Related Media Creative Breakdown – Jon Loomer Digital

Advertisers are reporting seeing different options under a new creative breakdown. I’ve recorded separate videos on the breakdown options for Flexible Format and Image Generation.

But a small percentage of advertisers are seeing a third option: Related Media.

What is Related Media, and how would this new breakdown apply?

What is Related Media?

If you have it, here’s how Related Media works. When you create a new ad, media from an existing ad set may be recommended. Here’s how Meta explains it:

For example, when you create a new ad set using media A that features wireless earbuds, related media may suggest adding media B, C and D from your currently active ad sets that also promote the same product.

Who is Eligible?

Currently, only advertisers who “frequently use Advantage+ Creative” are eligible to use Related Media. That doesn’t mean that if you use Advantage+ Creative, you automatically have it (I don’t). And it’s not clear to what extent you need to use Advantage+ Creative to be eligible (I don’t turn all options on).

You must use single image or video ads, and you’ll see Related Media within your previews. You’ll then be able to individually select or deselect recommended media, or toggle it off entirely.

Note that Related Media only pulls over the image or video asset, not the text or URL, from the existing ad set. So when you use Related Media, you can have multiple images or videos for a single ad. Kind of like Flexible Format.

The Breakdown

But how did that related media perform? That’s where this new breakdown comes into play. It will separate your original media from the related media used.

Although, it may not be separated entirely. Here’s how Meta explains it:

When you use related media, you can view separate performance metrics in Ads Manager: one showing how the original creative performed and another showing how the original and related assets performed together.

Unless this is poorly stated, you won’t be able to completely isolate performance of the related media from the original media, though you should be able to infer it.

It’s good to see Meta continue to add back some transparency to reporting.