Introduction
Facebook Ads is a popular advertising platform. This article lists basic features of the platform, as well as data specifications for Facebook Ads in Sellforte MMM. Facebook is part of Meta.
Ad Formats in Facebook Ads
Facebook offers various ad formats to suit different campaign objectives and content types:
Image Ads: Simple yet effective, these ads consist of a single image accompanied by text and a call-to-action button.
Video Ads: With the rise of video content consumption, video ads allow advertisers to convey their message in a dynamic and engaging format.
Carousel Ads: These ads feature multiple images or videos within a single ad unit, allowing advertisers to showcase a range of products or tell a story.
Slideshow Ads: Slideshow ads are a lightweight alternative to video ads, consisting of looping slideshows of images, text, and music.
Collection Ads: Ideal for e-commerce businesses, collection ads allow users to browse and purchase products within the Facebook app.
Messenger Ads: Leveraging Facebook Messenger, these ads appear in users' message feeds, enabling direct communication with potential customers.
Below is an example of Facebook ad (Source: Facebook)
Targeting Options
Facebook Ads enables various targeting options. Advertisers can narrow down their audience, for example based on demographics, interests, behaviors, and specific interactions with their brand.
Ad Placement
Facebook ads can appear in various placements across the platform, including:
News Feed: Ads appear alongside organic content in users' News Feeds
Right Column: Ads may appear in the right-hand column of the desktop interface
Instagram: Through Facebook's ad platform, advertisers can extend their reach to Instagram, leveraging its visually oriented user base.
Audience Network: Facebook's Audience Network extends ad placements to third-party apps and websites, expanding reach beyond the Facebook ecosystem.
Data specifications for Sellforte MMM
Below is a list of standard dimensions and metrics for Facebook Ads in the Sellforte Marketing Mix Modeling (MMM) template for online data, which is available here: https://support.sellforte.com/en/articles/6966284-connecting-your-data-with-supermetrics-template-gallery-recommended
1. Global
Dimensions | Metrics |
Date Account ID Account Campaign ID Campaign name Ad set ID Ad set name Ad set tags Publisher platform Targeting country location Placement Campaign objective Campaign buying type Campaign tags Attribution setting Currency | Cost Impressions Link clicks Website purchases Website purchases conversion value Return on ad spend (ROAS) Website conversions Website conversion value Video play actions Video watches at 100% |
2. Country-specific (optional, for multinational companies)
Dimensions | Metrics |
Date Account ID Account Campaign ID Campaign name Ad set ID Ad set name Ad set tags Targeting country location Campaign objective Campaign buying type Campaign tags Attribution setting Country Currency | Cost Impressions Link clicks Website purchases Website purchases conversion value Return on ad spend (ROAS) Website conversions Website conversion value Video play actions Video watches at 100% |