The main goal of Facebook’s Ads Manager is to give advertisers insight into how their ad campaigns are helping them to achieve their marketing goals. Every month, hundreds of thousands of marketers use Ads Manager to monitor campaign performance and optimize their ad budgets, delivery, bids, targeting, and creative.
Today we're announcing updates to Ads Manager to make it even easier for advertisers to see how they're performing against specific goals and to calculate their return on investment. These updates address feedback we’ve heard from advertisers who use Ads Manager to monitor their Facebook campaigns.
A bigger focus on specific advertising goals
We know that marketers on Facebook have various goals. Some might care about app installs, some might want new fans for their Page, and some might want to increase people’s interactions with their posts. We are now helping marketers better identify what user actions drive their specific advertising goals. When advertisers create their ads in the ad create tool
, they can choose from any of the following advertising goals. Now Ads Manager will display the actions they care about most more prominently in their campaign summary page.
For example, if an advertiser says their advertising goal is "Get More Page Likes," the campaign summary page in Ads Manager will now show "Page Likes" more prominently, and it will calculate "Cost per Page Like" for your ads. We're giving advertisers the tools to more accurately track cost per action so they can better evaluate how their ads are performing against their goals and make appropriate optimization
Matt Polito of the Café Press company, Invitation Box, sums up this change: "In the past, Facebook's Ads Manager would show me a summary of all the actions for my campaign. Now it clearly shows me engagement and cost per engagement for my ad so I can quickly determine if my campaign is performing well against my goal of increasing engagement."
Making it easier to assess campaign ROI
Just like we are making it easier to focus on a marketer’s specific goals, we are also making it easier to calculate an ad campaign’s return on investment. If an advertiser is running ads to drive people to its website and is using conversion tracking with their ads, the advertiser will automatically see their resulting conversions reported back to them more prominently in Ads Manager. The advertiser will also see the calculated "Cost per Conversion" for each ad. Additionally, 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.
We're rolling this out globally and it will be available to all advertisers in the coming weeks. To find out more about these updates please visit our Help Center
. To learn more about Ads Manager best practices, download our Ads Manager Guide