Why does Meta do that?
I made a decision I wished to leverage three completely different options in a check. I shortly realized how troublesome — even inconceivable — that may be.
The Setup I Needed
I’d create a marketing campaign that…
- Makes use of Versatile Advert Format
- Will be damaged down utilizing Viewers Segments
- Has outcomes that function Advert Recall Carry
All completely cheap, proper? I’ve began to experiment with Versatile Advert Format not too long ago. I’ve began to change solely to Gross sales campaigns in order that I can make the most of Viewers Segments (although it will make sense in the event that they had been accessible for different aims). And now that Advert Recall Carry is on the market for extra aims, there’s one other approach to measure efficiency associated to prime quality site visitors or engagement.
The Downside
However, there was an issue, and it’s as a result of how Meta specializes options by goal.
Versatile Advert Format is barely accessible for Gross sales and App Promotion aims. Viewers Segments are solely accessible for Gross sales. And Advert Recall Carry metrics are solely accessible for Consciousness and Engagement.
In different phrases, there’s no attainable approach to create one marketing campaign that takes benefit of all three.
I may create a Gross sales marketing campaign that utilized Viewers Segments and Versatile Advert Format. Or I may create an Engagement marketing campaign to reap the benefits of Advert Recall Carry. However there’s no crossover between them in any other case.
It might be one factor if any of those options had been distinctive to these aims, however they’re not. Versatile Advert Format is mainly Dynamic Artistic, however just for two aims. Viewers Segments merely breaks down efficiency by an outlined group of individuals. And Advert Recall Carry is a metric that might maintain relevance, no matter your aim.
There’s no purpose why we shouldn’t have entry to any of those options for any goal we select. However, we don’t. It feels fully arbitrary that their availability is restricted by goal.
What do you suppose?
