Facebook Delivery Insights Will Help Prevent Ad Under-Delivery

By David Cohen Comment


Facebook introduced a new way for advertisers to determine which of their ad sets are under-delivering, Delivery Insights.

The social network said in a Facebook for Business post that Delivery Insights will begin rolling out to Ads Manager users worldwide “in a few weeks,” and it will appear in the “delivery” column at the campaign and ad set levels, as well as in a stand-alone tab under “tools.”

Delivery Insights was introduced as follows:

Under-delivery is a sign that an ad could be tweaked to be more effective at winning more auctions. To take some of the guesswork out of creating competitive ads, today we’re also introducing Delivery Insights, a new set of insights available in Ads Manager that tells advertisers how their ads are competing at auction and provides recommendations on how to tweak the ad to make it more competitive.

Delivery Insights identifies under-delivering ad sets, meaning ad sets that are set up to reach more people each day than they are actually reaching. Under-delivery is a sign that the ad could be tweaked to be more effective at winning more auctions, and Delivery Insights explains why the under-delivery is happening and highlights suggestions for specific actions the advertiser can take to make their ad more competitive at auction.

Facebook also provided a detailed look at its auction process in the Facebook for Business post, at the same time announcing a webinar Thursday, March 24, which advertisers can attend by signing up here.

John Hegeman, the social network’s director of engineering for advertising delivery, e-commerce and analytics, said in an email to SocialTimes:

We built our ad system to create as much value as possible for people and businesses. With this in mind, we’re focused on helping marketers better understand how our ads auction works, and how they can improve their results, through an education program we’re launching this week. In the coming months, we’ll also begin introducing new insights in our ads interfaces to help marketers ensure their ads are shown to the people they want to reach.

Advertisers: What are your initial thoughts?