Measuring Success with Ads Manager

Overview
At Facebook, we believe that businesses will be better in a connected world. Ads and sponsored stories are some of the best ways for businesses to connect with and engage their audiences. Its important for businesses of all sizes to understand how their ads and sponsored stories are performing so that they can achieve their business objectives. Facebooks Ads Manager gives businesses visibility into the performance of their ads and sponsored stories with the ability to drill down into specific metrics. Weve recently made significant improvements to the Ads Manager to help businesses understand how people are engaging with their ads and sponsored stories. This guide will help you understand how to use Ads Manager to improve your campaign performance and meet your business goals.

Table of contents
Whats new . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Getting Started . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Understanding the performance of your campaigns, ads and sponsored stories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Advertising Performance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Responder Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Actions by Impression Time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Inline Interactions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Best Practices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

Facebook Ads Manager

Whats new
Weve made changes to Ads Manager reporting to make it easier for you to understand the performance of your campaigns and optimize for the actions that are likely to result in the business outcomes you want.

Introducing the new Actions metric

Actions tells you how many people connected with your business after seeing your ads, even if they didnt click, so you know youre driving results. The Actions metric replaces the Connections metric. Similar to Connections, Actions tracks Page Likes, App Installs, and Event RSVPs that originate from your ads. But Actions allows you to track a much more robust set of measurements. If youre promoting a Page, Actions measures the number of times people: liked your Page liked posts on your Page commented on your Page posts @mentioned your Page in a status update checked into your Place tagged your Page in a photo shared your Page posts claimed your offer answered your question followed your question clicked on the Page post link viewed the Page post photo viewed the Page post video viewed a tab on your Page

If youre promoting an app, Actions measures the number of times people: installed your app used your app spent credits in your app If youre promoting an event, Actions measures: RSVPs to your event (maybe and yes) Facebook attributes these actions back to the originating ad based a 24-hour view-through and 28-day click-through window, so that you get a better picture of the overall value of your ad campaign.

2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

Facebook Ads Manager

You can see a breakdown of all of the actions users took by navigating to Ads Manager (facebook.com/ads/manage), clicking an account, a campaign, and then the ad for which you want to view metrics. Actions will be broken down by type in the pie chart for each ad.

You can also view aggregated actions for multiple ads or campaigns in the Advertising Performance Report. In Ads Manager, you can access this report by clicking Reports in the left navigation bar, and following the on-screen instructions to generate the Advertising Performance report.

2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

Facebook Ads Manager

The most detailed breakdown of actions is available through the Actions by Impression Time report. This report replaces the Conversions by Impression Time Report and includes a wider range of actions broken down by each attribution window.

By measuring the actions you want people to take on Facebook, you can make informed decisions on how to optimize the content you are promoting.

2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

Facebook Ads Manager

Getting started
Type https://facebook.com/ads/manage into your browser. You will be able to see all of your current ad accounts, their status, and how much you have spent in the All Accounts view.

Clicking on an account will bring you to the All Campaigns view. You can easily pause, delete, or reactivate campaigns, track start and end dates, view your total budget, see how much of it remains and how much you have spent as a total or broken out by date. You will also see notifications here when campaigns are created, rejected, or approved by Facebook.

2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

Facebook Ads Manager

Use the dropdowns to change the date range you want to use to view results, view active or deleted campaigns, or view a full Advertising Performance report, summarized by campaign.

Once you click on a campaign, you can see information about its performance and either pause, delete it, or activate ads within that campaign.

Click on any ad or sponsored story in your campaign to access individual performance metrics for it.

2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

Facebook Ads Manager

Understanding the performance of your campaigns, ads and sponsored stories

We designed Ads Manager to provide real-time metrics that enable you to quickly understand how people are responding to your ads and sponsored stories. The Audience graph shows you how much of your targeted audience your campaign reaches compared to how many it could reach. If you find youre not reaching enough of your targeted audience, try raising your bids or budget. Targeted: The approximate number of people your ads or sponsored stories can reach, based on your targeting criteria Reach: The number of unique people who saw this campaign. This is different from impressions, which includes people seeing your ads multiple times Social Reach: The number of people who saw your sponsored stories or ads with the names of their friends who liked your Page, installed your app, or RSVPed to your event The Response graph allows you to track performance of your campaign by clicks and actions over time.

2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

Facebook Ads Manager

Seven metrics allow you to quickly understand the size and engagement of your audience. You should monitor these metrics closely to assess the success of your advertising campaigns.

1. Campaign Reach: The number of unique people who saw this campaign. This is different from impressions, which includes people seeing your ads multiple times 2. Frequency: The average number of times each person saw your campaigns ads or sponsored stories 3. Social Reach: The number of people who saw your sponsored stories or ads with the names of your friends who liked your Page, installed your app, or RSVPed to your event 4. Actions: All the people who took an action within 24 hours of seeingor within 28 days of clickingon your ad or sponsored story. Youll only see data here if youre promoting a Page, app, or event or running Page post ads. 5. Clicks: The number of clicks this campaigns ads or sponsored stories have received 6. CTR: Click-through rate. The number of times people have clicked on ads or sponsored stories in your campaign, divided by the number of times they were shown on the site during the dates selected. 7. Spent: The amount youve spent on your campaign during the dates selected Inline reporting shows your bid and price for each ad or sponsored story. You can click on any ad to see a preview of how it will look on Facebook, and a summary of your targeting. Theres also a graph of your performance with a dropdown that lets you see trends about Clicks, CTR, Impressions, and Actions at a glance. Use the information in this area to track whether your ads and sponsored stories are becoming more effective over time, or whether you need to make changes to keep your messaging fresh.

2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

Facebook Ads Manager

Reports
The Reports tab gives you access to four reportsAdvertising Performance, Responder Demographics, Actions by Impression Time, and Inline Interactionsthat give you in-depth performance and demographic information on your accounts, campaigns, ads, and sponsored stories. Use these reports to understand at a granular level what messaging is most effective.

You can view these reports summarized at the account, campaign, or ad level. You can also see data aggregated by the month, week, day, or a custom timeframe; specify a date range for which you want to view data, and choose whether you want your performance information displayed in a webpage or in .csv formats. If you choose webpage display, you can click the column headers in any report to sort by that metric. You can also schedule reports and export them to a .csv file to use the performance data in other applications. To get started, navigate to facebook.com/ads/manage and click on the Reports tab on the left-hand side of the page.

2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

Facebook Ads Manager

Advertising Performance
The Advertising Performance report includes statistics like impressions, clicks, click through rate (CTR), spend and actions so that you can see how cost-effective your campaigns, ads, and sponsored stories are. You can also use Advertising Performance to get an in-depth understanding of how your accounts, campaigns, and ads are performing against each other so that you can focus your spending on the ones that achieve your business goals at the lowest cost. For instance, in the example below, we can quickly see that the Ads Manager Guide Account has outperformed the Facebook Marketing Solutions account over the accounts lifetimes. Although we spent ~5x on Ads Manager Guide versus Facebook Marketing Solutions, we received over 83x the actions, which suggests that we should dedicate a greater proportion of our media budget to the Ads Manager Guide Account in the future because it is much more effective.

2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

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Facebook Ads Manager

Responder Demographics
Responder Demographics shows you whos responding to your messaging broken out by country, region, gender and age ranges. Use this information to confirm that your ads and sponsored stories are interesting to your desired audience and find information that can help you optimize your targeting criteria and content. For example, the following report shows that women aged 45-54 are far more likely to engage with our recent Facebook Marketing Solutions campaign than men aged 18-24. Depending on our business goals, this suggests that we should either consider optimizing our spend on this audience for similar campaigns in the future so that we can maximize our return on advertising spend, or change our messaging to appeal more to young men.

2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

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Facebook Ads Manager

Actions by Impression Time

The Actions by Impression Time report shows the number of actions organized by the impression time of the Facebook Ad or sponsored story. An action is attributed to an ad or sponsored story based on the length of time between a users view of or click on the ad or sponsored story and the action (i.e., 0-24 hours, 1-7 days, 8-28 days). Use this report to understand how users are engaged with your ads over time. For instance, in the example below, we can see in the report below that both our Facebook Marketing Solutions and FBV ads drove credit spend in-app. However, we may have more confidence in the Facebook Marketing Solutions ads ability to drive credit spend because more people took immediate action on the ad.

2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

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Facebook Ads Manager

Inline Interactions
The Inline Interactions report will help you understand immediate user engagement on ads and sponsored stories. It includes metrics like impressions, clicks, and detailed actions such as likes, photo views, and video plays that happened directly on your ads. You can use this information to understand which of your campaigns or ads inspire immediate action, so you can optimize for impact.

Note that the total interactions column in this report does not include actions taken on the photo viewer or video player.

2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

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Facebook Ads Manager

Best Practices
A/B test your ads and use the Advertising Performance report to identify which campaigns help you achieve your business objectives most cost-effectively. For instance, an app developer would use the Advertising Performance report to measure the Actions to Spend ratios on different versions of their ads. That way, they could understand which version drives the highest number of app installs, shares and instances of credit spend at the lowest cost and allocate more of their marketing spend to that version.

Monitor the seven metrics in your inline Ads Manager reports to keep track of the performance of your campaigns or ads and sponsored stories. For example, a regional retailer could watch the Campaign Reach and CTR metrics and know whether they were reaching enough people to meet their business objectives, or whether they should expand their targeting criteria.

Watch the Response graph to see whether your campaigns inspire an increasing number of actions over time, or whether they have reached their peak effectiveness. For example, a consumer packaged goods advertiser marketing an evergreen product such as soap would watch for the Response graph to climb up and to the right. When the graph levels off, they should take that as an opportunity to recapture their audiences attention with new messaging.

Check the Responder Demographics report to confirm that your campaigns are interesting to your target audience. For instance, a cellular phone carrier who wants to target specific geographic regions with its advertising should check the Responder Demographics report to make sure that people in those areas are taking actions based on its ads and sponsored stories.

Use view-through and click-through conversion information to understand how people interact with your ads over time. Since you have visibility into multiple attribution windows for each ad, you can understand which ads drive immediate action and which ads drive latent action. Using this information, you can more accurately assess the value of each ad.

2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

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Facebook Ads Manager

Glossary for Ads Manager and Full Report

ACTIONS: For ads and sponsored stories pointing to Pages: the number of times people liked your Page, liked posts on your Page, commented, @ mentioned, checked into your place, tagged your brand in a photo, shared your Page posts, redeemed your offer, clicked on the Page post link, viewed the Page post photo, viewed the Page post video, or viewed a tab on your Page within 24 hours of seeing your ad or sponsored story, or within 28 days of clicking on it. For ads and sponsored stories pointing to apps: the number of times people installed, used, or spent credits in your app within 24 hours of seeing your ad or sponsored story, or within 28 days of clicking on it. For events: the number of times people RSVPed within 24 hours of seeing your ad or sponsored story, or within 28 days of clicking on it. AD: A marketing message in the voice of the brand. It can appear in the right-hand side of every Facebook page BID: The maximum amount youve indicated youre willing to pay for each click (CPC) or per 1000 impressions (CPM) CLICKS: The number of clicks your ads have received. If youre advertising a Page, Event, or app, Clicks also include Page likes, event RSVPs, or app installs directly from the ad CPC: The average cost per click, calculated as the amount spent divided by the number of clicks received CPM: The average cost per thousand impressions, calculated as the amount spent divided by the thousands of impressions received CTR: Click-through rate, or the number of clicks your ad received divided by the number of times it was shown on the site FREQUENCY: The average number of times each person saw your ads IMPRESSIONS: The number of times your ads have been shown on the site
2012 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

PRICE: The average amount youre paying per click (CPC) or 1000 impressions (CPM) REACH: The number of individual people who saw this ad during the dates selected. This is different than impressions, which includes people seeing your ad multiple times SOCIAL CLICKS: Clicks on ads that were shown with the names of the viewers friends who liked your Page, RSVPed to your event, or used your app. If youre not advertising a Page, event, or app, you wont see social data SOCIAL IMPRESSIONS: Impressions that were shown with the names of the viewers friends who liked your Page, RSVPed to your event, or used your app. If youre not advertising a Page, event, or app, you wont see social data SOCIAL REACH: People who saw your ad with the names of their friends who liked your Page, RSVPed to your event, or used your app. If youre not advertising a Page, event, or app, your ad wont have social reach SOCIAL %: The percentage of impressions where your ad was shown with the names of the viewers friends who liked your Page, RSVPed to your event, or used your app. If youre not advertising a Page, event, or app, you wont see social data SPENT: The amount you spent during the selected time period SPONSORED STORY: Marketing message that comes from a Page post, or stories about a friend interacting with a brand through actions such as check-ins, app use, or Page likes. The core message is controlled by the advertiser, but sponsored stories will also show social context, such as people interacting with whats being promoted to their friends. Sponsored stories can appear on the right hand side of Facebook or in the news feed on the web or mobile.

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