This document discusses how to extract meaningful data from Facebook Ads Manager through automation. It recommends setting up automated budget trackers, exporting data to identify underperforming ads and audiences, and comparing landing page data from Facebook and Google Analytics to identify high-revenue pages missing from campaigns. The overall goal is to use data to address issues proactively, improve performance, and quickly respond to requests from clients or bosses.

1. HOW TO EXTRACT
MEANINGFUL DATA
FROM FACEBOOK ADS
MANAGER
TWEET ME YOUR QUESTIONS: @jonquinton1

2. WHY EXTRACT DATA?
FOR THE BIGGER PICTURE & QUICK
DIAGNOSIS
@jonquinton1

3. @jonquinton1

4. @jonquinton1

5. @jonquinton1

6. EVERYONE HAS BAD DAYS…
@jonquinton1

7. HAVING DATA IN YOUR BACK POCKET IS A BIG
DE-STRESSER
@jonquinton1

8. WHAT KEEPS ME UP AT NIGHT?
@jonquinton1

9. ”Oh S*@!t…
I think I’m
overspending”
@jonquinton1

10. BEING TRUSTED WITH SOMEONE’S
BUDGET IS HUGE.
@jonquinton1

11. Sometimes, this is easier said than done
@jonquinton1
• Budgets set in different currencies
• Platforms set up in multiple currencies
• Different budgets for multiple business units
• Seasonal budgets segmented by platform
• Segmented spend reports required

12. It’s the first candidate for automation
Setting up automated
budget trackers for even
the most complex
account is easy.
@jonquinton1
Read: https://overdrivedigital.co.uk/google-ads-budget-tracking/

13. It’s the first candidate for automation
@jonquinton1
Read: https://overdrivedigital.co.uk/google-ads-budget-tracking/
The first information to
import are your monthly
budget and month to date
spend.

14. It’s the first candidate for automation
@jonquinton1
Read: https://overdrivedigital.co.uk/google-ads-budget-tracking/
Then, calculate the
number of days
remaining in the month
and pull in yesterday’s
cost.

15. It’s the first candidate for automation
@jonquinton1
Read: https://overdrivedigital.co.uk/google-ads-budget-tracking/
From there, calculate
remaining spend and also
a target daily spend that
we need to hit in order to
meet our budget.

16. All it takes is a few simple formulas
@jonquinton1
• Spend to date: import via Supermetrics
• Yesterday’s spend: import via Supermetrics
• Remaining days:
=NETWORKDAYS.INTL(today(),eomonth(today(),0),"0000000")

17. @jonquinton1

18. Taking care of currency conversions
If you’ve been given
budgets in a different
currency to the one
you’re operating in,
converting your figures is
easy.
@jonquinton1
If you need to convert multiple currencies, the following formula will sort
that out for you:
=A2*GOOGLEFINANCE("CURRENCY:[FROM][TO]")
i.e:
=A2*GOOGLEFINANCE("CURRENCY:USDGBP")

19. ”My guaranteed
winner…is no longer
winning”
@jonquinton1

20. Let’s look at a few reasons
@jonquinton1
Typically, when ad set performance drops it can be down to one of the
following reasons:
• Audience fatigue
• Ad creative fatigue
• Dramatic increase in competition
• Negative feedback / comments on ads
Having a view on each will at the very least give you a starting point for
addressing the issue.

21. Let’s look at a few reasons
@jonquinton1
Typically, when ad set performance drops it can be down to one of the
following reasons:
• Audience fatigue (frequency / CTR)
• Ad creative fatigue (frequency / CTR)
• Dramatic increase in competition (CPM)
• Negative feedback / comments on ads (negative feedback)
Having a view on each will at the very least give you a starting point for
addressing the issue.

22. Historic views can be hard to find in FB
When looking for patterns
on specific ad sets over
time, it is far easier to get
a clear view outside of
Facebook Ads Manager.
@jonquinton1

23. @jonquinton1

24. ”I’ve got a feeling
people are sick of
me”
@jonquinton1

25. Reviewing frequency:
Of course, we can see
frequency in Ad Manager.
What I want is to be
alerted to issues before
they happen.
@jonquinton1

26. Quickly finding candidates for change:
To do this, I export all ads
and relevant KPIs into a
table.
@jonquinton1

27. Quickly finding candidates for change:
I can then pull through a
list of ads that need to be
switched out.
This list can then be
placed on a high-level
reporting sheet or
imported into Google
Data Studio.
@jonquinton1
Filter: only collect ads where frequency is greater than 2.8

28. @jonquinton1

29. Quickly finding candidates for change:
Personally, I prefer to
have a list of ads to
reference.
However, rules can also
be set to email you
notifications if an ad gets
to a level you are
concerned about.
@jonquinton1

30. Client / Boss calls:
“Please can we
double our spend by
COP?”
@jonquinton1

31. @jonquinton1

32. We need to find options quickly:
@jonquinton1
Once you’ve explained that this is a terrible idea, and it would be sensible
to scale over a longer time period, we need to find some information
quickly:
• New audience ideas
• New ad creative ideas
• Existing audiences that can be scaled

33. Finding new audience ideas:
Setting up a segment in
GA for paid social traffic
means you can then view
reports for only that
traffic.
@jonquinton1

34. Finding new audience ideas:
We can then view the
‘Affinity Categories’ in GA
to see which other
interests Google believes
our paid social traffic has.
@jonquinton1

35. Finding scalable, existing options:
To get a sense of how
much I can scale, I’m
looking for high-
performing, low frequency
ad sets
Note – this is where
naming your ad sets
based on audience helps
massively.
@jonquinton1

36. @jonquinton1

37. Know which ads work:
To find out which ads I
want to run, I repeat the
same process but for ads
rather than ad sets.
@jonquinton1

38. “Am I Missing High
Revenue Landing
Pages?”
@jonquinton1

39. NOTE – ALSO VERY HANDY FOR NEW
ACCOUNTS
@jonquinton1

40. Export landing pages from FB:
The first step is to export
a list of destination URLs
from Facebook Ad
Manager.
@jonquinton1

41. Repeat from GA, sort by revenue:
You then want to export
your high value landing
pages from GA.
@jonquinton1

42. =CountIf to look for gaps:
@jonquinton1
=IF(COUNTIF(Sheet4!$A$1:$A$22,B4)>0,"YES","NO")
Running a lookup
between the two
datasets, we can
immediately identify high
value pages that we’re
not yet including in our
campaigns.

43. Key Takeaways
@jonquinton1

44. THINK ABOUT YOUR BIGGEST FEARS
@jonquinton1

45. FIND DATA THAT CAN PREWARN YOU
@jonquinton1

46. BUILD AUTOMATED REPORTS FOR THOSE
THINGS
@jonquinton1

47. THANK YOU!
EMAIL: JON@OVERDRIVEDIGITAL.CO.UK
TWITTER: JONQUINTON1