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Ads Report: Discover Your True Channel Performance

Have you noticed that even though Facebook provides the Ads Manager tool, you still encounter the following issues:

Data Delays: Conversion data in Ads Manager often has a delay of at least 3 hours, sometimes even exceeding 24 hours. This makes it extremely challenging to assess which ads need to be turned off or which ones require a budget increase. You often need to wait until the next day to see the performance of each ad, potentially resulting in budget wastage due to not being able to make timely decisions.

Inaccurate Attribution: You might see 10 orders in your Shopify backend for yesterday, and you have two campaigns (Campaign A and Campaign B) running. However, Facebook attributes 8 of those orders to Campaign B, leading you to believe that Campaign A is performing poorly, and you pause it. In reality, all 8 of those orders were initiated by customers who clicked on Campaign A but completed their purchase after clicking on Campaign B. Can we objectively conclude that Campaign A is performing poorly? A misattribution may affect your decisions, causing your ad performance to deteriorate.

So, how to use Ads Reports to address these issues correctly?

Completing the setup requires four fundamental steps:
Connect your marketing channels.
Select the advertising account for the current website.
Switch time zones.
Add UTM tracking parameters.

Well, let's break it down.

1. Connect your marketing channels.

On the app page, click "Integrations" in the upper right corner. Locate Facebook Ads and click the "Connect" button. Follow the subsequent instructions to authorize your Facebook account.

2. Select ad accounts for the current store.

Click on the left-hand menu "Website Settings," switch to "Ad Accounts," and click the "Link Ad Account" button. Click on "Facebook Ads."

Please check all the advertising accounts used for advertising on your current website (do not select advertising accounts not used for the current website's advertising), then click the "Link To Store" button in the bottom right corner.

3. Time Zone Switch

To ensure better alignment with the statistics in Ads Manager when viewing reports, it is recommended that the time zone matches the time zone of your Facebook advertising account.
Click on the left-hand menu "Website Settings," switch to "Basic Settings," select the appropriate time zone, and then click the "Save Changes" button.

4. Adding UTM Tracking Parameters

Click on the left-hand menu "URL Builder." Here, we provide UTM tracking parameters for various channels. When creating new ads, add the UTM tracking parameters in the "URL Parameters" section (How to add them?).

For ads that are currently running but do not have UTM tracking parameters added or do not conform to the specified format, here's how to handle them:
OmniTrack will detect whether your ads comply with our UTM parameter standards. When they don't meet the criteria, we can not perform accurate analysis, potentially resulting in incorrect statistics. The detection results will be displayed at the top of the Ads Report page, and you can click "View Details" to review the detection report.
For such ads, we do not recommend modifying your ads with the recommended UTM tracking parameters as this can cause the ads to re-enter the learning phase. Therefore, the best approach for these ads is to wait until you can deactivate them.
Sometimes, Facebook account authorization may expire. If you receive a prompt indicating this, simply click "Reauthorize" to renew the authorization.

With that, the foundational settings for using Ads Report are all completed!

Instructions for using the Ads Report:

- Attribution Model: We provide two attribution models, First Click and Last Click, to avoid the assumption that the last-clicked ad is the most significant contribution.
- Ad Account: You can view attribution reports for all ad accounts or a single ad account.
- Clicking on a Campaign name allows you to view data at the Adset level corresponding to that Campaign. The operation is similar to Ads Manager.
- Clicking on Conversions with the OmniTrack logo and underlined data will open a popup window displaying the corresponding Shopify order number.

- Adding Metrics: The report displays only a subset of metrics. You can add more metrics as needed.

Ads Report records the user's behavioral path on your website after clicking on Facebook ads based on UTM tracking parameters. All the results are related to ad clicks. While the conversion data in Ads Report may differ from what Facebook reports, some discrepancies are inevitable. However, the data reported in the Ads Report is considered accurate.
According to actual user feedback, OmniTrack's data is more accurate and timely compared to Google Analytics and Shopify's reporting. Facebook's Ads Manager statistics often suffer from overreporting issues (e.g., inflated ROAS and conversions).
If you have any questions, please feel free to contact our customer service team.

Updated on: 17/04/2024

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