How To Build A Facebook Ads Dashboard In Google Data Studio


Facebook ads are an important part of many businesses’ digital marketing strategies.

Whether the objective is to create awareness or generate sales and revenue, measuring and reporting campaign effectiveness can be challenging.

You might be wondering, are my Facebook ads working? Or should I invest my marketing budget elsewhere?

The Facebook advertising platform allows you to generate reports with truncated and truncated data in several different ways, providing a good idea of ​​how ads are performing.

However, Facebook advertising reporting can be overwhelming and confusing.

Even a simple dashboard can help you raise the bar and take your reporting to a whole new level.

In this column, you’ll learn how to use the Google Data Studio dashboard for your Facebook ad performance reporting.

Why you need the Facebook Ads Dashboard

There’s no shortage of reporting solutions out there, but Google Data Studio, in our opinion, tops the list.

It’s easy to use, fast, and most importantly, it’s free.

It also has a number of additional benefits, which basically start with your ability to import data from here. Google Analytics,

This means you can measure the effectiveness of your Facebook campaigns and compare how they perform against the performance of other channels.

Additionally, a dashboard enables you to easily manipulate the data and present it in multiple reports or charts.

but that’s not all. From the point of view of the user, dashboard It is much easier to manage than reports when analyzing and comparing data sets and/or date ranges.

How to get started with Google Data Studio and Facebook Ads

While Google Data Studio is an amazing tool in a digital marketer’s arsenal, integrating Facebook advertising data requires a few extra steps compared to Google’s native platforms such as Google Ads, Google Analytics, etc.

no fear. Countless manual and automated solutions allow you to import data from Facebook ads into Data Studio.

Whatever you choose, you should still be able to have a beautiful and valuable dashboard for yourself and your business.

importing data manually

Let’s start with the manual import of the data.

1. Exporting Data

The easiest way to get started is to create a downloadable report in Facebook Ads.

Keep in mind that if you want to measure the success of your ads by platform (ie, Facebook, Instagram, etc.) and/or placement (Instagram Stories, Feed, right hand column, etc.), you won’t be able to see metrics. Such as purchase, purchase conversion price, or cost per purchase.

That level of data (Facebook Ads) is not available on the platform, so it is also inaccessible through the data no matter how you pull it, whether through an API, through a connector, or in our case downloaded manually.

Conversion data is only available at the top level.

If you want to see how your ads perform and measure their ROI (return on investment) or ROAS (return on ad spend), all you need to do is download data segmented by campaign, ad set and/or time Will happen.

You can still create and download an additional report that breaks down data by delivery and, therefore, platform and placement.

However, it will only show you performance metrics such as impressions, reach, clicks, CPC (cost-per-click), CPM (cost-per-thousand impressions), etc.

There is still a good case for using this data to evaluate and understand the performance of our ads on each platform and placement, and to use those lessons to optimize campaign delivery.

step 1: go towards advertising reporting and create a new report.

Creating a new report in FB Ads ReportingScreenshot from Facebook Ads Manager, June 2022

step 2: Select the metrics and dimensions for your report.

choosing dimensionsScreenshot from Facebook Ads Manager, June 2022

Here, it is important that you have the end result in mind and what data you will need for the dashboard.

step 3: Schedule reports.

scheduling reportScreenshot from Facebook Ads Manager, June 2022

This is optional, but will make your life a lot easier by sending the report to your inbox instead of downloading it every time!

step 4: You may need to manipulate the data.

data manipulationScreenshot of the author, June 2022

Some minor changes may be needed to align the downloaded data from Facebook Ads.

In our example above, we changed the date column to make sure Google Data Studio would recognize it.

2. Importing Data

Once you’ve downloaded the data in CSV or Excel format, you can import it into Google Sheets.

Step 5: From Excel to Google Sheets.

Import Google Sheets FilesScreenshot from Google Sheets, June 2022

If you have scheduled reports to be emailed regularly, whether daily, weekly or monthly, you can automate some of the steps above.

Solutions like Zapier allow you to set up auto-import of data from email attachments directly into Google Sheets.

Since this can vary from setup to setup, we will not cover that process in this guide. However, a quick Google search should help.

After importing the data, connect the sheet to Data Studio as the data source.

Step 6:add data.

add dataScreenshot from Google Data Studio, June 2022

You only need to connect Google Sheets to the Data Studio Dashboard once.

Once connected, any changes to the data in the sheet will be reflected in the dashboard.

When adding data from a CSV or Google Sheets to Data Studio, there are a few really important things to note.

When combining and aggregating data, look carefully at metrics such as reach and frequency and calculated metrics such as CPC, CPM, etc.

More on that in a few minutes. In the meantime, we can start designing and building our dashboard.

Dashboard design and construction

Step 7: Start adding some design and feature elements.

google data studioScreenshot from Google Data Studio, June 2022

We added a logo and date range controls to our example and made them “report-level”.

This means that these elements will be copied to all pages of our dashboard, which can be very useful!

From here, the options are endless.

Step 8: Change themes, add data with scorecards and tables, visualize it with charts, and more.

Facebook Ads Dashboard on Google Data StudioScreenshot from Google Data Studio, June 2022

We started with a few scorecards to show top-line performance and KPIs in our example.

Top-line performance and KPIsScreenshot from Google Data Studio, June 2022

You can also add free text to include commentary, insights and recommendations.

Step 9: Add additional features to your dashboard.

add extra featuresScreenshot from Google Data Studio, June 2022

You can now customize your pages and how you access the data with filters, segments, sliders, drop-down lists, and more.

Going back to our example, the screenshot above shows how it becomes possible to zoom into a subset of data using drop-down lists.

Here, we can choose to split it by platform (ie, Instagram, Facebook, etc.).

wash and repeat

And there you have it – the basic steps of creating a Data Studio dashboard for your Facebook ads.

It’s that easy.

You can add new data sources, introduce additional datasets into reports, and create even more detailed and advanced reports in your dashboard.

Metrics like reach and frequency

As mentioned above, some metrics need to be carefully managed.

For example, if we have a report that includes the frequency of ads broken down by week, neither the sum nor the average of those values ​​will give you the exact number as will be reported on the Facebook ad platform or report.

I suggest downloading and adding the data for the period you want to report on and adding it as a separate sheet (or tab if joined to an existing report).

calculated metrics

For values ​​like average click-through-rate, CPC, CPM, or even ROI and ROAS, I suggest adding these as calculated metrics in Data Studio.

Doing so is simple.

In Metrics, select add metrics, create fieldAnd there you can build your values.

Note that this isn’t limited to just these simple metrics, but you can create and add your own metrics as well.

Platform placement performanceScreenshot from Google Data Studio, June 2022

For example, you can add values ​​like gross profit margin or other financial metrics that allow you to better understand how your business is performing with respect to Facebook advertising, and right from within the dashboard!

Connectors and Automation

It’s easy and quick to build an integrated solution that relies on manually downloading the data or setting up a workflow using a tool like Zapier.

However, there are more advanced options as well.

These are particularly useful for agencies and large-scale businesses that need to reduce manual tasks and support full automation for reliability (i.e., reducing the margin of error) and speed, especially large ones. When working with datasets.

For this purpose, our company uses datalayer (though there are others), a reporting tool that provides a powerful and easy-to-use Google Sheets connector.

The advantage of this is that you can create and save queries to your sheet with the connector, and once they are set up, automatically pull data and refresh it regularly.

So, for example, we can set the query to download the data on every Monday for the last seven days and hence the Data Studio dashboard is automatically refreshed and updated every week – without raising a finger.

final thoughts

As we’ve seen, creating a useful dashboard requires a little bit of planning and work to set up.

But its advantage is that dashboards (in the form of a collection of reports and charts) are extremely powerful and flexible in nature.

Don’t be afraid to start with a simple version and keep building multiple iterations of it with different views, tables, charts, etc.

The time and effort invested will be more than worth it!

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Featured Image: Griboedov/Shutterstock





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