Introducing insights & guidance in Ads Manager reporting table.

Drove 10x guidance adoption by embedding recommendations directly in the reporting table workflow.

Launched in 2022

Executive summary

The Problem

Meta’s 37M+ global advertisers missed out on high-value guidance due to fragmented surfaces, limited table availability, and a lack of dismissal control.

Limited Availability: The primary reporting table only surfaced warnings/errors, hiding actionable recommendations behind hover cards.
Surface Inconsistency: Valuable insights were fragmented across isolated surfaces instead of where decisions happen.
Lack of Control: Advertisers couldn’t dismiss irrelevant guidance or control what recommendations applied to specific campaigns.

The Partnership

Led end-to-end design as the sole designer, collaborating with product, content design, and engineering to bridge strategy, clear messaging, and technical execution.

End-to-End Ownership: Sole designer across exploration, prototyping, usability testing, and experiment launch.
Cross-Functional Alignment: Partnered with Product Management, Content Design, and Engineering to align strategy, messaging, and build feasibility.
Technical Communication: Translated business goals into clear interaction patterns and specs that fit within existing table architecture.

The Solution

Designed and validated a native, high-visibility UI component directly within the table’s middle column, balancing glanceability with existing workflows.

Native Integration: Led integration directly into the table’s middle column to leverage familiar workflows without adding visual noise.
Component Exploration: Designed and explored treatments from subtle subtext to high-visibility colored pills to balance glanceability and clarity.
Research & Testing: Partnered with UXR to prototype and test 3 UI variations across diverse advertiser types before launching a live experiment.

The Impact

Drove a 10x lift in guidance adoption, statistically significant increases in advertiser awareness, and measurable improvements in account performance across a 10% live A/B/C rollout.

10x Adoption Lift: Drove a 10x increase in guidance adoption across multiple recommendation types.
Higher Awareness & Account Value: Achieved a statistically significant increase in advertiser awareness and improved overall account performance metrics.
Validated at Scale: Proven via a 1-month A/B/C test and successfully launched to 10% of users.
Scalable Pattern: Established an in-workflow recommendation model and blueprint to expand contextual guidance across Ads Manager.