This would be awesome…
You may have heard that Meta started rolling out the Engaged Customers audience segment for Advantage+ Shopping CampaignsThe campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve. More. These are people who have engaged with your business but haven’t yet purchased.
This means that advertisers can now define both their Existing Customers and Engaged Customers. This allows us to do a helpful breakdown of performance by New Customers, Existing Customers, and Engaged Customers.
It’s extremely valuable. Especially since Advantage+ Shopping Campaigns don’t allow for advertising inputs, this breakdownBreakdown is a way to get insights into your ad performance related to time, delivery, action, or dynamic creative element. More gives advertisers important insight into where our budgets are going. It helps improve confidence in algorithmic targeting in the process.
Why Not All Campaigns?
This is amazing, but I wonder: Why can’t we do this with all campaigns? What prevents Meta from making this more widely available?
Especially now with Advantage+ Audience and the Advantage audience expansion tools, we need transparency about where our budgetA budget is an amount you're willing to spend on your Facebook campaigns or ad sets on a daily or lifetime basis. More is going. This lack of transparency is a primary reason so many advertisers are resistant to “trusting the algorithm” with audienceThis is the group of people who can potentially see your ads. You help influence this by adjusting age, gender, location, detailed targeting (interests and behaviors), custom audiences, and more. More expansion.
This could be the answer.
If we could apply this or a similar breakdown to view additional information about who is seeing our ads, it could change everything. I once suggested a breakdown by people we specified in our targeting and those who were reached as a result of audience expansion. But this could be just as good.
This may not be far-fetched, and I wonder if it’s on Meta’s roadmap. If you try to do a breakdown of a manual campaign by audience segments now, it doesn’t technically work. But, there are separate rows for Uncategorized and Unknown. The numbers are different and incomplete, but maybe this is in development.
Maybe. Hopefully.
How amazing would this be?
