If you’re managing Facebook ads and still relying on the default column setup, you’re missing out on critical data that drives real results. Custom columns can turn a scattered ad account into a profit-generating machine—especially for lead generation campaigns.

In this post, we’ll walk you through the exact Facebook Ads custom columns used to manage hundreds of thousands in ad spend. These insights will help you optimize faster, scale smarter, and stop wasting budget on incomplete metrics.

Looking for done-for-you performance tracking? Great Marketing AI can help you build a complete ad ecosystem designed to convert.

The Must-Have Facebook Ads Custom Columns

Here are the key metrics you should add to your custom column setup:

• Ad Set Name, Delivery, Budget, Amount Spent

• Results, Cost per Result, Appointment Scheduled, Cost per Appointment

• Purchases, Cost per Purchase, ROAS

• CTR (All), Link CTR, Landing Page Views, Cost per LPV

• CPM, Frequency, Through Plays, Cost per Through Play

• Quality Ranking, Engagement Ranking, Conversion Rate Ranking

• Audience Age, Gender, Location

• Included/Excluded Custom Audiences

• URL Parameters

These metrics give you deeper visibility into what's really driving your performance—not just leads, but also appointments, purchases, and user behavior across your funnel.

Why Custom Columns Matter

Most advertisers focus on surface-level numbers like cost per lead. But pros track metrics like appointment scheduled and cost per appointment to measure real outcomes. This level of tracking separates high-performing campaigns from those just burning budget.

Metrics like frequency help detect ad fatigue, while landing page views and link CTR show whether your creative is actually driving qualified traffic.

Watch the Full Custom Column Walkthrough

Want to see how it’s all set up in Ads Manager? Watch the full video guide below:

Final Takeaway

A well-organized custom column setup helps you make smarter decisions, optimize faster, and scale your ads without guesswork. Skip the defaults and set up your dashboard like a pro.

If you want expert help managing and optimizing your Facebook ads, check out our Facebook advertising agency services, or connect with Great Marketing AI to build a full-funnel strategy that scales.

Need help setting this up? Book a free strategy call and get your ad tracking dialed in.

Let me know if you'd like a checklist version of these custom columns!