Facebook makes move to objective-based ad creation, reporting

For several months, Facebook has been streamlining its ad creation process with one question in mind for marketers: “What do you want to do?”

Facebook took the next big step in this process Tuesday, announcing that the entire ad building flow has been rewired to put the objective first — whether it’s click to the company’s website, event invitations or app installs.

Facebook knows that it already has several large advertisers in its company, but now the social network is going for smaller to mid-size businesses who may not see the value in advertising on the site. David Fischer, Facebook’s Vice President of Advertising and Global Operations, said during a conference earlier this year that one of the major biases against Facebook is that people still think of the site as a time-suck and repository for kid photos and cat memes.

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