Days 3-5
Module 2: Reading the Dashboard
Set up your default view once and you'll save time every day.
Setting Up Your Default View
Do this once and you'll save time every day:
- Go to Ads Manager
- Set the filter: Campaign Delivery = Active
- Select the report: Performance and Clicks
- Set the date range to Today
- Copy the URL from your browser and save it as a bookmark
Now every time you click that bookmark, you see only active campaigns with today's data.
The Key Metrics
The only metric that truly matters is cost per lead (CPL). Everything else is secondary.
CPL Benchmarks by Geography
| Geography | Target CPL | Concerning CPL |
|---|---|---|
| Nationwide | $12-$20 | Above $28-$32 |
| States | ~$25 | Above $35 |
| Cities/Counties | $20-$35 | Above $50 |
Other metrics to be aware of:
- Leads — how many leads came in
- Frequency — should hover around 1.2-1.4
- CPM and CPC — these can vary widely and still produce good results. A high CPM does not mean a bad campaign.
The Time Windows That Matter
- Today Quick check on current activity, but too small a sample to judge
- Last 7 Days Your primary evaluation window (note: does NOT include today by default)
- Last 3-4 Days For spotting recent trends within the 7-day window
- Maximum Total lifetime data; useful for context but can be misleading
Important: Facebook's "Last 7 Days" filter does not include the current day. To see today's data alongside the 7-day view, manually adjust the date range to include today.
Videos
Finding your campaign on Facebook
Understanding campaign performance