How to Create Meaningful Dashboards for Your Facebook Data
This July, we launched a new OWOX BI Pipeline integration: Facebook ➟ Google BigQuery. The pipeline helps automate advertising data import from Facebook to Google BigQuery. In this article, we’ll tell you how to set up an easy-to-use Google Data Studio dashboard for Facebook campaigns. As a result, you’ll know how to create an interactive report that helps track the basic KPIs of your Facebook advertising.
Take a look at the demo dashboard we’ve created for you. The dashboard is divided into four sections: Impressions, Clicks, Actions and Top Campaigns. Below, we’ll take a closer look at each section: the insights it provides, and how to use these insights to optimize your campaigns.
This section helps monitor advertising costs in comparison with the number of impressions. If, for example, the number of impressions decreases, but the CPM Cost per milenium: advertising cost per thousand impressions increases, you can optimize your ads by changing such parameters as the image, the content or the advertising audience of your Facebook campaign. Also, you can compare the performance of advertising campaigns for different periods. This will help you understand which campaigns reach more viewers or which campaigns cost less.
In the example below, you can see days when the campaign reached more people at a lower cost. These dates are June 21-22nd and June 25-27th. Consider whether these days are the days when the majority of your target audience is online. If so, you can schedule your campaign to run on particular days and hours. Also, take a closer look at the campaigns you run on these days, especially the audience, creatives, and content of the ads. These components may be useful for launching more efficient advertising campaigns in the future.
The growth of impressions (red line) for June 23rd might be a result of launching an advertising campaign with a wider audience. The cost of the campaign (blue line) increased in direct proportion, because the CPA remained high. Narrowing down the audience will result in fewer impressions and lower CPA, so that you pay less for the same number of actions.
This section shows the statistics about clicks on your advertising. Here you can monitor such parameters as clicks, CTR Clickthrough rate — the number of clicks that your ad receives, divided by the number of times your ad is shown and CPC Cost per click — the price of a single click on an advertising . The chart below shows that clicks and CTRs significantly decreased. In this case, we can change the image, content, CTA Call to action and the audience of the advertisement.
You can also see the dates when the campaign received the most clicks. Try using this info when launching your next campaign. In our example, you can see that the majority of clicks was received on Friday, June 23rd and on Sunday, June 25th. Perhaps you should increase the advertising activity on these days of the week. To sum up, this chart helps you react to the changes of indicators and optimize your campaigns right on time.
This section shows how often and how exactly users interact with your ads. It’s also important to know how much you pay for a particular interaction with your advertising. You can filter this chart by actions, such as likes, shares, URL clicks, subscriptions, comments, etc.
You can see the statistics for a single action or for all of them at once. If video views are the key factor for you, use the "video views" as a filter. This will help you see such parameters as the number of views, the days with the most and the fewest views, and the cost per view. Red arrows indicate the decreasing KPIs. Pay closer attention to these KPIs to improve your advertising.
In the example below, the Engagement Rate factor is decreasing. If this factor is important for you, then you can try replacing the standard Facebook wordings with your own CTAs. Also, you can offer users to take action for a reward. For example, followers who commented on the post would get an e-book, setup instructions or a discount.
4. ТОР Campaigns
Use the Top Campaigns section to compare the basiс performance indicators for your advertising investments. This section helps get a view of how you can reallocate the budget in order to get more revenue. It’s worth investing in more effective campaigns: those with low CPA or CPC and with high Engagement Rate.
The chart cells with expensive campaign parameters are highlighted in brighter red, and the cells with cheaper parameters are less bright. This helps you see the full picture of advertising costs and understand how to optimize budget investments. The screenshot below shows that the “02 Lookalike — EU’17 Soft...“ campaign has the cheapest click and the cheapest CPA. This means that, this campaign is more investment-attractive than the “Jupyter NY 2017″ campaign with a $1.81 more expensive click.
The dashboard described above is based on the Facebook data collected in Google BigQuery using the OWOX BI Pipeline. You can create a similar dashboard after setting up the Facebook➟Google BigQuery pipeline. After you get the first data in your dataset, you can start setting up the dashboard. Leave your email here and we’ll send you a detailed guide to setting up your own dashboard. You can check out other examples of Google Data Studio marketing reports in another blogpost.