Getting Started With Facebook Measurement Solutions Flashcards
Three Core Business Outcome Areas that Facebook focus on
Audience - Did your ads reach the people you want to connect with? Across multiple devices? How many people did they reach?
Brand Outcomes - Did the ads break through? Were they memorable?
Sales Outcomes - Did the ads drive purchase intent?Did they contribute to ROI? Did they result in sales, app downloads or leads?
Cross-Channel Behaviour
When people use their phones during ad breaks or slow moments of watching tv
Proxy Metrics
A proxy metric is an indirect measure that approximates or represents something when you don’t have direct, concrete data
Traditional metrics like clicks, based on cookies alone, aren’t good proxies for value, because a click on an ad doesn’t always correlate to a sale or an uptick in brand awareness. Relying on older metrics costs more and drives fewer conversions — they just can’t keep pace with the shifts happening around us.
Some stats
- 91% of people who could buy your product don’t click on your ads
- Broad age/gender targeting is only 53% accurate
- Campaigns optimised for clicks vs. conversions cost 2.4x more per conversion
Traditional metrics like clicks, based on cookies alone, aren’t good proxies for value, because a click on an ad doesn’t always correlate to a sale or an uptick in brand awareness. Relying on older metrics costs more and drives fewer conversions — they just can’t keep pace with the shifts happening around us.
What does Facebook offer in place of proxy metrics
With our measurement partners, we also provide solutions that help marketers measure business outcomes both on and off Facebook. We do this: Across devices (mobile and desktop) Across formats (image, video, display, television and more) Across publishers (in addition to Facebook, Instagram and Audience Network).
Measuring Audience Outcomes
For measuring audience outcomes, you should focus on the metrics reach and frequency in your ad reports
Reach - The number of people who saw your ads at least once, which is different from impressions, which may include multiple views of your ads by the same people
Frequency - the average number of times somebody saw your ad
What are the definitions of reach and frequency
Reach - The number of people who saw your ads at least once, which is different from impressions, which may include multiple views of your ads by the same people
Frequency - the average number of times somebody saw your ad
More info on reach and frequency buying: https://www.facebook.com/business/help/1168829329822087?helpref=search&sr=14&query=frequency%20objective
How to view frequency metrics?
You’ll need to customise your reports to include these
What is split testing
Split testing divides your audience into random, non-overlapping groups of people who are shown ad sets that are identical in every way except for the audience, placement or creative strategy variable you’ve chosen to test.
Randomisation ensures that the things being tested are given equal opportunity without anything being skewed
Each ad set being tested has one distinct variable: Your variable can be one of four: target audience, delivery optimization, placements, or creative
Anonymising of data
In keeping with our privacy policy, like Page Insights, Audience Insights shows aggregated information about groups of people to anonymize the personal data people have shared with us.
Reach Partners and TV Benchmarks
Advertisers can measure and compare audiences reached for online and TV campaigns by working with our partners. List of partners can be seen for each country here: https://www.facebookblueprint.com/uploads/resource_courses/targets/393949/original/index.html?_courseId=196088#/page/5dc5e76539638656a80c1e06
The partner for the UK is
Nielsen Digital Ad Ratings (DAR) – Available in France, Germany, Ireland, Italy, Poland, and the UK
Nielsen Total Ad Ratings (TAR) – Available in France, Italy, and the UK
Viewability and Verification Partners (is the viewability data reliable?)
Viewability measures how many ad impressions were viewed by your audience and for how long. When combined with reach measurement, viewability can give you a full picture of how your media plan was delivered. You can measure and verify viewability metrics for Facebook and Instagram through select viewability partners.
Our partners can verify ad viewability metrics for ads on Facebook, offering more advertisers the transparency they need to trust their ad delivery data. These partnerships are part of our continued commitment to enabling Facebook advertising measurement by independent third parties.
We worked with third-party verification companies to implement an integration that provides the highest standard of independent verification.
In Europe, you can work with the following partners:
comScore – available globally Integral Ad Science – available globally Moat – available globally Meetrics- available globally DoubleVerify- available globally
Measuring Brand Outcomes
For measuring Brand Outcomes, you should focus on two metrics: Estimated Ad Recall Lift (people) — known as “EARL” — and also Reach.
Ad recall is measured when people exposed to an ad are later asked if they remember the ad; lift refers to the estimated difference in ad recall between people who saw the ad and those who didn’t.
What is EARL?
EARL is the best prediction and estimate that we can currently make about how many people are likely to remember seeing an ad if they were asked within two days of seeing it. Use this to compare the effectiveness of different creatives or target audiences. You can measure EARL if you create a campaign using the Brand Awareness, Page post engagement and Video Views objectives.
It stands for estimated ad recall lift
We calculate EARL by looking at:
Signals about how your audience is interacting with your ads
Reach of your ads
Calibration based on real polling responses form similar campaigns
We calculate Reach by looking at:
The number of people who saw your ad at least once
How is data for metrics like EARL collected?
Apparently you can constantly calibrate these predictions by running thousands of real polls on a random sample of campaigns each day.
EARL and necessary campaign type?
It may be the case that you have to create a brand awareness campaign in order to view Estimated Ad Recall Lift metrics
What does lift refer to?
‘Lift’ refers to results that wouldn’t have happened without your ads. The more lift yours ads are causing, the more effective they are.
What can you use your brand lift for?
- Understand how well your campaign resonates with your audience.
- See how your campaign performs against the norms for campaigns in your industry and your region.
- See the demographic breakdowns (age, gender, TV viewership groups and video view durations) that drive the highest lift.
How is brand lift data collected?
The solution administers polls to people on Facebook and Instagram in way. Polls are served in the platform where the user saw the ad.
Before your campaign launches, we’ll randomize your target audience into exposed and control groups with similar characteristics. Between 4 and 48 hours after they see your ad, people in the exposed group will receive a poll pertaining to ad recall or other strategic brand objectives pertinent to your business, such as message association or purchase intent. By comparing aggregated poll results from people who saw your ads (exposed group) with people who didn’t see your ads (control group), you can measure the success of your campaign.
There are two types of tests you can run in terms of brand lift
- Managed Brand Lift
- Brand Lift Testing in Test and Learn
What is Managed Brand Lift
The managed Brand Lift solutions offers more customization than a self-serve brand lift test. In working with a Facebook representative, you can outline what results you’re hoping to achieve with the test and set it up.
You should use Brand Lift when:
You’re running one campaign for one brand or product.
You’re planning to keep the creative and budget the same throughout the campaign.
Regional availability
Globally
Get started
To get started, reach out to your Facebook Account Representative.
Brand Lift Testing in Test and Learn
For Brand Lift in Test and Learn, you start with a question “How much impact is my campaign having on brand perception?” which can be answered using Test and Learn to run a brand lift test.
Note: You must have at least one active campaign (that wasn’t bought using reach and frequency) with a budget of at least $30,000 to spend during the test, in order to run a Brand Lift study in Test and Learn.
After the test completes, you will be provided with results to help answer your business question.
Regional availability
US and Canada
Get started
Setting it up takes just a few steps. Find out how to set Brand lift testing up here.
How does it work with Brand Lift Partners
The main difference with Facebook Brand Lift and our partner products is that Facebook sets up the polls and provides reporting, and these studies have different spend requirements and audience minimums.
In Europe, you can work with the following partners:
Nielsen Brand Effect – Available in Austria, Belgium, Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Poland, Romania, Spain, Switzerland, Sweden, and the UK
Millward Brown Brand Lift Insights – Available in Austria, Belgium, Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Poland, Romania, Spain, Switzerland, Sweden, and the UK
Millward Brown Brand AdIndex – Available in Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, and Sweden
Cross Platform Brand Lift Partners
Cross-platform brand lift partners
Nielsen Total Brand Effect with Lift allows you to measure the brand impact of your ad campaigns on both Facebook and TV, as well as the incremental impact of both platforms working together, in a single report.
Regional availability:
Available in the US and UK
How it works
Cross-Platform Brand Lift studies use the traditional experimental design (test and control) of Brand Lift as well as the opportunity-to-see methodology, the gold-standard for evaluating TV exposure.
Setup: Facebook sets up test and control groups based on your campaign details.
Ad exposure: Your ads run on both Facebook and TV.
Poll served: Facebook serves a poll to people in the test and control groups.
Poll completed: The poll asks if a person has watched TV programs in which your ad aired in the last 24 hours, along with ad recall and brand questions.
Analysis: Depending on the solution you’ve chosen, anonymized results are analyzed by either Facebook or Nielsen.
