to Show “0”.

If you’d like to analyze these results in comparison to a previous time period, update the comparison date range in the Data settings.

Use Google Data Studio to analyze your Facebook ads, step 14, option to update the date range for your data comparison

Under the Style settings, you can choose which metrics you want to see the comparison data for. In the example below, impressions, clicks, and post engagement don’t include comparison data.

Use Google Data Studio to analyze your Facebook ads, example chart data for Facebook Ad performance overall

Use a chart with comparison data to analyze overall performance for a specified date range compared to another specified date range.

Join thousands of fellow marketers. Receive the training and support you need to accomplish your marketing objectives!

#2: Measure Campaign-Based Performance With a Heatmap

This table is very similar to the overall performance data; however, it differs because it focuses solely on one objective and includes a heatmap to visually categorize data with color.

To visualize this, use a filter to show only conversion campaigns and report on purchases, cost per purchase, ROAS, and purchase conversion value for each campaign and/or ad set to see how they stack up against each other.

Add this table to your report to compare campaigns against each other when they use the same objective. Also, use this table to compare ad set performance within a specific campaign.

Use Google Data Studio to analyze your Facebook ads, example chart comparing Ad set performance

The chart above shows four ad sets within a campaign optimized for purchases. The highest metric in each column is the darkest color and the lowest number in each color is the lightest. You can see that the lookalike audience to this Facebook page’s fans drove the lowest purchases at the highest cost and had the lowest ROAS. When optimizing, you would consider turning off this ad set.

Chart Data Settings

  • Data source: Facebook Ads
  • Chart type: Table with heatmap
  • Dimension: Ad set
  • Metrics: Website purchases, cost per website purchase, website purchase conversion value, ROAS, impressions, CPM, amount spent
  • Select “Show summary row”
  • Sort: Website purchases, descending
  • Time period: most applicable time period for your analysis
  • Filter: Include, Campaign objective equal to CONVERSIONS

You might have noticed that the table headers in the chart above look different from the metrics included in the data settings listed. Edit the name of a metric to better match what that metric represents. To illustrate, update “Website purchase conversion value” to “Revenue” to clean up the appearance of your table.

To edit a metric name, hover over the metric in the Data settings and click the pencil icon that appears.

Use Google Data Studio to analyze your Facebook ads, step 15, edit metric settings for chart data

Then update the metric name to a shortened or more direct name. You’ll still see the original name below the updated one for reference.

Use Google Data Studio to analyze your Facebook ads, step 16, option to update metric names

To create the filter for this chart, click Add a Filter under Filter > Table filter.

Use Google Data Studio to analyze your Facebook ads, step 17, option to add a Filter under Filter and Table filter

Create the conditions to include campaigns with the objective equal to conversions. This filter will narrow the data in your chart to only the campaigns with a conversion objective.

Use Google Data Studio to analyze your Facebook ads, step 18, filter settings to narrow chart data

Chart Style Settings

  • Update the heatmap colors of each column to the color of your choice.
  • Add a border shadow for appearance.

Use Google Data Studio to analyze your Facebook ads, step 19, option to add a border shadow for appearance

#3: Track Campaign Results by Demographic Data

Create a stacked bar chart to show results by age and gender information. Use this chart to understand the ages and gender driving the most results from your campaigns. This chart comes in handy when reporting on high-value actions like leads and purchases to determine where to allocate your Facebook ads budget.

Use Google Data Studio to analyze your Facebook ads, example of audience demographics chart

Chart Data Settings

  • Data source: Facebook Ads
  • Chart type: Stacked bar chart
  • Dimension: Age
  • Breakdown Dimension: Gender
  • Metric: Website leads
  • Sort: Age, ascending
  • Time Period: most applicable time period for your analysis

Use Google Data Studio to analyze your Facebook ads, step 20, example data settings to view demographics bar chart

Chart Style Settings

  • Bar chart
  • Select “Stacked Bars”
  • Select “Show data labels”
  • Select “Show axis title” under Left Y-Axis settings

Use Google Data Studio to analyze your Facebook ads, step 21, settings for bar chart style data

#4: Analyze Platform or Placement Performance With Cost-per-Result Breakdown

Analyze platform and placement results with a horizontal bar chart showing results and cost per result for each. If you’re currently using automatic placements for your campaigns across Facebook, Instagram, Audience Network, Messenger, and Stories, these types of charts show where you’re driving results and at what cost.

Use Publisher Platform as the dimension when you want to see the performance between Facebook, Instagram, Audience Network, and Messenger.

Use Google Data Studio to analyze your Facebook ads, example of publisher platform data chart

Use Placement as the dimension when you want to dive deeper into which placements within each platform are driving results and at what cost.

Use Google Data Studio to analyze your Facebook ads, example of placement data chart

Chart Data Settings

  • Data source: Facebook Ads
  • Chart type: Horizontal bar
  • Dimension: Publisher platform or placement
  • Metric: Website leads (results) and cost per website lead (cost per result)
  • Sort: Website leads, descending
  • Time period: most applicable time period for your analysis

Chart Style Settings

  • Select “Show data labels”

Create filters to narrow your data to show only campaigns with the same objective to get a more accurate picture of results for those campaigns.

#5: Reveal Results and Cost Per Result Trends Over Time

Do you have questions like, “How do I know if I’m making long-term progress with my optimizations?” If you do, you’ll love this chart.

Create a bar chart to show results per month (or day, week, etc.) over an extended period. Use this type of chart to analyze performance over a quarter, month, or year depending on what type of data you want to see.

Use Google Data Studio to analyze your Facebook ads, example of bar chart showing results per month

With this chart, you’ll want to see how your results trend in comparison to your cost per result. In the chart above, leads increased over time and cost per lead showed significant improvement from December to January compared to September through November. When analyzing this data, keep in mind the effect that overall ad spend will have on your total number of results.

Chart Data Settings

  • Data source: Facebook Ads
  • Chart type: Vertical bar
  • Dimension: Year and month (or other applicable time period)
  • Metrics: Website leads (results) and cost per website lead (cost per result)
  • Sort: Website leads, descending
  • Time period: most applicable time period for your analysis

Chart Style Settings

  • Select “Show data labels”
  • Select “Double” under Axes settings

#6: Display Website Engagement From Facebook Campaign Traffic

Build a chart from Google Analytics data to display your campaign traffic and engagement metrics with your site including average session duration and average time on page. Evaluate the quality of traffic coming from your campaigns.

Use Google Data Studio to analyze your Facebook ads, session data chart to evaluate quality of traffic

To add the Google Analytics data source to your report, select Table With Bars from the Add a Chart menu. Click on the Facebook Ads data source and search for the Google Analytics Data data source for your website.

Use Google Data Studio to analyze your Facebook ads, step 22, option to select Google Analytics from your Facebook Ad data source

Chart Data Settings

  • Data source: Google Analytics
  • Chart type: Table with bars
  • Dimension: Campaign
  • Metric: Sessions, average session duration, pages/session
  • Sort: Sessions
  • Time period: most applicable time period for your analysis
  • Segment: Create a segment in your Google Analytics account to show only traffic from Facebook sources

Instead of creating a segment in Google Analytics, you can also create a filter within Data Studio to include only Facebook campaign traffic.

Chart Style Settings

  • Select “Show number” for each metric

Use Google Data Studio to analyze your Facebook ads, step 23, option to show number for each metric

#7: Compile Cumulative Data Year Over Year

Show big-picture data with year-over-year comparison charts. Determine how you’re pacing throughout the year in comparison to data from last year’s Facebook advertising efforts with a chart that shows cumulative data for the current year compared to the previous year.

This chart works well with Facebook Ads data and Google Analytics data.

Use Google Data Studio to analyze your Facebook ads, example year-over-year data chart

Chart Data Settings

  • Data source: Google Analytics or Facebook Ads
  • Chart type: Time series
  • Dimension: Date
  • Metric: Session or other metrics
  • Time period: This year compared to previous year
  • Segment: Create a segment in your Google Analytics account to show only traffic from paid Facebook sources

Chart Style Settings

  • Select “Cumulative” under Series #1

Use Google Data Studio to analyze your Facebook ads, step 24, chart style setting for cumulative data line

Conclusion

This article provides several ways to integrate your Facebook Ads Manager and Google Analytics data into Google Data Studio for better reporting and analysis. Use these recommendations, along with other customizations, to make the most of Data Studio and improve your Facebook advertising.

What do you think? Which charts have you created to gain more insight into your Facebook ad campaign performance? Which of these charts will you integrate into your Data Studio dashboards? Share your ideas in the comments below.

More articles on Google Data Studio:

Join thousands of fellow marketers. Receive the training and support you need to accomplish your marketing objectives!





Social Media

via Social Media Marketing | Social Media Examiner http://bit.ly/1LtH18p

April 23, 2019 at 05:08AM

0 Comments



Leave a Reply.


    Amazing WeightLoss

    Click Here!

    Categories

    All
    Analyze Top Competitors
    Anti-Abuse
    Apple
    Apple Watch
    Blog Posts
    Brainstorm
    Brand Awareness
    Communications
    Content Marketing
    Conversion Rates
    Editorial Calendar Tips
    Engagement
    Facebook
    Google Analytics
    How To Marketing Tips
    Influencer
    Instagram
    Instagram Live
    Keyword Search
    Marketing
    Marketing Automation
    Picture Quotes
    Podcasts
    Recording Videos
    Repurpose Blogs
    Research Trends
    Sales Funnel
    SEO Marketing
    Sharing Posts
    Slide Shows
    Smartwatch
    Social Media Marketing
    Social Media News
    Social Media Tools
    Social Selling
    Target Marketing
    Twitter
    Twitter Notifications
    User Interaction
    Video
    Video Marketing

    Archives

    November 2020
    October 2020
    September 2020
    August 2020
    July 2020
    June 2020
    May 2020
    April 2020
    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017

    RSS Feed

Powered by Create your own unique website with customizable templates.
  • Home
  • Blog
    • Social Media News
    • SEO Marketing News
    • Digital Trends News
    • Photography News
    • Mobile Marketing
    • Business News
    • Gadget News
    • Printing News
  • Contact
  • About
  • Subscribe