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About ad sequencing

Reach and frequency buying has a sequencing tool that allows you to arrange up to 50 ads in a certain order to be shown to an audience. People in your target audience will have the opportunity to see ads in the order you set. For example, ad #1 will be delivered to them before ad #2 is delivered. It doesn't allow you to control whether or not a person has to have engaged with the content you are showing in order to see the next ads in your sequence.

Sequence your ads when you want to tell a story or present information to people in a specific order. For example: If you want to build a narrative with your ads, you can show one ad that tells the beginning of the story first and then show additional ads afterward that continue to tell the story in a set order. Your audience will see ad #1 before they see ad #2, and so on.

Sequencing becomes available after you've uploaded your ad creative and reserved your reach and frequency campaign.

Use sequencing when:

You want to reach a broader audience with several different ads that tell a story.

You want to try different ways of engaging a broader audience.

You want to tell a story about a brand.

The only two bidding options that allow you to truly predict impression, reach and frequency is the following:

1. Reach and frequency

2. TRP buying

With all of the other options, you cannot predict results. Even when optimizing a reach campaign through the auction, you won't necessarily get the results expected since you are entering the Facebook auction.

Here is a summary graphic to understand which options to use based on the predictability outcome expected:

Facebook converts all campaigns into an effective CPM (eCPM) to enable comparison between ads with different optimization goals. 

There are 3 different formulas for calculating the eCPM:

1. Optimization goal: impressionseCPM = Advertiser bid per impression

2. Optimization goal: clickseCPM = (Advertiser bid per click) x (estimated click-through rate) x 1,000

3. Optimization goal: actions (besides clicks)eCPM = (advertiser bid per action) x (estimated click-through rate) x (estimated conversion rate)* x 1,000

Real PeoplePeople-based measurement enables you to see how well your ads work with real people rather than proxies, such as cookies and device IDs. This understanding allows marketers to measure accurately across devices, publishers, browsers and in stores.

PersistenceAdvertisers are able to leverage insights from Facebook’s 1.45 billion daily, re-authenticated users, so they know they’re reaching and measuring over time.1

ScaleOur solutions provide broad, global cross-environment coverage. We’re the only technology built on the insights derived from Facebook's vast community of 2.2 billion monthly active users.2

DepthMarketers gain access to high-fidelity age, gender and geographic data to perform holistic marketing and measurement at scale.

About Actions You Can Measure in Facebook Ads Reporting

An action is activity that happens on your ad (for example, someone watches your video ad) or as a result of your ad (for example, someone views your ad and then downloads an app).

Actions that occur on your ad include link clicks, outbound clicks, post engagement, video views, and more.

Actions that happen as a result of your ad include website conversions, website leads, mobile app installs, mobile app purchases and offline conversions. We attribute these actions to your ad if someone viewed or clicked on your ad within a certain period of time, as defined by your attribution window.

About attribution windows

The number of days between when a person viewed or clicked your ad and then subsequently took an action is called an attribution window. We report off ad actions based on views of your ad and clicks on your ad:

Clicks: A person clicked your ad and took an action. This is called click-through attribution.

Views: A person saw your ad, didn't click it, but took an action within the attribution window. This is called view-through attribution.

By default, your attribution window is set to 1-day view and 28-day click, which means you see actions that happened 1 day after someone viewed your ad and up to 28 days after someone clicked your ad. You can change the attribution window to show 1-day, 7-day and 28-day view and click attribution.

You can use Target Cost Bid for:

App Installs

Lead Generation

Conversions

Catalog Sales

Store Visits

You can use Lowest cost Bid for:

Brand Awareness

Reach, Traffic

Post Engagement

Page Likes

Event Responses

App Installs

Video View

Lead Generation

Messages

Conversions

Catalog Sales

Store Visits

Setting a bid cap can save your ad set from overspending for an event but, at the same time, if you set your cap too low Facebook may struggle to spend your budget, and this will negatively impact the distribution of your ad.

If your primary goal is to get as many results for your full budget as possible, you should not use a bid cap. If your primary goal is keeping your cost per result below a certain amount, go for the bid cap strategy.

To start setting your bid cap use an average cost per result from prior campaigns and a daily budget that is at least five times higher than your bid cap. This is because Facebook needs at least 50 events (the learning phase) within a week to properly optimize.

If you don’t set a Bid Cap, Facebook will use the Pacing method to optimize your bid for the best results.

Pacing gives Facebook the flexibility to get you the best available results for your goals.

If you choose the lowest cost bid strategy Facebook will raise or lower your bid on an auction-by-auction basis; it’s called “discount pacing.”If you pick the target cost bid strategy, Facebook’s pacing will consist in deciding which auctions to enter and which to skip; this is the “probabilistic pacing.”

Since you’re trying to get the lowest cost per optimization event possible, Discount pacing lowers your bid when appropriate to help you get the least expensive results available. This is balanced against ensuring Facebook spends your full budget by the end of your ad set’s lifetime.

Here’s a simplified chart showing how this works with a $10 bid cap:

Since the target cost bid strategy is about stability rather than lower costs, Probabilistic pacing enters your ad set into only a selection of auctions based on the likely cost of their optimization event. Here’s a simplified chart showing how this works with a $10 cost target:

In practice, budget pacing and bid pacing are one process. Facebook adjusts your bid or which auctions it enters based on how much budget and time are left for your ad set.

Similarly, Facebook may increase how much budget it spends if there’s an opportunity to get many optimization events with costs aligned with your bid strategy.

Facebook may also decrease how much budget it spends if there are few available optimization events with costs aligned with your bid strategy.

A landing page view:

Has a fixed short attribution window and is only attributable to a link click (unlike a custom conversion which could be attributed to a click or a view)

Can occur only 1 time per link click (unlike a custom conversion which can occur multiple times per link click / view)

Uses the PageView event, so it's available as part of the Facebook pixel base code (unlike a custom conversion, which requires you to set up a ViewContent custom event)

When you select the "boost post" option, you are optimizing campaigns for interactions (like, share, and comment). In this case, you want people to actually see the campaign. 

When you change the campaign objective to view views, you will be optimizing the ad for CPV video or 10-seconds video views.