Facebook Advertising Overhaul Continues With Rollout Of Objective-Based Ad Buying And Reporting

By David Cohen 

Facebook’s overhaul of its advertising products continued at full-throttle with Tuesday’s announcement that the social network is shifting to a model that it calls “objective-based ad buying and reporting,” putting the emphasis for advertisers on objectives, rather than on ad types, and giving them better tools to measure the impact of their campaigns.

The move to objective-based ad buying and reporting continues a path Facebook began when it announced a simplification of its advertising offerings in June and was aided by last month’s announcement that image sizes were updated and streamlined for consistency across ad units on the social network.

Now, rather than selecting an ad type, advertisers can choose from among the following objectives, which Facebook said were chosen based on conversations with “marketers of all types”:

  • Clicks to website
  • Website conversions
  • Page post engagement
  • Page likes
  • App installs
  • App engagement
  • In-store offer claims
  • Event responses


Once advertisers choose an objective, Facebook will recommend an appropriate ad type, as well as determining whether the ads are performing more strongly in mobile News Feed, desktop News Feed, or on the right-hand side. Marketers can also specify where they want their ads to appear.’

And the analytics in Ads Manager are now tailored to deliver results based on the objectives chosen by advertisers, displaying the objective, the number of times it was met, and the cost per objective.


The social network offered more details in a post on the Facebook for Business page announcing the changes:

Today we’re announcing the redesign of our ad buying and reporting tools. Now, the ad buying process will start with a simple question — what’s your advertising objective — and our tools will recommend an appropriate ad based on that objective, and then help determine how your ads performed against your objective.

Businesses told us that when creating an ad, they didn’t want to choose an ad unit — they wanted to meet an objective. We spoke with marketers of all types and sizes to uncover the objectives that matter most to them.

As before, Facebook will place your ad where we see it performing best — whether it’s in mobile News Feed, desktop News Feed, and/or on the right-hand column. However, knowing some advertisers want to tailor ads based on placement, we’re now giving marketers the option to choose where their ad appears. For example, a marketer looking to drive traffic to its website can now place a desktop ad with a link to its full desktop site, and a separate mobile ad that links to its mobile site. This means businesses can better tailor ad experiences based on where people will see their messages.

We’ve also updated our Ads Manager tool — where advertisers measure the performance of their ads and campaigns — to map their results directly to the objective they chose when they created their ad. Ads Manager will now show the objective, the number of times the objective was met, and the cost per stated objective. For instance, if an advertiser wanted its ad campaign to drive website conversions, now we will show how many website conversions the ad campaign drove.

We’re making these updates so marketers can focus on what matters to them most: driving results for their businesses. Objective-based buying and reporting, as well as the ability to select placement, is now available via all ad creation tools, including the Ads Create Tool, Power Editor, and the API.

Readers: What do you think of the changes Facebook announced Tuesday?