Google Data Studio is a fantastic tool for online marketing. Google Data Studio (DS) also allows third-party data to be used as a data source such as Facebook Ads, Microsoft Bing Ads, LinkedIn Ads and more. Google provides out of the box reports for Google Ads and Google Analytics, along with lots of other their products such as Google Webmaster,
In this article, we discuss how to use Facebook Ads with Google Data Studio.
You may have downloaded one of our data studio templates before, if not check out our Google Ads Data Studio Template and Google Analytics Data Studio report template. This article specifically covers our Facebook Ads report template applied to different industries and business goals. As Facebook has lots of campaign formats, reporting can vary by the type of campaigns you use.
Types of Facebook Ads Campaign Objectives
As mentioned Facebook has various campaign objectives which allow you target people at different stages of their purchase funnel – and to align your marketing funnel accordingly. Some of the most popular campaign types include Facebook Website Conversions, Facebook Lead Ads and Facebook Messages, but their are many more which are listed below.
- Awareness is top of the funnel,
- Consideration is mid-funnel.
- Conversion is bottom of the funnel.
To learn more about campaign objectives, you can read this article: Types of Facebook Ads Campaign Objectives
With different campaign goals, the type of reporting you need for Facebook Ads campaign management can vary. Sometimes you may only be using a few campaign objectives, or sometimes you use them all. These objectives (campaign types) all have different measurement techniques and optimisation events – so the reporting metrics can vary for these. For example, Facebook Lead Ads are captured on Facebook, different to leads captured on a website (offsite). When you capture leads on Facebook, you use Facebook Lead Ads campaign objective- and when you capture leads on your website, you use Facebook Website Conversions campaign type. Facebook reporting is therefore heavily influenced by the campaign objectives you choose based on your business goals. The report also has a page for campaign objectives. You can also use the filter on the menu bar to filter by campaign objective.
Menu Bar to Filter Page Data
The report consists of several pages with a left-hand navigation menu. Each page also has a menu bar to filter the data. You can filter each report page by campaign name, campaign objective, placement, ad set, ad (adverts), age and gender.
The left-hand side has a calendar which can be changed based on the reporting period you want to view.
Template Types - by Campaign Objective
We have included some example reports below for some of the more frequently used campaign objectives. For example Conversions and Lead Ads.
The first two examples are Website conversions. The first being for e-commerce and the second for lead generation / professional services. The third example is for Facebook Lead Ads
Facebook Ads Website Conversions- eCommerce Report
The first report example is for e-commerce companies to measure their marketing campaigns. This includes around 8 images of various pages that make up this report template.
Facebook Overview Report - (eCommerce Website Conversions Objective)
This overview report contains summary at a glance stats. The charts used include scorecards which provide a comparison of the calendar period selected in the top right corner. As with all pages of the report, you can change the calendar in the top right corner for any date range. A table is also included. It is also possible to include some visuals and make this table smaller.
Facebook Adverts Report - (eCommerce Website Conversions Objective)
This report lets you view the performance of adverts on Facebook. You can use the menu bar at the top left of the report to filter by campaigns, or campaign objectives. The black area lists the image advert you are using, including ad name and ad ID.
Facebook Demographics Report - (eCommerce Website Conversions Objective)
The placements report shows, where your ads are currently running. This could be on Facebook, Instagram, Messenger or even the Audience network which consists of third-party apps and websites. You can breakdown by performance to help decide if you want to run your ads on all of these placements.
Summary of Facebook eCommerce report.
This Facebook Google Data Studio report template is designed for conversions of campaign objectives. It focusses on website sales (purchases/sales). Other campaign reports can be used for different campaign objectives, or they can be merged into one large report with many pages.
Facebook Ads - Website Conversions Report (Leads) : Overview
This report template is used for website conversions objective, but to record leads. It suits professional services companies that record the number of leads. Conversions can be recorded within Facebook by using a Lead Pixel Event, or using a custom conversion (destination URL thank you page).
Summary of Website Conversions (Website Leads)
Facebook Lead Ads - Reporting on Leads Captured on Facebook
This report is for generation Leads on Facebook by using Facebook Lead Ads instead of Website Conversions.
It is still good to install the pixel with the lead event as some conversions still happen on your website from Facebook Ads- even if you are only using Facebook Lead Ads.
Overview - (Leads Ads Objective)
When running one campaigns it is also possible for other conversions types to happen. For example if you are using Facebook Lead Ads, sometimes you also get website conversions from Facebook Ads (for example a contact us form on your website). Highlighted in the green boxes is the number of Facebook Leads and the cost per lead. Highlighted in the yellow boxes are the number of website leads recorded and the cost per website lead. Only Lead ads are running, so to measure true ROI it is important to also be aware of conversions that are happening on Facebook and off Facebook. In the report below, we have a breakdown of scorecards. Scorecards also show the change as a percentage. The change in the period before whatever is selected in the calendar to view
Setting up Facebook ads reporting with Google Data Studio is more complicated than with Google products.
We provide the templates above for free. We can assist you with the setup and integration. We charge a setup fee of £50 per hour ($70 dollars per hour). Often 1 hour is enough to get the above reports working.
We can also assist with custom report design if you need this, with extra time.