Anyone can get started with Facebook measurement. If you have ads running on Facebook, Instagram, Messenger or Audience Network, visit Ads Manager, where you can monitor your campaign performance, view reach and demographics breakdowns, and review the cost of your ads over any period of time.

Access Ads Manager on-the-go with the mobile app.

Get a bird’s eye view of your entire ad account, or take a closer look at real-time analytics of a single ad. When you’ve determined which performance metrics you care most about, you can save your filters into a preset view, to quickly revisit again later.

To create the best advertising strategy, you need to know where your ads perform best and which audiences are most engaged. With Facebook measurement tools, you can see cross-platform and cross-device performance, so you can adjust and optimize your marketing efforts based on real results.

Find detailed instructions for viewing your ad performance results in the Advertiser Help Center.

Facebook measurement is based on people. Breakdowns aggregate secure, anonymized data so you can get a high-level view of your audience demographics: where they’re viewing your ads, what devices they’re using and more. Compare your current audience with the one you set out to reach to make sure your campaigns are set up properly.

Find more information on breakdowns in the Advertiser Help Center.

If you run ads on TV and Facebook, you might want to see where your ads have the most effect on viewers, or where they are most cost efficient for your business. With Nielsen Digital Ads Ratings and Total Ads Ratings, you get true cross-platform reporting across computer, mobile, connected devices and TV.

With some placement options, your ads may show up adjacent to or within content that doesn’t align with your business or brand. Use Advertiser Controls to manage your placements, and Ads Manager to review where your ads have appeared. Then, adjust where and when you need to.

If you run a lot of ads on Facebook, verification and brand safety can be big tasks. That's why we have trusted Facebook measurement partners who can help verify the viewability of your ads, manage your brand safety controls at scale and much more.

Attribution is the process of assigning credit to the marketing touchpoints along the customer journey that lead to a conversion or desired action by the customer. By understanding which of your ads get credit, you can better measure the impact each of your ads is having, and make decisions for future planning and optimization.

Find out what you need to get started with Facebook Attribution in the Advertiser Help Center.

Facebook Attribution supports several rule-based attribution models, each of which gives you a different perspective on the customer journey. There are traditional solutions like last-click and cookie-based models, as well as multi-touch attribution models that follow impressions across channels and devices.

Learn the differences between attribution models in the Advertiser Help Center to find what’s right for your business.

Facebook also offers a statistical attribution model that assigns fractional conversion credit to your ads across Facebook, Instagram, Audience Network and Messenger. With this option, you see the estimated impact that each ad has on the path to purchase. This data-driven model is based on results from controlled experiments and is updated periodically, so it’s less biased and more accurate than other rule-based attribution models.

Attribution can make your advertising strategy stronger and more efficient, so we want all businesses to have the right resources to use it. Work with one of our trusted measurement partners who can help your business understand Facebook Attribution and turn your results into growth.

To do your best advertising on Facebook platforms, you need to know which ad creative and strategies are most successful. With Facebook split testing, you can use an A/B test to determine the best target audience, delivery optimization, placements, creative or product sets for each of your ad campaigns.

Take a look at the best practices for split testing or try a course to learn how to conduct and interpret your split testing results.

Facebook Test and Learn can help your business find answers to many of the questions you have about your ads, with the help of rigorous scientific testing. Using randomized control groups, you’ll be able to see how much your Facebook ads drive conversions, which campaign causes the lowest-cost conversions and much more.

See everything you can do with Test and Learn in the Ads Help Center.

If you want to learn how your ad campaigns affect your brand awareness, perception or recall, you can use Facebook Test and Learn to run a Brand Lift test. Through the use of polling, you can get brand insights about ad recall, favorability, brand familiarity and more.

Test and Learn Brand Lift studies are only available in certain regions. Learn more about Test and Learn Brand Lift studies in the Ads Help Center.

Good measurement starts with understanding the value driven specifically by your ads, also known as incremental lift. In addition to building tools based on incremental testing like Test and Learn, we’ve partnered with our Measurement Council to develop white papers, videos and articles that show how measurement leaders use incrementalilty to create impactful marketing strategies.

We also partnered with Boston Consulting Group to show how improving marketing measurement can improve spending efficiency by 20-40%, and performance by as much as 10%. See the research in Marketing Measurement Done Right.