Using Facebook Quick Reference Guide

Facebook / Basis Key

  • Campaign = Basis Line Item; Facebook Objective

  • Ad Set = Facebook Targeting Segment

  • Ad= Creative

Basis has a one-way API integration with Facebook to receive delivery, performance, and spend data, so you can easily report on campaign data from one place. Data from the Facebook campaign is stored in the line item and is what is surfaced in Basis. In Facebook, budgets are set at the ad set level. In Basis, the budget is shown against the line item / campaign.

After you have created your campaign in both Facebook and Basis, you can add the line item for the Facebook objective in Basis. When the campaign is live, you can then map the delivery source to the line item, so you can generate reports and view the data metrics in Basis Analytics.

Best Practices

  • You should have one line item in Basis that includes all your Facebook ad sets, as there can be multiple ad sets per Facebook campaign. Since budgets are set at the ad set level in Facebook, optimizations that occur at the ad set level would shift budgets between ad sets based on performance, or pause low performing ad sets.

  • Facebook should be set as an Insertion Order (IO) Optional vendor, so insertion orders are not required before the plan can be approved. When placing buys in self-serve programs such as Facebook, you are required to place the buy directly in the platform, so there is no vendor to accept the IO, and the billing information does not populate in the Analytics screen.

Before You Begin

The Facebook account must be a manager account with API access enabled.

To connect your account:

  1. Go to Main Menu [] > My Settings and select the Third Party Accounts tab.

    2. If you are unable to add accounts, make sure you have Organization Management permissions to add accounts, and Delivery Source Management permissions to configure them.

  2. Click Add Account next to Facebook.
  3. Enter your credentials to sign in and add your account. Your credentials are stored.
    Third Party Accounts tab in My Setting with the Facebook Add Account button and new window with Facebook log in screen highlighted.

To set Facebook as an IO Optional vendor: 

  1. Go to Main Menu [] > Inventory Directory.

  2. Select the property (Facebook). You can use the search bar to search for the property.

    Inventory Directory with Facebook entered in the search bar and the Facebook property highlighted.

  3. Select the vendor.

    The Facebook Property tab showing the property details and the Facebook vendor link highlighted.

  4. From the Payee tab, select Optional under Insertion Order. You can also select Not Applicable for self-serve platforms that do not follow the standard IO process, so insertion orders are not sent to the vendor.

    Facebook Vendor modal Payee tab showing the IO options, Required, Optional, and Not Applicable. Optional is selected.

Create your campaign in Facebook and Create a campaign in Basis

It does not matter which order you create your campaigns, as long as they are in both Facebook and Basis.

Using Facebook in Basis

Add a Line item for Your Campaign

Add a Social line item for each Facebook campaign. Reminder: In Basis the Line Item is the Facebook Campaign Objective. You should include all the Facebook ad sets in one line item.

To add a line item for your campaign in Basis:

  1. Go to your Facebook campaign in Basis, and click in the media plan.

    Example campaign page with the Facebook media plan highlighted.

  2. Click Add > Social.

    The Add menu showing Direct, DSP, Search, Social, and Traditional options with Social highlighted.

  3. Click Add Properties to open the Inventory Directory.

    Example social line item with the Add properties button highlighted.

  4. Click Add [] next to Facebook.com. A green check mark appears confirming it has been added to the plan. Click Delete [] to close the modal.

    If the property is set to Optional IO, the Select Contact modal appears. Click Add to Plan without a contact. You are not sending an IO, so a contact is not necessary. If the vendor is set to Not Applicable, this modal does not appear.

    The Inventory Directory modal Property tab with Facebook searched for and selecteed.

  5. Click Edit in the Media Plan.

    Facebook Social media plan with the Edit link highlighted.

  6. Click the Options [] menu next to Property, and select Add line item.

    Property Options menu showing Add line item, Copy all, Paste, and delete options with Add line item highlighted.

  7. For all of the column fields, enter the same information you entered for the campaign in Facebook. Complete the Ad Serve field last.

  8. Click Save to save the line item.

    Blank line item with the line item name field and the Save link highlighted.

Approve Campaign with Optional IO

Approve the Facebook campaign without requiring an IO. Since buys are placed directly in Facebook, there is no vendor to accept the IO.

To approve a campaign with an optional IO: 

  1. Open the media plan and select Actions > Approvals to open the Approvals panel.

    Example media plan with the Actions menu selected showing Manage, Bulk Edit, and Download Media plan groups of options. The Manage > Approvals option is highlighted.

  2. Click Approve Plan.

    Approval modal showing the example Facebook campaign with the Approve plan link highlighted.

  3. Enter the Campaign ID, and click Continue.

    Tha Approve Plan modal showing the Assign Campaign ID tab with the Campaign ID field and Continue button highlighted.

  4. Upload the client contract and click Approve.

    Tha Approve Plan modal showing the Attach Contract tab with the example contract file uploaded and showing in the list and the Approve button highlighted.

  5. Click Proceed without IO.

    Approval modal showing the Facebook contract approved status and the Vendor IO missing with the Proceed without IO button highlighted.

  6. Basis shows a timestamp with the date and the user who selected Proceed without IO.

    Approval modal showing the Facebook contract approved status and the Vendor IO Accepted status with a note that the plan was confirmed withouth an IO.

Map Delivery Sources

After a campaign is live, map the delivery sources so you can track performance metrics for reporting. For more detailed information on managing your delivery sources, see the Managing Delivery Sources Quick Reference Guide.

To map delivery sources:

  1. Open your campaign and select the Delivery tab.

  2. Click Link Sources.

    Campaign Delivery tab with the Link Source button highlighted at the top right.

  3. Select Facebook.

    Delivery Source modal with Facebook highlighted.

  4. Select an account.

  5. Select the ad account.

  6. Click Add [] to select the campaigns or Select all to select all campaigns, then click Import.

    Combined image of the Select Facebook Account, Selet Ad Account, and Select Campaigns modals as described in the previous steps. The Select All and Import buttons are highlighted on the last frame.

  7. The sources appear on the Delivery tab. Select the Facebook campaign line item from the list.

  8. Click Add [] next the delivery source to map it to the selected line item, or select the checkbox at the top of the list to map all sources.

  9. Click Save.

    Campaign Delivery tab with a campaign selected from the Line Item list on the left and a delivery source selected from the Delivery Sources panel on the right with the Save button highlighted.

  10. Select Edit Metrics from the Options [] menu next to the delivery source.

    Delivery Sources panel with a source selected and the Option menu open and the Edit Metrics kink highlighted.

  11. Select checkboxes next the metrics you want to count toward delivery, then click Save.

    Manage Metrics modal showing a portion of the available metrics available and the Save button highlighted.

Next Steps: 

Reporting

The one way API connection allows you to view various Facebook campaign metrics in Analytics, Basis’ Creative Report, and Insights. The Creative Report breaks out reporting per ad set in the Ad column.

The following social metrics are reported in Basis:

Analytics Grid Creative Report

  • Impressions

  • Clicks

  • Link clicks only

  • Spend

  • Conversion

  • CPC

  • Media + Data Spend

  • Ad Serving Spend

  • Impressions

  • Clicks

  • Measurable Impressions

  • Viewable Impressions

  • Videos Started

  • Video Views

  • Videos Completed

  • Conversions (all)

  • Click-through Conversions (all)

  • View-through Conversion (all)

  • Conversions Revenue (all)

  • Click-through Revenue (all)

  • View-through Revenue (all)

Insights Reporting

To add Facebook to your Insights report, add Vendor Name as a row or column in your layout.

Insights report with the Vendor Name option added to the Rows panel and the resulting chart broken out by Vendor.