In its latest move to simplify its ad products, Facebook is upgrading its Ads Manager Reports with more data and reporting features. Among the changes: It will now provide reach and frequency metrics that can be segmented by age, gender and country.
“By giving these kinds of demographic insights, marketers will be able to look at the audience pockets where reach and frequency is being achieved or not achieved and figure out how to better allocate their budgets,” said Facebook product manager David Baser. Marketers will also be able to set their own date ranges to measure reach and frequency across their ad, campaign or ad account.
In addition, marketers will get a breakdown of the type of device (mobile or desktop) with which consumers are looking at the ads. Facebook calls that metric “placement data” and it is an increasingly important one, Baser added. “Facebook believes that mobile is the future and we want to help marketers understand the difference in the delivery and performance of ads that people see on mobile versus a desktop [computer],” he said.
Another upgrade includes making cost per action (CPA) metrics more accessible in greater detail. Released in April, marketers could only see the CPA metric of a campaign by downloading a separate report that would have to be combined with other reports. Marketers will soon be able to select the type of metrics they want to receive in a report, set a delivery schedule, and receive the same breakdowns as for reach and frequency: customized date ranges, age, gender, and country.
Priceline.com was among the companies that had been invited to give the new Ads Manager Reports a test run. Priceline.com’s head of social media marketing, Kristen Jones, noted in a blog post that "the updated campaign comparison function has decreased the number of reports we need to pull by 50% and the campaign summaries have minimized the time spent on sorting through spreadsheets.”
The updates will be rolled out gradually over the next few weeks, according to Baser, as Facebook gathers more feedback.