The Paid Social dashboard is pre-filtered to only include data from paid social channels. It provides granular insights into the performance of your marketing activities on social media platforms. You'll find an additional filter at the top allowing you to filter by platform, though currently data is only pulled from Facebook.
KPI summary
The KPI summary is split into two rows:
Brand KPI Summary, which provides an overview of paid social KPIs for the organisation.
Conversion KPI Summary, showing two versions of your conversion metrics based on attribution method; 'Last Click Transactions' vs 'Platform Attributed Transactions'.
Brand KPI Summary
Ad spend
The total amount spent on advertisements.
Impressions
The total number of times ads were shown.
Cost per mille (CPM)
The cost per one thousand impressions of an advert (sometimes called cost per thousand).
Clicks
Total number of times ads were clicked.
Click through rate (CTR)
Calculated as the number of clicks an ad receives divided by the number of times it is shown.
Cost per click (CPC)
Calculated as the total cost of your clicks divided by the total number of clicks.
Customers acquired
The total number of new customers acquired.
Customer acquisition cost (CAC)
The average marketing cost of acquiring a new customer.
Conversion KPI Summary
This section displays conversion, revenue, conversion rate and return on ad spend (ROARs) based on what was claimed by the social media platform, i.e. platform attributed, alongside the same KPIs based on the last touch-point in the buyer's journey prior to conversion, i.e. last click attribution.
KPI deepdive
Like in other dashboards, the deepdive allows you to view two charts side by side, choosing the KPI, split and type for each chart. As well as the usual splits, these charts can be segmented by platform, marketing campaign, ad group or ad.
KPI scatter
The scatter graph allows you to examine the best and worst performing marketing campaigns, ad groups and ads for your social channels. The KPIs available are:
Last click conversion rate: Orders ÷ Sessions
Last click ROAS: Last click gross revenue ÷ Ad spend
Platform ROAS: Platform attributed gross revenue ÷ Ad spend
This graph is designed to help you quickly spot outliers - campaigns or ads that are performing well, or conversely, performing badly. Hover over a data point to see the name and values.
Table breakdown
Select data points from the KPI scatter to populate the table breakdown. Do this by clicking and holding to highlight an area covering the data points of interest.
The table breakdown then loads and displays the Paid Social KPIs for the relevant campaigns, ad groups or ads.