Cervinodata has a relational data model (check out the details here) where the key metrics from all available platforms are harmonised. This means you can easily report on for instance the total impressions of campaigns in Facebook Ads, Google Ads and other platforms.
What about conversions?
The metric "Conversion" is also available in the data model as a key metric, but for Facebook Ads there are a lot of metrics you could use to define a conversion.
Cervinodata has chosen to use the following definition of a Facebook Ads Conversion:
Definition of a Facebook Ads Conversion
The sum of all of the offsite conversions listed below
- Add to cart ('Toevoegingen aan winkelwagentje' in Dutch)
- Initiate check out ('Betaalproces starten' in Dutch)
- Purchase ('Aankoop' in Dutch)
- Lead ('Lead' in Dutch)
- Complete registration ('Voltooide registratie' in Dutch)
How is the Facebook Ads Conversion calculated?
- Suppose you create a Facebook Ads campaign and want to define a conversion. Make sure you select one of the conversion types above ( for example, you choose "Lead" as the conversion for this campaign).
- When Cervinodata starts delivering the data we will put any registration of a "Lead" into the metric called Conversion.
- If, for example, Facebook Ads reports 100 leads for that campaign, you should see 100 conversions in your Cervinodata end point (take into account that Cervinodata is not live-streaming data, so better check the data from a past period, not today's data)
- Now, suppose you launch another campaign (for instance to generate "Purchases") along side the lead campaign. Suppose you generate 10 purchases with that campaign.
- Cervinodata will show 110 conversions (100 + 10)
Can I split the conversions to see more details?
If you want to see how many Leads (from the example above) your campaign generated (and not Purchases), you can still do this with Cervinodata. There are multiple options for this:
1. Use BigQuery. The detailed metrics (Leads, Purchases, etc) are available there.
Cervinodata offers a handy Query builder that generates a SQL query that you can use to retrieve specific data from BigQuery.
- In Cervinodata's Query builder, select Facebook Ads as the only platform. Follow the steps along the way and copy and paste the generated Query into your BigQuery project.
- When you select only one platform (in this case Facebook Ads) all available metrics are included in the result set, including any results from Leads, Purchases, etc and also the combined Conversion metric.
2. Use "Create a Klipfolio Datasource".
- Go to Create a Klipfolio Data source" inside Cervinodata and choose "Custom conversion metrics of all Facebook Ads accounts connected to a organisation".
- Copy the Rest url end point and paste it into a Klipfolio data source (see how that works here)
- In Klipfolio, build a table that includes a column "Conversion name" and columns with the number of conversions , the media cost and the conversion value.
- You will see the results per custom conversion. If desired you can also add a column for the campaign to see the results per conversion per campaign.
3. Use a Looker Studio template
Cervinodata offers a Looker Studio template that reports on the results per campaign.
- Check out the Facebook Ads template for Looker Studio here
- Go to the Looker Studio connector Gallery and select Cervinodata's "Ad data multiple platforms" (or follow the link after you log into Looker Studio: Open connector)
- This Looker Studio template includes a table with the results per campaign.
4. The other option is to create a campaign group
See Cervinodata > Organise or click here if you're logged in. In the campaign group, you can select specific campaigns you want to report on. If you create a campaign group with only the Facebook Ads campaign related to Leads (let's call that "Leads campaign group"), you can report on that in your destination.
- You can use the Google BigQuery Query builder to select only that "Leads campaign group"
- Cervinodata offers a number of Klipfolio templates that include a campaign group filter. Contact support if you want to try this out.
- You can use the Facebook API end point that's called "/data/campaign-group-facebook-ad-extended-report-per-organisation-per-campaign-per-day/{organisationUuids}", check that out here.
About campaign grouping
- The campaign grouping feature is particularly handy if you want to report on multiple Leads campaigns in Facebook (you can group all those campaigns together in a campaign group) and ignore the campaigns with other conversion types.
- The campaign grouping feature is also handy if you want to report on for instance similar campaigns related to Purchases from Facebook Ads, Google Ads and LinkedIn Ads. Simply group the specific campaigns together and ignore other campaigns. In your destination the "Purchasing campaign group" will report on the conversions from Facebook Ads (the 10 we used as an example before) and add all the conversions from those specific LinkedIn Ads and Google Ads campaigns.
How to set up Facebook Conversions
When setting up a campaign you need to take the following steps:
- Create a campaign with Conversions as the key objective
- Select website as the destination
- Copy and paste the tracking event into the campaign. See more information about these offsite conversions or standard pixel event and how to set it up on your website on this facebook support page.