New Measurement System for Facebook Audience Network

Facebook’s emphasis on measurement was applied to Facebook Audience Network with the introduction of advertiser outcome score.

Facebook’s emphasis on measurement was applied to Facebook Audience Network with the introduction of advertiser outcome score.

The social network said the new measurement system helps advertisers evaluate their efforts by outcomes driven, such as application installs, purchases or registrations. The advertiser outcome score is a measurement of an ad’s post-click performance compared with all Facebook Audience Network placements and with placements in the same formats (banner, interstitial, native).

Facebook said in an email to SocialTimes that Facebook Audience Network advertisers can view their advertiser outcome scores in their dashboards, with one representing the lowest possible score and no high-score limit, although anything eight or above should be considered a strong performance.

The social network added that higher advertiser outcome scores lead to higher costs per thousand impressions, which, in turn, increases potential revenue from each ad served.

Facebook added the following suggestions for advertisers looking to raise their advertiser outcome scores:

The ability of an ad to drive outcomes, such as mobile app installs, is a key component of AOS. Publishers that engage users with ads at times of discovery, where users are looking for new content or a new objective, leads to some of the highest outcomes. Experiment with flows where you show ads when users are actively looking for something to do with emphasis on getting users to complete the entire flow of the ad objective.

Advertisers optimize for business results, not just clicks. One of the best ways to ensure that your AOS score is strong is by avoiding unintentional clicks on ads. Users that accidentally click on ads have a negative experience and don’t take the action that advertisers actually want. This can negatively impact your business and user engagement and lower CPMs.

When you show an ad is just as important as how the ad is designed and how well it’s targeted. Depending on the format type, use different timing strategies to display ads to your users.

Showing too many ads to a user can impact their likelihood of engaging with the ad and also deter them from using your app in the future. A common misconception is that going from one ad a day per user to 10 means that you’ll automatically see CPMs remain flat or even increase. Not all audiences are created equal, so test what works best before aggressively scaling up as CPMs can be negatively impacted if users see too many ads in a condensed period of time without converting.

The social network also mentioned using Facebook Audience Network’s native ad formats, including large images, using horizontal scroll and adding Facebook auto-play video ads directly to applications.

Advertisers: What are your initial thoughts on Facebook Audience Network’s advertiser outcome score?

FacebookAudienceNetworkAdvertiserOutcomeScore David Cohen is editor of Adweek's Social Pro Daily.