How Do I Filter My Facebook Data?

This article is a breakdown of how to filter campaign data to better understand your traffic and lead metrics in Facebook. We've broken it up into several parts:

• Ad Account Architecture
• Filtering Data
  • Part 1: Traffic Metrics
  • Part 2: Cost-Per-Lead Metrics
  • Audience Filtering
• Facebook Ads Glossary

Ad Account Architecture

Before we walk through data filtering, here’s a quick refresh on the architecture of your Facebook ad account.

• The Campaign tab controls your lifetime budget and optimization strategy: i.e. traffic, conversions, etc. 
• Matcha optimizes for Traffic and then Conversions (in the form of leads)
• The Ad Set tab is where your audience and daily budget will be A/B tested or adjusted by Matcha. 
• Typically this is the level you will go to when you want to filter data.
• The Ads tab is where a variety of content promotions live. Matcha A/B tests by image, headline, and copy. 
• Facebook auto-optimizes for the top performing ad(s).
  

Filtering Data

In this section, we will walkthrough how you should filter your data in your ad account in order to optimize your content ad results.

Part 1: Traffic Metrics

Start out by creating a custom view:

1. Go to business.facebook.com/adsmanager and select the campaign Matcha created
   *You can select the search bar on the left and filter by searching 'Matcha' to help find it
   
   
2. For your first traffic campaign, we recommend customizing your data columns:
   • Navigate to the Column drop-down and select 'Customize Columns'
     
   • Clear out the columns selected. Use the search function to find and select columns to add.
     
   • Select these recommended columns:
     • Delivery
     • Results
     • Impressions
     • Budget
     • Amount Spent
     • Frequency
     • CPC
     • CTR
     • CPM
     • Cost per Engagement
     • Link Clicks
     • Post Engagement
   • Press 'Apply' to create new view.
3. Navigate to 'Columns: Custom' and click the 'Save' option. We recommend naming the view “Matcha Traffic Data.”
   
   

Once you save this view, you can select it under Columns anytime you visit your ad account. Your view should look like this whenever you select your Matcha Traffic Data column view: 

Here’s what it will look like at the ad set level- the only difference is you will see several different ad sets based on content and audience testing:

Don’t forget, your ad account also has data filtering that you can utilize when reviewing performance. We recommend filtering by “the last 30 days":

 

Part 2: Cost-Per-Lead Metrics

After 4-6 weeks of audience and content testing Matcha will transition into the third phase of distribution, Lead Optimization. At this point Matcha will leverage conversion tools, such as locked content to deliver subscribers.

Here are the recommended columns to select: 

• Delivery
• Results
• Impressions
• Cost-Per-Result (Cost-Per-Lead)
• Amount Spent
• Link Clicks
• CPC
• CTR
• CPM
• Subscriptions *optional*
• Conversion Rate (Manual)

Once you select these, go ahead and save this view as Matcha Lead Tracker:   

Audience Filtering

Another great way to learn more about performance data is to filter by audience demographics. You can find these filters from the dropdown labeled 'Breakdown' (to the right of Columns). We typically recommend filtering by age, gender, and region for a comprehensive look at who’s interacting with your ads:

 

 

Glossary of Facebook Ad Terms

Here’s a quick rundown on the recommended data filters.

Delivery
Will tell you whether your campaign is active or inactive. This is important because you will be able to determine the status of your promotions at the campaign or ad set level.  

Results
This measurement will vary depending on your campaign optimization strategy. In this example, we are optimizing for traffic (Phase I & II of the Matcha distribution strategy) so your results will be tracking link clicks. 

Impressions
Total number of users who have seen your ad within their Facebook feed (this is tracked through Facebook’s algorithm).

Budget
Will highlight whether you are using ad set budget or campaign optimization, Matcha will likely select ad set level budgeting in order to deliver the most consistent spend.

Amount Spent
A helpful way for you to note how much has been spent on your Matcha campaign within a given period of time. (remember: you may need to adjust your dates in order to get an accurate number here).

Frequency
This is an estimate of the average number of times a user saw your ad. 

CPC
Stands for Cost-Per-Click and tells us how expensive or inexpensive it is to get traffic to your site. 

CTR
Stands for Click-Through-Rate and measures the percentage of times people saw your ad and clicked.

CPM
Stands for Cost-Per-Every-1,000-Impressions, which is closely tied to total impressions.

CPE
Stands for Cost-Per-Engagement. This metric measures the cost for any type of engagement on your ads, including: likes, comments, shares, and link clicks. 

Link Clicks
A running total of the number of clicks tracked on your promotions. 

Post Engagement
A running total of the number of engagement on your ads. 

Cost-Per-Result
Will calculate how much it costs to acquire a lead.

Subscriptions
Although this will track in the Results column, it is important to note that Matcha’s conversion tool pixel event is tracking the Subscription event. (housed within your pixels standard events.)

Conversion Rate (Manual)
You will not be able to filter by this metric in Facebook, however, you can easily calculate it by taking the total number of leads divided by the total link clicks within a selected period of time.