Facebook Highlights Ad Performance In Ads Manager Tool

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. 


2 comments about "Facebook Highlights Ad Performance In Ads Manager Tool".
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  1. Kevin Lee from Didit / eMarketing Association / Giving Forward, April 3, 2013 at 8:46 a.m.

    Hope they make the data available in the API to allow for third party tools to mirror info and also make appropriate changes to campaigns to optimize.

  2. DG T from Viewthrough Measurement Consortium, April 7, 2013 at 1:11 p.m.

    This would be considered Step 1 in the Viewthrough Measurement - better than nothing, which is what FB offered for years.


    A better approach would be to allow 3PAS unfettered tracking. However, this would likely mean allowing Google via DoubleClick DFA more access to FB behavioral activity. There are some other "pure-play" analytics tools that are allowed access.

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