[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 June

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June'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: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

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

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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