Use this lesson to:
- Understand measurements in Ads Manager
Our philosophy on measuring marketing impact is based on three outcomes outlined here, and if your goal is brand-building, you will be eyeing the Brand Outcomes:
- How many people did your ads reach? How frequently?
- Did the ads reach the right audience?
- Did the ads reach people cross-device?
- Did the ads break through? Are they memorable?
- Did they generate brand awareness?
- Did the ads change the perception of your brand?
- Did the ads drive your business outcomes? Did they contribute to ROI?
- Did the ads results in sales, leads, or app installs?
How did your brand campaign perform?
It’s important to understand the performance of your ads to inform future campaign decisions and improve your results continuously. You can learn about your brand campaign’s performance through:
Facebook Brand Lift
A Brand Lift study is recommended if you want to know how your campaign moved the needle on key performance metrics like brand awareness and ad recall.
These studies involve dividing your audience into two groups:
- The test group contains people eligible to see your ads
- The control group contains people who won’t see your ads
A brand survey with questions about your brand is delivered to both groups, and based on the poll responses, the lift in brand metrics between the test and control groups can be analyzed.
Brand lift studies are only available to campaigns meeting certain requirements for your market. For more information on brand lift studies review About Brand Lift Tests in Test and Learn
This function in Ads Manager gives you access to a rich trove of data to help you understand how your ads across Facebook communities are helping you reach your business goal. You can drill down into these metrics at the campaign, ad set, or ad level.
Estimated ad recall lift
Our estimated ad recall lift (people) metric is available for ads using the Page post engagement objective, the video views objective and the ad recall lift optimization within the brand awareness objective. The estimated ad recall lift (people) metric shows how many people we estimate would remember seeing your ad if we asked them within two days. Learn how we calculate estimated ad recall lift (people).
For the Reach objective, the recommended optimization is to maximize the unique number of people who see your ads within your specified time period. For a shortcut to see your reach campaign’s high-level results, click on the graph icon circled in orange.
To see video metrics in Ads Manager, click Columns > Video Engagement. You can always change the data you see by customizing your column view. For example, if you are seeing 3-second video views but want to see how many Thruplay views you got, customize your column view for Thruplay video views.
Check out About Video Ad Metrics to see the range of metrics available.