Why does Meta do this?
I decided to take advantage of three different features in my testing. I quickly realized how difficult—even impossible—this would be.
settings i want
I will create an event…
- use Flexible advertising formats
- Decomposition can be used swipe
- Results with the following characteristics Improved ad recall
It all makes sense, right? I’ve recently started experimenting with flexible ad formats. I have started to shift specifically to sales activities so that I can leverage audiences (although if they are Can be used for other goals). Now that ad recall boost is available for more goals, there’s another way to measure performance relative to high-quality traffic or engagement.
question
However, there is a problem, and this is caused by how Meta specializes functions by goal.
Flexible ad formats are only available for sales and app promotion goals. Audiences are only available for sales. Ad recall lift metrics only apply to awareness and engagement.
In other words, it’s impossible to create a marketing campaign that leverages the strengths of all three.
I can build a sales campaign that leverages audiences and flexible ad formats. Alternatively, I could create an engagement campaign to take advantage of ad recall boost. But other than that, there’s no crossover between them.
It would be one thing if any of these features were unique to these goals, but they’re not. Flexible ad formats are basically dynamic creatives, but used for just two goals. Audiences are simply a representation of segmented specific groups of people. No matter what your goals are, ad recall lift is a metric that can help you stay relevant.
There’s no reason why we can’t access any of these features for any goal we choose. But we don’t do that. Their availability is limited by objectives, which feels completely arbitrary.
what do you think?
