4️⃣ hidden features to make analysing your Facebook ads a breeze

Navigating Facebook ads can sometimes feel like getting lost in a maze. And if you feel overwhelmed every time you open the dashboard, you are not alone.

But worry not, this article will show you four features that will make analysing your Facebook ads a breeze. So you can tweak and optimise and get the results you deserve.

We will discuss: the data comparison feature and result breakdowns as well as UTM Parameters and customising your columns. You will learn what each of them they are, where to find them, and how to use them to maximise your Facebook ad performance.

Analysing your Facebook ads data

1. Comparing Dates in Facebook’s Ads Manager

What It Is: The compare dates feature allows you to view and compare ad performance over different time periods. This will help you to identify trends and the seasonal impacts on your campaigns.

Where to Find It:

  • Go to your Facebook Ads Manager dashboard (See image above)
  • In the top right corner, click on the date range selector
  • Toggle the “Compare” button to enable date comparisons
  • Once selected, your Ads manager table will now show two data ranges and a comparison of the data between the two

How to Use It:

  1. Select the date ranges you want to compare (e.g., this month vs. last month or this year vs last year)
  2. Analyse the data side-by-side to spot changes in performance metrics like Link CTR (Click Through Rate), CPC (cost per click), and conversions (most likely sales)
  3. Use these insights to adjust your strategy according to what’s working best
Analysing your Facebook ads data

2. The Data Breakdown Feature

What It Is: The breakdown feature allows you to dissect your ad performance by various dimensions. These dimensions include: age, gender, placement, and device, giving you a granular view of your audience’s behaviour.

Where to Find It:

  • In Ads Manager, navigate to the campaign, ad set, or ad level.
  • Click on the “Breakdown” dropdown menu located above the dashboard table (see image above)

How to Use It:

  1. Select the dimension you want to analyse (e.g, “Age” as shown in the image above)
  2. Review how different segments are interacting with your ads
  3. Optimise your targeting and creative based on the insights (e.g, if younger audiences are performing better for you, you might want to allocate more budget there)
Analysing your Facebook ads data

3. Customising Your Columns & Creating Custom Metrics

What It Is: The customise columns feature allows you to create a personalised view of your ad performance data. This feature also gives you ability to set up custom metrics tailored to your specific goals.

Where to Find It:

  • In ads manager, click on the “Columns” dropdown menu above the performance table (as seen in the image above)
  • Scroll right down to the bottom and select “Customise Columns” from the list.

How to Use It:

  1. Choose the metrics that are most relevant to your campaign objectives, and drag them over to the column on your right
  2. You can move these metrics around so they are in an order that makes sense to you (e.g ROAS, number of purchases, purchase conversion value, number of initiate checkouts, initiate checkouts value, number of add to carts, add to carts conversions value etc)
  3. Use the “Custom Metrics” option to create metrics that combine different data points (e.g, dividing total spend by purchases to get the cost per purchase or purchase conversion value / number of purchases to get your average order value)
  4. Once you have done that, make sure you go back to the custom column drop down from the main dashboard menu and save it as a preset. If you don’t do this, you will loose this when you close Ads Manager.
Analysing your Facebook ads data with UTM parameters

4. Building UTM Parameters For Your Facebook Ads

What It Is: UTM (Urchin Tracking Module) parameters are tags added to your URL links that help you track the performance of your Facebook ads. This is done through Google Analytics or other platforms such as Shopify. This is helpful because Facebook doesn’t always report on the sales that our ads actually achieve.

Where to Find It:

  • At the ad level, scroll down past the copy and creative and under the “Website URL” section, click on “Build a URL Parameter.”

How to Use It:

  1. You need to fill in the parameters such as: Campaign Source (utm_source), Campaign Medium (utm_medium), and Campaign Name (utm_campaign) – you can use the exact formula I provide in the image above
  2. This formula can be copied exactly the same across all of your ads (the tags are dynamic)
  3. You can use UTM parameters to monitor performance in Google Analytics and see which ads are driving the most conversions
  4. You can also use these to cross check your sales reported in ads manager and reported in platforms like Shopify


Understanding how to use these features will significantly enhance your advertising strategy, and your ability to optimise your results according to the data.

By leveraging these features, you can gain deeper insights, improve efficiency, and drive better results for your Facebook ad campaigns.

But if this feels too advanced for you and a little overwhelming, this may be a better place to start.

If you have any questions about your Facebook ads, please send me a message on Instagram (I love to hang out there) or book a free call with me here.

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