Facebook’s push for transparency is strengthening after it introduced a new ‘creative reporting’ metric to help marketers better understand the elements of content that perform the best in their campaigns.
Brands have experienced an up and down relationship with Facebook this year after the social media giant recently tweaked its algorithm to prioritise personal messages over brand news and videos, but its latest move aims to appease advertisers by serving up better data and analytics.
Facebook merged its Ads Manager and Power Editor late last year and has now decided to expand its reporting capabilities. Advertisers will not have to wait long to access an intuitive new platform with a simple drag and drop function that will allow them to prioritise the metrics that are the most important to them.
“This new Ads Reporting experience will enable you to analyze dimensions such as age, gender, placement and more to better understand how your ad performed,” Facebook said in a blog post.
The new ‘creative reporting’ feature will offer advertisers a complete breakdown of the elements in a piece of content. For example, brands will be able to see whether a particular image, line of text or headline is performing well, and creative can compared across various campaigns for more useful insights.
Facebook is aiming to the roll out the new reporting features by the early summer, and has also outlined its future plans for advertising. The network wants to improve optimisation, efficiency and education for its and reporting during the next twelve months.
