Overview: Metric Builder for Facebook Ads (Ads Reporting)


How to access Custom Metrics and Metric Builder for Facebook Ads (Ads Reporting)

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

Metric Builder is available on the Professional and higher plans. Request a trial of Metric Builder by following these steps.

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

A) Data Source: This is the Snapchat Ads Data Source that the Custom Metric is syncing data from.
B) 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.  
C) 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."

D) Invert Metric (Optional): This checkbox should be selected if a lower Metric value indicates positive growth / performance (i.e., Unsubscribers, Cost per Conversion, etc.) Inverting the Custom Metric in Databox will make it so an increase in the Metric value will show a red percentage change color on a Databolock, while a decrease in the Metric value will show a green percentage change color on a Datablock. 
E) 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 /OR 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.

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 Snapchat Account for each field. Learn more here.

F) Preview data: After clicking Preview data, 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 drop-down list at the top of the Data Preview. 
G) Custom Metric Name: Enter a name for your Custom Metric. This Custom Metric name will be available in the Designer after saving. 
H) Save: Save your Custom Metric. 

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. 

  1. Navigate to Metrics > Custom Metrics
  2. Click the green + New Custom Metric button
  3. Select the appropriate Facebook Ads Data Source
  4. By default, the Ads Reporting radio button is selected 
  5. Since a "Link Click" is an action that we're tracking, we will select Actions from the Metric dropdown list. 
  6. 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.   
  7. 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.   
  8. 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 Metric 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. 
  9. In order to accurately explain what this Custom Metric is reporting on, we'll name the Custom Metric "Link Clicks by Device (Campaign: Red)"
  10. Click Preview data to generate a Data Preview of the Custom Metric. 
  11. 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

  1. Open the selected Databoard in the Databox Designer, or create a new Databoard.
  2. Drag and drop a blank Datablock onto the Databoard from the Visualization Library.
  3. 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.
  4. Select the  Custom tab at the top of the  Metric drop-down list. 
  5. Select the Custom Metric name to populate the Datablock.

Additional Information