{"id":114184,"date":"2017-09-03T17:17:00","date_gmt":"2017-09-03T22:17:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/why-there-is-a-difference-in-the-number-of-comments-shown-on-facebook-ads-manager-and-the-ad-itself\/"},"modified":"2024-12-23T00:36:00","modified_gmt":"2024-12-23T05:36:00","slug":"why-there-is-a-difference-in-the-number-of-comments-shown-on-facebook-ads-manager-and-the-ad-itself","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/why-there-is-a-difference-in-the-number-of-comments-shown-on-facebook-ads-manager-and-the-ad-itself\/","title":{"rendered":"Why there is a difference in the number of comments shown on Facebook ads manager and the ad itself"},"content":{"rendered":"<p>Recently, I ran a Facebook ad campaign for a client and upon reviewing the performance, noticed that Facebook was showing me three different figures for the number of post comments. On the ads manager I was seeing one figure, on the ad preview another figure, and on the ad itself another. So how does Facebook measure comments and which figure should I use?<\/p>\n<h2>The difference in comment numbers<\/h2>\n<p>Firstly, let me show you what I mean. Below is a screenshot of the ad in ads manager on the Facebook business manager. As you can see the number of comments is 519 &#8211; \u00a0not bad, could be better.\u00a0 \ud83d\ude42<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11304\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/09\/Fb-comments-FB-admanager.jpg\" alt=\"Fb-comments-FB-admanager\" width=\"984\" height=\"246\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Next, see how many comments are being reported on the Facebook ad. This is when you click preview &gt; share previews (top right) &gt; see Facbook post with comments. Curiously the comments are showing as 8.9k. Looking a lot better now!\u00a0 \ud83d\ude00<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11305\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/09\/Fb-comments-FB-Post.jpg\" alt=\"Fb-comments-FB-Post\" width=\"648\" height=\"729\" \/><\/p>\n<p>Finally, see how many comments Facebook has recorded when viewing the preview of the ad (this is the preview button in the ad level of ads manager). This reports the comments to be an impressive 15k. Now we are talking!\u00a0\u00a0\u00a0 \ud83d\ude2e<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11306\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/09\/Fb-comments-ad-preview.jpg\" alt=\"\" width=\"555\" height=\"721\" \/><\/p>\n<p>So, why is there such a difference in these numbers and which one should you trust?<\/p>\n<p>&nbsp;<\/p>\n<h2>The difference between the numbers<\/h2>\n<h3>Ads manager &#8211; 519 comments<\/h3>\n<p>Facebook ads manager tells us how they calculate comments: &#8220;The post comments metric counts all comments that people made on your ads while they were running.&#8221;<\/p>\n<p>This means that the number we see in ads manager only counts the comments that are made directly on the ad by people who were directly served it. It also means that it only counts for the time that the ad is running: this number will not change after the campaign has concluded. This is a good indicator of ad performance as it shows us how engaged the audience you selected was and whether the targeting was effective.<\/p>\n<h3>Facebook post &#8211; 8.9k comments<\/h3>\n<p>Facebook have described this as the number of comments that are organically obtained. This comes from friends tagging their friends, friends seeing the ad as a result of a like or comment appearing on their feed and replies to comments. All of these comments appear on the Facebook ad and can be monitored by an admin of the account.<\/p>\n<p>This is a good indicator of how engaged the wider audience is with the ad, as these people would not have seen the ad through targeting. You can then use this data to evaluate the interests and demographics of these people to better understand how to run ads in the future.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f8d039e3eb6'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f8d039e3eb6');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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These comments are much harder to monitor as they only appear on users&#8217; private timelines. As you can see from the screenshots, the ad received 2,000 shares, and this explains the huge leap in numbers.<\/p>\n<p>Again this indicates how engaged the wider audience are with your ads and can give a small insight into the organic reach of the ad.<\/p>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<div>\n<h2>What this means for reporting<\/h2>\n<p>It seems odd that Facebook has not come up with a way of reporting the actual number in ads manager, and it looks to me that there is a blatant need for an organic comments option. This also comes across when trying to identify the organic reach of an ad &#8211; \u00a0we can see the reach but this only takes into account the number of people who saw the ad as a result of paid &#8211; I want to see insights into the behaviours of people who <em>did<\/em> engage with my ad and not with those who <em>didn&#8217;t<\/em>. For this reason, understanding the people behind the organic actions is most important to me.<\/p>\n<p>At the moment, ads manager does not report on these organic comments. This means that we have to manually input the data into our client reports. However, it is worth it! It is valuable information that clients like to see and not only because the numbers are higher.<\/p>\n<p><a href=\"\/en-gb\/contact\/edinburgh\/\">Contact DAC<\/a> today to find out more!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Recently, I ran a Facebook ad campaign for a client and upon reviewing the performance, noticed that Facebook was showing me three different figures for the number of post comments. On the ads manager I was seeing one figure, on the ad preview another figure, and on the ad itself another. So how does Facebook [&hellip;]<\/p>\n","protected":false},"author":96,"featured_media":114186,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Technical","reading_level_confidence":0.78,"reading_level_needs_review":"0","footnotes":""},"categories":[2883],"tags":[],"class_list":["post-114184","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-search"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why there is a difference in the number of comments shown on Facebook ads manager and the ad itself | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/why-there-is-a-difference-in-the-number-of-comments-shown-on-facebook-ads-manager-and-the-ad-itself\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why there is a difference in the number of comments shown on Facebook ads manager and the ad itself | DAC\" \/>\n<meta property=\"og:description\" content=\"Recently, I ran a Facebook ad campaign for a client and upon reviewing the performance, noticed that Facebook was showing me three different figures for the number of post comments. 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So how does Facebook [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/why-there-is-a-difference-in-the-number-of-comments-shown-on-facebook-ads-manager-and-the-ad-itself\/\" \/>\n<meta property=\"og:site_name\" content=\"DAC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DACGroup\" \/>\n<meta property=\"article:published_time\" content=\"2017-09-03T22:17:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-23T05:36:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Why-there-is-a-difference-in-the-number-of-comments-shown-on-Facebook-ads-manager.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"347\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"gwarner\" \/>\n<meta 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