Facebook on Tuesday said it has updated its Ads Manager tool to let advertisers more easily see how campaigns are performing against specific goals and assess ROI.
When marketers create their ads in the ad create tool, they can choose from the following advertising goals: get more Page Likes, promote Page posts, get new users, increase app engagement and increase attendance for Facebook events. The Ads Manager will then display the actions -- such as Page Likes -- that an advertiser cares most about more prominently in their campaign summary page and calculate the cost per Page Like for their ads.
“We are now helping marketers better identify what user actions drive their specific advertising goals,” stated a post on the Facebook Studio blog.
Facebook also said it is making it easier to determine campaign ROI. If a company is running ads that point people to its Web site while using conversion tracking, the advertiser will automatically see the resulting conversions more prominently in Ads Manager. An advertiser will also see the calculated cost-per-conversion for each ad, and “if they assign a value to each conversion in their tracking pixel, we will calculate the total “Conversion Value” of all conversions for that ad,” stated Facebook.
The company explained that it made the changes in response to feedback from advertisers who use the Ads Manager tool to monitor campaigns. Providing more detailed information on campaign results also reflects Facebook’s ongoing effort to convince marketers of the efficacy of advertising on the social network, which eschews standard IAB ad formats.
The upgraded version of Ads Manager will roll out in the coming weeks for all advertisers globally.