Facebook to roll out new ad manager tool to improve engagement

Facebook has announced that it will be updating its ad interface to make it easier for advertisers to track campaigns and to see how they are performing against specific goals.

The update comes just weeks after rival social media platform Twitter announced changes to its own advertising centre.

Set to be rolled out globally in the coming weeks, the new Facebook ad feature will mean that brands and advertisers can measure each ad interaction separately, from page likes to app installations.

Previously, the Ads Manager gave a general summary of all actions, rather than a single action, so the new tool will make results much clearer for advertisers to analyse.

The interface will calculate the cost of a single action, thus helping businesses to assess campaign ROI more efficiently and measure returns on investment.

Alongside these changes, the updated Ads Manager tool will allow advertisers that run ads to a website with a conversion tracking in place to see the number of conversions, further calculating ‘cost per conversion’, and a final ‘conversion value’ if advertisers set a value for conversions in their tracking pixel.

“In the past, Facebook’s Ads Manager would show me a summary of all the actions for my campaign,” says Matt Polito of Invitation Box. “Now it clearly shows me engagement and cost per engagement for my ad so I can quickly determine if my campaign is performing well against my goal of increasing engagement.”