New metrics from Facebook – Better measures for ROI and Engagement

 

New Facebook metrics - better roi measure.png
New Facebook Metrics Launched

 

Remember all those times when you ran campaigns, put all UTM parameters, later realised in Google analytics that the no. of users who landed are less than the ones showed in Facebook insights. I strongly feel majority of you must be thinking “Yes” it did happen with me and I couldn’t do anything to improve the situation.

Not anymore. Facebook announced a few metrics releases on 29 June 2017 that will really help marketers to put context in perspective. The objective – capturing new types of interactions with your ads or page.

One of the biggest concerns in recent times has been – How can I expand into new audience targeting and also know whether they were new visitors or interacted with my ad before? The interaction may happen on their app or website.

To solve this conundrum Facebook is introducing Pre-impression activity breakdown. It is a new metric that shows the number of people who have previously engaged with an advertiser’s website or app v/s new visitors.

How is it determined? In Facebook’s words – “Based on whether a site in recent weeks fired a pixel or triggered an app event associated with a business.”

Is this the 1st step by Facebook to match attribution feature launched by Google? We will know this for sure over the course of next year.

This update is useful in case of dynamic ads. This is what Facebook had to say about dynamic ads at the start of Jan 2017:

“Now, if someone has been browsing for furniture across multiple websites, Facebook may infer that this person is interested in buying a couch, and they may be a good candidate to serve a dynamic ad for furniture.”

…it continues further…

“The broader point here is that dynamic ads – which has primarily only been used for remarketing – are now becoming much better at predicting intent by allowing advertisers to use multiple signals for targeting, including activity on Facebook such as Likes and ad clicks, and also activity off Facebook such as website visits.”

To put it in a nutshell – dynamic ads are great for those who have hundreds of products and can’t customize each ad. But customized ads will always have a greater impact.

Page engagement holds a very important status in a marketers ROI game plan. There are 3 new metrics which are introduced by Facebook:

1. Follows: Page admin can see total number of people who are following the page. The new update will allow the admin to see rise and fall of followers over time.

2. Previews: While browsing Facebook on desktop, user may not click the page link every time. Page’s information can be accessed while hovering over page’s name. This number will be showed under the head “Page Previews”.

3. Recommendations: Here is how a recommendation looks when you get suggestion or advice from friends, family or local groups on Facebook.

recommendations in facebook

Now page admins will be able to see the number of times a page has been recommended by family or friends.

All these will be available in the Overview section of Page Insights.

The most important announcement is Landing Page Views.

For an advertiser it is important to have clarity on click engagement. What I mean is after a click whether user landed on the page or not. In last year Facebook has separated clicks into:

  • Link clicks: All clicks on links, including Facebook destinations
  • Clicks (all): All clicks on an ad, including those not on a link
  • Outbound clicks: All clicks that drives user out of Facebook

This is useful but not helpful. Just like a situation we spoke about at start of this blog, advertisers see a difference in numbers when they see clicks on Facebook insights vis-à-vis landing page traffic on Google analytics. Apart from this marketers can spot likely issues in mobile optimization and page load time.

In Facebook’s words: “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.”

That’s it for today. Let me know how you have made use of these features or better – found out something new.

Till next time, keep being awesome 🙂

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