Facebook is following up on its recent efforts to streamline its ad products and revamp Page Insights with an update to Ads Manager Reports designed to make it “easier to use and more actionable.”
The biggest change to Ads Manager Reports is the ability to select the ad metrics you want to include in a report, rather than being tied to the specific set of Report Type templates that exist now. In the new interface, there is much more flexibility to view and break out the data how you want it–in one report.
The Cost per Action area in the Metrics menu (shown in the screenshot above makes it possible to incorporate cost per action data in any report. You can choose to view an aggregate cost per all actions, or isolate specific metrics like cost per unique click, cost per 1,000 people reached or cost per page engagement.
The new reporting interface also gives marketers more access to reach and frequency data. No longer constrained by Facebook’s set date ranges like day or week, you can apply any date range to see reach and frequency stats by campaign or ad, and now at the account level as well. Date range flexibility is particularly important for measuring the success short-term promotions.
The Data Breakdowns menu option under Dimensions allows you to break out reporting data by age, gender, country and placement.
Quoted in the Facebook statement, Kristen Jones of Priceline.com says, “The updated campaign comparison function has decreased the number of reports we need to pull by 50 percent and the campaign summaries have minimized the time spent on sorting through spreadsheets.”
Facebook says it will roll out the changes to accounts over the coming next weeks
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