How to Get Your Facebook Advertising Performance Report - dummies

How to Get Your Facebook Advertising Performance Report

By Amy Porterfield, Phyllis Khare, Andrea Vahl

The Advertising Performance report includes statistics such as Clicks, Impressions, Click Through Rate, and Spend. Similar information is available in the Ads Manager, which you can find on the left sidebar of your personal Profile home page, but the Advertising Performance report goes a step further and tells you conversions and cost per conversions if you’re advertising a fan page.

To get your Advertising Performance report, follow these steps:

  1. Choose Advertising Performance from the Report Type drop-down menu (selected by default).

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

  3. Choose Campaign from the Filter By drop-down menu.

    Now all your campaigns are available. You can select one or multiple campaigns to have in the report.

  4. Make a choice from the Time Summary drop-down menu.

    You can choose Daily, Weekly, or Monthly.

  5. Select the appropriate date range in the Date Range fields.

  6. 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.

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

  8. Click the blue Generate Report button.


If you haven’t run ads before on Google or other web platforms, some of the terms in the Advertising Performance report can look like Greek. Here are the definitions of the terms in the Advertising Performance report:

  • Impressions: How many times the ad has been shown to a Facebook user. Ads can be shown multiple times to users if they’re logging in several times during your campaign, or, if they’re browsing through different areas of Facebook, they are shown your ad in multiple places. Each time a user is shown your ad, it counts as an impression.

  • Social Impressions: How many times the ad was shown to a Facebook user and one of his or her personal Friends liked the Page or attended the event. This report is valid only for advertising things within Facebook, such as fan Pages, events, or groups.

  • Social %: What percentage of the total Impressions were Social Impressions.

  • Clicks: The actual number of clicks of the ad. This report can include a click if someone liked your fan Page right from the ad itself. A single user could click on your ad multiple times, and you are charged for each click. Theoretically, someone could drive the cost of your ad campaign up in this way, but that isn’t typical.

  • Social Clicks: How many clicks you received from an ad showing that a current fan’s Friend liked your fan Page or responded to an event RSVP. Again, this report is valid only when you advertise fan Pages, groups, or events.

  • CTR (click through rate): How many times your ad was clicked, divided by the number of times your ad was shown (impressions). This is a straight ratio of the Clicks divided by Impressions.

  • Social CTR: Social Clicks divided by Social Impressions. Theoretically, this number should be higher than the CTR, because the ad included a personal Friend who liked the Page and thus provided social proof.

  • CPC (cost per click): How much each click your ad received actually cost you. This number is calculated even if you didn’t bid on the CPC model, which is helpful for comparison. It takes how many clicks your ad received (even if you’re paying by impression) and calculates how much each click cost you.

  • CPM (cost per thousand impressions): How much each 1,000 impressions cost. Even if you didn’t bid with the CPM model when you placed your ad, Facebook Reports will calculate it for your reference. This report is helpful if you decide to switch to the CPM bidding model because you can compare how your ads with different bidding models are performing.

  • Spent: The amount you spent for the time summary you chose for the report: Daily, Weekly, or Monthly.

  • Reach: The number of people who saw your ads. The reach is different from the Impressions because it only counts the unique people who have seen your ad. So if someone saw your ad five times, the reach only counts that person once rather than the five impressions.

  • Frequency: The average number of times each person saw your ad. This is the Impressions divided by the Reach.

  • Social Reach: The people who saw your Sponsored ad or Sponsored story, with social info about the people and Pages they’re connected to on Facebook, such as whether they saw that one of their Friends already liked your Page. This report doesn’t apply if you’re advertising something external to Facebook.

  • Actions: The number of actions taken by people within 24 hours of viewing an ad. You see data here only if you’re promoting something internal to Facebook.

  • Page Likes: The number of people who like your Page within 24 hours of viewing your ad or Sponsored story, or within 28 days of viewing the Page. This number can be beneficial because you can see when you have generated awareness that led to a like within a month.

  • Unique Clicks: How many different clicks you received. This data is helpful for knowing whether the same person happened to be shown your ad twice and clicked it both times, because the second click wouldn’t be a unique click.

  • Unique CTR: Unique Clicks divided by Unique Impressions. Again, in relation to Unique Clicks and Unique Impressions, you want to know whether new people are clicking through to your ad or whether one person is clicking your ad over and over. It’s best to have your Unique CTR come close to your CTR, but there’s nothing you can do to control who is clicking your ad.