Meta will now let advertisers view the individual performance of creative elements in their ads, in order to provide more guidance on what’s working and what’s not in promotional campaigns.
Meta’s Ads Manager platform now features a“Breakdown” element that shows the performance of each part of an ad.
As explained by Meta: “If you select Media, you can see the performance of how your images and videos delivered as single media.”
Advertisers will also be able to view how each text variation performs.
The detailed separation could give advertisers more capacity to assess performance elements, which might help to guide future planning.
Though there are some limitations on the data available.
Meta said that ads opted in to multi-post format displays, such as Show as collection or Show as carousel, will not be shown in this list. Meta added that this element won’t provide performance insight into some custom conversion elements, including “Donate” and “Subscribe.”
But for general creative, this could provide more data-backed guidance to help refine and improve ad performance.
It’s interesting to note that Meta wants to share specific performance insight like this, especially as the company pushes advertisers to increase their reliance on its artificial intelligence-powered tools for ad targeting.
Last week, Meta added the option to assign specific audience targeting parameters to individual creative elements in an advertiser’s portfolio, which could enable more targeting control.
Yet at the same time, Meta removed other custom targeting elements, including detailed targeting, in order to stop advertisers from restricting its AI system when it comes to finding the right audience for each promotion.
It seems as though Meta trusts its AI-powered system to deliver the right ads to the right users, but the company still needs input from advertisers on what specific creative should be shown to which audience.
