Why does AdStage estimate Facebook Results rather than using the same numbers as Business Manager?

Facebook’s internal computation of Results is rather complex and is therefore not currently available directly to partners such as ourselves when importing data or requesting Facebook Direct data reports. Therefore, AdStage attempts to recreate the Results metric by applying the same computations Facebook does internally. 

However, due to limitations in data access and the complexity of the calculation, it is difficult to ensure a precise match between the two numbers. In particular, we try to make a simplifying assumption that a campaign with a certain objective will use the default optimization metric across all ad sets, falling back to commonly used metrics when that poses problems based on data access.

Why are AdStage’s Facebook Direct Results different from cross network Facebook Results?

When AdStage requests data from Facebook Direct, we face fewer limitations than when using our imported data. Specifically, Facebook Direct allows us to provide accurate summaries for metrics that uniquely count people impacted, such as Facebook’s Reach metric. AdStage takes advantage of this to provide a more accurate Results estimate when using Facebook Direct, at the expense of causing mismatches between our cross network and Facebook Direct Results estimates.

When should I use Results in AdStage products, and what are good alternatives to that metric?

AdStage’s estimated Results metrics are best used in cases where directional or estimated data is sufficient for your needs, such as internal decision support dashboards guiding day to day pausing, bidding, and budgeting tactics.

In cases where estimated data is not acceptable, consider using Results’s component metrics. For example, an agency sending a report to a client may wish to break out Landing Page Views and Clicks directly in a Report widget rather than relying on Results.

Finally, in certain cases, calculated metrics can allow you to define a personalized Results estimate, especially when reporting at the ad set level. If you want to use if-then logic to build such a calculated metric, contact your Customer Success representative for help constructing such a calculated metric.

How might AdStage’s Results improve in the future?

In our experience, most of our customers are successfully able to use the underlying Results component metrics to meet their needs. However, if your use case requires a more precise estimate, please contact your Customer Success representative. Your input is valuable in helping us prioritize improving the accuracy of our Results estimate against other features to help you succeed in your marketing goals, and we’re always eager to hear your feedback!

Need help with Facebook Results? Check out this article on when to use what metric.

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