During its annual Global Partner Summit in New York, Facebook unveiled a new tool that measures the effectiveness potential of an ad even before it goes live.
Measurement beyond click-through and conversions continues to be a challenge for advertisers. While Facebook’s relevance score was a first step into predicting the effectiveness of an ad on the platform, the new Facebook Creative Compass tool is a real diagnostic tool that will help Facebook Marketing Partners better understand how likely people will be to take action after seeing an ad.
This new effectiveness tool is designed to better predict and measure the impact of advertising creative on the Facebook platform. It provides metrics to evaluate how noticeable an ad will be once released in the News Feed, how likely it is to be understood by its audience as well as how believable the ad will feel to the user. Maybe most important of all, Facebook Creative Compass will tell you how high the ad’s potential is to trigger an action.
The tool will only be available to Facebook Marketing Partners for now. But there are good news on that side too…
During the summit, Facebook also announced a new partner program for smaller agencies and individuals called Facebook Marketing Consultants. The first round is open in North America, the UK, France and Germany:
“Beyond agencies, we know there are individuals and qualified professionals who can help businesses grow, so we’re testing a new program called Facebook Marketing Consultants to connect advertisers with vetted professionals to fulfill demand for technology implementation services such as pixel deployments, product catalog setup and dynamic ads campaign setup.”