During its annual Global Partner Summit at New York, Facebook introduced a brand new tool which measures the effective potential of an ad before it goes live.
Measurement beyond click-through and conversions has been a challenge for all the advertisers. While Facebook’s ad relevance score proved to be a very first step into forecasting the efficiency of an ad on its platform. The latest Facebook Creative Compass tool is a diagnostic tool which will assist Facebook Marketing Partners to better analyze how likely people are going to take action after seeing their ad on Facebook.
This brand new effectiveness tool is intended to better forecast and measure the impact of the advertising creative on the platform. It provides us with different metrics to assess how the ads will perform once it is all set to release on the News Feed Section. Below is the list of parameters, the ad creative will be evaluated on:
- Brand Association
- Brand Fit
- Message Comprehension
- Information Content
- Emotional Reward
- Call To Action
The tool is only going to be accessible to Facebook Marketing Partners for the time being. During the summit, Facebook announced a new partner program for individuals and smaller agencies known as Facebook Marketing Consultants. The first round is available in Germany, the United Kingdom, France and North America:
“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 the demand for technology implementation services such as pixel deployments, product catalog setup and dynamic ads campaign setup.”