SOCIAL
Facebook’s Adding More Detail to its User Controls Over Advertisers’ Custom Audience List Targeting
Last February, Facebook added some new info elements in its ‘Why am I seeing this ad?’ listings which provide users with a better understanding of how each ad has been targeted, including notes on the use of Custom Audience lists from third-party data providers.
The increased transparency helps users better understand where their info is coming from, and why they might be seeing specific ads, while Facebook also added in controls which enable users to remove themselves from any list they don’t want to be a part of.
Facebook added more transparency on which specific data brokers and marketing companies have provided your data to Facebook advertisers in July, and this week, as it continues to refine its ad insight tools, Facebook is also adding additional oversight into how a single brand entity could be using your contact info to reach you with ads from several elements of the same company.
As explained by Facebook Product Director Rob Leathern:
“Businesses agree to Custom Audiences terms and specify their relationships with advertisers (typically a Facebook Page). So a “business account” (Business Manager in FB lingo) could point to one or more Pages. [With this upate] you can control the use of lists at a business level. You could disallow the use of lists by multiple advertisers at one time, if they are using lists uploaded by the same business account.”
This adds an extra level of control to how you’re being targeted by Facebook ads. Now, rather than removing yourself from one brand’s targeting list, you can exclude yourself from all of their related brands as well, which many likely overlook.
“You can choose whether an advertiser can include or exclude you from their target audience at a business account level. That means any advertiser using any list from that business will also not be able to include, or exclude, you in an audience. Or you could make yourself eligible for seeing the ad, if they are using a list to exclude you. In this example, a gym might exclude you from ads to sign up because you’re already a member.”
It’s a relatively small addition, but it does serve an important purpose, and it gives users more control over their data, and more understanding as to why they might be seeing certain ads in their Facebook feed.
The new option, rolling out later this month, will be available in your ‘Advertisers & Businesses’ listing in ‘Ads Preferences‘.
SOCIAL
YouTube Rolls Out New, Separate Data Tabs for Videos, Shorts, Live-Streams and Posts
With Shorts becoming a bigger consideration for YouTube creators, and live-streams also driving significant results, it’s now moving to provide more insight on the individual performance of each content type, with improved analytics options within YouTube Studio.
As you can see here, soon, the ‘Reach’ and ‘Engagement’ tabs in Studio will be replaced by a new ‘Content’ tab, which will then enable the display of separate data for videos, Shorts, live-streams and posts.
Tapping into any of these sections will show you dedicated data for each, making it easier to track the performance of your various content types, which has been a top-requested feature at YouTube, particularly since the arrival of Shorts.
Short-form content is the trend of the moment, and on YouTube, Shorts are already driving 30 billion views per day. Which is impressive in itself, but channel managers also want to know what sort of traffic Shorts is generating for their content, and how it contributes to overall growth.
Now, that data will be readily available in the Studio app, while you’ll also still be able to view your content performance in aggregate on the ‘All’ tab.
YouTube notes that all the previously available metrics will remain available in this new format, though they may have been moved around. For example, Traffic Sources, which was available in the Reach tab, is now listed in each individual content type display.
For more advanced analytics, you’ll need to switch to ‘Advanced Mode’.
“For example on desktop go to the top right corner and click on the ‘Advanced Mode’ button and there you’ll be able to filter metrics by content type, so that you can, for example, see the watch time on your live streams as well.”
It’s a handy update, that will make it easier to measure the individual performance of your various YouTube uploads, and with Shorts becoming a bigger part of the puzzle, that could be key to determining how much time and effort you dedicate to each different format.
It’s worth noting, too, that the content tabs will only appear if you’ve uploaded that type of video. If you’ve never hosted a live-stream on YouTube, you won’t see a ‘Live’ tab, same with ‘Shorts’.
More data is always better, and these new dividers will provide great insight into how each element is helping to grow your YouTube channel.
YouTube says the updated YouTube Studio Content tab is rolling out over the next few weeks for all creators on desktop, Android and iOS.
YouTube Rolls Out New, Separate Data Tabs for Videos, Shorts, Live-Streams and Posts
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