Budget management is the most helpful tool. I also like being able to use a Blueprint to push out a mass number of campaigns. Review collected by and hosted on G2.com.

The downside of using Fluency is that we have to work off daily budgets for Meta rather than Lifetime budgets. In my experience, lifetime budgets allow agency's to be able to match planned spend more exactly.

I have spent a lot of time in Ads Manager for many years. I am very familiar with how it works and what is needed to make optimizations. The lack of familiarity and education I have with Fluency on how to complete "hands to keyboard" actions makes it less efficient for my particular use case. Review collected by and hosted on G2.com.

I love the landscape of Fluency and the quick automation it provides, especially for advanced downloads. It helps us look at portfolios from a larger scale and offers so many great tools to make the job more seamless. It lets us do our job much faster while keeping things organized. The initial setup was pretty easy too. Review collected by and hosted on G2.com.

Specifically the geo targeting - It does not allow us to replicate geos to other channels that are not the same as the one you are replicating it off of Review collected by and hosted on G2.com.

I like the clean UI and the overall design of the software, it feels modern and well-thought out. Review collected by and hosted on G2.com.

There are often too many additional clicks when there shouldn't be. For example, when filtering budget, instead of just click the filter button, I have to click into the filter and then click descending and then click apply. That really affects my work flow and time over the course of a day. Decreasing the clicks needed would improve the user journey for me and my team. Review collected by and hosted on G2.com.

I find the MUSE AI suggestions extremely beneficial for diagnosing issues when troubleshooting, as they break down the issue when alerts or errors don't provide much information. The suggestions help me determine if the issue falls within Fluency or outside of it, and some even break down the information being sent to the provider via API. BluePrints are also a key feature I use regularly, as they run campaigns across multiple channels. They allow for automation across numerous accounts running the same campaign while enabling customization for specific accounts through tags. Review collected by and hosted on G2.com.

Notifications being cleared in a more timely manner. For instance, a notification will pop up & then we'll go into the account & resolve the issue triggering the notification but the notification will still show for a week or more. You can mute them but that's not enough as the Notification is still there. It was very involved. There were a lot of discussions across a multitude of products. Fluency had more frustrations with us than we did with them. Our organization needs a lot of automated customization and there are a bunch of moving parts. Review collected by and hosted on G2.com.

Fluency has helped with account pacing and with launching new clients in bulk. The onboarding process and ongoing support have been essential for meeting our integration goals and getting the setup items in place so we can make the most of the products offered. Review collected by and hosted on G2.com.

The least helpful part is that not all partner settings are integrated into Fluency. For example, with Google Ads, some product listing settings still aren’t visible in the Fluency UI. Review collected by and hosted on G2.com.

I use Fluency for budget management across multiple client accounts and appreciate its ability to prevent overspending, which was a major issue before using it. I like that it's easy to filter and view data, and the ability to drill down and find exactly what I need is really useful. I can easily sort by specific client or account type. Fluency provides alerts for budgets and overspends, letting me see all client data aggregated in one place, which wasn't possible with just dashboards before. Review collected by and hosted on G2.com.

We would like to be able to bring in all of our marketing accounts. Right now we have some advertising that Fluency does not integrate with. StackAdapt not being integrated. We had help, there seemed to be some blueprint limitations and we were hoping to use it for reporting but that has not come to fruition. Review collected by and hosted on G2.com.

It puts a lot of my workload into one place for easy input and gives me a quick and easy way to reference basic data without having to switch between multiple dashboards Review collected by and hosted on G2.com.

It was challenging to learn Backpack, however once I did understand it made it easier for me to utilize all of the benefits of Fluency Review collected by and hosted on G2.com.

I love the notifications feature in Fluency because it allows us to set up custom notifications if any of our clients are underperforming on certain benchmarks and metrics. It also alerts us when campaigns have errors or there's no spend on an account. I also love the data explorer feature, as it provides visibility per channel, per practice area, and per account owner, which is great for having diverse visibility tailored to each unique client. This helps us make informed decisions fast and optimize campaigns quicker. Once everything was set up, managing several accounts was smooth and efficient with Fluency. Review collected by and hosted on G2.com.

Only thing with Fluency right now that I don't have access to is the frequency metric in Data Explorer and being able to track a high or low frequency, and generate a report from it. Review collected by and hosted on G2.com.

I like how Fluency helps with budget pacing and reallocations, which allows me to prevent accounts from under pacing and move budgets between platforms proactively. I enjoy using Muse AI for applying optimizations where needed and find the alerts extremely helpful for flagging high CPLs and low conversion rates. Creating CIDs without needing to set up Gmail accounts using blueprints is a big plus. I appreciate the tool’s ability to check for negative keyword conflicts, which is beneficial for client retention overall. Review collected by and hosted on G2.com.

Targeting is the worse because it is kind of unfriendly for LSA ads. The adding keywords feature could be improved, sometimes Fluency recommends adding terms that are not related to our ads or PAs. Review collected by and hosted on G2.com.

Updates by clients in other verticals. Coming from in-house Ad-Tech designed around a specific vert, there are features/updates/etc. that might have never been considered looking at needs within a silo (more or less). There are features/updates made that likely came from outside automotive that can allow for rethinking/retooling how we approach deployment. Review collected by and hosted on G2.com.

We are at the mercy of Fluency's ability to adapt features/functions/working API calls to partners (and working with partner platforms in general). Basis is a good example. Support was great across both the Basis and Fluency teams, but there were obvious gaps into who owned what and which part was breaking. We couldn't launch a Basis campaign without encountering errors and at time it seemed like a back and forth problem solve about which platform was causing the error. That's not something that can be passed to a client.

Fluency isn't slow for updates and great support helps bridge gaps. These same issues exist with in-house ad tech. However, the lines of communication for in-house updates and ownership are a lot clearer in house (including timelines). Review collected by and hosted on G2.com.