Audience insights not working in Facebook Ads Manager?

Audience insights is a tool available in Facebook Ads manager since May 2014, designed to help marketers learn more about their target audiences. With audience insights, marketers can start exploring the preferences of their target audience using: i) people connected or not connected to a business page they control ii) a custom audience or iii) everyone on facebook.

Audience preferences are extracted from Facebook's vast aggregated data about demographics, page likes, location and facebook usage, while extra data regarding purchase behavior and household info is currently available only for audiences in the United States. Given that this feature was recently introduced initially for the US market, it presents certain "bugs" for those accessing it outside the US.

The main issue for users trying to access the feature outside the US is that by default the Audience Insights feature is not working within Facebook Ads Manager. The solution is as simple as changing the language of your personal account setting to English (US) and then the feature appears in your ads manager ready and free to use.

Audience insights not working in Facebook Ads Manager?

Let's suppose you want to reach an audience that is interested in Sci-Fi movies to promote your homemade spoof video of the new Star Wars episode (...) 

You’d want to know as many information about your target audience and what they do when they are on facebook. Using Audience Insights, you can get aggregate anonymous information for your target audience such as:

  • Demographics — Age and gender, lifestyle, education, relationship status, job role and household size
  • Page likes — The top Pages people like in different categories, like Movies, TV Shows, public figures etc
  • Location and language — Where do people live, and what languages do they speak
  • Facebook usage — How frequently are people in your target audience logging onto Facebook, what actions they perform and what devices they are using
  • Purchases activity — Past purchase behavior and purchase methods 
Audience insights dashboard

Audience Insights is different from Page Insights because it looks at the trends about potential audiences across Facebook, whereas Page Insights looks at the interactions with your Page (i.e., likes, comments and shares).

February 15, by Vangelis Kovaios