Import

The Trailmaker DTC preset

The column set a strategist builds once, so every export reads a creative end to end.

Why it is worth the two minutes

Most reporting stops at spend and clicks. This preset adds the retention curve and the on-site funnel, so you can see where a creative loses people — not just whether it sold. Build it once and every export you pull carries the full read.

Trailmaker reads the raw counts and derives the rates itself — hook, hold, conversion — so the numbers stay consistent across every ad. That is why the preset lists counts, not pre-computed percentages.

The three that are required

3 required

The import runs with just these three. Everything below is optional and makes the diagnosis deeper.

Ad Name: Identifies each creative so rows match your ads.
Amount Spent: Total spend per ad. The denominator for every efficiency metric.
Impressions: How often the ad was shown. The base for hook and hold rates.

The full preset

All 32 columns, grouped by the read they give you. Add as many as your account reports.

Delivery

How much you spent and how far the ad travelled — the base every other metric is read against.

Ad Name: Identifies each creative so rows match your ads.
Delivery: Whether the ad is active, paused or off — context for the numbers.
Amount Spent: Total spend per ad. The denominator for every efficiency metric.
Impressions: How often the ad was shown. The base for hook and hold rates.
Reach: Unique people reached. Read alongside impressions to see frequency.
Frequency: Average impressions per person. Rising frequency signals fatigue.
CPM (Cost per 1,000 Impressions): The price of attention on this audience.

Hook

Whether the first moment stops the scroll. Weak hooks cap everything downstream.

3-Second Video Views: The hook. How many stopped scrolling long enough to count as a view.
2-Second Continuous Video Views: An earlier hook signal, useful for very short creative.

Hold

How far people watch before they drop off. The retention curve shows where a creative loses them.

ThruPlay: Completed or 15-second plays. The headline retention number.
Video Average Play Time: Average seconds watched. A fast read on whether the creative holds.
Video Plays at 25%: Viewers still watching at a quarter. The first major drop after the hook.
Video Plays at 50%: The midpoint, where a weak middle section shows up.
Video Plays at 75%: Late retention. Viewers here are close to the call to action.
Video Plays at 95%: Near-complete views. A strong signal of end-to-end interest.
Video Plays at 100%: Full completions. The ceiling of retention for this creative.
Cost per ThruPlay: What each retained view costs. The efficiency of the hold.

Click

Whether attention turns into a click through to your site.

Link Clicks: Clicks on the link. The bridge from creative to landing page.
Outbound Clicks: Clicks that left Meta. A cleaner intent signal than all clicks.
CTR (Link Click-Through Rate): Link click-through rate. The share of impressions that clicked through.
CPC (Cost per Link Click): Cost per link click.

Funnel

What happens on-site, from landing-page view to checkout.

Landing Page Views: Loads that actually rendered. Filters out bounced clicks.
Content Views: Product-page views. The top of the on-site funnel.
Adds to Cart: Intent to buy. The first hard conversion signal.
Initiate Checkout: Checkout started. The last step before a purchase.

Revenue

Orders and the money they returned — the outcome every other metric points at.

Purchases: Completed orders. The outcome every other metric points at.
Purchase Conversion Value: Revenue attributed to the ad. The numerator for ROAS.
Cost per Purchase: Cost per order. The number that decides whether you scale.
Purchase ROAS: Return on ad spend. Revenue divided by spend.

Attribution

How orders are credited across the click and view windows.

Purchases (1-Day Click): Orders within a day of a click. Tight, high-confidence attribution.
Purchases (7-Day Click): Orders within a week of a click. Captures longer consideration.
Purchases (1-Day View): Orders within a day of a view. Credits view-through influence.

How to build it in Ads Manager

Meta has no way to share a column preset, so you build it once by hand. It takes about two minutes and stays saved on your account.

1Open Ads Manager, switch to the Ads tab, open the Columns dropdown and choose Customize columns.
2Search each column name from the list above and tick it. The German name is listed next to each one.
3For CTR and CPC, pick the link variant, not the all variant — the all variant blurs the read.
4Reorder the columns to match the groups above if you like, then tick Save as preset and name it Trailmaker DTC.
5Apply the preset, export to CSV or Excel, and upload it in Trailmaker.

Download the column template