Facebook and Instagram Paid Performance Report

Sprout’s Paid Performance Report for Facebook and Instagram visualizes data for ad campaigns. The report covers campaign level data for ads executed through Facebook, Instagram, Messenger and Facebook Audience Network. Trends in spend are displayed against key performance indicators (KPI) to help brands identify top performing channels and campaigns.

Campaign Selector

You can begin building a new report by heading over to the Campaign Selector in the right bar. You will see the ad account or ad accounts that you have connected to Sprout. Click the ad account from which you want to include campaigns into the report.

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You’ll see all of the campaigns contained in that ad account, and you’ll be able to select or deselect campaigns using the corresponding checkboxes on the right.

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You can select or deselect all campaigns by using the top most checkbox.

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Overview

Campaigns Summary

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This section summarizes performance for selected campaigns at a high level.

Total Spend: The total amount spent on selected campaigns. The number displayed 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.

Impressions

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This section visualizes trends data for campaign impressions and spend over time.

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.

Engagement

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This section visualizes trends data for both campaign engagement and spend over time.

Total Engagements: The total engagement driven by selected campaigns.
CPE: Cost Per Engagement. The average cost for a single engagement across selected campaigns.
Average Engagements per Day: The average number of engagements each day calculated for selected campaigns.

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Reactions: The total number of likes driven by selected campaigns.
Shares: The total number of shares driven by selected campaigns.
Comments: The total number of comments driven by selected campaigns.
Link Clicks: The total number of link clicks driven by selected campaigns.
Video Views: The total number of times a video was viewed, driven by selected campaigns.

The first text callout in the Overview appears under the Engagement Types chart. This callout presents the most engaging campaign among the ones that have been selected. If only one campaign is selected, the number of impressions per engagement will be displayed.

Web Conversions

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This section visualizes trends data for conversions and spend over time.

Total Web Conversions: The total number of conversions driven by selected campaigns, as calculated by the advertising network's tracking pixel or equivalent solution.
CPCon: The average cost for a single conversion across selected campaigns.
Average Web Conversions per Day: The average number of Web Conversions each day.

Video Views

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This section helps you visualize trends for both video views and spend over time.

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 Video Views per Day: The calculated average number of Video Views each day for selected campaigns.

Channel Breakdown

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This section shows campaign performance by channel, which can be useful if a campaign has been targeted on multiple channels.

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.

Campaigns View

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This view shows you a table with all selected campaigns broken out by channel. 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 will appear in this view as its own campaign and can be evaluated.

Additional Considerations

You can quickly find out the number of campaigns you have added to the report per channel at the top of this report. This information is persistent both in the Overview and Campaigns View.

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You can set your Reporting Period at the very top right, like any other report in Sprout.

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Finally, use the Export button, at the bottom right of the report, to export the Campaigns view as a CSV and export the Overview as a PDF.

Watch the brief video below to learn more about the Facebook & Instagram Paid Performance Report.

Read more about promoting Facebook posts from within Sprout.

Facebook and Instagram Paid Performance 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?
We will automatically include data going back 180 days (campaigns updated in last 180 days). Up to 2 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)

 

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