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Our last major update to Ads Manager introduced actions metrics that measure a more robustset of actions people take after seeing your ads. For example: Page Likes, Post Likes, App Installs,Link Clicks and Offer Claims.All actions were rolled-up as a total actions column in the campaign summary. As a result, youcouldn’t easily evaluate your performance against key advertising goals, or calculate yourreturn on investment.We’ve made several changes to the Ads Manager campaign summary to make it clearerhow your campaign performed against your advertising goal and what you got for the moneyyou spent.
Focusing on advertising goals and return on investment
First, we are prominently showing the most relevant actions for your advertising goal. Forexample, if you use the ad create tool and select your advertising goal as “Get More Page Likes”we will show “Page Likes” prominently in both the campaign and ad metrics.We are also adding a total spent column so you can see how much you spent on each ad. Yourad’s cost per action is calculated in a new column so you can quickly see what you are gettingfor your investment. Well designed and targeted ads will encourage more people to take anaction and the more actions you get for your budget, the lower your cost per action will be.