Understand Facebook Geographical Targeting and Reporting
Updates to Facebook Geographical Targeting
While Facebook continues to update their capabilities and platforms we continue to keep our partners updated as well.
With recent changes to the Facebook platform, we have noticed a recent update within the system that handles the geo-targeting capability. While we were able to target people who live in the area OR people who have recently visited the geo area.
With this most recent update, Facebook has combined both of these options and will only be able to 'Living in or recently in this location.' This is the reason we can see delivery outside of the requested geo-targeting that was initially requested for the campaign.
At this point, we do not have the ability to update this targeting parameter within Facebook, but we wanted to provide clarity around the reporting in Ui.Marketing.
A Summary from Facebook's Help Center Article:
Most advertising objectives allow you to refine your audience this way, though the awareness objective uses store location features to connect people with nearby physical businesses.
Meta technologies use a variety of signals to show ads to the people who are a part of your location-targeting selections. Because these signals vary, complete accuracy cannot be guaranteed. You may occasionally see a small number of ad impressions or even receive a message or lead from outside of your location settings.
Sometimes people may also see an ad organically. In these instances, you may have engagement, such as likes, comments, and shares on the ad outside of the targeted location. We may also show preview ads to people connected to the business, even if they’re outside the targeted location. You’ll not be charged for preview impressions.
Facebook: About location targeting
Facebook Reporting in Ui.Marketing
In Ui.Marketing, Designated Marketing Area (DMA) reporting is used to see the locations your advertisements are serving in and how those ads are performing in each DMA.
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Designated Marketing Areas (DMA)- DMA (Designated Market Area) regions are the geographic areas in the U.S. in which local television viewing is measured by Nielsen. DMA data is essential for any marketer, researcher or organization seeking to use standardized geographic areas within their business. A DMA region is a group of counties and zip codes that form an exclusive geographic area in which the home market television stations hold a dominance of total hours viewed. There are 210 DMA regions, covering the entire continental U.S., Hawaii, and parts of Alaska. DMA boundaries and data are solely owned and exclusive to Nielsen.
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Certain DMAs can target more than one state. For example, the Denver DMA includes Utah, Wyoming, and possibly other states.
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Facebook currently does not provide more granular geographical reporting at this time.
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