Today we’re going to show you how to get up and running with AdHawk’s Google Ads & Facebook Ads Reporting Suite. The native Facebook and Google Ad dashboards are excellent for launching campaigns and getting super granular with your data, but not so great at aggregating data, surfacing quick insights, and providing actionable recommendations for you to improve campaign performance. We built AdHawk to help you save a significant amount of time identifying trends, switching between your most important campaigns across Google and Facebook, checking in on budgets, and making optimizations in just a few clicks.
I’ve broken this guide into four sections:
- Getting Started: how to create an account and start seeing your advertising data inside your apps
- Reporting Overview: how to navigate each of the different reports custom built for quick insights and flexibility to your goals
- Optimization Features Overview: how to utilize AdHawk to make improvements to your campaigns right inside the reporting tools
- AdHawk Updates: how to stay in the loop with latest changes, provide feedback right to our team, and contact sales about additional services with AdHawk
Getting up and running with our reporting tools should take about a minute, whether you’re on your phone or your desktop computer.
Part 1 – Getting Started for iPhone Users
- Download AdHawk for iOS on your iPhone or iPad
- Follow the instructions to sign up and create an account
- Link your Google Ads and/or Facebook Ad accounts. Instagram is linked through your Facebook Ad account.
Part 1: Getting Started for Android & Desktop Users
- Check your email from an app invitation. If you haven’t received one, email bobby(@)tryadhawk.com for access
- Click “Activate my Account” to go to the web dashboard on either mobile or desktop
- Set your password
- Link your Google Ads and/or your Facebook Ad account
Part 2: The Reporting Suite on iOS
One of the questions we get most often is what makes AdHawk’s reporting tools different from Facebook and Google? To us, it’s all about minimizing the amount of time it takes for you to understand where your money is going and who your best audience is online.
Part 2: The Reporting Suite for Android and Desktop Users
Each section of the AdHawk Dashboard tries to answer a business question essential to your understanding of where your money is going and where your conversions are happening.
Question #1 – How are our ads performing?
Section 1 of the web dashboards gives you the ability to set your 4 top level Key Performance Indicators, giving you a bird’s eye view of performance through the metrics themselves and trends by giving you a percent change against the previous time period. For example, the moment I sign in to view the account above, I can quickly identify the following insights:
- Over the last 7 days, we’ve spent 12.72% more than the previous 7
- Our average position has maintained the top spot for each of the last two weeks
- Despite spending more, we’ve actually decreased our cost per conversion by almost 50%!! Whatever optimizations were made, they’re having a huge impact on our ability to convert our audience.
Question #2 – How are my key metrics trending over time?
Section 2 of the web dash gives a customizable graph for you to easily visualize the metrics most important to understanding performance over time.
I’m most concerned with how our Cost & Cost Per Conversion is trending week over week for the last month or so. By toggling the graph to “Weekly” instead of “Daily” I get a smoother view, allowing me to easily see that Cost is up the last few weeks, but Cost Per Conversion has consistently improved each of the last 4 weeks. A huge win and definitely something I want to dive into more – what’s driving these improvements? how many conversions have I seen? Is there a specific location or device where my ads are doing the best?
That bring us to the next few sections:
Question #3 – How are my ads performing across devices?
Optimizing your bids and budgets based on how they’re performing across phones, tablets, and computers is one of the easiest optimization to make as a marketer. Holding all else equal – the ad creative, the audience, the location, and time of day – are people on different devices more or less likely to click and convert on my ad?
In section 3 section, we get a lot of interesting data about how our audience is behaving across different devices.
Despite our ads showing in the same position across devices, the Cost Per Click is vastly different, which makes me want to focus on Conversion Rate and Cost Per Conversion. Clicks are the cheapest on tablet, but they’re also least likely to convert, resulting in a higher Cost Per Conversion than desktop.
The biggest takeaway from this is that our Cost Per Conversion is nearly half on desktop versus mobile – we should do everything we can to increase our budget there until we see that Cost Per Conversion number approach what it is on mobile.
Question #4: Where in the world are my ads performing the best? Where are people most likely to buy my product?
One of our key goals with our reporting tools is to help you, your marketing, and your sales teams understand who your ideal customer is. Ad data has the power to inform your entire marketing and sales strategy.
Where? is one of the key questions to get you closer to those insights.
Above, we’re converting extremely well in Oklahoma City, with a CPA of $52.03 versus our Account Average CPA of $83.70. We’re not doing quite as well in our other two highest spending locations: Tulsa and Kansas City. Perhaps we need to try specifying our copy a little better to those locations or lowering our spend a bit. I recommend diving into this graph for each of the campaigns and ad groups and seeing if there is a particular ad that’s costing you a lot in this area.
Question 5: How are my different conversions trending over time?
Section 5 is a dedicated conversion section that breaks down each of the conversions you’re tracking inside your account. Though we recommend having ONE key conversion for each of your campaigns, this section gives a unique visual to see How Many Conversions you’re generating and the Cost Per Each Conversion over time.
Question 6: How are my different ad groups performing against eachother? What’s doing the best? What’s doing the worst?
Let’s take a look at one of our clients in the Health Care and Assisted Living Spaces. Each Ad Group has a specific target around the type of patients they service in their assisted living spaces. Our goal here is $100 CPA, so all our different Ad Groups are hitting our target. I’d like to dive into the Assisted Living and Nursing Home ad groups to see if there are opportunities to save, since we’re spending the most in those categories. Similarly, I will look into the other Ad Groups spending less to see if there are opportunities we’re missing.
Additional AdHawk Customer Resources: