Ad publishing rate dropped for Facebook Ad Manager by 10% since last night at 10PM. What would you do?
As the PM for Meta (Facebook) Ad Manager, you found out that the ad publishing rate, which is part of the ad creation workflow by advertisers, dropped by 10% since last night at 10PM. What would you do?
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Answers (1)
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I would start by asking questions regarding this. First, ad publishing rate means - advertisers publishing ads on Ads manager? Second, is this happening for certain country / region? (happening only in US) Is this happening for certain platform (I think publishing usually happens on desktop but even on desktop facebook ads manager has a power user app as well.. is it happening on certain device or certain app? Is it happening for certain feature or particular ad type? specific ad type. I am thinking either this is an internal issue or external issue.
Internal Issue: 1) some new feature has been added that could be causing it? 2) Or some new bug got introduced? or a regression bug? 3) Change in the metric itself that is have we made any changes as to how we measure Ad Publish rate? 10% is a very significant change and is not gradual, may be due to some bug or change in measurement itself?
External: 1) Announcement from Apple or Google? 2) Upcoming elections - some changes introduced by Facebook, making it difficult for advertisers to publish campaigns? 3) Facebook boycott by some advertisers and news about it today?
What would you do? If it is boycott by some advertisers? Discuss with advertisers their issues and figure out a solution and communication strategy. In the meanwhile is there a way to still optimize delivery so that Facebook does not lose on revenue on a day to day basis.
Internal Issue: 1) some new feature has been added that could be causing it? 2) Or some new bug got introduced? or a regression bug? 3) Change in the metric itself that is have we made any changes as to how we measure Ad Publish rate? 10% is a very significant change and is not gradual, may be due to some bug or change in measurement itself?
External: 1) Announcement from Apple or Google? 2) Upcoming elections - some changes introduced by Facebook, making it difficult for advertisers to publish campaigns? 3) Facebook boycott by some advertisers and news about it today?
What would you do? If it is boycott by some advertisers? Discuss with advertisers their issues and figure out a solution and communication strategy. In the meanwhile is there a way to still optimize delivery so that Facebook does not lose on revenue on a day to day basis.
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