Facebook Ads Custom Column Setup

Alex Czartoryski — Tue, 27 Apr 2021 19:32:45 +0000

This custom column setup gives a good ROI focused review of your e-commerce campaigns and ad sets.

Order	Column Name
1	Object Names & Ids > Campaign Name
2	Object Names & Ids > Ad Set Name
3	Performance > Delivery
4	Ad Relevance Diagnostics > Quality Ranking
5	Performance > Attribution Setting
6	Performance > Impressions
7	Performance > Reach
8	Performance > Clicks (All)
9	Clicks > Outbound Clicks
10	Performance > CTR (All)
11	Clicks > Outbound CTR
12	Conversions > Adds to Cart: Total Deselect all sub-categories
13	Conversions > Purchases: Total Deselect all sub-categories
14	Conversions > Purchases: Value Deselect all sub-categories
15	Conversions > Purchases: Cost
16	Performance > Amount Spent
17	Goal, Budget & Schedule > Budget
18	Performance > Frequency
19	Conversions > Purchase ROAS (Return on Ad Spend) Deselect all sub-categories

Select “Save as Preset” and name your column set “ROAS”
Click the column icon and select “Set as Default”

Optional:
Custom Metrics

Columns > Customize Columns > Create Custom Metric

Optionally, create the following custom metric

Cost of Sales

The percentage revenue spent to acquire a sale. This is a more business centric metric than ROAS, and is simpler to understand at a glance if a particular campaign is profitable or not.

Name	Cost of Sales
Format	Percentage
Description	Ad spend as a % of revenue.
Formula	Amount Spent ÷ Purchases Conversion Value
Who can access this	Everyone

Essential Google Ads Custom Columns

Alex Czartoryski — Sat, 13 Mar 2021 20:25:47 +0000

Here are some incredibly useful custom columns that every account should have:

Column Name	Formula	Type
ROAS	Conv. Value ÷ Cost	%
Cost of Sales (COS)	Cost ÷ Conv. Value	%
% COS CPC	Conv. Value ÷ Clicks x %	$
Optimistic % COS CPC	(Conv. Value + (Conv. Value ÷ Conversions)) ÷ Clicks x %	$

ROAS

Return On Ad Spend — It is surprising that this column doesn’t exist by default, since Google provides target ROAS based bidding strategies.

Name	ROAS
Description	Return on Ad Spend
Formula	Conv. Value ÷ Cost
Data Format	Percent (%) or Money ($)

This metric tells you how much sales are generated for each dollar in ad spend.

100% ROAS: For every $1 spent, you generated $1 in revenue.
200% ROAS: For every $1 spent, you generated $2 in revenue.

Many of the automated bidding strategies in Google Ads let you specify a target ROAS goal, so this custom column allows you to see at a glance if your campaigns, ad groups, and keywords are hitting your ROAS targets.

COS (Cost of Sales)

COS stands for Cost Of Sales

Name	COS
Description	Cost of Sales
Formula	Cost ÷ Conv. Value
Data Format	Percent (%)

This metric is the inverse of ROAS and it displays ad spend as a percentage of revenue. Cost of sales is a very intuitive metric when comparing against your profit margins. If you know your profit margins, then it’s easy to see when your Cost of Sales exceeds those margins, and when you start to lose money on every sale.

20% Cost of Sales: For every $1 in revenue, we spent $0.20 on ads.

To convert between ROAS and COS use these formulas:

Cost of Sales (COS) = 1 / ROAS

Return on Ad Spend (ROAS) = 1 / COS

% COS CPC

“What is the max Cost per Click bid that will keep me below the specified % Cost of Sales target.“

Name	5% COS CPC
Description	Maximum CPC to stay below 5% Cost of Sales
Formula	Conv. Value ÷ Clicks x 0.05
Data Format	Money ($)

If you use Manual CPC bidding for a campaign, creating a few of these columns for various profit margins will give you access to quick calculation for your max CPC bids.

Eg:

5% COS	Max CPC bid to hit 5% cost of sales
35% COS	Max CPC bid to hit 35% cost of sales
55% COS	Max CPC bid to hit 55% cost of sales

The number of columns you create and the values you use will depends on your business and profit margins. Create one column for some typical cost targets.

Optimistic % COS CPC

“What is the max Cost per Click bid that will keep me below the specified % Cost of Sales target, under the assumption that the next click will result in a sale“

Name	Optimistic 5% COS CPC
Description	Maximum CPC to stay below 5% Cost of Sales, assuming the next click will result in a sale
Formula	(Conv. Value + (Conv. Value ÷ Conversions)) ÷ Clicks x 0.05 or use a harde-coded order value: (Conv. Value + avg_order_value) ÷ Clicks x 0.05
Data Format	Money ($)

This custom column is similar to the % COS CPC column above, except that it is optimistic in assuming that the “next click” will result in a sale, and includes the next sale’s revenue in the Max cost per click calculations.

You can either hard-code your average conversion value, or you can calculate it based on past conversion data.

This column is useful when you are starting a new campaign where you don’t have much conversion data yet, and you want to be optimistic with your bidding.

Analytics – Alex Czartoryski

Facebook Ads Custom Column Setup

Optional:
Custom Metrics

Cost of Sales

Essential Google Ads Custom Columns

ROAS

COS (Cost of Sales)

% COS CPC

Optimistic % COS CPC

Further Reading

Analytics – Alex Czartoryski

Facebook Ads Custom Column Setup

Optional:Custom Metrics

Cost of Sales

Essential Google Ads Custom Columns

ROAS

COS (Cost of Sales)

% COS CPC

Optimistic % COS CPC

Further Reading

Optional:
Custom Metrics