Create a Facebook Ads Dashboard for E-commerce in Google Analytics

In this video we show you how to build a Facebook Ads Dashboard for E-commerce in Google Analytic so you can measure CPA and ROAS on the site_source, placement, campaign, ad set, and ad level leveraging Google Analytics custom reports and dashboards.

???? Custom reports - 02:48
???? Calculated metrics - 05:22
???? Google Analytics dashboards - 06:41

Reference links:

- Automated UTM Tagging & Cost Data Imports: https://bit.ly/3L5HFNI
- Google Analytics Enhanced E-Commerce: https://bit.ly/335xYOk
- Automatic Cost Data Blending: https://bit.ly/3La7YCz
- Dynamic UTM Profiles: https://youtu.be/RQQ2-_zUNkA
- Read the blog: https://bit.ly/3unMYCm
- Regular expression filter: ^fb$|^ig$|^mesg$|^other$|^an$

Transcripts:

Navigate to the standard cost analysis report. In #GoogleAnalytics head over to Acquisition, Campaigns then select Cost Analysis. Once in the Cost Analysis report click on edit in the top right.
Let’s rename this report and call it Facebook Ads Dashboard for E-commerce. Let’s also rename the custom report tab and call it site_source.
First, we are going to want to set the filters on the source dimension. That means our possible values for #FacebookAds traffic are fb, ig, msg, other, and an. Let’s use a regular expression to include only sessions from these sources.
Let's go ahead and remove all but one metric group and add the key metrics we want to include in our Facebook Ads Dashboard starting with the source table view.
Go ahead and add Cost, Sessions, Product Detail Views, Product Adds To Cart, Transactions, Cost Per Transaction, Average Order Value, Revenue, ROAS, and E-commerce Conversion Rates.
These metrics are a solid start. However, there are a couple of missing metrics. These are Add To Cart Conversion Rate and Cost Per Add to Cart.
To create calculated metrics head over to the admin section of Google Analytics and in the view column click on Calculated metrics.
Let’s go ahead and create calculated metrics for Add To Cart Conversion Rate and Cost Per Add to Cart.
Now head back to your custom report. Let’s call the first metric group Standard View, create a new metrics group, and call it Detailed View.
Now let’s add Cost, Product Adds To Cart, Cost Per Add To Cart, Add To Cart Conversion Rate, Transactions, Cost per Transactions, and E-commerce Conversion Rates.
Before we continue make sure you have the proper view selected.
We are going to duplicate this report tab and create one tab for each of our additional #URLParameters fields.
This can easily be done by duplicating the view and updating and re-organizing your dimension drill-down.
Once done hit save and you now have a complete Facebook Ads Dashboard for #E-commerce.
Now head over to Dashboards in the customization section and click on create new then select blank canvas, call it Facebook Ads Dashboard for E-commerce and click create Dashboard.
Now let’s customize our dashboard in Google Analytics. First, we are going to create scorecards for Product Detail View, Product Adds To Cart, Add To Cart Conversion Rate, Cost Per Add To Cart, Transactions, Cost per Transactions, E-commerce Conversion Rates, and ROAS.
In the top right click on add widget, select Metric in the standard row, for the metric select product detailed view. Then add a filter on the source dimension using the regular expression we applied to our custom reports, and hit save.
Next click on edit for the table widget and clone widget in the bottom right corner of the pop-up. Go back into the cloned widget and change the metric to Product Adds To Cart.
Let’s go ahead and do this for Add To Cart Conversion Rate, Cost Per Add To Cart, Transactions, Cost per Transactions, E-commerce Conversion Rates, and ROAS.
Before we continue, let's configure our dashboard widgets. In the top right corner click on Customize #Dashboard. For this dashboard, we are going to select the 50/50 layout. Click save and reorganize your scorecards.
Next, we are going to create a transaction trends table. In the Standard row, select the Timeline widget. Apply the same regular expression filter we used for the custom report. Then let’s add two metrics; Sessions and Transactions.
Now let’s go ahead and graph a cost and ROAS timeline. Click on edit for the table widget and clone widget in the bottom right corner of the pop-up. Go back into the cloned widget and change the metrics to Cost and ROAS.
We are going to add two more table widgets. One to view site_source breakdowns using the Google Analytics source dimension. The second to view placement breakdowns using the Google Analytics medium dimension.
Create a new widget and select TABLE. Apply the regular expression filter then select source for your dimension and Cost and ROAS for your metrics and hit save.
Next click on edit for the table widget we just created and select Clone Widget in the bottom right corner of the pop-up. Go back into the cloned widget and change the dimension to medium.