Facebook is cleaning up its
metrics act with the release of a handful of new measurements tools for video
advertisers.
The social media firm has
committed to releasing new metrics each month in a bid to bolster marketers’
trust in the effectiveness of ads run on Facebook. The move, Facebook said,
will better enable advertisers to measure outcomes all in one place.
Facebook insights Landing page
views is one of the new metrics Facebook has launched to give advertisers a
better idea of just how many visitors land on their websites after a link click
on an ad.
“This new metric will help
businesses realize the importance of optimizing for a better mobile web
experience,” Facebook said in a blog post. “Businesses will be able to choose
to optimize for landing page views when they use the traffic objective, finding
more people who will actually arrive on their landing page after clicking on
their ad.”
Pre-impression activity breakdown,
meanwhile, will serve up answers on who is clicking on an ad. This metric,
which will roll out in the next few weeks, reveals the number of people who
have previously interacted with an advertiser’s website or app compared to new
visitors.
“We make the determination based
on whether a site in recent weeks fired a pixel or triggered an app event
associated with a business,” Facebook explained. “Pre-impression breakdown is
particularly helpful for businesses running dynamic ads for broad audiences,
where the audiences expand beyond their own customers, and where ad creatives
are generated dynamically based on associated product recommendations.”
Page owners will also gain new
insight courtesy of three new reporting metrics — follows, previews and
recommendations — that reveal how people are learning about and interacting
with their businesses. The new metrics will be available in “the coming weeks”
via the overview tab of Page Insights on desktop.
Facebook said advertisers can
expect many more metrics over the coming months.
Source: - http://www.sitepronews.com/2017/06/30/facebook-launches-new-ad-measurement-tools/
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