MEASUREMENT AND REPORTING STRATEGIES Flashcards
Measurement tools
Our measurement tools allow you to measure and compare results using a people-based standard.
Typically, advertisers rely on what we call proxy metrics, such as GRP ratings for TV or click-through rates for digital ads. Proxy metrics are indirect, approximate measurements. Proxy metrics are used when direct, concrete information is unavailable. While these metrics can be used to register a real-world outcome, they can’t count important business outcomes such as actual sales or brand lift. Similarly, cookie-based reporting can distort results, can be cost inefficient and doesn’t capture the full consumer journey.
With people-based measurement solutions, no matter how many devices someone uses, we can measure their activity across them all, and we will measure them as a single person.
You can use the following Facebook tools to measure your ad performance:
Ads Reporting: Measure ad results and metrics.
· Brand Lift: Measure the incremental impact your ad has on people’s perception of
your brand.
· Conversion Lift: Measure the incremental impact your ad has on sales outcomes.
· Split Testing: Measure your ad variables, independently, to optimize your
ad performance.
· Attribution: Measure the performance of your ads across channels, publishers and devices.
You can also select metrics for predefined reports or customize your metrics to display the particular columns you want from the Columns drop-down:
· To display columns for pre-defined reports, select from the options such as Performance, Delivery and Engagement.
· To display customized columns, click the Customize Columns option and select or remove your columns from the
pop-up window.
Additionally, you can segment your information using the Breakdown drop-down to display the age of your audience, where they are viewing your ads, what devices they are using and more.
You can use your reporting results to understand how your ads are doing mid-campaign. If your campaign isn’t meeting your business goals, adjust your advertiser controls such as targeting, frequency and placement to direct your campaign accordingly.
Remember that, although they’re not required for measurement of some objectives, you need the pixel and/or SDK implemented to be able to measure online conversions. It’s a good idea to implement these data sources so you can use the information collected to see how your customers are moving through your purchase funnel as well as across devices.
Track Metrics!
Track Metrics
Determine the right metrics to capture for measuring the outcomes important to your business. Here are some questions to help you better understand your measurement needs:
· What success metrics am I currently capturing?
· Are my current metrics pushing my business
forward, or are they proxies?
· If they are proxies, are they correlated with business outcomes?
· Am I optimizing toward my true business objective?
· What data sources are fueling my success metrics?
· Is my campaign setup for testing?
Facebook Ads Reporting
A solution for measuring your ad’s performance is looking at Facebook ads reporting, which is accessible through Ads Manager. Use reporting to see if your ads are helping you meet your business goals in real time. Set up a Facebook pixel and/or SDK so that you can use Facebook ads reporting to see:
· How many conversions have happened
· The cost per conversion
· The overall value of your conversions
You can choose to display metrics for all of your campaigns, ad sets or ads in table format.
The Results column shows you the number of outcomes for the objective/optimization you’ve selected. You can use it to compare performance among similar campaigns and identify areas of opportunity to get better results.
Targeting best practices
It’s important to monitor your campaign in Ads Manager, especially to confirm your campaign is properly generating results like conversions, reach and video plays, are. Monitoring results will help inform current and future campaigns.
Understand results
You can leverage Facebook’s Brand Lift and Conversion Lift solutions to better understand how Facebook is currently influencing results.
Brand Lift
Brand Lift helps you measure the impact of your advertising on consumer attitudes towards your brand. The Brand Lift methodology randomizes your audience into test (exposed) and control (not exposed) groups with similar characteristics. We then show the test group your Facebook ads, but don’t show your control group any of your Facebook ads. Next, we deliver a
poll that contains questions you chose to evaluate the impact on brand metrics. You can use Brand Lift to:
· 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 play durations) that cause the highest lift.
For managed brand lift studies, you must work with a Facebook Account Team to set up the tests.
Note: Managed brand lift tests can be single- or multi-cell.
Test and Learn for Brand Lift
The Test and Learn brand lift study uses the same methodologies as the managed brand lift study but, with Test and Learn, you can create them yourself in the Test and Learn tool in Ads Manager. There are two Test and Learn options for brand lift:
· How much impact is my campaign having on brand perception?
· How much impact are all my Facebook ads having on brand perception?
Currently, Test and Learn for brand lift studies is limited to US English only as you can’t get your poll questions translated.
Note: Test and Learn brand lifts can only be single-cell.
Conversion Lift
Conversion Lift, which uses test and control groups, can help you measure your return on investment by evaluating the true business value associated with your campaign. You can accomplish this by working with your Facebook Sales Representative and in Ads Manager. Conversion lift studies can include single- cell or multi-cell tests, which help you see the value Facebook is providing your business and compare different strategies. A conversion lift study can be set up with one or more exposed groups:
· A study with a single exposed group (single cell) can show you how advertising on Facebook may lead to additional business. For example,
if you run a conversion lift study on your
next campaign, you should be able to find out whether or not your ads resulted in more conversions than if you didn’t run your ads.
· A study with multiple exposed groups (multi- cell) can help you compare different strategies and determine what advertising approach works best for your audience.
After the study is complete you can go to your Test and Learn tool to see metrics such as:
· The cost per incremental conversion and cost per incremental converter
· The demographic breakdown of conversions (the desired action) and cost per incremental conversion
Test and Learn for conversion lift
The Test and Learn conversion lift study uses the same methodologies as the managed conversion lift study, but you can create them yourself in the Test and Learn
tool in Ads Manager. There are currently two studies that measure conversion lift.
The Test and Learn studies that measure conversion lift are:
· How much impact are all my Facebook ads having on my business?
· Which campaign causes the lowest-cost conversions to occur?
Optimize measurement
To help get you the best results possible, leverage Facebook’s split testing solution for optimization.
Split Testing, also known as A/B testing, lets you test different versions of your ads across multiple devices, so you can see what works best and improve future campaigns. Split Testing divides your audience into random, non-overlapping groups. Facebook will duplicate your ads and only change the one variable that you choose, which is the difference between each ad set being tested. The cost per result of each ad set is calculated and compared and the ad set with the lowest cost per result, such as cost per website purchase, wins. After the test is complete, you will get a notification and email with the results. There are three self-serve ways to create your split test in Ads Manager:
· Guided Creation: Where you’re provided with step-by-step instructions to assist you in creating a split test. Your ads will be ready to run once you’ve completed the workflow.
· Quick Creation: Where you create the structure for a split test that you can finalize later.
· Duplication: Where you add a new ad set or ad to turn an existing campaign into a split test campaign.
Note: While split testing creates random, non- overlapping groups, it does not create a corresponding control group (unexposed). Lift studies, on the other hand, create random, non-overlapping groups and control groups.
Optimization best practices
Use split testing, conversion lift and/or brand lift to evaluate if your campaign is performing optimally. It’s also a good practice to determine which elements
of your campaign are generating more incremental results and optimize towards those elements. You can use what you learn to inform your current and
future campaigns.
Determine effectiveness
Facebook’s attribution tool can help you determine how Facebook fits into your media mix across different publishers, mediums/channels and devices. The attribution process assigns credit to touchpoints (clicks or views leading to the desired action) along a consumer’s conversion path. You can better measure the effectiveness of your ads by understanding which of your ads should get credit for conversions, such
as making a purchase. You can select from different attribution models to distribute different amounts of credit for conversions across your ads. They can be built on a rule-based model or a statistical model.
Rule-based attribution models
Rule-based attribution models are ones that allow you to select the rule that will determine how conversions should be attributed to different touchpoints. Examples of rule-based models include:
· Single-touch models: Give credit to only one touchpoint
· Multi-touch models: Give credit to multiple touchpoints in the consumer’s conversion path
Statistical attribution models
Statistical attribution models are ones that allow you to look at historical information to determine credit and varies depending on your business.
Attribution and conversion windows
The attribution window is the timespan of when a person viewed or clicked your ad and subsequently took an action. Attribution windows allow you to specify which touchpoints you want the attribution model to consider and when to consider them. The window you select will determine what touchpoints the model will credit with conversion. By default, Facebook Attribution will select a last-touch model with a one-day impression and 28-day click window. You should explore different attribution windows to see how changing them impacts the number of conversions reported.
Visit the Facebook Attribution page to get started. Note: You must already be using Business Manager to
use Facebook Attribution.
Conversion windows are similar to attribution windows but they are for the delivery system rather than the reporting system. Conversion windows allow you to tell us what type of conversion information to use when determining who we should show your ad to. We learn what types of people convert within the window, then find more people like them. There are two aspects to conversion windows:
· The length of time (for example, 1 day, 7 day)
· The type of action (for example, click, view)
Conversions that happen outside of your conversion window may show up in your reports depending on your attribution window. We recommend aligning your conversion windows and attribution windows as closely as possible to understand the value your ads are bringing to your business.
Note: Conversions that happen outside of your window won’t be used to optimize how we show your ads. Also, your ad set needs about 50 conversions per week for our delivery system to learn who it’s best to show your ads to, and more conversions are better.
You can use the information you gather from your attribution results to inform your current and future campaigns.
Attribution best practices
Use Facebook Attribution to look at Facebook advertising and media, as well as the broader media ecosystem to see how each media partner/channel compares to the others.
Facebook Analytics
Facebook Analytics is a free analytics tool you can access from your computer’s browser and our mobile app. You can use Facebook Analytics as a reporting tool to understand:
How people are using your website or app
Ex. by device and funnels
Who is using your website or app
Ex. by age and gender
The revenue and lifetime value of people using your website or app
Ex. revenue earner over time
Viewability partners
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 iewability partners. Viewability Partners are FMPs that can verify ad viewability metrics for ads on Facebook, offering you the transparency you need to trust your ad delivery information. These partnerships are part
of our continued commitment to enabling Facebook advertising measurement by independent third-parties.
Measurement and reporting best practices
Use historical reporting as a benchmark to determine how your campaign is performing against expectations. For example, if a campaign drove 1,000 conversions a week ago but dipped to 100 this week, then diagnose further to figure out why.
· If you want to capture your offline conversions, such as in store sales and phone orders,
you must upload your offline information.
Otherwise, you won’t be able to capture your offline conversions using the Facebook measurement and reporting tools.
· Use conversion lift tests and/or brand lift tests to understand whether a campaign is promoting incremental conversions or brand perception changes. Using lift studies can help you to determine how much additional business your ad dollars are generating.
