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Facebook rolls out ad reporting updates for cross-account, custom metric measurement
Amid the holiday campaign season, Facebook has introduced updates to its reporting tools to help advertisers better measure ad performance across accounts, channels, and devices. These updates include a new cross-account reporting feature and a custom metric building tool.
The two new reporting features are designed to give advertisers more insight on cross-channel and cross-device measurement – especially crucial during the holiday season.
Users can access these new features from the dropdown in the Ads Manager dashboard:
Cross-account reporting. A reporting dashboard can display metrics across multiple ad accounts. According to Facebook, “this reporting surface serves as a one-stop-shop for a clear, concise report on your business’ performance and will allow you to save time that was previously spent manually building reports.”
This dashboard can show de-duplicated reach (unique people reached across accounts and campaigns) to help better express the types of audiences targeted. Additionally, advertisers will be able to see and analyze unique reach across accounts – a feature that isn’t available on exported reports.
Here’s how it looks:
Custom metrics. The platform has also added a custom metric building feature (pictured below), which allows advertisers to formulate and save custom metrics. They can be applied to reports directly within the Ads Reporting manager, eliminating the need to export data for metric-based analysis. Advertisers can apply custom metrics to cross-account reports.
Why we should care. The cross-account reporting feature will be most useful for enterprise-level advertisers running multiple campaigns across various accounts. These reports show an aggregated view of all ad accounts, giving advertisers the ability to quickly measure performance without having to pull reports for each account. The single-view dashboard gives businesses and advertisers a more streamlined way to reference performance more holistically across different ad accounts.
The custom metrics tool, on the other hand, can be used by both small businesses and enterprise-level advertisers to build reports based on the metrics that best align with the company’s goals. The tool provides a more efficient alternative to manually exporting and analyzing reports, and will likely save a significant amount of time and effort while delivering insights tailored to your objectives.
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