The third tab (or potentially fourth if you have both a Google and Facebook ad campaign) of your Analytics Dashboard will cover your LocalAds performance. LocalAds is designed to help your business increase qualified traffic to your Facebook Messenger, LocalSite or additional landing pages. If you are interested in learning more about how Facebook Ad campaigns work, you can check out these articles.

Keep in mind that this tab will only be available in your dashboard if you have a LocalAds subscription with OneLocal with an active Facebook/Instagram Ads campaign.

Let's dive right in!

There are 3 types of Facebook campaigns that OneLocal can employ for your business. It's important to understand the differences and know which type you are setup with so you can best understand this data. Some graphs in your dashboard may appear blank because they are related to a different type of campaign than what you are currently running. This is okay and most businesses working with OneLocal will only see one or the other depending on the recommendation of campaign type from OneLocal.

You can learn more about the 3 types of campaigns below:

Facebook Conversion campaigns direct traffic to a dedicated landing page or to your LocalSite where leads can learn more about your business, see photos, read reviews and convert with your business in one of the many options including:

If you have this type of campaign, you will see metrics for Site Conversions populating, but not on Facebook Conversions as these are used for Lead and Messenger campaigns.

Facebook Lead Campaigns allow for a lead to easily provide you with their contact information so a consultation, quote, estimate, etc. can be scheduled. This is done natively in the Facebook platform and leads will be added to your LocalContacts in your OneLocal dashboard.

If you have this type of campaign, you will not see Site Conversions populating, but you will see On Facebook Conversions populating.

Facebook Messenger Campaigns allow for a lead to easily connect with your business through Facebook Messenger. They will be able to write their own message to inquire, or they can use one of the pre-populated common questions to get the conversation started. We commonly use Messenger Campaigns over Lead Campaigns when leads are more often having a longer decision-making and negotiating stage. These are typical for larger ticket items and larger commitment projects.

As mentioned above, these are for Facebook Conversion Campaigns only. They will indicate as many of the ad campaign visitors who complete desired actions on your page. These actions can include, but are not limited to:

The number will detail the number of visitors who have actioned one of the above in the selected time frame. OneLocal's goal is to provide your business with as many high-quality conversions as possible to help you convert the most amount of business possible.

This next graph will detail conversions since the launch of our campaigns. Our goal is to increase the number of high-quality conversions being delivered and this may result in fluctuating results month-over-month. OneLocal is paying close attention to your campaign and will make adjustments when needed to improve results over time. Keep in mind as the most recent month on the right may not appear as trending upwards because the month has multiple days remaining in it. You will need to wait until the month's end to see the true trend and whether it is positive or negative.

As you can see here, the example screenshot has been left blank as the dashboard used is using a Site Conversion campaign and not an On-Facebook campaign type. If this is also what you experience, there is nothing to be worried about so long as there is data populating in the Site Conversion section instead.

This type of campaign is used for Facebook Lead Campaigns and Facebook Messenger Campaigns. It will detail the number of leads collected in the conversion campaign, or the number of conversations started in the Messenger campaign for the selected period.

You'll also notice this graph isn't populating similarly to the one above, again this is expected behaviour. The graph will detail conversions since the launch of our On-Facebook campaigns. Our goal is to increase the number of high-quality conversions being delivered and this may result in fluctuating results month-over-month. OneLocal is paying close attention to your campaign and will make adjustments when needed to improve results over time. Keep in mind as the most recent month on the right may not appear as trending upwards because the month has multiple days remaining in it. You will need to wait until the month's end to see the true trend and whether it is positive or negative.

This number is the Total number of Clicks that your campaign has received and will populate for either of the campaign types above. We aim to maximize the number of clicks coming from quality leads to help convert more leads for your business.

The Click-Through Rate (CTR) is the percentage of people who clicks on your campaign divided by the number of impressions in the current period. Impressions are the number of times your campaign has appeared on a screen. Facebook charges for your ad campaign per 1000 impressions, but they do not charge per click like Google does for ad campaigns run on Google.

This graph will show you how many clicks your campaigns have received since getting started! We aim to see a gradually increasing trend, but this may vary month over month. Keep in mind that the data for the current month may not be complete which may result in a downward trend. It is best to evaluate overall success at the end of the month before drawing any premature conclusions.

This is the total cost of your campaign during the current period. We aim to spend the full allotted monthly amount, but there may be months where the Total Cost is less than the allotted amount. These remaining funds won't be spent, but we'll be doing what we can to optimize your campaign and aim to spend the full amount the following month.

Campaigns can often be limited by the allotted monthly budget, but if you would like to increase this amount to see better results, please contact your Account Manager.

Not every click on your campaign will result in a conversion, but this number will provide you with the average amount of money your business needs to spend on an ad campaign to get a new conversion. This is the total cost of your campaign in the current period, divided by the number of conversions. Some quick math below:

$874.16/28 conversions = $31.22 per conversion

Facebook campaigns aren't charged per click, but per 1000 impressions so the Cost Per Click will continue to decrease as we get more clicks in the selected period. We get this number by dividing the total cost by the total amount of clicks.

We may have different campaigns running at the same time and this section will detail which campaigns are seeing the most success based on the number of conversions each has received. Although this is a metric for success, it may not detail which campaign is making you the most revenue as one type of client for one campaign could be worth more per client than the other. Although this is a metric of success, it isn't the only metric needed to be evaluated to determine true campaign success.

Similarly to the metric above, this section will detail campaign success per impression instead of conversion. Although we want to reach as many people as possible, we want to ensure they are quality contacts that are likely to convert. We will aim to prioritize conversion success over impression success for most campaign types. The main scenario where this may differ would be a brand recognition campaign instead of a conversion campaign.

If you have any questions about your analytics dashboard or any of these specific metrics please contact your Account Manager. Or if you have any feedback about the information that is included here, or any information you feel is missing, please send that directly to productfeedback@onelocal.com and also cc your Account Manager.

Thank you!