| Start with default metrics | The default columns (Account name, Campaign name, Spend, Reach, Frequency, Impressions, Clicks, CPC, CPM, CTR) cover the most common reporting needs. Add more metrics only as needed. |
| Use Reports and Insights for dashboards | This is the most versatile report type. It gives you access to all performance metrics and breakdowns. |
| Pick the right report type for the job | Use "List of Campaigns" or "List of Ads" when you need structural data (statuses, budgets, objectives). Use "Reports and Insights" when you need performance numbers. |
| Match your attribution settings | Before running your first import, check what attribution window your team uses in Ads Manager and set the same in Coupler.io. This prevents data discrepancies from day one. |
| Set your end date to yesterday | Facebook's API often has incomplete data for today. Using yesterday as the end date ensures you always get complete numbers. |
| Update date ranges on a schedule | If you use fixed date ranges, remember to update them periodically so your report window stays current. Alternatively, use a short rolling window (e.g., the last 30 or 60 days) and rely on auto-refresh to keep data fresh. |
| Schedule refreshes wisely | If you have multiple data flows pulling from the same ad account, stagger their schedules by a few minutes to avoid hitting Facebook's API rate limits. |
| Daily split for trend analysis | Use "Split data by period: Daily" when you want to track trends over time. Use "Totals only" when you just need aggregate numbers for a fixed date range. |
| Limit breakdowns | Each breakdown multiplies the number of rows in your report. Adding Age + Gender + Publisher platform to a large date range can result in thousands of rows. Only add breakdowns you actually need. |
| Narrow your date range | Pulling years of historical data in one go can be slow and may hit API limits. For initial backfills, consider pulling data in monthly chunks. |
| Use filters to focus | If you only need data from specific campaigns, use the Filters field (Graph API syntax) to limit what gets pulled. For example: [{"field":"campaign.name","operator":"CONTAIN","value":"Brand"}] |
| Choose fewer metrics first | Start with core metrics and add others incrementally. Pulling every available metric at once increases processing time. |
| Handle Reach correctly | Reach is a unique-users metric and cannot be summed. If you aggregate daily Reach rows in Looker Studio or Sheets, you'll double-count users. Display Reach per-row only (per day, per campaign), or use "Totals only" in Coupler.io for a single deduplicated value over a fixed date range. |
| Recalculate ratio metrics in your dashboard | Metrics like CTR, CPC, and CPM are ratios — summing them produces meaningless numbers. In Looker Studio, create calculated fields instead: CTR = Clicks / Impressions, CPC = Spend / Clicks, CPM = (Spend / Impressions) × 1,000. This gives you correct values at every aggregation level. |
| Combine creatives with performance data | The "List of Ads with Ad Creatives" entity gives you image URLs and ad text but no performance metrics. To build a creative performance report, create two sources — one Reports and Insights at the Ad level, one Ads with Ad Creatives — and use Coupler.io's data stitching (Join) to combine them on Ad Id. |