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Thursday, June 29, 2017
Facebook Adds New Metrics For Ad Campaigns


Facebook has added more insight tools for its business partners, allowing marketers to better understand actions driven by their online presence.

Generally, slow-loading mobile sites or poor connections cause many people to lose interest if they're waiting for a page to load after clicking on an ad. To give a better sense of the number of visitors that arrive to your website after a link click on an ad, Facebook is beginning to rollout a new metric called landing page views. This new metric will help businesses realize the importance of optimizing for a better mobile web experience. 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.

In addition, the pre-impression activity breakdown is a new metric coming over the coming weeks that shows the number of people who have previously engaged with an advertiser's website or app versus new visitors. Facebook makes the determination based on whether a site in recent weeks fired a pixel or triggered an app event associated with a business. Pre-impression breakdown is 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.

Facebook is also introducing three new reporting metrics to give Page owners a more complete understanding of how people learn about and interact with their businesses. These metrics will roll out to Pages over the coming weeks and can be viewed within the "overview" tab of Page Insights on desktop:

  • Follows: rather than only showing the total number of follows a business has, Facebook is now breaking out the number of follows a Page gains or loses over time, insights into where follows happen, follower demographics, and a breakdown of organic and paid follows.
  • Previews: people may come across your Page's information without actually clicking on the Page. Facebook will now show the number of people who saw your Page's information when hovering over your Page's name on desktop.
  • Recommendations: people are already using recommendations as a way to get advice from friends, family, and local Groups on Facebook. Facebook will now start showing the number of times a Page has been included under someone's recommendation as a suggestion from friends and family.


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