Everyone knows that delivering positive results to your clients or company you work with, is crucial for a long-lasting business relationship but very few Facebook Ads marketers know that presenting the results of your campaigns in a clear and actionable way is almost as important as delivering the results.
Without presenting your results in a clear way, your clients or stakeholders will always have questions (maybe even doubts) about your work and results you deliver, which, in some cases, might put at risk your future collaboration with them.
This is why it’s important to showcase your Facebook Ads results in a clear and easy to read way, in order to eliminate any questions or skepticism your clients or stakeholders might have about your work.Without presenting results in a clear way, clients and stakeholders will always question the work. Click To Tweet
And while you can use PDF documents or online spreadsheets for this, a much better way of presenting your results would be to use an online dashboarding tool like Google Data Studio.
With it, your report will always be up to date with the latest Facebook Ads data and if the proper design is used, it will be visually appealing to your client’s or stakeholder’s eye. And the best part is that after the initial setup, this type of dashboard doesn’t need much maintenance as it can work unchanged for months or years ahead.
That is why, in this tutorial, we will show you how to create a dashboard in Google Data Studio to showcase your Facebook Ads performance.
The process of creating a dashboard follows 5 steps:
- Compiling a list of questions that your client or stakeholder might have and which you want to answer with the help of the dashboard;
- Defining the metrics and dimensions used to answer those questions;
- Creating the dashboard wireframe;
- Connecting Facebook Ads with Google Data Studio;
- Adding charts to the dashboard;
1. Compiling the questions your clients or stakeholders might have.
In this step, you can ask the client or stakeholders directly or you may assume the questions they might have. From our experience, usually, clients have both general questions like “How are our campaigns performing?” or “Are the result like this because of the ad creative or because of the targeting?” and specific questions like “From which state are users that converted for campaign X ?”.
With this in mind, we’ll try to answer the following questions in our dashboard:
– How are campaigns performing and which are the top and worst-performing ads?
– What was the reach of our campaigns and how many leads did they generate?
– What actions other than link clicks did our campaigns generate?
– How many leads from the United States did we get and at what cost?
– At what time should we run our ads in order to get more leads?
– What is the gender and age structure of our leads?
2. Defining the metrics and dimensions we’ll use in dashboard
Metrics and dimensions are the main elements of a dashboard used to provide answers to questions. When using them, it is important to choose only the most relevant ones, as using too many metrics and dimensions can overload the dashboard, thus making it harder to read while using too few of them will not provide enough information to answer the questions.
For our dashboard, we will use the following metrics and dimensions provided by Facebook Ads:
Metrics: Impressions, Reach, Link clicks, CPC (link), Website leads, Cost per website lead, Amount spent, Return on ad spend (ROAS) and Actions.
Dimensions: Date, Campaign name, Ad name, Region, Country, Gender, Age, Action type, Hour (viewer’s time zone)
3. Creating the dashboard wireframe
While metrics and dimensions might be the most important elements of a dashboard, the layout, and the overall design is equally important as it enables users to digest the information in a seamless way.
Since most users use an F-shaped pattern when reading, the most important information needs to be presented on top and on the left side of the dashboard. With this in mind, we will put the most important metrics at the top as scorecards while the campaign table, user’s gender & age and website leads charts will be placed on the left side.
Less important tables such as action type chart, ads performance and region map can be placed on the right side of the dashboard. And to make the user experience even better, we can add a filter for the campaigns and ads tables as it will allow users to see all the other metrics and data just for a particular campaign or ad.
In the end, our layout should look like this:
4. Connecting Facebook Ads with Google Data Studio
In order to add the needed metrics and dimensions in Data Studio, we need to create a new data source. For this, in Data Studio, we need to click on the “Create” button and select “Data Source”.
In the new window which appeared, we need to search for “Facebook Ads” and select one of the available connectors. Since Facebook Ads does not have a native connector in Google Data Studio, all of the available connectors are paid. After experimenting with many of those connectors, we came to the conclusion that Supermetrics Facebook Ads to Google Data Studio connector ($39 per month with a 14-day free trial) is the best of all so we always use it with our clients and will also use it in this example.
After selecting the desired connector, you will have to authorize it to Google Analytics and Facebook Ads and the connector should be ready for use.
5. Adding charts to the dashboard
Now that we have the wireframe and the Facebook Ads data connected to Data Studio, we can start adding the actual charts on the dashboard.
The first thing to do, based on the wireframe we created, is to set the primary default colors of our dashboard and to add a nice looking background. For our example, we chose white and a shade of blue as the primary colors and for the background, we choose a blue, abstract image.
Next, we should add a title above each chart and table and replace the blank boxes with the actual scorecards, charts, and tables. To make scorecards and charts stand out, we’ll also add a border shadow and will set the border-radius to 5px.
After adding all the charts and tables, our dashboard is ready and should look like this:
With a dashboard like this, your clients and stakeholders will get instant answers to their questions and will clearly see the results your campaigns generate. In return, this will make you look more professional and trustworthy and will eliminate any questions or doubts they might have regarding your work, which will only improve your present and future collaboration.
In case you are a web agency, online marketer or just a regular website owner and need help creating Facebook Ads dashboards or want to install Facebook pixel tracking (or get them checked), feel free to contact us and see how we can help you.