Facebook updates Ads Manager to highlight conversions and key metrics

growthFacebook today announced changes to the Ads Manager tool to reduce the number of manual calculations advertisers have to do to understand how well their campaigns are achieving their objectives.

The campaign summary page in Ads Manager, the dashboard where advertisers can view their campaign analytics and edit their ads, now reports metrics that are more relevant to a given campaign. For example, if an advertiser says the goal of a campaign is to acquire page Likes, the summary page will highlight the total number of new Likes and costs per Like. If the goal is to get new users for an app, the tool will report new app installs and costs per install.

NEW_PageLikes2

Previously, Facebook reported “actions” and “cost per action,” but these actions were not specific to the goal an advertiser had in mind. For instance, an advertiser looking for page Likes might have ads that are very effective in generating engagement such as comments or shares, but is not converting those users into fans. In the former campaign summary, the advertiser would see a high number of actions, but that metric wouldn’t give the advertiser the right impression about the success of the campaign. Now, advertisers will see the numbers that are most important to a given campaign, making it easier to identify whether ads are effective or need to be optimized.

Along with these changes, which will be available to all advertisers in the next few weeks, is an improvement to Facebook’s conversion tracking tool. Advertisers who run ads to a website with conversion tracking in place will now see their number of conversions featured more prominently in Ads Manager. Facebook will also calculate “cost per conversion,” and if advertisers set a value for conversions in their tracking pixel, Facebook will calculate the total “conversion value” as well. This makes it easier for advertisers to understand their return on investment for a specific ad or campaign.

NEW_Conversions3

Nothing seems to be changing about how advertisers create ads in Facebook’s self-serve tool and the pricing model is also staying the same. But being able to view costs per Like or costs per conversion without manual calculation will likely be a welcome change for Facebook marketers.

Creative Social Branding

Mediabistro Course

Creative Social Branding

Starting November 24, learn how to create a social buzz for your brand! You’ll learn how to engage with audiences on social platforms, identify and engage with current trends and influencers, and build an excellent social strategy to amplify your numbers and rate engagement. Register now!

 

Leave a Reply

One Response to “Facebook updates Ads Manager to highlight conversions and key metrics”

  1. This Week’s Link Roundup #25 | Aristotle Buzz says:

    [...] Facebook ads more metrics to Ad Manager. Now you can see how much you’re paying for Likes when using Facebook ads. They’ve also added conversion tracking tools for ads leading to websites. [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Social Media Strategist

A Luxury Real Estate Developer
New York, NY

Newswire Editor

PR.com
New York City / Long Island, NY

Senior Social Media Brand Manager-Los Angeles Area

Brigade Marketing
Los Angeles, CA

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us