Using our Contextual Facebook Insights model


Social Acumen’s contextual analytics model has been designed so that anyone who is running any Facebook or Instagram advertising can use it to analyse their own performance.

It currently lives in Excel only but we are hoping to translate this into a fully functioning online tool for an improved user experience. We’ve designed it to be intuitive, easy to use & insightful.

As with all these things, it’s still a work-in-progress and your feedback on what we’ve created would be hugely appreciated.

So let’s get started!

Downloading the model


  1. Head to
  2. Scroll down to the bottom of the page and click “Download for Windows”
    • Currently the full analytics model is only supported in Windows. We have a more limited Mac version available to download. Please contact to request this
  3. Once you’ve downloaded this, please Enable Editing and all Macros within Excel

Requesting a Licence Key


  1. Once you’ve enabled all Macros, head to the Dashboard page
  2. From here, click “Request a Licence Key”
  3. You will be prompted to email with your serial number. Email this address and we will respond to you with your licence key
  4. Please note that you won’t be able to upload any data until your licence key has been activated

Activate your Licence Key


  1. We will send you an Excel workbook that will contain your licence key
  2. Open it & enable Macros
  3. Click the “Install Social Acumen Licence Key” button. This will automatically install your licence key on your model

Exporting your data from Facebook


Exporting & importing Facebook & Instagram data used to be a massive drain on time (and patience).

This is why we’ve made uploading and importing your data as quick and simple as possible. Follow the steps below and you’ll be generating insights from your Social Media data in no time.

  1. Head to Facebook Business Manager
  2. Go to your Ads Manager
  3. On the Ads tab, customise your columns so that you are able to select all data metrics. Choose all available.
  4. With all data metrics selected, you need to choose the right breakdown of data. To do this, click the Breakdown section and select “Day” in the “By Time” section
  5. Keeping “Day” selected, you will need to export 3 data files using the “By Delivery” dropdown menu. The data files you need to select are:
    • Age & Gender
    • Time of day (viewer’s time zone)
    • Platform & device (make sure you don’t select “Placement and device”)
  6. You will need to export all of these data files individually. To do so, just click “Export Data” and “Export Table Data”
  7. Before exporting your data, make sure that you’ve got the correct or relevant dates for the campaign and ads you want to analyse

Importing your data into the model


You should have 3 XLS. files ready to upload into our Insights Model. You can upload them individually but it’s best to do this all in one go to save time. Follow the steps below to import your data into our model.

  1. Click on the “Select File” button on your Dashboard
  2. Upload the relevant XLS file that corresponds with the different Breakdown
  3. Either upload all 3 at once or do this individually. Once you’ve uploaded each XLS. file, click the blue “Import Data Files”
  4. This will automatically upload all of your data into the right format into the model and update all the Pivot Tables

Using the model



Hurrah! If you’ve reached this stage, you should have successfully uploaded all of your Social Media data and are now ready to start using our Contextual Facebook Insights model.

Navigating around the model is very simple and can be done using the blue Hyperlinks found on the dashboard page. These will take you to your relevant Objectives pages so that you can start analysing your Facebook or Instagram ads by the objective you set out to achieve.

There is a similar Hyperlink on each Objective page that will take you back to the dashboard. There are 8 master Objectives that you can analyse. These include:

  • Awareness – which looks at Reach, Impressions & Frequency. The key metric analysed here is Impressions and Cost per Thousand Impressions (CPM).
  • Engagement – which looks at post & page engagements. The key metric analysed here is Post Engagements and Cost per Engagement (CPE).
  • Video views – which looks at video views and view through rates. The key metric analysed here is 100% video views & Cost per 100% view (CPV).
  • Traffic – which looks at Link Clicks and Landing Page views. The key metric analysed here is Link Clicks & Cost per Link Click (CPC).
  • App Installs – which looks at App Installs, Registrations & Purchases. The key metric analysed here is App Installs & Cost per Install (CPI).
  • Lead Generation – which looks at Lead (forms) and Website Leads. The key metric analysed here is Lead (forms) & Cost per Lead (CPL).
  • Messaging – which looks at New Messaging Conversations, Messaging Replies and Blocked messaged. The key metric analysed here is New Messaging Conversations & Cost per Conversation (CPNMC).
  • Conversions – which looks at Website Conversions, Add to Basket & Purchases. The key metric analysed here is Website Conversions & Cost per Conversion (CPConv).

Using the Slicers


On every Objective page, there are a number of Contextual Slicers at the top of the page. These work with the 3 main Slicers – Age & Gender, Platform & Time of Day.

Choosing one Slicer will update all Objective pages. So if you only have one target audience that you want to focus on, all of the information will relate to this once you’ve selected your relevant Slicer.

You can mix & match the different slicers so that you can drill down into exactly who is engaging and responding to your ads.

This is where insights can be drawn from as you will start to be able to see exactly what ads or campaign are driving the best performance amongst very specific target audiences, how these audiences engaged with your ads and where this engagement took place.

All of the Pivot Tables will update depending on what context you are looking at. This will then update the ROI & Objective tables.

ROI & Objective


Each Objective page has a key metric that we use to show you whether your campaigns and ads have been successful or not.

These are listed in the bullet points above. The Objective table will show you the campaigns and ads that achieved the most of the key metric. So if it’s Engagement, the best and worst performing will be the campaigns or ads that generated the most/least Post Engagements.

The ROI table will do the same as the Objective table. However, this looks at the most cost-efficient “Cost-per” campaign or ads. Taking Engagement again, this will look for the most/least efficient Cost per Engagement figure from your campaign or ads.

Get in touch


This should give you a good indication of how you can use our Contextual Facebook Insights model to start analysing your own advertising performance. If you have any problems at all with how to use the model, please contact

We would also love to hear your thoughts and feedback on how you’ve found using the model so please get in touch about this too!

The Social Acumen team.