Facebook & Instagram Paid Performance Report

New to Sprout Social? Learn all about our paid social media reporting tools here.

The Facebook & Instagram Paid Performance Report visualizes data for your ad campaigns. The report covers campaign-level data for ad campaigns through Facebook, Instagram, Messenger and Facebook Audience network. Trends appear against your key performance indicators (KPIs) to help you identify top performing channels and campaigns.

This article contains the following sections:

Viewing your ad campaign data

To view data from your ad campaigns:

  1. Navigate to Reports > Paid Social Reports > Facebook & Instagram Paid Performance to open the report. 
  2. Set your Reporting Period in the upper right corner.
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  3. Toggle Show Spend on or off depending on your preferences.
  4. Navigate to the Filter Menu and select the ad accounts you want to include campaigns from in the report.
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  5. Click Select Campaigns. The Select Campaign popup appears with all of your campaigns contained in the ad account.
  6. Select or deselect the campaigns you want to include.Screenshot_2020-08-19_at_09.54.17.png
  7. (Optional) Select or deselect all campaigns using the All Campaigns checkbox.All_Campaigns.gif
  8. Click Load Campaigns. Your selected campaigns load into the report for further analysis.

Overview breakdown

Paid Performance Summary

The Paid Performance Summary gives a high-level summary of the performance for the campaigns you selected.

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Total Spend: The total amount spent on selected campaigns. The number reflects native currency.
Impressions: The total number of times ads from selected campaigns were viewed.
CPM: Cost Per 1000 Impressions. The average cost per 1000 impressions across selected campaigns.
Engagements: The total engagement driven by selected campaigns.
CPE: Cost Per Engagement. The average cost for a single engagement across selected campaigns.
Clicks: The total number of clicks driven by selected campaigns. Clicks include URL clicks, certain types of interactions with the ad container, links to desired destinations, links to expanded ad experiences and more.
CPC: Cost Per Click. The average cost for a single click across selected campaigns.
Web Conversions: The total number of conversions driven by selected campaigns, as calculated by the advertising network's tracking pixel or equivalent solution.
CPCon: Cost Per Conversion. The average cost for a single conversion across selected campaigns.

Paid Impressions

The Paid Impressions section shows trend data for your campaign impressions and spend over time.

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Total Impressions: The total number of times ads from the selected campaigns were viewed.
CPM: Cost Per 1000 Impressions. The average cost per 1000 impressions across selected campaigns.
Average Impressions per Day: The average number of times your ads were displayed to users each day.
Average Daily Reach: Average number of unique users that saw content associated with each Facebook Business campaign.

Paid Engagement

This section of the report shows trends data both campaign engagement and spend over the reporting period you select.

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Total Engagements: The total engagement driven by selected campaigns.
Reactions: The number of reactions on your ads driven by selected campaigns. The reactions on ads include Like, Love, Haha, Wow, Sad or Angry.
Shares: The number of shares driven by selected campaigns. Shares include ads shared on their own or friends' Timelines, in groups, and on their own Pages.
Comments: The number of times users commented or replied on your ads driven by selected campaigns.
Link Clicks: The total number of clicks on links within the ad driven by selected campaigns. For ads promoting Instagram profile views, link clicks include clicks on the ad header or comments that led to the advertiser's profile.
Other: The total number of other engagement driven by the campaigns in the selected breakdown; this roll-up metric encompasses engagements outside the comments, shares, likes, and link clicks. The other engagement include video views.

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CPE: The Cost per Engagement is the average cost for a single engagement across selected campaigns.
Engagement Rate (per Impression): The number of times users engaged with your campaigns as a percentage of impressions. This indicates how engaged people are with your brand.
Average Daily Engagements: The average number of engagements each day calculated for selected campaigns.

The first text callout in the Overview appears here. The callout at the end presents the most engaging campaign among the ones that have been selected. 

Paid Web Conversions

This section shows how many actions were taken on your website during the reporting time period you selected.

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Total Web Conversions: The total number of events or conversions driven by selected campaigns, as calculated by the advertising network's tracking pixel or equivalent solution. The metric is calculated as the roll-up of all the standard and custom conversion events.

CPCon: The average cost for a single conversion across selected campaigns.
Conversion Rate: The percentage of conversions achieved per click.
Average Daily Web Conversions: The average number of Web Conversions each day.

Paid Video Views

This section of the report shows how your videos performed during the reporting time period you selected.

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Total Video Views: The total number of times a video was viewed, driven by selected campaigns. The views are calculated based on the number of times your video played for at least 3 seconds, or for nearly its total length if it's shorter than 3 seconds.

Video Views: The total number of times a video was viewed, driven by selected campaigns.
CPV: Cost Per View. The average cost for a single video view across selected campaigns.
Average Daily Video Views: The average number of Video Views each day for selected campaigns.

Paid Channel Breakdown

This section shows campaign performance by channel, which is useful especially if a campaign was targeted on multiple channels. 

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The second text callout in the Overview appears here. This callout provides key stats segmented by channel. The channel with the lowest CPE (cost per engagement) is presented along with the channel producing the most impressions received.

Ad Accounts breakdown

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You can review the overall performance of each of your Ad accounts during the selected reporting period.

Campaigns breakdown

This view shows a table with all selected campaigns broken out by channel.

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You can sort by KPI, by clicking at the top of most columns, to quickly find the best performing campaigns.

If a promoted post isn’t added to a campaign, it appears in this view as its own campaign.

Ads breakdown

In this view you can review the performance of specific ads during the reporting period you selected.

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Premium Analytics additional features

If you're a Premium Analytics customer, you can add and remove additional metrics in the Overview, Ad Accounts, Campaigns and Ad breakdowns of the report.

To update metrics:

  1. Click Screen_Shot_2021-01-27_at_1.13.24_PM.png.
  2. Select the metrics you want to include from the Available Metrics dropdown. 
  3. Drag and drop your Selected Metrics to reorder.
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  4. Click out of the expanded menu to apply your updates. 

Additionally, in some sections of the Overview, you can update the data breakdowns within the section. For example, you can view your Paid Impressions by aggregate, breakdown or comparison. Click the dropdown menus in each report section to make changes to your data displays.

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Report FAQs

How often is the report updated?
Metrics are updated every single hour in the Paid Performance Report.

How much historical data can I get?
Sprout automatically includes data going back 180 days (campaigns updated in last 180 days). Up to two years worth of data is available upon request.

What currencies are supported by the report?
Sprout supports every currency included in the Facebook Business network.

Can I view campaigns in multiple currencies?
You can only view campaigns in only one currency.

Is there a limit to the number of campaigns that can be tracked?
No, there is no limit to the number of campaigns that can be tracked.

Which timezone is used for the report?
All times will be in the country of origin for the ad campaign.

What counts as a click in this report?
The metric counts multiple types of clicks on your ad, including certain types of interactions with the ad container, links to other destinations, and links to expanded ad experiences. It includes:

  • Link clicks
  • Clicks to the associated business Page profile or profile picture
  • Post reactions (such as likes or loves)
  • Comments or shares
  • Clicks to expand media (such as photos) to full screen
  • Clicks to take actions identified as your campaign objective (such as liking your Page for a Page engagement campaign)

Will the data in the Facebook and Instagram Paid Performance Report match with the data in the Facebook Pages Report?
It's not expected that the data in the Facebook & Instagram Paid Performance report tallies exactly with the data in the Facebook Pages Report. There are a number of contributing factors:

  • The Facebook Pages report includes the number of times any content from your Page or about your Page entered a person’s screen through paid distribution such as an ad. This can be from any ad account active on the page during the reporting period. It's not limited to the Ads Accounts included in the reporting group.
  • The Paid Performance Report includes any activity on the Ads Accounts that are connected to Sprout which may or may not be all of the Ads Accounts active on the page.
  • The Facebook Pages report relies on the standard Facebook API for the Paid Impressions Metrics. The Paid Performance Report is based on the Facebook Marketing API. For the Marketing API, Impressions show how many times your Ad was in front of people regardless of the location.
  • Facebook Ad Accounts don't link one-to-one with a specific Facebook Page. There could be multiple Facebook Pages linked to a single Ad Account.
  • Time zone differences: the data in the Facebook Pages Report is in Pacific Standard Time whereas the Facebook Paid Performance Report is in the Ad Account’s time zone.

 

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