What is Advertiser Outcome Score?

Advertiser Outcome Score (AOS) is a measurement system that evaluates the effectiveness of your ad placement to drive outcomes for advertisers. Examples of outcomes include installing an app, making a purchase, registering an account, and more. A higher score means stronger placement level performance and higher CPMs for publishers.

With this score, you now have insight into your ad's post-click performance relative to all placements in Audience Network, and placements of the same format (banner/interstitial/native). This helps to enable you to identify opportunities for optimization and make changes to increase your score that will improve CPMs and revenue.

Why Does Audience Network Have AOS?

Audience Network provides publishers and developers with engaging, high performing ad units backed by Facebook's 2.5 million advertisers. Because the Audience Network is an extension of Facebook, advertisers price their bids according to the outcomes they expect to receive from News Feed and from publishers' apps. AOS gives advertisers the confidence that they can achieve their business objectives through Facebook and the Audience Network which leads to increased investment, better targeted ads for your users, and long term sustainable yield for publishers.

What Impact Does AOS Have On My CPMs and Revenue?

AOS is designed to reward publishers that deliver strong advertiser outcomes. In general, as the score increases, CPMs will also increase leading to higher revenue. Conversely, if our system measures that a user interaction (impression/click) with an ad on your app is less likely to lead to the advertiser's desired business result, the bid amount may be reduced.

Note: Other factors can also impact CPM and revenue performance even when AOS does not change. These factors include items such as:

  • Ecosystem influences, i.e. seasonality in spending by advertisers at the beginning and end of a quarter
  • Increases or decreases in demand for your audience
  • The audience profile of your users, i.e. geo location, age, gender, etc

How Can I Improve My Score?

The score ranges from 1 to 13, but there is no upper limit that publishers can achieve. A score of 8 and above is considered strong.

The better your ads perform for advertisers the higher your return. You can use AOS to help understand how your placements are performing, and use this as a measure when optimizing.

When designing an ads experience for your app, consider the following ways to improve advertiser outcome in order to maximize your CPM and revenue:

Focus on Post-Click Outcomes

The ability of an ad to drive outcomes, such as mobile app installs, is a key component of AOS. Publishers that engage users with ads at times of discovery, where users are looking for new content or a new objective, leads to some of the highest outcomes. Experiment with flows where you show ads when users are actively looking for something to do with emphasis on getting users to complete the entire flow of the ad objective.

  • Case Study: APUS uses native ads to create a two click discovery flow that lets users opt into seeing ads by clicking on the app icon first. This flow creates a “moment of discovery” that leads to exceptional results for advertisers and over 2x higher CPMs for APUS using Audience Network vs other networks.

Intentional User Interaction With Ads

If you have a high placement CTR, use AOS to measure if the clicks are leading to real business results and not accidental clicks.

Advertisers optimize for business results, not just clicks. One of the best ways to ensure that your AOS score is strong is by avoiding unintentional clicks on ads. Users that accidentally click on ads have a negative experience and don't take the action that advertisers actually want. This can negatively impact your business, user engagement, and lower CPMs.

Most Common Mistakes That Lead To Accidental Clicks:

Format Type Common Problem How To Improve Performance

Banner Ads

Placing banner ads very close to clickable items in the app.

Avoid placing banner ads over text, images, and other clickable portions of your app to prevent accidental clicks.

Interstitial Ads

Avoid popping up interstitials abruptly when users are clicking and engaging with your app.

Wait for the right moments in the app to show a full screen interstitial since it takes over the entire screen.

Native Ads

Having too large of a clickable region on the ad.

Begin by limiting the clickable region to just the CTA before expanding to other elements such as the app icon or cover image.

Show Ads At The Right Time

When you show an ad is just as important as how the ad is designed and how well it's targeted. Depending on the format type, use different timing strategies to display ads to your users.

Best Practices:

  • Avoid showing ads right when a user first enters your app
  • Interstitial ads should not surprise users nor interrupt the natural flow of the app. We recommend placing them in between natural breaks in the experience of your app. For example, interstitial ads should be shown between levels or stages for gaming apps.
  • When using banners, don't pin them to the top or bottom of the app while a user is taking an action. Instead, wait for a natural pause in the app experience, similar to interstitials, to avoid "ad blindness."
  • Native ads can be used in a variety of moments. For example, include native ads in a vertical scroll design or embedded in a game experience.

Don't Show Too Many Ads

CPMs do not always scale linearly as the number of impressions per user increases. AOS can be negatively impacted by showing too many ads to users in a short period of time.

Showing too many ads to a user can impact their likelihood of engaging with the ad and also deter them from using your app in the future. A common misconception is that going from 1 ad a day per user to 10 means you'll automatically see CPMs remain flat or even increase. Not all audiences are created equal, so test what works best before aggressively scaling up as CPMs can be negatively impacted if users see too many ads in a condensed period of time without converting.

Best Practices:

  • Slowly increase the number of ads per user and measure impact on your AOS score
  • Banners: Use a 1 minute refresh interval to give users enough time to view and engage with the ad
  • Monitor customer reviews and ratings for negative feedback about ads
  • Case Study: Glu Mobile leverages frequency capping to ensure users are not seeing ads too often in a particular play session. Although they regularly analyze data to determine the optimum frequency for each game, as a general rule of thumb ads are spaced out so that they aren't being shown to a user more than once every ~15 minutes.

Differentiate Your Ads With Native Formats

Native ads represent over 80% of impressions in the Audience Network and drive 7x higher CPMs on average than standard banners.

Users have told us that they tend to ignore standard ad formats, such as banners, that look the same across apps on their mobile device. To avoid "ad blindness," craft deeply integrated ad experiences that are unique to your app by leveraging Audience Network native ad formats. Native ads have also shown to drive material increases in CPMs for publishers due to the custom, flexible, and integrated nature of the ads.

Best Practices:

  • Match the look and feel of the ad to the look and feel of your app by using the same font, colors, and design
  • Make incremental changes to your native format(s) periodically to avoid "ad blindness"
  • Follow our native ads guidelines for more best practices

Use Large Images To Capture User's Attention

On Facebook, advertisers use compelling images to encourage their target audience to engage. This same approach also work in Audience Network. Leverage the high quality images that advertisers upload to Facebook to create a more compelling ads experience for users.

  • Case Study: Cheetah Mobile’s app-lock placement in Clean Master featured a native ad that mimicked a banner placement at the bottom of the app's page. To improve their AOS score, they implemented a horizontal scroll unit that uses rich cover images, resulting in a 150% increase in conversions and 200% increase in eCPMs.

Use Horizontal Scroll Formats

If users do not scroll through all the ads in your h-scroll unit, this will not negatively impact your performance. CPMs are driven by engagement with individual ads.

Horizontal scroll (h-scroll) formats allow users to swipe across to view multiple ads. Many users report enjoying h-scroll formats because it lets them discover new content in an easy to use format that's proven to increase conversions. H-scroll ads also allow you to increase the number of impressions in your app without expanding the surface area of ads.

Best Practices:

  • When building your own H-Scroll unit, use the Native Ads Manager to automatically optimize for the highest performing ads returned in the optimal order
  • Use our H-Scroll native template for iOS or Android to easily add this unit to your app

Native Ad Video Unit

You can now bring the autoplay video ads experience from Facebook directly to your app. Video demand will also compete with native display in the same auction to maximize yield for each impression served.

Adding video is a great way to increase the relevancy of ads and use high quality ads from brands that are designed for your users.

To enable video complete the following steps: