Two Reports to Dig into Facebook Multi-Product Ad Results
Published: August 18, 2015
Author: Kristina McLane
Facebook Multi-Product Ads have been the buzz in the paid search community for a few months. I personally have fallen in love with them. They are beautiful, flashy, engaging, and have multiple layers. What’s not to love? They even offer an additional bonus: with so many options in the ad creative, our testing options are limitless!
However, like any new blossoming romance, we realize that perfection is unrealistic and a few cracks potentially begin to show. To me, my biggest issue with Facebook MPAs is the lack of easily accessible data. I can see that they bring in $5 cheaper cost-per-leads than my regular News Feed ads, but where is the data on the individual cards? Where are Facebook users clicking? Which link is converting?
In my search for answers, I have begun to use two different reports to determine performance stats for individual cards or products.
Facebook Carousel Actions Report
The first report is located in Facebook. To be fair, Facebook didn’t leave us completely hanging with no data. In the reports tab of the Facebook Ad Manager, there is a report called “Carousel Actions”. Within that report, we can see which of the “carousel cards” are getting the most clicks.
Facebook has been moving away from the multi-product ad name to “ads with multiple images in a carousel”. I’m still on the fence, if it’s too cutesy or just right. However, back to the point, you can see which card is getting the most website clicks from this report.
This will be good to answer two questions: which card is resonating most with users; and does image order matter?
When using Facebook ads or doing any paid search, I think there are two types of users: manual and automatic. The manual user likes to have the most control over their ads. If you have selected not to “automatically select and order images and links”, determining and testing the order of your carousel cards is an additional option.
The downside to this report? No conversion data!
Google Analytics – Channel Acquisition Report
As always, when I don’t get what I want in Facebook reporting, my next solution is to go to Google Analytics. I go through the Channel Acquisition report and change the primary dimension to Landing Page or Ad Content. The final step is filtering for the multi-product or carousel ad that you want to review.
My tip would be to use the campaign content option when creating custom parameters to easily filter out the carousel card ads in Google Analytics.
This will be especially useful, if you are using the same landing page for your different carousel cards. After filtering, you can determine the number of sessions and conversions by card to calculate conversion rate for the different card creative.
Bonus Report (sort of!)
The bonus report is a simple combination of the Facebook Carousel Action Report and the data in the Google Analytics Channel Acquisition Report. By combining both reports, we can see cost and cost-per-conversion at the card level.
Now that you have the data, happy optimizing!