Open navigation

Facebook Ads report building guide

Use the Facebook Ads data source to stay up to date with what’s going on with your ad campaigns. Collect your ad reporting data from various sources on the same spreadsheet or dashboard and get the full picture.


For a full list of metrics and dimensions available in our Facebook Ads data source connector, take a look at our Facebook Ads documentation.


The Facebook Ads data source fetches Instagram ad data as well.


Once you’ve connected to Facebook Ads, you’re ready to create your first query in Google Sheets, Looker Studio (formerly Data Studio), or Excel.


Try these queries

See the following use cases for examples of how to set up queries. 


See your monthly ad spend

See if you meet your monthly ad budget goals for the current year.


For best results in Looker Studio, use the time series or bar chart type.

  1. Set the date range to Year to date.
  2. Select the Amount spent metric.
  3. Select the Month dimension to split the query results by month.

The ad spend is given in the currency used by your Facebook Ads data source. You can convert the currency to other currencies in Google Sheets and Looker Studio. Learn more about currency conversion.


See impressions and reach for your ads

Fetch data on how many times your ad has been shown and how many unique views it had last month.


The "Impressions" metric shows many times the ad was seen in total.

The "Reach" metric shows how many individual viewers saw your ad.


For best results in Looker Studio, select the table chart type.

  1. Set the date range to Last month.
  2. Select the Impressions and Reach metrics.
  3. Select the Campaign name dimension to split the query results by campaign.


See ad spend per campaign

With this example, you can see how much you spent on your ad campaigns last month.


For best results in Looker Studio, use the bar chart type.

  1. Set the date range to Last month.
  2. Select the Amount spent metric. 
  3. Select the Campaign name dimension to split the query results by campaign.


See impressions for your ad campaigns on Facebook and Instagram

Use these metrics to see how many times your ad campaigns have been seen on Facebook and Instagram. In this example, we fetch data for the last week.


For best results in Looker Studio, use the bar chart type.

  1. Set the date range to Last week.
  2. Select the Impressions metric.
  3. Select the Publisher platform dimension to split the data by platform.
  4. Select the Campaign name as a breakdown dimension to split the query results by campaign. 


See conversion results for your ad campaigns

Explore how many purchases or leads you have generated from your ads campaigns.


The "Website purchases" metric shows the website purchases from ad campaigns.


For the best results in Looker Studio, use the table chart type.

  1. Set the date range to This Month.
  2. Select the Website purchases metric.
  3. Select the Campaign name dimension to split the query results by campaign.
  4. In the data source settings, set the Conversion window to match your ad campaign's attribution window. If your campaigns have different attribution windows, select Default attribution.

To change the data source settings in Google Sheets and Excel, go to the Options section in the sidebar. In Looker Studio, edit the connection details to change the settings.


If you experience errors with no data or discrepancies in numbers, follow this guide to fix your queries.


See total website purchases from campaigns

Take a look at the total website purchases in a scorecard from your campaigns with multiple attributions.


For the best results in Looker Studio, use the scorecard chart type.

  1. Set the date range to This month.
  2. Select the Website purchases metric.
  3. In the data source settings, set the conversion window to Default attribution.
  4. In the data source settings, check the Disable unified attribution setting checkbox.

To change the data source settings in Google Sheets and Excel, go to the Options section in the sidebar. In Looker Studio, edit the connection details to change the settings.


If you experience errors with no data or discrepancies in numbers, follow this guide to fix your queries.


Set up scheduled refreshes for your reports

You can set up scheduled refreshes for your reports created in Google Sheets and Excel. Follow the instructions on how to create and manage scheduled reports in Google Sheets and how to set up scheduled report triggers in Excel.


In Looker Studio, you can have a copy of your report emailed to you and important stakeholders at regular intervals.


More resources

See the Supermetrics blog for tips for social media marketing funnel and other Facebook-related posts


You might also be interested in:


Did you find it helpful? Yes No

Send feedback
Sorry we couldn't be helpful. Help us improve this article with your feedback.