Managed Partner Ads (MPA) Product Overview

Managed Partner Ads is an advertising solution that leverages a direct partnership between brands and retailers to deliver targeted, performance-driven campaigns to increase visibility and enhance sales online and at physical retail locations. MPA campaigns offer a lower-funnel, direct-response advertising approach. Measures should be understood in the context of the audience journey and available signals.

Campaign Metrics

Summary Metrics

• Impressions: The number of times ads were on screen.
• Clicks: The number of clicks, taps or swipes on ads.
• CPC: The average cost per link click.
• Link Clicks: The number of clicks on links within the ad that led to advertiser-specified destinations, on or off Meta technologies.
• Purchase ROAS: The total return on ad spend (ROAS) from purchases. This is based on approximate sales that occurred on Meta technologies from information received from the signals connected the Meta Business Manager and attributed to your ads.
• Purchase Value: The total value of purchases.
• Reach: The number of accounts that saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same accounts.

SKU-Specific Metrics

• Quantity added to cart: The number of times a product was added to a shopping cart.
• Quantity purchased: The number of times a product was purchased.
• Purchase Value: The total value of purchases.

Nature of the Campaign

This MPA campaign is designed as a lower-funnel direct response effort, predominantly executed through social media rather than on-site placements positioned within the shopping experience. It focuses on immediate consumer actions, such as purchases or sign-ups, in contrast to upper-funnel objectives like brand awareness.

Trending and Sales Representation

It is important to note that the provided metrics represent sales trends rather than precise sales figures. This approach helps evaluate the campaign's effectiveness in driving sales-related activities over a specific period.

Understanding ROAS

ROAS is determined by dividing the total revenue generated from the campaign by the total spend. In highly targeted and conversion-focused campaigns like this, ROAS may be lower compared to broader media buys, reflecting the strategic focus on direct conversions.

Signal Availability

Purchase signals attributed to campaigns depend on event match quality and available data. Purchases are matched to campaign exposure at an identity level to be included in the reported metrics. This may result in underreporting of sales, particularly for in-store purchases, which may need to be provided or captured with identifying information.

Conclusion

When evaluating this campaign, consider its strategic importance in driving specific, conversion-oriented actions primarily in-store. A direct comparison with other media targeting broader or upper-funnel metrics may only partially capture its targeted impact and effectiveness.