How to analyze Facebook and Google ad performance in LUME Hub
Updated
Quick answer
To analyze your ads in LUME Hub, open Ads → Meta Ads or Google Ads and pick a date range. The Overview tab shows spend, results, cost per result, CTR and CPM compared with the previous period. Then check campaigns, creatives, hours and the rule-based alerts in the Diagnostic tab.
LUME Hub shows your Meta Ads and Google Ads numbers with the same tabs, so you can answer three questions: how much you spent, what came back and where the problem is. This tutorial walks through each tab. If you haven't connected your accounts yet, see the Ads app guide.
The Ads screens currently show their labels in Portuguese, so the labels below are quoted as they appear on screen, followed by their meaning in English.
Step by step
- In the menu, open Ads and click Meta Ads or Google Ads.
- Pick a date range with the buttons at the top: Hoje (today), Ontem (yesterday), 7 dias, 14 dias, 30 dias (the default), 90 dias, Mês atual (this month) or Mês passado (last month). The exact dates show on the right.
- Read the Visão geral (Overview) tab: the money cards and the delivery cards, each compared with the previous period.
- Open Campanhas (Campaigns) to see which campaign spent and which one brought results. Click a row to open its ad sets and ads.
- Check Criativos (Creatives) and Horário (Hours) to find which ads and which hours work best.
- Finish on Diagnóstico (Diagnostic). The number next to the tab name is how many alerts there are.
Overview: the cards
| Card | What it means |
|---|---|
| Investido (Spent) | Amount spent in the period and how many days had delivery. |
| Result | The most valuable action of the period, named the way the platform names it: "Conversas iniciadas" (conversations started), "Leads", "Compras" (purchases), "Cliques no link" (link clicks), "Contatos" (contacts) and others. With none, it shows "Resultados" (results). |
| Custo por (result) (Cost per result) | The average cost of each result. With leads, that's your cost per lead (CPL). |
| ROAS or Custo por clique (cost per click) | ROAS appears when there is purchase value: how much came back in purchases for each unit of currency spent. Without purchases, the card shows cost per click. |
| Impressões, Cliques no link (or Cliques totais), CTR, CPM | Delivery: how many times the ad was shown, clicks, click-through rate and the cost of a thousand impressions. |
The acronyms are explained in what is ROAS, CPL, CTR and CPM. Below the cards you'll find "Está melhorando ou piorando?" (Getting better or worse?, the second half of the period against the first, with at least 4 days of data), period performance, spend and results by day, the funnel, every action in the period and where the spend went.
Campaigns, Creatives and Hours
- Campanhas (Campaigns): filters Todas (all), Ativas (active), Pausadas (paused) and Precisam de você (need you). Columns are campaign, status, spent, impressions, clicks, CTR, CPM, results and cost per result. The status shows things like "Em aprendizagem" (learning), "Aprendizagem limitada" (learning limited), "Reprovada" (disapproved) or "Sem forma de pagamento" (no payment method). The "sem entrega" (no delivery) badge flags what is on but not showing. The Exportar (Export) button downloads the table as CSV.
- Criativos (Creatives): Vídeos, Imagens (images), Melhores (best) and Cansando (wearing out), plus a written read of your creatives.
- Horário (Hours): when your ads deliver, by spend, results, cost per result or CTR.
Diagnostic: the automatic alerts
The Diagnostic isn't AI: it's a set of fixed rules on your numbers, tagged Crítico (critical), Atenção (warning), Bom sinal (good sign) or Observação (note). Examples: campaigns that are on with no delivery, ad sets in learning limited, disapproved ads, an account without a valid payment method, spend with no results recorded, a very low CTR, a rising cost per result and signs of creative fatigue.
Want a written read with recommendations? See how to get AI insights on your ad results.
Frequently asked questions
Is the Diagnostic tab powered by AI?
No. The Diagnostic uses fixed rules on your numbers: campaigns on with no delivery, learning limited, disapproved ads, no payment method, low CTR, rising costs. The AI analysis lives on the Overview screen.
Can I download the campaign table?
Yes. On the Campaigns tab, click “Exportar” (Export): LUME Hub downloads a CSV file with the period's campaigns, which opens in Excel or Google Sheets.
Why don't the Creatives and Hours tabs show up?
Because the platform didn't send that data for the period. Google smart campaigns only report at the campaign level, never by ad or by hour.
Why did yesterday's numbers change?
Meta and Google revise the numbers for the last 28 days. That's why every daily sync reprocesses that whole window, and recent numbers can shift a little.
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