Overview: Query Builder for Facebook Ads (Ads Reporting)


How to access the Query Builder for Facebook Ads (Ads Reporting)

Navigate to Metrics > Query Builder to access the Query Builder for Facebook Ads. Click the green + Create Custom Metric button and select your connected Facebook Ads Account from the Data Source drop-down list. Select the Ads Reporting radio button. 

    Query Builder is available in Plus and Business Accounts. Agency Basic Accounts have access to Query Builder in the Agency Account only.  Request a trial of Query Builder by following these steps  

How to use the Query Builder for Facebook Ads (Ads Reporting)

  Custom Query Name:  Enter a name for your Custom Metric. This Custom Metric name will be available in the Designer after saving. 
  Metric: Select a Metric from your connected Facebook Ads Data Source, such as "Reach," "Clicks" or "Impressions." Selecting certain Metrics - like  Actions - will expose additional fields - like  Action Type - so you can further specify your Metric selection. 
  Dimension (Optional):  The Dimensions parameter re-categorizes the returned Metric value based on common criteria. Dimensions are called "Breakdowns" in Facebook Ads. Examples of Dimensions are "Campaign," "Region," and "Device Platform." If no Dimension is selected, the Custom Metric will store 1 aggregated Metric value for each Date Range. 
Pro Tip:  Add the word "by" in between the Metric and Dimension in order to determine an appropriate Custom Metric Name. From the Metric and Dimension examples outlined above, we could create the Custom Metrics "Reach by Campaign," "Clicks by Region," or "Impressions by Device Platform."
  Date Range: Select up to 8 Date Ranges that will be available for the Custom Metric. The Date Ranges selected are the only periods of time that data is synced for this Custom Metric. 
  Compare With (Optional) : Select a comparison period to measure each Date Range against, like "Previous Period" or "Same Period Last Year." Data for the comparison period will be synced for each Date Range that is selected. 
This data can be used on a Line Chart or Bar Chart to show past performance. It is also used to calculate the percentage growth or loss of the current Date Range performance vs the comparison Date Range performance. If no Compare With parameter is selected, comparison percentages cannot be displayed for the Custom Metric. 
  Filter by (Optional):  Filters restrict the data that gets included in the Custom Metric. All data that is returned is tested against the Filter(s). Multiple Filters can be combined using AND boolean logic. 
If the data synced from the Metric and Dimension fields meet the Filter specifications, the data is retained and included in the Custom Metric value. If the data synced from the Metric and Dimension fields don't meet the Filter specifications, the data is excluded from the Custom Metric value.
  Data Preview: After clicking Run query, a Data Preview of the Custom Metric will be displayed. Daily Metric values are displayed in this section, along with the total Metric values for the Date Range in bold at the bottom. You can view the Data Preview for different Date Ranges by clicking on the tabs at the top of the Data Preview. 
Pro Tip : If you don't know which Filters to put in place for your use case, use the Dimension + Data Preview to troubleshoot and get more insight into the data that is returned from your Facebook Ads Account for each field. Learn more here.

How to create a Custom Ads Reporting Metric [Example]

In this example, we'll create a Custom Metric to report on "Link Clicks" tracked in the Facebook Ads Account, split up based on the Device that was used to perform the action. We only want to view this data for our "Red" Campaign that's currently running. 

 Navigate to Metrics > Query Builder   
 Click the green + New query button
 Select the appropriate Facebook Ads Data Source
  By default, the Ads Reporting radio button is selected 
 In order to accurately explain what this Custom Metric is reporting on, we'll name the Custom Metric "Link Clicks by Device (Campaign: Red)" 
 Since a "Link Click" is an action that we're tracking, we will select Actions from the Metric dropdown list. 
 After selecting Actions as the Metric, a new field is exposed called Action Type. Click on  Action Type and select Link Clicks from the dropdown list.   
 Since we want to split up all Link Clicks based on the Device where the action was performed, we'll select Device Platform as the Dimension.  
 Next, we'll select the Date Range options for our Custom Metric. We set monthly Goals that are reviewed weekly, so I will choose Last Month, Month to Date, Last Week, and Week to Date as Date Range options. 
 Because we're setting monthly Goals that are reviewed and revised on a weekly basis, comparing to the performance from the previous period is the best indicator of success. Therefore, we'll choose Previous Period for the Compare With field. 
 Lastly, we want to restrict the Custom Metric to only retain data for the Campaign called "Red." Therefore, we'll add a Filter to the Custom Metric. 
First, click on the  Advanced Options hyperlink to open the Filter section of the Query Builder. Click on the  Filter by dropdown and select Campaign. Next, click on the  Operator dropdown, and select Equals. Lastly, in the Value textbox enter the exact Campaign name. 
If you are unsure of the exact Campaign name, change the Operator to Contains. This will make it so any Facebook Ad Campaign that contains the String "Red" will be included in the Custom Metric results. 
 Click Run query to generate a Data Preview of the Custom Metric. 
 Once we confirm that these are the results we're looking for, we'll click Save to save the Custom Metric. 

How to add a Custom Ads Reporting Metric to a Databoard

 Open the selected Databoard in the Databox Designer, or create a new Databoard.
 Drag and drop a blank Datablock onto the Databoard from the Visualization Library. 
 Select the appropriate Facebook Ads Data Source in the righthand Property Manager. This must be the same Facebook Ads Account that was selected when creating the Custom Metric. 
 Select the  Custom tab at the top of the  Metric drop-down list. 
 Select the Custom Metric name to populate the Datablock.

Additional Information

  • When you create a new Custom Metric using the Query Builder for Facebook Ads (Ads Reporting), 24 months of historical data is available. Because of this "Last Year" may not initially display a comparison percentage.  
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