How do I measure the performance of Instant Targeting?

To view the impact of Instant Audiences on CPC and ROAS in Facebook, you can generate a report in Facebook Ads Reporting. 

We highly recommend running reporting on Instant Targeting at least 7 days after go live, to ensure results have had time to materialize. 

Please follow the below steps to generate before/after in Facebook Ads Reporting.

1. Navigate to your Facebook Business Manager and proceed to Ads reporting.
   
2. Click Create Your Report
   
3. You will be prompted to Choose a layout. Select Pivot table and click Continue.
   

4. Edit the date range so that:

   1. The selected date range is a time range after Instant Targeting was enabled
   2. The Compare setting is enabled. This will enable us to compare the performance of ads before and after.
5. Under Customise pivot table, remove Ad set name. Switch over to metrics, and remove all currently selected metrics.
   
   
   1. Then, add the metrics that you would like to analyse. In particular, enable CPC (cost per click), CPM (cost per 1,000 impressions), Website ROAS, Cost Per Result.
      1. You may also want to measure: Cost per 1,000 Accounts Centre accounts reached
6. Analyze the results. With the Compare option selected, you will see % changes between the time period where Targeting was enabled, compared to the time period before.
   1. Please note, that before/after analysis does not take into account natural fluctuations or seasonality in business into context.
   2. For success, you want to see a 
      1. Decrease in CPC
      2. Decrease in CPM
      3. Increase in Website ROAS
      4. Decrease in Cost Per Result
   3. Please note that the dashboard shows an % avg change, however this is often very skewed due to ads being turned on and off etc. 
      1. Example of improved ROAS (note the increase in ROAS per ad set)
         
      2. Example of decreased CPC (note the decrease in CPMs per ad set)