While Facebook Ads have helped many businesses, marketers don’t always share the same goals. Some might care about app installs, some might want new fans for their Page, and some might want to increase engagement on their posts. Because each campaign is unique, marketers need a tool that can show them the metrics you care the most about.
Starting today, when you create a Facebook Ad, you can choose from several advertising goals and Ads Manager will display the actions you care about more prominently in your campaign summary page. This is just one of the updates released by the social network today that helps you see how you’re performing against specific goals and to calculate your return on investment.
The list of advertising goals focuses on five important actions: Page Likes, post engagement, app installs, app engagement, and event responses. You can read more about these actions, including a description of the associated advertising goal, in the chart below.
Facebook provided an example. If you say that your advertising goal is “Get More Page Likes,” the campaign summary page in Ads Manager will show “Page Likes” more prominently, and it will calculate “Cost per Page Like” for your ads. Previously, the Ads Manager would show you a summary of all the actions for your campaign, making it difficult to determine whether you were meeting your goal.
Also included in this update is better ROI calculations. If you’re running ads to drive people to your website, and you’re using conversion tracking, you’ll automatically see your resulting conversions reported back more prominently in Ads Manager. You’ll also see “Cost per Conversion” for each ad as well as the total “Conversion Value” of all conversions — assuming you’ve assigned a value.
These updates will be available to all advertisers in the coming weeks. If you’d like to learn more about Ads Manager best practices, you can download Facebook’s Ads Manager Guide. Will this be enough to pull in new advertisers? It’s hard to say. However, considering these updates were based off of feedback from existing advertisers, if you’re already utilizing Facebook Ads, it’ll be a welcomed change.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.