{"id":5694,"date":"2020-08-03T17:28:06","date_gmt":"2020-08-03T16:28:06","guid":{"rendered":"https:\/\/adstargets.com\/blog\/?p=5694"},"modified":"2023-06-01T15:13:08","modified_gmt":"2023-06-01T14:13:08","slug":"facebook-return-on-ad-spend-roas","status":"publish","type":"post","link":"https:\/\/adstargets.com\/blog\/facebook-return-on-ad-spend-roas","title":{"rendered":"Ultimate Guide to Facebook Return on Ad Spend (ROAS)"},"content":{"rendered":"\n<p class=\"has-text-align-left\">Are your Facebook ad campaigns achieving your required results? Wondering how to accurately report on <a href=\"https:\/\/adstargets.com\/blog\/facebook-ads-performance\/\" class=\"rank-math-link\">Facebook ad performance<\/a>?<\/p>\n\n\n\n<p>Facebook has become one of the most popular platforms for advertising for online digital advertisers owners. <\/p>\n\n\n\n<p>In addition to the relatively cheap well-targeted ad price and a large number of active users around the world, Facebook dominates the mobile market ahead of other social media giants. <\/p>\n\n\n\n<p>Facebook has advantages in terms of ad targeting, coupled with social engagement potential that appears through features like, comment, &amp; share. <\/p>\n\n\n\n<p>Therefore it is important for you to maximize your <a href=\"https:\/\/adstargets.com\/blog\/facebook-ad-templates\/\" class=\"rank-math-link\">Facebook ads ROAS<\/a>. To help you understand the impact of the Facebook advertising business, there are a number of metrics you should know about, one of which is Facebook ROAS.<\/p>\n\n\n\n<p>In this post, I will explain in detail Facebook&#8217;s Return on Ad Spend (ROAS). Before moving deeper, I would like to first define Return on Ad Spend (ROAS).<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/adstargets.com\/blog\/facebook-return-on-ad-spend-roas\/#Return_on_Ad_Spend_ROAS_Definition\" >Return on Ad Spend (ROAS) Definition<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/adstargets.com\/blog\/facebook-return-on-ad-spend-roas\/#Calculating_Facebook_Return_on_Ad_Spend_ROAS\" >Calculating Facebook Return on Ad Spend (ROAS)<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/adstargets.com\/blog\/facebook-return-on-ad-spend-roas\/#Facebook_return_on_ad_spend_formula\" >Facebook return on ad spend formula<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/adstargets.com\/blog\/facebook-return-on-ad-spend-roas\/#1_Set_Up_Facebook_Pixel_and_Conversion_Tracking\" >1. Set Up Facebook Pixel and Conversion Tracking<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/adstargets.com\/blog\/facebook-return-on-ad-spend-roas\/#2_Create_a_Custom_Reporting_Column_in_Facebook_Ads_Manager\" >2. Create a Custom Reporting Column in Facebook Ads Manager<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/adstargets.com\/blog\/facebook-return-on-ad-spend-roas\/#3_Determining_Your_Facebook_ROAS_for_Purchases\" >3. Determining Your Facebook ROAS for Purchases<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/adstargets.com\/blog\/facebook-return-on-ad-spend-roas\/#4_Measuring_Facebook_ROAS_for_Lead_Generation\" >4. Measuring Facebook ROAS for Lead Generation<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/adstargets.com\/blog\/facebook-return-on-ad-spend-roas\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Return_on_Ad_Spend_ROAS_Definition\"><\/span>Return on Ad Spend (ROAS) Definition<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As mentioned above, ROAS is short for \u201cReturn On Ad Spend\u201d. It is a measurement of how many dollars you will receive for every dollar you spend on advertising.<\/p>\n\n\n\n<p>Return on Ad Spend (ROAS) is a metric that measures the effectiveness of a campaign in digital marketing. By calculating ROAS you can evaluate whether the campaign that you have run is profitable or not. <\/p>\n\n\n\n<p>For example, let&#8217;s say you made $20 for every $1 spent on an advertising campaign. That means your ROAS for that campaign is 20:1.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Calculating_Facebook_Return_on_Ad_Spend_ROAS\"><\/span>Calculating Facebook Return on Ad Spend (ROAS)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>ROAS is calculated after an ad campaign has finished running. The advertiser will be able to understand the effectiveness of the measure of a particular ad campaign by looking at their Facebook Return-On-Ad-Spend (ROAS) figures.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Facebook_return_on_ad_spend_formula\"><\/span>Facebook return on ad spend formula<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The formula for calculating return on ad spend is simple and it applies to all <a href=\"https:\/\/adstargets.com\/blog\/21-online-advertising-companies\/\" data-type=\"URL\" data-id=\"https:\/\/adstargets.com\/blog\/21-online-advertising-companies\/\">online advertising<\/a> ROAS calculations. <\/p>\n\n\n\n<p>You simply need to take your total ad revenue and divide it by the total ad spend to arrive at the ROAS. <\/p>\n\n\n\n<p>In the case of Facebook, you take the total generated Facebook ad revenue and divide it by Facebook ad spend to get your total Facebook return on ad spend. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.socialmediaexaminer.com\/wp-content\/uploads\/2018\/12\/return-on-ad-spend-equation-graphic-600@2x.png\" alt=\"Visual representation of the ROAS formula as Ad Revenue and Ad Spend.\" width=\"551\" height=\"218\"\/><\/figure>\n<\/div>\n\n\n<p>The businesses that advertise on Facebook can be divided into two main categories :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Businesses that sell products or services online that customers pay for immediately on their website.<\/li>\n\n\n\n<li>Service providers that generate leads and convert potential customers off of Facebook via phone or email communication channels.<\/li>\n<\/ul>\n\n\n\n<p>Whichever category your business falls into, you need to have a clear understanding of your return on ad spend (ROAS) to determine if your campaigns are profitable. <\/p>\n\n\n\n<p>Let&#8217;s take a look at the step-by-step guide on setting up your ad account to calculate your Facebook return on ad spend (ROAS).<\/p>\n\n\n\n<p>Now let&#8217;s take a look below at how to measure ROAS for both types of businesses : <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Set_Up_Facebook_Pixel_and_Conversion_Tracking\"><\/span>1. Set Up Facebook Pixel and Conversion Tracking<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The first step before calculating ROAS is to set up and <a href=\"https:\/\/www.facebook.com\/business\/help\/952192354843755?id=1205376682832142\" class=\"rank-math-link\" target=\"_blank\" rel=\"noopener\">install Facebook pixel on your website<\/a>, as well as any relevant conversion events. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-7-1024x727.png\" alt=\"Conversion pixel tracking Facebook\" class=\"wp-image-5794\" width=\"499\" height=\"353\" srcset=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-7-1024x727.png 1024w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-7-300x213.png 300w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-7-768x545.png 768w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-7-1536x1090.png 1536w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-7.png 282w\" sizes=\"auto, (max-width: 499px) 100vw, 499px\" \/><\/figure>\n<\/div>\n\n\n<p>For this step, you need to have the eCommerce event actions set up which include add to cart, initiate checkout and purchase, &#8211; If you\u2019re an eCommerce business using Facebook to generate product sales.<\/p>\n\n\n\n<p>However, if you\u2019re a service business generating leads, you want to have the lead event action installed.<\/p>\n\n\n\n<p>If it&#8217;s already installed the pixel on your website and your events, check that they\u2019re firing correctly. <\/p>\n\n\n\n<p>The easiest way to do this is to&nbsp;navigate to your pixel dashboard via the Ads Manager main menu.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-8-1024x727.png\" alt=\"Facebook Pixel\" class=\"wp-image-5795\" width=\"502\" height=\"356\" srcset=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-8-1024x727.png 1024w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-8-300x213.png 300w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-8-768x545.png 768w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-8-1536x1090.png 1536w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-8.png 282w\" sizes=\"auto, (max-width: 502px) 100vw, 502px\" \/><\/figure>\n<\/div>\n\n\n<p>Then,&nbsp;select your pixel&nbsp;and&nbsp;open the full dashboard. In this view, you can see the event actions that are firing. If they\u2019ve been installed correctly, the status column should say Active and when the event was last received.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-9-1024x727.png\" alt=\"Pixel events Facebook\" class=\"wp-image-5796\" width=\"505\" height=\"358\" srcset=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-9-1024x727.png 1024w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-9-300x213.png 300w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-9-768x545.png 768w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-9-1536x1090.png 1536w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-9.png 282w\" sizes=\"auto, (max-width: 505px) 100vw, 505px\" \/><\/figure>\n<\/div>\n\n\n<p>Click the diagnostics option above the graph view to see any issues with your pixel and event installation, for any events that aren\u2019t firing correctly and show Inactive in the Status column.<\/p>\n\n\n\n<p>If your business uses the purchase event to track sales: measuring ROAS effectively requires you to track the value of the purchases from Facebook, not just the volume of purchases.<\/p>\n\n\n\n<p>Click View Details under the Purchase event action &#8211;&gt; To check that the value of orders is being sent via the pixel to your ad account.<\/p>\n\n\n\n<p>Then in the pop-out window under Parameter,&nbsp;look for the value parameter and number of items parameter, along with content IDs and currency.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-10-1024x727.png\" alt=\"Pixel Code\" class=\"wp-image-5797\" width=\"506\" height=\"359\" srcset=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-10-1024x727.png 1024w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-10-300x213.png 300w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-10-768x545.png 768w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-10-1536x1090.png 1536w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-10.png 282w\" sizes=\"auto, (max-width: 506px) 100vw, 506px\" \/><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Create_a_Custom_Reporting_Column_in_Facebook_Ads_Manager\"><\/span>2. Create a Custom Reporting Column in Facebook Ads Manager<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Next Step after pixel and event actions are set up is create a custom reporting column that displays key metrics including the number of purchases, the conversion value of those purchases and the return on ad spend.<\/p>\n\n\n\n<p>For this step navigate to <a href=\"https:\/\/adstargets.com\/blog\/facebook-ads-manager\/\" class=\"rank-math-link\">Facebook Ads Manager dashboard<\/a> &#8211;&gt; &nbsp;click the Columns: Performance drop-down menu&nbsp;and&nbsp;select Customize Columns.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-11-1024x727.png\" alt=\"Facebook ad performance \" class=\"wp-image-5804\" width=\"549\" height=\"389\" srcset=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-11-1024x727.png 1024w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-11-300x213.png 300w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-11-768x545.png 768w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-11-1536x1090.png 1536w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-11.png 282w\" sizes=\"auto, (max-width: 549px) 100vw, 549px\" \/><\/figure>\n<\/div>\n\n\n<p>The reporting creation window then appears. It consists of three columns.<\/p>\n\n\n\n<p>Column 1 &#8211;&gt; The metrics categories<\/p>\n\n\n\n<p>Column 2 &#8211;&gt; All of the metrics you can report<\/p>\n\n\n\n<p>Column 3 &#8211;&gt; the specific metrics in your custom reporting column.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-12-1024x727.png\" alt=\"Facebook ads\" class=\"wp-image-5805\" width=\"529\" height=\"375\" srcset=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-12-1024x727.png 1024w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-12-300x213.png 300w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-12-768x545.png 768w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-12-1536x1090.png 1536w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-12.png 282w\" sizes=\"auto, (max-width: 529px) 100vw, 529px\" \/><\/figure>\n<\/div>\n\n\n<p>If you want to remove the unwanted metrics that are currently in the reporting column. you can remove all but these 11 core metrics:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Campaign Name<\/li>\n\n\n\n<li>Delivery<\/li>\n\n\n\n<li>Ad Set Name<\/li>\n\n\n\n<li>Bid Strategy<\/li>\n\n\n\n<li>Budget<\/li>\n\n\n\n<li>Last Significant Edit<\/li>\n\n\n\n<li>Results<\/li>\n\n\n\n<li>Reach<\/li>\n\n\n\n<li>Cost per Result<\/li>\n\n\n\n<li>Amount Spent<\/li>\n\n\n\n<li>Ends<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-13-1024x727.png\" alt=\"Performance evaluation Facebook ads\" class=\"wp-image-5806\" width=\"543\" height=\"384\" srcset=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-13-300x213.png 300w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-13-768x545.png 768w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-13-1536x1090.png 1536w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-13.png 282w\" sizes=\"auto, (max-width: 543px) 100vw, 543px\" \/><\/figure>\n<\/div>\n\n\n<p>To add in the purchases, conversion value, and ROAS metrics. In the categories section in the left column,&nbsp;select Standard Events under Conversions.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-14-1024x727.png\" alt=\"Standard Facebook events\" class=\"wp-image-5807\" width=\"545\" height=\"386\" srcset=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-14-1024x727.png 1024w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-14-300x213.png 300w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-14-768x545.png 768w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-14-1536x1090.png 1536w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-14.png 282w\" sizes=\"auto, (max-width: 545px) 100vw, 545px\" \/><\/figure>\n<\/div>\n\n\n<p>When you select these metrics, Ads Manager adds them to your custom reporting column on the far right.&nbsp;Scroll down to the bottom of that column to edit the segments.<\/p>\n\n\n\n<p> In the total purchase field, you will see a breakdown of these metrics by purchase type such as a mobile app, website, and offline (which are all selected).<\/p>\n\n\n\n<p>If you\u2019re only tracking purchases from your website and not from a mobile app, offline, or through a Facebook store,&nbsp;deselect all of the boxes that are ticked including website purchases. <\/p>\n\n\n\n<p>This may seem counter-intuitive, but you just want the total purchase value, not the segmented data.<\/p>\n\n\n\n<p>Do the same for the conversion of the purchase value metric and the purchase ROAS metric. You should be left with a custom reporting column that includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Campaign Name<\/li>\n\n\n\n<li>Delivery<\/li>\n\n\n\n<li>Ad Set Name<\/li>\n\n\n\n<li>Bid Strategy<\/li>\n\n\n\n<li>Budget<\/li>\n\n\n\n<li>Last Significant Edit<\/li>\n\n\n\n<li>Results<\/li>\n\n\n\n<li>Reach<\/li>\n\n\n\n<li>Cost per Result<\/li>\n\n\n\n<li>Amount Spent<\/li>\n\n\n\n<li>Ends<\/li>\n\n\n\n<li>Website Purchases (no segmenting)<\/li>\n\n\n\n<li>Cost per Purchase<\/li>\n\n\n\n<li>Purchases Conversion Value (no segmenting)<\/li>\n\n\n\n<li>Website Purchase ROAS (no segmenting)<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-15-1024x727.png\" alt=\"Purchases Facebook\" class=\"wp-image-5808\" width=\"500\" height=\"354\" srcset=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-15-1024x727.png 1024w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-15-300x213.png 300w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-15-768x545.png 768w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-15-1536x1090.png 1536w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-15.png 282w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/figure>\n<\/div>\n\n\n<p>If you want to&nbsp;set your reporting window. The attribution window of 28-day click and the 1-day view is selected by default. However, to get a true picture of how your campaigns and ads are performing, you want to add the 28-day view window as well.<\/p>\n\n\n\n<p>Select Window Comparison &#8211;&gt;Then&nbsp;select the checkbox next to 28 Days under the View column.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-16-1024x727.png\" alt=\"Facebook comparing attribution window\" class=\"wp-image-5809\" width=\"481\" height=\"340\" srcset=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-16-1024x727.png 1024w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-16-300x213.png 300w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-16-768x545.png 768w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-16-1536x1090.png 1536w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-16.png 282w\" sizes=\"auto, (max-width: 481px) 100vw, 481px\" \/><\/figure>\n<\/div>\n\n\n<p>Click Save as Preset&nbsp;in the lower-left corner,&nbsp;give your custom reporting column a name&nbsp;(such as \u201cROAS\u201d), and&nbsp;click Apply.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Determining_Your_Facebook_ROAS_for_Purchases\"><\/span>3. Determining Your Facebook ROAS for Purchases<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>To analyze the Purchase and ROAS metrics in your new reporting column. You will see two columns for each metric. The first column shows the results for the default attribution window: 28-day click and 1-day view. The second shows the 28-day view results.<\/p>\n\n\n\n<p>To analyze this,&nbsp;set your date range via the date picker&nbsp;in the top-right corner.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-17-1024x727.png\" alt=\"Facebook ROAS\" class=\"wp-image-5810\" width=\"507\" height=\"359\" srcset=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-17-1024x727.png 1024w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-17-300x213.png 300w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-17-768x545.png 768w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-17-1536x1090.png 1536w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-17.png 282w\" sizes=\"auto, (max-width: 507px) 100vw, 507px\" \/><\/figure>\n<\/div>\n\n\n<p>If you\u2019re just starting out, select Lifetime. But if you\u2019re already spending five or six figures per month on Facebook,&nbsp;choose Last Month to do a monthly ROAS analysis.<\/p>\n\n\n\n<p>Then,&nbsp;look at your totals row&nbsp;and&nbsp;add together your two ROAS figures&nbsp;to get your total ROAS across both data views. <\/p>\n\n\n\n<p>Your ROAS will be expressed as a decimal such as 3.7. That means that across all of your campaigns in your given time period you generated a 3.7X return on your ad spends.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-18-1024x727.png\" alt=\"Facebook Ad set\" class=\"wp-image-5811\" width=\"517\" height=\"366\" srcset=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-18-1024x727.png 1024w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-18-300x213.png 300w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-18-768x545.png 768w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-18-1536x1090.png 1536w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-18.png 282w\" sizes=\"auto, (max-width: 517px) 100vw, 517px\" \/><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Measuring_Facebook_ROAS_for_Lead_Generation\"><\/span>4. Measuring Facebook ROAS for Lead Generation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>If your business falls into the second bucket mentioned earlier and you\u2019re using Facebook to generate leads, measuring your ROAS isn\u2019t as easy. <\/p>\n\n\n\n<p>It starts the same way as the method above. First, you need the pixel installed on your website, as well as standard events set up.<\/p>\n\n\n\n<p>Instead of purchase and eCommerce events, you want to&nbsp;set up the lead conversion event for contact points on your website&nbsp;such as your contact form confirmation and any lead magnets you\u2019re using to get people on your email list.<\/p>\n\n\n\n<p>Using the same method of building a custom reporting column detailed in step 2 above,&nbsp;create a reporting column with the lead event action and any costume conversions&nbsp;you created for steps along your lead funnel.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-19-1024x727.png\" alt=\"Leads\" class=\"wp-image-5812\" width=\"538\" height=\"381\" srcset=\"https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-19-1024x727.png 1024w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-19-300x213.png 300w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-19-768x545.png 768w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-19-1536x1090.png 1536w, https:\/\/adstargets.com\/blog\/wp-content\/uploads\/2020\/08\/Getting-sick-isnt-easy-but-I-know-youll-pull-through-All-the-best-Jacqueline-19.png 282w\" sizes=\"auto, (max-width: 538px) 100vw, 538px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>ROAS, or return on ad spend, is one of the most important metrics for online advertisers. <\/p>\n\n\n\n<p>Essentially, ROAS answers the fundamental marketing question, \u201cIf I put [X amount of money] into this marketing channel, what will I get back out?\u201d<\/p>\n\n\n\n<p>Return on Ad Spend (ROAS) is a metric for evaluating the effectiveness of an ongoing campaign. To be able to calculate <a href=\"https:\/\/adstargets.com\/blog\/facebook-ads\/\" class=\"rank-math-link\">ROAS on Facebook Ads<\/a> you must install conversion tracking. <\/p>\n\n\n\n<p>When you find a campaign with a high ROAS value you might need to allocate a bigger budget for that campaign.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are your Facebook ad campaigns achieving your required results? Wondering how to accurately report on Facebook ad performance? Facebook has become one of the most popular platforms for advertising for online digital advertisers owners. In addition to the relatively cheap well-targeted ad price and a large number of active users around the world, Facebook dominates [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5847,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9,57],"tags":[],"class_list":["post-5694","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-facebook-advertising"],"_links":{"self":[{"href":"https:\/\/adstargets.com\/blog\/wp-json\/wp\/v2\/posts\/5694","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/adstargets.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/adstargets.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/adstargets.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/adstargets.com\/blog\/wp-json\/wp\/v2\/comments?post=5694"}],"version-history":[{"count":49,"href":"https:\/\/adstargets.com\/blog\/wp-json\/wp\/v2\/posts\/5694\/revisions"}],"predecessor-version":[{"id":16217,"href":"https:\/\/adstargets.com\/blog\/wp-json\/wp\/v2\/posts\/5694\/revisions\/16217"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/adstargets.com\/blog\/wp-json\/wp\/v2\/media\/5847"}],"wp:attachment":[{"href":"https:\/\/adstargets.com\/blog\/wp-json\/wp\/v2\/media?parent=5694"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/adstargets.com\/blog\/wp-json\/wp\/v2\/categories?post=5694"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/adstargets.com\/blog\/wp-json\/wp\/v2\/tags?post=5694"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}