In a significant update regarding Ad metrics for Facebook, the social media giant announced that it will begin counting people who’ve not connected their Facebook and Instagram accounts in its Accounts Center as separate entities for ad purposes.
In simple words, if your Facebook and Instagram accounts are not connected, Facebook will assume that these are 2 profiles belonging to 2 different people, irrespective of the the content on the page or the name of the profile.
As explained by Facebook –
“Starting today, if someone does not have their Facebook and Instagram accounts linked in Accounts Center, we will consider those accounts as separate people for ads planning and measurement. Facebook and Instagram accounts that are connected in Accounts Center will continue to be counted collectively as a single person. This change will roll out over the next few weeks.”
What are ‘Ad Metrics for Facebook’?
Ad metrics for Facebook may be defined as a set of varied data that help the advertiser to gauge the performance of their Facebook ads and make necessary changes to further improve the ad delivery.
There are 5 ad metrics worth tracking –
- Total number of conversion rates
- Frequency
- Spend and ROAS (Return On Ad Spent)
- Cost Per Click (CPC) & Click Through Rate (CTR)
- Cost Per Action (CPA)
We would not get into the technical details of the above parameters as of now, probably we can share the same in a different article.
What is Facebook Accounts Centre?
Facebook’s Accounts Center, which is accessible via your settings in each of its apps (Facebook. Instagram and Messenger), enables you to connect your accounts on each, so that you can do things like cross-post content, log-in using your credentials from each app, use Facebook Pay and much more integration features.
Because of the above functionalities, and ease of operation, many users, especially those who use Facebook and Instagram advertising, have connected both their accounts on Facebook’s Account centre. However, those who have not, Facebook will count them separately in its ad performance stats.
“Previously, we counted someone with multiple accounts as one person for ads purposes if they linked their Facebook and Instagram accounts via those apps, or if we believed that the accounts were owned by the same person. For example, if someone used the same email address across their Facebook and Instagram accounts or accessed both platforms from the same device, we counted them as one person when they interacted with ads.”
Now, that will no longer be the case, and ad metrics for Facebook and Instagram would be counted separately, as if they belong to 2 different people.
“As we roll out this methodology update, advertisers may see an impact to campaign planning estimates and performance reporting for unique metrics. There will be increases in pre-campaign estimates such as estimated audience size, but for most campaigns we do not believe this will have a substantial impact on reported campaign reach.”
Another recent change that effected ad metrics for Facebook recently was displaying a broader reach estimate, instead of showing a number.
As you can see in the image above, Ad metrics for Facebook now display ‘Specific, Narrow & Broad’ metrics, instead of displaying a number range. This change was implemented due to increasing number of fake accounts on the social media platforms owned by Facebook, which directly affected ad metrics for Facebook.
Well, the social media giant already carries a bad reputation when it comes to data sharing across apps, and has been in controversial soup many-a-times. With recent changes in the ad metrics, it once again raises an eyebrow, as to does ad metrics for Facebook mean anything or are they there for self gratifying purpose, just displaying the humungous people you can reach via ads!
What are your views on ad metrics by Facebook?
How did you like this article, please leave your comments below. Your comments inspire us to curate better content day-by-day. Also, if you want to learn more about Digital Marketing and the services, that we offer, please do visit our website, made with a lot of love and research in the realm of Digital Marketing.
If you like our content, please follow us on Instagram.
Lights.Camera.Social is a full fledged Digital Creative Agency offering the following services –
- Social Media Marketing
- Search Engine Optimisation
- Email Marketing
- SMS Marketing
- Website design and development
- Branding
- Pay Per Click Advertising
- Digital Strategy
- Content curation & Marketing
For more details, please email us at hi@lightscamerasocial.com