Connect Facebook Ads to Google Data Studio

What We’ll Cover

  • Connecting to facebook via the SyncWith data studio connector
  • Example of how to pull down campaign performance
  • Additional details on how to create your own custom connections and reports
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What You’ll Need

  • Data Studio account setup under your google account

Install and configure the facebook ads connector

  1. Click here to go directly to our connector in Data Studio
    1. If you’ve never setup Data Studio before you will be required to complete your signup before installing the connector, if that’s the case you’ll see a dialogue like the one to the left, fill in your info and then continue.
    2. If you have multiple google accounts open in chrome at once sometimes you’ll see this dialogue open or email preferences
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  1. Install the connector
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  1. You be required to provide OAuth Permissions
    1. If you’re signed into multiple google accounts you may have to try this twice as sometimes google will show the first OAuth screen and not the second, be sure to try until you see 2nd screen (as shown below) and authorize SyncWith.
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  1. You’ll know you’ve properly OAuthed when you see the service dropdown (shown in the below screenshot). The dropdown exists because you can use SyncWith to pull from a wide range of APIs into Data Studio - not just Facebook. For example you can choose from Facebook Ads, Notion, Shopify Orders, Stripe Charges, WooCommerce Orders and Zendesk tickets.
  1. Choose Facebook Ads as your service and click next
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  1. After pushing Next a drop down will appear to select an Ad Account, Initially the list will be empty:
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  1. To get your Facebook Ad accounts to show we need to connect a Facebook Ads Account, we do this by following the link to SyncWith which will ensure we get the appropriate permissions to sync your Facebook Data to Data Studio
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  1. Once you complete the Facebook authorization click next and this will force the Ad account dropdown to populate, choose an ad account and then click the Add button.

Want your Facebook Data Somewhere else?

SyncWith supports pushing your facebook ads data to other destinations if Data Studio isn’t what you were expecting:
  • Facebook Ads API to Databases (S3, BigQuery, MySQL, Postgres) - contact support to join our beta
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Setting Up Facebook in Data Studio

Now that we have SyncWith setup and Facebook authorized with a FB account choosen we wish to report on we can configure out report.

Choose a Reporting Time Frame

  • Data studio lets you pick an Auto range which defaults to 28days or a Custom range
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  • If you choose custom a calendar widget will come up and you’ll also see a drop down in the top right with a list of defaults, looks like this:
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  • If you click the dropdown you’ll get a long list of options you can scroll through
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  • You can also choose advanced which lets you choose two arbitrary and relative start and end dates
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Choosing Your Dimensions

Dimensions are important if you want to pivot your data to see how different groups of users perform, for example:
  • I want to see how my ad sets perform across gender, age and country so I can prune poorly performing ones
  • I want to differentiate between the performance of different ad types in my campaigns
  • I want to understand which countries have the best engagement in my videos
  • I want to group my daily ad spend by adset or campaign

Choosing Dimensions in Data Studio

  • Data studio uses a alphabetical listing by default which hides the most popular dimensions you’d want - see a summary of popular dimensions below
  • Use the search feature as demo’d in the gif - showing Campaign, Ad Set and Date being selected as dimensions
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Popular Dimensions
Campaign Name
Hopefully you’ve given your campaigns good naming conventions that help you identify the objectives and filter your data. If you’re reviewing campaign performance this is an obvious one to include.
Useful if you want to analyze trends over time. If you’re choosing multiple dimensions Date is only useful if you have a sufficient amount of data per day (clicks, impressions, spend, etc.). For example if you choose country and ad set as dimensions along with date you may not have sufficient interactions on a given day on a given adset in a given country. Date is good if you want a graph showing your ad spend by day overall, or if you want to see ad spend at each stage of your funnel. If you have tonnes of volume for yourself or your clients then breaking things out by Date can help you see trend changes over time - eg is my CTR / ROAS going down over time. There are other time dimensions you could use like Week if you don’t have sufficient data daily.
Ad Set Name
You've likely used your ad set to define any audience, eg location, gender and age. So reporting on how an adset is performing across that audience to double check your targeting makes sense.
Publisher Platform
If you’re running ads on both Instagram and Facebook this is a good one to choose to help you report on both seperately.
Platform Position
Platform position helps you understand where your ads are showing up. Because it’s possible that certain placements will not perform as well as others this helps you see the data. Example placements include: Instagram Stories, Instagram Explore, Feed, Facebook Stories, Instream Video, Instant Article, Etc.
Account Name
If you are reporting on multiple accounts, either because you’re an agency or managing multiple properties of your own then this can help ensure you identify which account the data belongs to.
Ad Name
You’ve likely used your ad names to provide details about the format, copy, image or the CTA used in the ad. For example maybe you’re targeting “sign up” or “learn more”, etc. Basically something descriptive so you can see which ads are working and understand the type of ad it is.
Often daily reporting is too granular as you may not have enough data on a given dimension within a campaign or ad set so monthly reporting can be useful to dig into individual performance across a wider time frame. Monthly is also a good metric to look back over a longer time frame, eg the last year.
Campaign ID
A unique ID for your ad campaign, although the campaign name will be more interesting to infer what’s happening the ID is unique so it can be a better way to cross identify the campaign in other FB Ads management tools or to export update campaigns.
Ads can have different objectives this helps you report on performance by objective. Example objectives include: Brand Awareness, Reach, Traffic, Engagement, Page Likes, Event Responses, App Installs, Lead Generation, Conversions, Store Traffic, etc.
Gender is useful to understanding which gender your ads resonate with.
Age is useful to understand which of age groups your ads resonate with, different age groups could be more applicable to certain services or products and as you advertise broadly reporting on age can help you tighten your targeting to where the ads are performing.
It’s generally recommended that you target your spend fairly narrowly, broad awareness campaigns across a region can help you understand where an ad is and isn’t performing. Often without localization ads can perform poorly. Using country as a parameter can help you identify where you might need to try new ads or restrict the serving of current ads.
This is not an exhaustive list of dimensions, there are 100s of available dimensions when reporting using the Facebook Ads API.

Choosing Your Metrics

Now that you’ve selected the dimensions you want to report along - eg the things you’re interested in. Now you need to choose what you want to know about them.
For example you want to break things down by country, and now you need to know what you want to know about each Country.
It’s important to note that some metrics are computed like CTR, CPM and Frequency, with data studio you only want to pull the stats to show in a particular graph or table, nor more or less.
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Popular Metrics (1)
Understand how much you’re spending across a given dimension. Eg how much of my budget in North America is going to Canada and the US or how much am I spending on video ads vs in feed placements.
Impressions tells you how many times your ad was seen
Clicks tells you how many times the ad was clicked on. Be careful though because this is all clicks (including clicks that happen on the FB platform and don’t take a user off to your landing page - eg shares, comments, likes). If you want Clicks that result in a CTA, Visit, Install then you want to look at Link Clicks.
Reach is similar to unique impressions, eg how many people saw your ad/brand even though they didn’t click. Showing the same ad 1 million times to 1 person will not be nearly effective as 1 million ads to 1 million people and probably best to show the ad 20 times to 50,000 of the right users. Use reach to understand how effective Facebook is at reaching your targeted demographic.
Link Clicks
The difference between Clicks and Link Clicks can be confusing to marketers. Think of Clicks as the superset - it includes all Clicks whether or no they drive traffic to you, when a users clicks Like, Comment, Share, Your Ad Image → those are all Clicks according to Facebook. If you care about Clicks to your landing experience then you want Link Clicks which includes CTA (calls to action) or links to your landing page. If you are also tracking visits in another platform the two numbers may not always line up because of ad blockers, iOS ATT and other privacy measures at the app and browser level.
CTR (Click Through Rate) shows the percentage of impressions that receive a Link Click. It’s Link Clicks / Impressions - in case you want to calculate it on a rolled up basis using sheets formula in a pivot table or query statement.
CPM (Cost Per Mille). M was a common abbreviation for thousand and it carried over, bu this is really telling you the cost per thousand impressions shown. It’s a somewhat useful metric do gauge the cost of showing an ad but it doesn’t speak much to the effectiveness of the ad. Ultimately Facebook and other publisher are selling impressions so this is ultimately how they are charging marketers.
CPC (Cost Per Click) - tells us how much each Link Click costs. It’s calculated by taking Clicks / Spend - in case you want to calculate it on a rolled up basis in Sheets.
A conversion occurs when your Facebook Pixel, App or offline event register a conversion, Facebook also does statistical modelling to estimate conversions in the cases that it can’t track all the conversions. Some examples of conversions could include a facebook pixel firing after a users has completed a form, signed up for your service or added an item to their cart.
Purchases are a specific Facebook event specific to receiving an order or purchase. Usually you’d fire this event on an oder completion page.
This is the number of new sessions that were recorded as events and attributed to your ads.
This is the average number of times a person saw your ad. It’s the same as impressions / reach - in case you want to calculate it on a rolled up basis using sheets formula in a pivot table or query statement.
Post Engagement
This is the total number of actions that users have with your ads, for example Like, Share, Comment.
Messaging Conversations Started
The number of conversations in FB owned messaging platforms (eg Facebook Messenger, Instagram Direct and WhatsApp Business). A user is counted if they clicked your ad in a messaging app or other Facebook-owned platform (such as Facebook News Feed) to send a message to your business. Only users who have not interacted with your business in the last 7 days are counted.

Need Help Getting Started?

  • Looking for paid consultation on building out your data studio dashboards? Contact SyncWith support and we’ll book time in to help whatever you need done