Measuring Audience Outcomes

Use this lesson to:

  • Understand reach and frequency insights in your ad reports
  • Understand split-testing and its purpose
  • Learn how Facebook measurement partners can help you get more value from your ad spend

Reach and frequency

For measuring Audience Outcomes, you should focus on the metrics Reach and Frequency in your ad reports.

  • Reach is the number of people who saw your ads at least once, which is different from impressions, which may include multiple views of your ads by the same people.
  • Frequency is the average number of times each person saw your ad.

These results can help you understand how many unique people you’re reaching and how often. This information, combined with other tests such as Brand or Conversion Lift, can help you determine your optimal reach and frequency that’s required to drive your business goals. If you would like more information on Reach and Frequency buying, check out this Help Center article.

How it works
Once your campaign is running, you can access these metrics any time through ads reporting in Ads Manager or via the Ads Insights API.

Regional availability

Get started

Anyone with access to the ad account can view the ads performance data. This Help Center article can guide you through the process of granting or changing permissions on an ad account.

To begin, go to Ads Manager. The default dashboard available to you will show you an overview of your current and past campaigns, along with information including your reach, spend and results.

By default, you’ll see the Reach column in your dashboard, but you’ll need to customize your report to include the Frequency column.

Next, check the box next to Frequency.

The Frequency column will appear at the bottom of the list on the right side. You may want to click and drag it up, to display alongside Reach in Ads Manager.Click the Apply button when you’re ready to return to the dashboard.

Split Testing

Split testing helps you understand how different aspects of your ads affect campaign performance across the Facebook family of apps and services. Split testing lets you test different versions of your ads so you can see what works best, then keep building on the success of your campaigns and improve future media plans.

How it works

You can use Facebook split testing on most marketing objectives.

Split testing divides your audience into random, non-overlapping groups of people who are shown ad sets that are identical in every way except for the audience, placement or creative strategy variable you’ve chosen to test.

This randomization helps ensure the test does not introduce other factors that may skew the results of the group comparison. It also ensures each ad set is given an equal chance in the auction.

Each ad set tested has one distinct difference, called a variable. Your variable can be one of four: target audience, delivery optimization, placements, or creative. Facebook will duplicate your ads and only change the one variable you choose.

The performance of each ad set is measured in terms of the success metrics for your campaign objective and is then recorded and compared. The winning ad set is determined by comparing the cost per result of each ad set. The ad set with the lowest cost per result (for example, cost per lead) is the winner.

At the end of the test, you’ll automatically receive an email and notification in Ads Manager with details on how your test performed, including the winning ad set strategy. These insights can then fuel your ad strategy and help you design your next campaign.

Unlike other ad platforms, split tests across the Facebook family of apps and services are run on a variety of combinations of devices and browsers, while ensuring that people stay in the same test segment.

Regional availability

Get started
Go to Ads Manager and create a campaign with one of the supported marketing objectives and select the option to create a split test.

Your split test should have a budget that will produce enough results to confidently determine a winning strategy. You can use the suggested budget that we provide if you’re not sure about an ideal budget.

Audience Insights

Audience Insights powers actionable data that fuels creativity and inspires campaigns that resonate with a target audience.

  • Get demographic information including trends about age and gender, relationship status and job roles.
  • Learn where your audience is located and the languages they speak.

How it works

In keeping with our privacy policy, like Page Insights, Audience Insights shows aggregated information about groups of people to anonymize the personal data people have shared with us.

Regional availability


Get started

Visit the Audience Insights tool and choose the audience you’d like to view insights for.

  • If you want to view insights for only your Page in Audience Insights, you must have the Page role of Advertiser, Moderator, Editor or Admin.
  • If you want to view insights for all of Facebook in Audience Insights, you need an ad account on Facebook.

Knowledge Check


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