Facebook is providing its advertisers with a ton of useful metrics that helps you to optimize your Facebook ad campaigns. But if the predefined Facebook ad metrics are not enough for you, you can also create your own Facebook Custom Metrics in the Facebook Ads reporting area.
In this guide, we are going to show you everything you have to know about Facebook Custom Metrics:
- What are Facebook Custom Metrics?
- How to create Facebook Custom Metrics?
- Examples of Facebook Custom Metrics
What are Facebook Custom Metrics?
Facebook Custom Metrics is a Facebook Ads feature that lets you create your own metrics in the Facebook Ads reporting area from other predefined Facebook ads metrics.
Facebook Custom Metrics can be useful for two main reasons:
- you can create ad metrics that are important for your specific business and industry
- you can analyze the results of your FB ad campaigns with more insightful metrics without exporting the Facebook ads data to a spreadsheet or a 3rd party tool (e.g. Google Data Studio).
The Custom Metrics you create can be shared with anyone who has access to the Facebook Business Manager, or you can also choose to be only be seen by you.
If you prefer a video tutorial, check out this one:
How to create Facebook Custom Metrics?
You can create Facebook Custom metrics from your Facebook Ads Manager. We will show the whole process via an example as this way it is easier to explain and hopefully easier to understand. We will create an Average Order Value metric in Facebook ads manager.:
- Open your Facebook Ads Manager from the navigation menu of your Business Manager or by opening this link: https://business.facebook.com/adsmanager/manage/campaigns
- Click on ‘Columns ..:” on the right as shown in the picture:
- From the dropdown menu, click on ‘Customize Columns’
- Then in this new window, click on ‘Create Custom Metric’
- You will see a new window, where you can make your new Custom Metric. First, give a descriptive name to the metric
- Then choose the format of the metrics (currency, numeric, or percentage) As we want to create an average order value, we choose ‘currency’ here.
- We can also optionally add a description.
- Then in the next row, we can specify how the FB Custom Metric should be calculated. To get the Average Order Value we divide the Purchase Conversion Value with the Purchase metrics. We can either start typing and the metrics will appear or we can click on the already defined metrics on the right.
- Last but not least we specify who can see our Custom Metrics. It is either ‘only you’ or everyone in the Facebook Business Manager.
- We double-check everything then click on ‘Create Metric’.
How to add Facebook Custom Metrics to the Facebook Reporting View?
Once we have created our new Facebook Custom Metric we can add it to our Reporting view. It will be available in the Customize Columns window at the top of the window. You can add it by simply checking the Custom Metric and then click on the ‘Apply’ button at the top of.
You can also edit the Custom Metrics you have created by hovering over the FB Custom Metric, some information will appear from the metric and then click on ‘Edit’.
Facebook Custom Metrics examples
Some of our favorite Facebook Facebook Custom Metrics examples are the following and here is how you can create them:
Average Order Value Metric on Facebook
This is the custom metric we have created in our example. It can be useful to compare this with the average order value of other Facebook ad campaigns to see which campaigns get you the highest order value. You can also use this FB Custom Metric to compare the average order value of Facebook ads with other acquisition channels
Outbound click vs Landing Page View ratio – Custom Metric
A typical phenomenon with Facebook traffic campaigns is that Facebook sends junk traffic to your website and the users leave your landing page immediately before the page would load in. In this case, your Facebook Ads reporting would record an outbound click but not a landing page view. This metric will show if this issue is present with a specific FB ad campaign.
If this ratio is less than 80% and you are not running a traffic campaign, it is also worth checking with Pixel helper if your Pixel Events are configured the right way. Maybe a bad Pixel set up is causing the issue.
To get this Facebook Custom Metric you need to divide the number of Outbound Click by the number of landing page views.
Outbound Click to AddtoCart Ratio
It is great to get clicks to your website, but if you have an e-com website and the user only visits the product page but doesn’t perform the next step in your purchase funnel (adding products to cart) then you must improve something in your campaigns. You can
To get this metric, you have to divide your outbound click by the number of unique add to carts.
Outbound Click to Purchase Ratio
And even if you are getting addtocarts, if the users don’t purchase the products your ROAS might be still low. This Facebook Custom Metric can help you identify if too many users are dropping off in the last steps of your checkout funnels
To be able to use this metric, just simply divide the number of Add to carts by the number of purchases.
This metric can be very useful to check. If there is huge churn from people who added to carts to purchase, maybe your shipping fee is too high, or you are not shipping to important countries, or there is an issue with your checkout software, etc.
Do you use any other Facebook Custom Metrics that helps you in analyzing the performance of your Fcebook ad campaigns? Let us know in the comment section below.