Getting Started With Facebook Measurement Solutions

Question 1

Three Core Business Outcome Areas that Facebook focus on

Answer 1

Audience - Did your ads reach the people you want to connect with? Across multiple devices? How many people did they reach?
Brand Outcomes - Did the ads break through? Were they memorable?
Sales Outcomes - Did the ads drive purchase intent?Did they contribute to ROI? Did they result in sales, app downloads or leads?

Question 2

Cross-Channel Behaviour

Answer 2

When people use their phones during ad breaks or slow moments of watching tv

Question 3

Proxy Metrics

Answer 3

A proxy metric is an indirect measure that approximates or represents something when you don’t have direct, concrete data

Traditional metrics like clicks, based on cookies alone, aren’t good proxies for value, because a click on an ad doesn’t always correlate to a sale or an uptick in brand awareness. Relying on older metrics costs more and drives fewer conversions — they just can’t keep pace with the shifts happening around us.

Question 4

Some stats

Answer 4

• 91% of people who could buy your product don’t click on your ads
• Broad age/gender targeting is only 53% accurate
• Campaigns optimised for clicks vs. conversions cost 2.4x more per conversion

Traditional metrics like clicks, based on cookies alone, aren’t good proxies for value, because a click on an ad doesn’t always correlate to a sale or an uptick in brand awareness. Relying on older metrics costs more and drives fewer conversions — they just can’t keep pace with the shifts happening around us.

Question 5

What does Facebook offer in place of proxy metrics

Answer 5

With our measurement partners, we also provide solutions that help marketers measure business outcomes both on and off Facebook. We do this:
Across devices (mobile and desktop)
Across formats (image, video, display, television and more)
Across publishers (in addition to Facebook, Instagram and Audience Network).

Question 6

Measuring Audience Outcomes

Answer 6

For measuring audience outcomes, you should focus on the metrics reach and frequency in your ad reports

Reach - 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 - the average number of times somebody saw your ad

Question 7

What are the definitions of reach and frequency

Answer 7

Reach - 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 - the average number of times somebody saw your ad

More info on reach and frequency buying: https://www.facebook.com/business/help/1168829329822087?helpref=search&sr=14&query=frequency%20objective

Question 8

How to view frequency metrics?

Answer 8

You’ll need to customise your reports to include these

Question 9

What is split testing

Answer 9

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.

Randomisation ensures that the things being tested are given equal opportunity without anything being skewed

Each ad set being tested has one distinct variable: Your variable can be one of four: target audience, delivery optimization, placements, or creative

Question 10

Anonymising of data

Answer 10

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.

Question 11

Reach Partners and TV Benchmarks

Answer 11

Advertisers can measure and compare audiences reached for online and TV campaigns by working with our partners. List of partners can be seen for each country here: https://www.facebookblueprint.com/uploads/resource_courses/targets/393949/original/index.html?_courseId=196088#/page/5dc5e76539638656a80c1e06

The partner for the UK is

Nielsen Digital Ad Ratings (DAR) – Available in France, Germany, Ireland, Italy, Poland, and the UK
Nielsen Total Ad Ratings (TAR) – Available in France, Italy, and the UK

Question 12

Viewability and Verification Partners (is the viewability data reliable?)

Answer 12

Viewability measures how many ad impressions were viewed by your audience and for how long. When combined with reach measurement, viewability can give you a full picture of how your media plan was delivered. You can measure and verify viewability metrics for Facebook and Instagram through select viewability partners.

Our partners can verify ad viewability metrics for ads on Facebook, offering more advertisers the transparency they need to trust their ad delivery data. These partnerships are part of our continued commitment to enabling Facebook advertising measurement by independent third parties.

We worked with third-party verification companies to implement an integration that provides the highest standard of independent verification.

In Europe, you can work with the following partners:

comScore – available globally
Integral Ad Science – available globally
Moat – available globally
Meetrics- available globally
DoubleVerify- available globally

Question 13

Measuring Brand Outcomes

Answer 13

For measuring Brand Outcomes, you should focus on two metrics: Estimated Ad Recall Lift (people) — known as “EARL” — and also Reach.

Ad recall is measured when people exposed to an ad are later asked if they remember the ad; lift refers to the estimated difference in ad recall between people who saw the ad and those who didn’t.

Question 14

What is EARL?

Answer 14

EARL is the best prediction and estimate that we can currently make about how many people are likely to remember seeing an ad if they were asked within two days of seeing it. Use this to compare the effectiveness of different creatives or target audiences. You can measure EARL if you create a campaign using the Brand Awareness, Page post engagement and Video Views objectives.

It stands for estimated ad recall lift

We calculate EARL by looking at:

Signals about how your audience is interacting with your ads
Reach of your ads
Calibration based on real polling responses form similar campaigns

We calculate Reach by looking at:

The number of people who saw your ad at least once

Question 15

How is data for metrics like EARL collected?

Answer 15

Apparently you can constantly calibrate these predictions by running thousands of real polls on a random sample of campaigns each day.

Question 16

EARL and necessary campaign type?

Answer 16

It may be the case that you have to create a brand awareness campaign in order to view Estimated Ad Recall Lift metrics

Question 17

What does lift refer to?

Answer 17

‘Lift’ refers to results that wouldn’t have happened without your ads. The more lift yours ads are causing, the more effective they are.

Question 18

What can you use your brand lift for?

Answer 18

• Understand how well your campaign resonates with your audience.
• See how your campaign performs against the norms for campaigns in your industry and your region.
• See the demographic breakdowns (age, gender, TV viewership groups and video view durations) that drive the highest lift.

Question 19

How is brand lift data collected?

Answer 19

The solution administers polls to people on Facebook and Instagram in way. Polls are served in the platform where the user saw the ad.

Before your campaign launches, we’ll randomize your target audience into exposed and control groups with similar characteristics. Between 4 and 48 hours after they see your ad, people in the exposed group will receive a poll pertaining to ad recall or other strategic brand objectives pertinent to your business, such as message association or purchase intent. By comparing aggregated poll results from people who saw your ads (exposed group) with people who didn’t see your ads (control group), you can measure the success of your campaign.

Question 20

There are two types of tests you can run in terms of brand lift

Answer 20

• Managed Brand Lift

- Brand Lift Testing in Test and Learn

Question 21

What is Managed Brand Lift

Answer 21

The managed Brand Lift solutions offers more customization than a self-serve brand lift test. In working with a Facebook representative, you can outline what results you’re hoping to achieve with the test and set it up.

You should use Brand Lift when:

You’re running one campaign for one brand or product.
You’re planning to keep the creative and budget the same throughout the campaign.

Regional availability

Globally

Get started
To get started, reach out to your Facebook Account Representative.

Question 22

Brand Lift Testing in Test and Learn

Answer 22

For Brand Lift in Test and Learn, you start with a question “How much impact is my campaign having on brand perception?” which can be answered using Test and Learn to run a brand lift test.

Note: You must have at least one active campaign (that wasn’t bought using reach and frequency) with a budget of at least $30,000 to spend during the test, in order to run a Brand Lift study in Test and Learn.

After the test completes, you will be provided with results to help answer your business question.

Regional availability
US and Canada

Get started
Setting it up takes just a few steps. Find out how to set Brand lift testing up here.

Question 23

How does it work with Brand Lift Partners

Answer 23

The main difference with Facebook Brand Lift and our partner products is that Facebook sets up the polls and provides reporting, and these studies have different spend requirements and audience minimums.

In Europe, you can work with the following partners:

Nielsen Brand Effect – Available in Austria, Belgium, Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Poland, Romania, Spain, Switzerland, Sweden, and the UK
Millward Brown Brand Lift Insights – Available in Austria, Belgium, Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Poland, Romania, Spain, Switzerland, Sweden, and the UK
Millward Brown Brand AdIndex – Available in Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, and Sweden

Question 24

Cross Platform Brand Lift Partners

Answer 24

Cross-platform brand lift partners
Nielsen Total Brand Effect with Lift allows you to measure the brand impact of your ad campaigns on both Facebook and TV, as well as the incremental impact of both platforms working together, in a single report.

Regional availability:

Available in the US and UK

How it works

Cross-Platform Brand Lift studies use the traditional experimental design (test and control) of Brand Lift as well as the opportunity-to-see methodology, the gold-standard for evaluating TV exposure.

Setup: Facebook sets up test and control groups based on your campaign details.
Ad exposure: Your ads run on both Facebook and TV.
Poll served: Facebook serves a poll to people in the test and control groups.
Poll completed: The poll asks if a person has watched TV programs in which your ad aired in the last 24 hours, along with ad recall and brand questions.
Analysis: Depending on the solution you’ve chosen, anonymized results are analyzed by either Facebook or Nielsen.

Question 25

How does Facebook measure conversions?

Answer 25

Facebook measures conversions that happen within 1, 7 and 28 days after a person either clicks on or views your ad. You can choose to measure conversions for any of these durations in your ad report.

Question 26

How to measure conversions on Facebook online

Answer 26

Online Conversions: You’ll need to first implement the Facebook pixel on your website and/or Facebook SDK in your mobile app before you’ll see the conversion data in ads reporting. The pixel and SDK are what allow us to measure conversions across devices.

Question 27

How to measure conversions driven through Facebook offline

Answer 27

Offline Conversions: Offline Conversions allows to you to connect your sales data (such as CRM or point of sale) to Facebook to measure which audiences and campaigns are driving sales. You can send information — such as transaction amount and other line item details — along with customer information for us to match against.

After your campaign starts delivering, you’ll need to upload your transaction data through Business Manager or integrate directly with Facebook using the Offline Conversions API. This allows us to match transactions that occurred offline (via your data) with Facebook’s data on who viewed your ads, giving you a complete picture of the customer journey and the performance of your campaign.

Question 28

Conversion Lift

Answer 28

When you run a Facebook campaign, Conversion Lift randomizes and splits your ad audience into two groups (one that sees your Facebook ads and another that doesn’t). As your campaign progresses, you can share your conversion data with Facebook, whether it happens online, offline or in your mobile app. We’ll calculate the lift (the additional business you captured) by comparing conversions in the group that saw your ads and the one that didn’t, and make the results available to you in Ads Manager.

What you need for the metric: Accessible conversion data (either online data from a Facebook pixel, app event or offline event).

Question 29

There are two different types of conversion lift tests

Answer 29

Managed Conversion Lift

Conversion lift testing in test and learn

Question 30

What is managed conversion lift?

Answer 30

The managed Conversion Lift solution offers more customization. In working with a Facebook representative, you can outline what results you’re hoping to achieve with the test and set it up.

When your business needs are more advanced and complex, use Conversion Lift for a customized and robust setup featuring:

• Flexible holdouts
• Ability to include multiple campaigns and ad accounts per test group
• No limit on the amount of test groups

Managed conversion lift tests function the same way as a regular conversion lift test does, but with parameters you and your Facebook representative set up together.
To use Conversion Lift, you’ll need a campaign that isn’t live yet, and will have sufficient statistical power for meaningful and accurate results.

Question 31

Conversion Lift testing in Test and Learn

Answer 31

Test and Learn is a self-serve tool that helps you easily create tests to understand how much value your Facebook ads are driving and what strategies perform best. Start with a question you want to answer (either which campaign causes the lowest cost conversions to occur? or how many conversions are all my Facebook ads causing?) and Test and Learn will determine which test is best for answering that question.

You can basically separate the test into two different campaigns with different setups to see which perform best

Question 32

Partner Lift for Sales Outcomes

Answer 32

Facebook’s partner lift integrations can provide you with either:

• Lift measurement using your first-party data hosted within third-party data environments, and using Facebook lift platform for setup.
• Lift measurement for using grocery and retailer transaction data, primarily for consumer packaged goods (CPG) brands.

In Europe, you can work with the following partners:

Acxiom – Available in France, Germany, and the UK
dunnhumby Sales Impact – Available in the UK
GfK Media Mix Evaluator (MME) – Available in Germany, Italy, Netherlands, Poland, and Turkey
Kantar Worldpanel – Available in France, Spain, and the UK

Question 33

Facebook Attribution

Answer 33

With Facebook Attribution, you can understand the impact of your ads across publishers, channels and devices. If you’ve already set up your Facebook pixel or Facebook SDK for app events, and you’ve already been using UTM parameters with your ads, no additional setup is required to use Facebook Attribution. Facebook Attribution also offers support for offline conversion events, which you can upload yourself or send to Facebook by using the Offline Conversions API.

Question 34

Facebook offer two options for measuring your conversion performance

Answer 34

Visits: Facebook Attribution provides reporting on visits across publishers if you’ve been using UTM parameters with your ads
Tags: If you want to see more advanced cross-publisher reporting, you can add other third-party platforms to Facebook Attribution by applying click and impression tags to your off-Facebook media

Question 35

Facebook and awarding credit for conversions

Answer 35

You can compare the impact your ads have on driving conversions across paid touch-points, organic and direct visits. See which channels and sources should get the most credit for driving conversions, as well as which ones are most efficient in leading to conversions.

Question 36

Multi-Touch Attribution Partners

Answer 36

You can also attribute conversions to your Facebook campaigns by working with one of our partners. Our partners can help you:

Track your complete Facebook media plan.
Understand your ROI.
Make accurate investment decisions across all media channels.

When a person buys a product or service, there are typically several different ads that are delivered over different media, and often, over many days to influence his or her purchase decision. For marketers, figuring out which of those ads deserves the most credit for a purchase is difficult. Many times, it’s easier to simply give credit to the last ad a person clicked on. Last-click attribution can unfairly discount other ads that may deserve credit.

We share anonymized reporting for ads across the Facebook family of apps and services with our partners, who then use the information to power their attribution reports.

While Facebook provides relevant data to your partners, we remain agnostic to our partners’ attribution methodology and have no visibility into advertisers’ cross-publisher results.

Regional availability

Neustar Marketshare - Global
Datalicious - US and APAC

Question 37

Marketing Mix Modelling Partners

Answer 37

Many brands use marketing mix modeling (MMM) to determine how different marketing channels (TV, radio, print and online, for example) drive sales. MMM provides insights into sales impacts which leads to determining an optimal budget allocation across channels, brands and countries. Work with one of our MMM partners to incorporate the Facebook family of apps and services into your marketing mix model analysis and strategies.

Question 38

How does Marketing Mix Modelling (MMM) work?

Answer 38

• Specific MMM analysis and strategies will vary depending on the MMM provider, country, vertical and more.
• Generally MMM relies on some form of regression modeling, whereby a series of independent variables that are thought to impact sales (for example, price point, product distribution, economic factors, media investments and in-store promotion) are used to predict the dependent variable: sales volume over time.

Question 39

How can you see the results of Marketing Mix Modelling (MMM)?

Answer 39

• You can see the current ROI of various channels (they could be TV, Facebook or in-store promotion).
• MMM firms can also provide forward looking modeling of ROI based on past responses from each channel. See the graph below for an example:
  ROI by Channel

MMM helps answer the questions:

How many sales did each of my marketing investments drive?
What was the ROI of each marketing channel across all my brands?
Where should my next marketing investment be?
How would sales be impacted if I made X change to my marketing plan?

Question 40

Mobile Measurement Partners

Answer 40

Work with one of our mobile measurement partners to understand how your ads across the Facebook family of apps and services drive installs and revenue for your app compared to other ad networks.

When you work with a mobile measurement partner, they’ll install a software development kit (SDK) on your mobile app which will communicate app events to Facebook. Facebook returns an install credit claim to the partner, and the partner uses this information to assign the appropriate credit based on your attribution model.

In Europe you can work with the following partners:

adjust
Adways
Apps Flyer
Apsalar
CyberZ
Kochava
Localytics
Neustar MarketShare