July 22, 2013
At the end of June, Facebook announced it was making changes to its Ads Manager reports. In an effort to simplify its advertising products, it makes reporting much easier and more efficient for marketers and advertisers. It may also change the way marketers run their entire campaigns, making the process of testing variables easier and more accessible.
The Report tab in Facebook’s Ad Manager has always allowed you to export ad performance reports, but the new changes will allow them to be more detailed, saving time and money.
The changes to the Ad Manager Reports will allow advertisers to have more control over the data they receive. While Facebook has added more metrics and options for users, they have also made the accessibility to this tool simpler.
Facebook Ads Manager: Before
Until now, most Facebook advertising campaigns included campaigns with multiple adverts, and marketers spent time testing variables to optimize and get results.
Some of these variables include:
- Advert Type
Marketers test these variables to find out the costs for campaign goals, such as page likes, sharing posts and website clicks. With Facebook’s old reporting system, marketers spent a lot of time at the beginning of campaign cycles setting up dozens of ad variations to test the variables.
If you’re spending time at the start of campaign cycles setting up dozens of ad variations to test the variables, the new Ad Manager changes this and can help maximize your efforts.
Facebook Ads Manager: After
The new Ads Manager reports will help you reduce workload at the beginning of campaign cycles. You won’t have to set up the variations you used to because Facebook has implemented new reporting capabilities.
You won’t be tied to a specific Report Type anymore, and the new interface will provide more flexibility and variation in how you break down the data you want.
For instance, the new Ads Manager reports can break out your campaign for you by gender, age, geography, etc. Facebook will update these results in real time, too.
Now you don’t have to create variations at the beginning and take time to test them; the report will give you these results instantaneously. Being able to quickly view which variables are working will save immense amounts of time, especially for advertisers who can’t afford to use big-budget tools.
Achieve More With Your Budget
Smaller advertisers also benefit from Facebook’s change to their Ad Manager. With the new functionalities of the system, it will make it easier for advertisers to identify areas to direct their budget focuses (since the variables are broken down instantly in the report).
In the new interface, there is also a cost per action area on the Metrics menu. You’ll be able to include cost per action data in all reports, which can help you isolate results and gain new insights about your campaign.
Gain More Short-Term Success
The new reporting tool will allow marketers to access reach and frequency data. You don’t have to be limited by the date ranges Facebook set in the past.
Facebook used to limit this data to daily or weekly ranges, but now you can apply any date range you choose. This means you can view the reach and frequency stats for your entire campaign, ad or account.
This newfound flexibility within their given date ranges can help you measure the short-term success of promotions, because you can select appropriate date ranges that will be beneficial to examine.
Find the Best Adverts
Every advertiser might not test their advert combinations according to age, gender and geography. But the new Ads Manger reports should motivate advertisers to find the best advert for each demographic or age variation.
The new reports will help those advertisers who have not been setting up ad variations to find the perfect advert; now they will be able to quickly find the best advert for the right demographic—and they’ll spend less time doing it.
Saving Facebook Time, Too
The new update not only helps you save time and money, but it helps Facebook:
- Pull fewer reports. The updated campaign comparison function means they don’t have to pull nearly as many reports.
- Spend less time sorting through spreadsheets. The campaign summary feature has allowed them to spend less time sorting through spreadsheets.
It’s exciting to know the changes to Facebook’s Ad Manager reports can benefit everyone.
If you’re already running Facebook advertising campaigns, the process of testing variables will be much easier and more efficient. You’ll save the time you used to spend at the beginning of your campaign.
And if you aren’t testing your Facebook advertising campaign variables, the new changes should encourage you — Facebook has made it easier and more accessible to find what’s working with your campaign to make the most of your budget.
You can optimize more directly with the new changes, and you can set your sights high by finding the perfect advert copy or headlines for specific demographics, gender or locations.
It doesn’t matter what size your advertising budget is, either. The accessible variable testing options will help you analyze both short- and long-term success.
Overall, the benefits Facebook has managed to create seem limitless for your Facebook advertising campaign, as long as you’re ambitious and eager to experiment with the new reporting tool.