HANDOUT Measurement and Analysis on Facebook Facebook measurement fundamentals When advertisers measure marketing efforts across devices and platforms, they can reach the right people in the right place to inspire action. This goes beyond traditional digital marketing metrics, such as clicks or post engagement. If you understand which variables work and focus on specific business goals, you can use the insights you gather to adjust your overall strategy and guide future campaigns. Data, reporting, measurement and insights As you measure and analyze your campaigns, it's important to distinguish between the following: Data Created when someone interacts with content online. Reporting Organizes data into informational summaries. Measurement Apply sophisticated techniques to your data to better understand campaign performance. Insights Explains your campaign results with data-driven findings. Data sources Data sources refer to any tools, connections or pieces of code that collect the signals the system uses to measure the results of your ads. Facebook offers different ways to integrate data depending on the data sources. HANDOUT Facebook pixel Transfers information about actions people take on your website to Facebook. Conversions API Enables you to share key web and offline events or customer actions directly from your servers to Facebook. The Conversions API works with your Facebook pixel to help improve the performance and measurement of your campaigns. Facebook SDK Transfers information about actions people take on your app to Facebook. Offline conversions Matches interactions in physical store locations (from point of sale systems and CRM tools) to people who saw your ad. Facebook reporting solutions Ads reporting For every ad you run, you can view performance insights in Ads Manager. This data includes the results your ad achieved, how many people saw or responded to it and the costs to achieve those results. Facebook Analytics Find information about how many people use your products, the number of conversions, engagements with your Facebook Page posts and so on. Viewability and verification partners Viewability measures how many ad impressions occur within your audience and for how long. Facebook partners can verify ad viewability metrics, this provides the transparency some advertisers need to trust their ad delivery data. Measuring with experiments on Facebook Experiments fall in two categories: those with control groups and those without. Holdout tests and brand survey tests use a control group, whereas A/B tests don’t. Holdout tests Calculate the incremental effect your Facebook ads had on conversion activity, such as purchases and other standard and custom events. HANDOUT Brand survey tests Measure the incremental effect your advertising has on brand awareness, perception or recall. A/B tests Compare two or more versions of an ad to see which one performs best. To run an A/B test, change just one variable. That way, you can determine which option (for example, creative A versus creative B) produces the lowest cost per result. Campaign budget optimization tests This is a special form of A/B test that lets you use an existing ad campaign as a template to see how campaign budget optimization affects your cost per result. Apple has announced changes with iOS 14 that will affect how we receive and process conversion events. To learn more, visit the help center article How Apple’s iOS 14 Release May Affect Your Ads and Reporting. Measuring across platforms Advertisers often run campaigns across different platforms to achieve their marketing goals. To understand how much each platform has contributed to their results, advertisers rely on attribution studies or marketing mix models. Facebook Attribution Facebook Attribution assigns credit to touchpoints along the path to conversion. It can help you answer questions such as: ● Which campaigns, publishers or channels add value to my business? ● How do my Facebook ads influence incremental conversions? ● How should I allocate my budget and change my ads strategy? Marketing mix modeling (MMM) Marketing mix modeling, also called MMM or media mix modeling, is a data-driven statistical analysis that quantifies the incremental sales impact and ROI (return on investment) of marketing activities. MMM can help you: ● Understand how your marketing activity impacts sales, both on and offline. ● Make informed media investment decisions. ● Guide strategic decisions.
