[SMK] Social Media Knowledge


Deciphering Facebook’s Ad Metrics

Facebook is adding new labels to their metrics tool and an education program in order to provide businesses a more concrete understanding of their latest marketing feedback.

Clearing the fog

The social media platform is adding clearer labels within Ads Manager to differentiate between estimated metrics and those in development, providing clearly calculated stats.

Sampling and modeling help estimate the metric data, which can than provide a guide for ideal outcomes that would usually be difficult to quantify.

For example, “reach” is a breakdown of people seeing an ad, instead of reporting how many times an ad has been seen by the same user, giving more accurate readings on individual ad awareness.

Metrics in development

The new “in development” tab requires metrics that must determine the strongest insight, meant to pivot alongside evolving feedback from perspective businesses.

Facebook has also removed 20 ad metrics that were reported as unhelpful or redundant. The result is more actionable insights for the improvement of ad performance.

The platform’s new ad program Measure What Matters will help advertisers focus on their own objectives using research, analysis, and best practice.

How have you found the analytics of Facebook? Are you excited about the new metrics? Let us know in our comments below.

Learn with SMK through December

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

December's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Google Analytics 4 on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Content Marketing Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: Content Marketing Strategy & Evaluation
  • Module 2: Social Media Organic & Paid Content Best Practices
  • Module 3: Optimising Content for Google Search Success
  • Module 4: Content Marketing Planning, Systems & Processes

Conversion Rate Optimisation (CRO) Masterclass on Fridays from 11 am – 1 pm AEST

  • Module 1: Conversion Rate Optimisation (CRO) Testing & UX Best Practices
  • Module 2: Tracking Conversions With Google Analytics, Meta Pixel & More
  • Module 3: Conversion Rate Optimisation Testing, Experimentation & Data Analysis
  • Module 4: Owned, Earned & Paid Media Conversion Rate Optimisation Strategies

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