Meta最新推出Related Media广告拆分功能，允许频繁使用Advantage+ Creative的广告主在新建广告时推荐现有广告集中的媒体素材。该功能仅适用于单图或单视频广告，可在预览中单独选择或取消推荐素材。虽然无法完全隔离Related Media与原创媒体的表现，但Ads Manager能分别展示两者单独及组合的性能指标，提升了广告报告的透明度。

📌Related Media是Meta新功能，针对频繁使用Advantage+ Creative的广告主。在新建广告时，系统会推荐现有广告集中的相关媒体素材，帮助广告主快速利用已有优质内容。

🎬该功能仅支持单图或单视频广告格式，广告主可在预览阶段对推荐素材进行单独选择或全部关闭，保持创作灵活性。

📊Ads Manager将提供双重数据拆分：一是原创媒体独立表现，二是原创与推荐媒体组合表现。虽然无法完全隔离推荐媒体效果，但可辅助分析其对整体广告性能的贡献。

🔄与Flexible Format类似，Related Media允许同一广告使用多个图片或视频素材，但仅传递视觉资产（不含文案或链接），需广告主在创建时手动管理素材组合。

🔍Meta此举旨在提升广告数据报告的透明度，让广告主更清晰地了解不同媒体素材对广告效果的独立影响，优化创意优化策略。

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.

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