Here is my recommended Facebook default column setup for ROI focused e-commerce campaigns, that should enable you to quickly see the performance of your campaigns and adsets.
First go to the Campaign view and then into:
Columns Icon > Customize Columns
Select the following columns in this order:
| Order | Column Name |
|---|---|
| 1 | Object Names & Ids > Campaign Name |
| 2 | Object Names & Ids > Ad Set Name |
| 3 | Performance > Delivery |
| 4 | Ad Relevance Diagnostics > Quality Ranking |
| 5 | Performance > Impressions |
| 6 | Performance > Reach |
| 7 | Performance > Clicks (All) |
| 8 | Clicks > Outbound Clicks |
| 9 | Performance > CTR (All) |
| 10 | Clicks > Outbound CTR |
| 11 | Conversions > Adds to Cart: Total Deselect all sub-categories |
| 12 | Conversions > Purchases: Total Deselect all sub-categories |
| 13 | Conversions > Purchases: Value Deselect all sub-categories |
| 14 | Conversions > Purchases: Cost Deselect all sub-categories |
| 15 | Performance > Amount Spent |
| 16 | Goal, Budget & Schedule > Budget |
| 17 | Performance > Frequency |
| 18 | Conversions > Website Purchase ROAS (Return on Ad Spend) |
Select “Save as Preset” and name your column set “ROAS”
Click the column icon and select “Set as Default”
Optional: Custom Columns
Optionally, create the following custom columns
% Cost of Sales
This indicates what percentage of your sales are going towards Facebook ads cost. This metric is the inverse of ROAS, but is often easier to understand for business owners, as it shows ad spend as a cost of sales.
| Name | Cost of Sales |
| Format | Percentage |
| Description | Ad spend as a % of revenue. |
| Formula | Amount Spent รท Purchases Conversion Value |
| Who can access this | Everyone |
