Let's talk about the Campaign report you can generate from the Dashboard.
If you're lost, you can read about the Dashboard and the Helicopter view here!
When you create your report, it will automatically open a new tab on your Helicopter View, dedicated to the campaign(s) you chose. You can also click on the name of a campaign to automatically create a report.
At the very top of the page, you'll have another action bar, enabling you to turn on or off the campaign(s), editing them or duplicating them.
Editing will let you change the name, the Campaign Group and the MakeMeReach objective of your campaign.
Reporting information bubbles
The left information bubble will give you the Spend (detailed by day if you hover over the graph), and next to it you'll also get a reminder of what your daily Budget is!
The next bubble will display Impression linked data: CPM for the selected entities, again, detailed if you're hovering over the graph; next to it is the actual number of Impressions.
To the right of this bubble you'll find the Click related information: You can find the Cost per Link Click (previously known as CPC), detailed when hovered, the actual number of Link Clicks and the CTR for your campaign(s).
The last bubble is related to your MakeMeReach Objective. The first part will tell you whether you're over or under the objective you set (again, if you're hovering, you'll get the detail for the previous days). Next to it will be the results achieved for the objective you set, and to the very right you'll find another expression of your objective (for the current case, it's the percentage of custom conversion, the number of purchases divided by the number of clicks). This will change depending on the objective you set for your campaign, but will always be calculated against Link Clicks.
Campaign Visualization and Breakdown
The Table view is the default one, showing your a breakdown of the campaign, ad set and ads.
You can choose to look at your campaign(s) in a more graphical way by selecting Curves - it will let you customize and add several data points to your graph.
The Tree view is a very easy way to visualize where your campaign is not performing well:
In the Custom view, you can design any widget you want, that will be limited to your current Campaign(s):
The Audience tab will show you all of the Audiences you designed for your campaign and will let you managed them:
Finally the Creatives view will display all the creatives used in the campaign, as well as managing them:
But let's get back to the breakdown: below your selection, you can add more layers of breakdown, and reorganize them to your liking.
The default setting is going to be "Campaign, Ad Set and Ad", to give you a cascading table featuring all of your campaign. From this table, you can turn on or off specific ads, ad sets or campaigns (if you chose several), and you can also update the bid for each of those entities. Feel free to add any column you wish with the drop down menu on the top left of the table!
You an also use Facebook breakdowns in here, to get a better look at the performance based analytics! If you've experienced issues with them, you can read about that here!