Facebook updates features to offer advertisers better transparency

7 April 2017

Post Facebook's metrics blunder the global social media firm has revealed a host of revised and new features as it aims to win back advertisers, make it easier for marketers to understand reporting and improve transparency across its platform.

Facebook admits the process of digesting results from a marketing strategy and being able to make real-time decisions on current campaigns has been to hard and says “shouldn’t be strenuous” which is why it's introducing “more campaign transparency and predictability” with its Delivery Insights and Estimated Daily Results features.

The redesigned Delivery Insights dashboard features an updated interface that provides in-depth auction metrics and guidance for interpreting fluctuations in performance. It says the tool displays trends in an ad set's impressions, amount spent, results and cost-per-result as well as auction metrics to explain those trends.

“Newly-released auction metrics include auction overlap for interpreting whether overlapping audiences between ad sets might be affecting your spend and audience saturation for interpreting whether increased frequency might be contributing to declines in your results or cost-per-result,” Facebook said in a blog post.

“Marketers often tell us that they’d like a better idea of the results they can expect from their campaigns.

“To help address this need, we've created Estimated Daily Results. Whether creating a new ad set or editing an existing one, we will estimate your daily results such as website conversions and video views, factoring in your budget and other parameters like your audience, bid amount and placements selections. This tool is eligible for all optimisation goals except product catalog sales, brand awareness optimisation, impressions and store visits.

"We will continue providing transparency and predictability into our ad delivery system to help you get the best results given your goals."

Facebook said it's the first of many delivery updates, all of which aim to provide more tools based on what it knows so people can “make the most informed decisions to drive results for your business”.

Transparency is the most pressing issue facing marketers today.  It’s been rearing its head like a two-horned beast. On one side are the thorny issues that are thought to exist between media agencies and their clients, and on the other, the troubled digital landscape where words such as ad fraud, misreporting and brand safety have entered into the daily conversation between brand, media owners and agencies.

AdNews is launching a half-day forum, convening advertising, media and marketing’s best as well as digital experts to tackle transparency. The cornerstone issues will be debated and discussed with the aim of offering every attendee knowledge and solutions.

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