How to Run a Responder Demographics Report on Facebook

A report that you can run to gain data for your Facebook marketing campaign is the Responder Demographics report. This report gives you great information about the types of Facebook users who are viewing or clicking your ads. To run this report, follow these steps:

  1. Start from the Ads Manager page.

    You can go there directly at www.facebook.com/ads/manage/campaigns.

  2. Click Reports in the left column.

  3. From the Report Type drop-down menu, choose Responder Demographics.

  4. Choose Ad from the Summarize By drop-down menu.

  5. Choose Campaign from the Filter By drop-down menu to see a list of your campaigns.

  6. Check the box next to the desired campaign.

  7. Select the Time Summary and Date Range you want to see.

  8. From the Format drop-down menu, choose the format you want your report to be presented in.

    You can choose webpage (.html), which displays the report on a web page; Excel .csv; or Multilanguage Excel .csv.

  9. (Optional) Check the Include Deleted Ads/Campaigns box if you also want this information in your report.

  10. Click the blue Generate Report button.

This report shows people in certain age ranges who actually clicked your ad. You may think that your target demographic is the 45–54 age range, for example, but a larger percentage of people in the 55–64 age range may have clicked the ad. With this information in hand, you may want to adjust your ad to target only that age range to get more clicks and more traffic.

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The Responder Demographics report also shows you the percentage of users in various regions who saw your ad. The columns of this report may be blank if an insufficient number of impressions occurred or no users in the selected demographic group clicked your ad, but that doesn’t necessarily mean that the number is zero.

If you click on any of the columns, you can sort the data by that column from highest to lowest or lowest to highest. Using that feature makes it easier to see the highest percentage of impressions if you use that column to sort. Then you can easily see which demographics are seeing your ad.

The Responder Demographics report doesn’t always show the % of Clickers and CTR columns, so be aware that these numbers may not be available.

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