Facebook Just Rolled Out Tools That Will Help Marketers Measure and Predict Campaign Performance

Updates provide more data and add transparency

The updated Delivery Insights dashboard gives advertisers more metrics. Getty Images
Headshot of Marty Swant

Facebook is rolling out a handful of new tools that let marketers take a deeper dive into campaign performance in hopes of providing more transparency about how ads do on the social network.

The company today announced a redesign of its Delivery Insights dashboard to provide more metrics about ad campaigns, including impressions, amount spent and cost per result. The updates also include letting advertisers know when certain audiences overlap in a way that affects performance or when certain users are overexposed to certain ads.

The tools come as Facebook continues to assure advertisers that their ads are performing as Facebook says they are after the revelation in 2016 that the tech company inflated video viewing numbers for as long as two years. (Facebook has since apologized, explaining it as an unintentional error that didn’t greatly affect the billable parts of campaigns.)

The latest features also include something called Estimated Daily Results, which help measure how daily conversions and video views might perform based on budget, bidding amounts and placement.

“This tool is eligible for all optimization goals except product catalog sales, brand awareness optimization, impressions and store visits,” Facebook wrote in a blog post.

The Estimated Daily Results tools will be available starting today, with additional prediction tools rolling out later this month.

@martyswant martin.swant@adweek.com Marty Swant is a former technology staff writer for Adweek.