Facebook unveils new ad effectiveness tool for Marketing Partners

Facebook is currently testing its new Creative Compass tool.

Facebook unveiled a diagnostic tool for agency partners in its Facebook Marketing Partners (FMP) program and announced that it is expanding the FMP program to consultants and smaller agencies.

The announcements came during Facebook’s annual Global Partner Summit in New York Wednesday. FMPs are vendors vetted by Facebook to help advertisers in the areas of ad technology, community management, creative platforms, small business solutions, offline conversions and measurement.

Why you should care

The new diagnostic tool for agency partners, called Creative Compass, is designed to better measure the impact of ad creatives. The tool provides a score card of elements such as visual aspects and brand association and message comprehension to help them understand how likely people in their audiences are to take action after seeing an ad.

Measurement beyond click-throughs and conversions continues to be a challenge for advertisers. Facebook shows advertisers a relevancy score for each ad creative, but the Creative Compass tool provides a much deeper level of creative indicators for marketers to evaluate.

Partners will see an easy-to-read snapshot of  qualities such as message comprehension, believability and emotional reward. Facebook is testing it now with select partners, and plans to make it available to all partners in 2019. Making it available only to partners gives them a competitive advantage.

Jonathan Hendrickson, founder and chief executive officer of mobile ad creative firm and FMP Shuttlerock, said, “Creative Compass is an innovative tool that provides us with a quick, non-biased review of creative. As we continue to scale mobile-optimized creative globally, the ability to diagnose positives and negatives of ad creative across regions empowers us to make accurate creative decisions for different cultures. Meaningful and standardized reporting like this is fast and convenient, and we can quickly learn if what we’re doing works.”

More on FMP expansions aimed at SMBs

Facebook announced two expansions of its partner program that are aimed at bringing in consultants and smaller agencies who are more likely to work with small and mid-sized accounts:

• Facebook Marketing Consultants, a new partner category for individual marketing professionals beyond agencies. Facebook is now accepting applications in North America, UK, France and Germany  to fulfill demand for technology implementation services such as pixel deployments, product catalog setup and dynamic ads campaign setup.
• A test of Facebook PRO, which expands the program to include smaller agencies who haven’t historically qualified to become FMPs. The company is testing Facebook PRO in select markets “to standardize benefits, tools and resources across our agency partners.”
• In May, Facebook expanded its list of partners to include marketing mix modeling (MMM) and viewability and mobile app measurement (MMPs) vendors.

About The Author

Robin Kurzer

Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.