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What is Facebook Ads Manager

Chapter 14
Leveraging Computer-Mediated Marketing Environments
Tool developed by Facebook to manage advertisements on this social network, Instagram and ads displayed in the Audience network. This application allows the advertiser to create and target the ads, set campaign budget, view history, and collect data about previous and ongoing ads.
Published in Chapter:
Calculation of Facebook Marketing Effectiveness in Terms of ROI
Tereza Semerádová (Technical University of Liberec, Czech Republic) and Petr Weinlich (Technical University of Liberec, Czech Republic)
Copyright: © 2019 |Pages: 25
DOI: 10.4018/978-1-5225-7344-9.ch014
Abstract
This chapter demonstrates how to assess the performance of organic and sponsored activities on Facebook using the data available in Facebook Ads Manager, Facebook Page Insights, and Google Analytics. The main aim of the proposed ROI calculation model is to connect common social media marketing objectives with the analytical information available. The main emphasis is put on the technical aspect of ad performance assessment. The authors explain how the Facebook attribution system and post-impression algorithm work, describe the relation between advertising goals and metrics displayed as achieved campaign results, and demonstrate how to derive ROI indexes from different Facebook conversions. The chapter also includes a practical example how to calculate current and future value of ongoing ads.
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