Notes on the Facebook Ads KPIs Spreadsheet Template
We have surveyed hundreds of marketers and advertisers to put together the best practice Facebook Ads KPI spreadsheet to help you structure and view your Facebook Ads data. View your Facebook Ads campaigns on a per client, per campaign, or per organization basis. You can add as many Facebook accounts as you wish. It's as easy as adding a new spreadsheet tab or even copying/moving an already established tab and then referencing spreadsheet cells in your formulas. No programming required.
On the Executive Dashboard
While this report provides a 14 day view, you can change the dates at the top of the report to read something different. (HINT: any text in blue is manually entered and can be altered). The report assumes that your Ads have some sort of Call To Action that will link to your website. The report also assumes that you have set up your Google Analytics. If you have not set up your Google Analytics, this report will not work as intended in calculating your ROI. The dashboard view has been summarized for a marketer/advertiser who has no sales data to calculate the ROI, this is why there is an estimated value section per your conversion. Feel free to edit or remove it as you see fit.
On Graphs and Ratio Calculations
All of the campaign data begins after row 100. If you are tracking campaign conversions via UTM, go to line 144 and edit the UTM links (text in blue is manually entered). After you do so, your Ads data will showcase your Facebook CTA clicks, Google Analytics clicks and your Google Analytics conversions (goals).
Individual Campaign Report Tab
Marketers are often testing different campaigns at a time to quickly iterate on the most successful ones. This is why we provided an individual campaign report tab. This tab combines data from Google and Facebook. Feel free to use it for tracking individual campaigns or share it with your clients who want access to an individual campaign. All you have to do is edit the Campaign Name.