See time on page and goals for every ad

Two ad sets spend the same and bring the same number of sales this week. One sends people who read for almost a minute and click the buy button; the other sends people who leave after eight seconds. Ads Manager shows them as twins, because its numbers stop at the click.

The enemy is judging an ad only by the sale at the end.

Reports, Ad campaigns now has a Columns button in the table toolbar. Pick from the ad platform's own numbers (spend, impressions, clicks, CPM, CPC, CTR, reach, frequency), from what visitors did on your pages (visitors, landing rate, average time on page, pages per visitor) and from your funnel (clicks to checkout, checkout click rate, cost per checkout click, abandoned checkouts, revenue, sales, profit, ROAS, RPC, PPC, CPA, CVR, AOV). Drag them into order, pin the ones you want on the left, and the choice is kept in your browser for each level: campaigns, ad sets and ads. These numbers come from your own tracking, matched to each row by UTM exactly like the funnel columns, and a row with no matched visit shows a dash.

Settings now has Goals: the actions you count besides sales, such as a "Get started" click, a finished quiz or a visit to a thank-you page. Mark a button with data-ef-goal, call ef.goal() from your own script, or give the text a page URL must contain. Each goal counts once per visit or every time, can carry a fixed value, and adds three columns to Ad campaigns: its count, its rate per visitor and the cost per goal. Only goals on the list count, so a typo on a page never adds numbers. Goals stay in your ElasticFunnels reports and are not sent to ad platforms.

Try it: open Settings, Goals and click Add goal. Then open Reports, Ad campaigns, pick a date range, click Columns and add your goal's columns along with Avg time on page and Clicks to checkout.