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How to use: Facebook Ads Delivery Insights

Delivery Insights is a data table accessible in Facebook Ads Manager, giving you as an advertiser a better understanding on how various metrics correlates with results.

Delivery Insights¬†is a data table accessible in Facebook Ads Manager, giving you as an advertiser a better understanding on how various metrics correlates with results. The data is viewable on Ad Set level. But how can you leverage this to better understand your performance? Let’s find out! ūüôā

To give an example on how this section can help you; If you one day notice that performance is lagging, you can look in the tab Activity History to see if a specific change you made to the Ad Set might have resulted in the outcome fluctuation.

So, to summarize the various sections in the dashboard:

Activity History

A table showing you all activity, which can help you attribute changes in performance to changes in any of the settings.

The columns are:

  • Date and time
    When the change was made.
  • Activity
    Description of what changed.
  • Activity details
    What happened?
  • Item changed
    What changed? Either an Ad Set or an Ad.
  • Name
    Who performed the change?

Auction Overlap

Visualizes the overlap between various Ads that are in the same auction. This will occur if you with two or more Ad Sets are in some way targeting the same audience, giving you an overlap in what Ads are shown. The data is visualized day by day.

Facebook’s bidding models and algorithms¬†are luckily designed to make it impossible for you to bid against yourself. Regardless, the better¬†performing Ad (or Ads) will be shown. By utilizing this section, you can correct your targeting in order for it not to overlap – giving you a stabilized delivery.

The columns are:

  • Date
  • Amount spent
  • Auction de-dupe rate
    The¬†percentage of times that Ads from the specific Ad Set were de-duplicated by Facebook (meaning they didn’t show it, in favor for a better performing Ad in another Ad Set on the Ad Account).¬†This metric should be 0% if you want a healthy Ad Set.
  • Overlapping Ad Set X
    Gives you an overview on how various Ad Sets are resulting in overlaps.

Audience Saturation

This data table will give you indications on how frequency are correlating with performance.

For example: If your first-time impression ratio is low and you are experiencing declining performance, you might have to add some new Ads to minimize saturation of your audience (alternatively change your targeting, to reach new people):

The columns are:

  • Date
  • Impressions
  • First-time impression ratio
    A percentage of how many of the day’s impressions was shown (for any of the Ads in¬†the Ad Sets) for the first time.
  • Reach (cumulative)
    The number of people who saw your Ads at least once over the lifetime of your Campaign.
  • Audience reach ratio
    The percentage of your targeted¬†audience you’ve reached so far.

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