Note: "Audience saturation" is a tab you can access in Delivery Insights.

At a certain point, your ad set's performance may start to decline even if you're still getting impressions. "Audience saturation" data can help you determine whether people have seen your ads multiple times and are no longer responding to them. Seeing ads multiple times can help build awareness and recall, but it can also lead to diminishing returns if you want results like conversions. To get the most out of every impression, use the Audience saturation tab to help you keep these two outcomes properly balanced in alignment with your goals.

What are the metrics involved?

Delivery Insights provides the following metrics to help you understand the impact that audience saturation is having on your ad sets:

• Impressions: The number of times that your ads were on screen.
• First Time Impression Ratio: The percentage of your daily impressions that comes from people seeing your ad set for the first time.
• Reach (Lifetime): The number of people who saw your ads at least once over the lifetime of your campaign. This metric differs from reach in that it's based on the number of people who saw your ads at least once over the lifetime of your campaign as opposed to your selected date range.
• Audience Reached Ratio: The percentage of your estimated audience size that you've reached so far. Your estimated audience is estimated based on the placements and targeting criteria that you select and includes factors such as Facebook user behaviours, user demographics and location data. Estimated audience size is designed to estimate how many people in a given area could see an ad that a business might run. It's not designed to match population or census estimates.

What should I do with this information?

Here's an example of how you could act on information from this tab: Say that your First Time Impression Ratio is dropping along with ad set performance. This may mean it's time to broaden or find a new audience. Let's also say that you were using a Custom Audience that was producing results until recently. Rather than continuing to run ads targeted to it, you could use it as the source for a Lookalike Audience of people that have similar traits to those who have responded to your ads in the past, but haven't yet seen your ads. If you see better ad set performance along with a higher First Time Impression Ratio, it's likely that you've identified the problem. Keep monitoring these metrics to ensure that your audiences (or, alternatively, your ad creative) are fresh.

* Nguồn: Facebook