Facebook Metrics: Ways to Measure Ad and Page Management
Sometime in late June (2017) Facebook announced that they would be making new metrics available to marketers. These metrics would be instrumental to helping you to get a broader view of user engagement using ads and page. Perplexed or pleasantly surprised? Whatever the case, there are a few things you should get in on
You certainly will find this interesting…
New Metric For Page Interactions
To start with, three new metrics will be introduced which are closely related to page engagement. They will display any fluctuations in the number of people who follow your page as well as those who choose to see updates from their feed (take note that previously, you could see the number and this is meant to display any variations in the value). It would also show how many people interact with your page without visiting it and display a chart of any business recommendations you might receive and how often your page receives any.
Thus, the new metrics include the Follows metric Previews metric and Recommendations metric. You can find the new metrics in the overview of page insights.
Pre-Impression Activity Breakdown Metric
Another metric being introduced will allow page admins (who have launched an ad) to get stats on how many visitors are the result of an ad launch and those who were previously engaged with their page or website.
It will be most beneficial to advertisers who either have the intention to expand or have already broadening into reaching target audiences outside their normal frame of access.
In order to provide this activity, the metric will simply determine whether specific app events previously occurred for specific ad users.
New Metric For Landing Page Views
Of all the new additions, the metric for landing page views might just be the most useful. It will provider page owners/admins to verify click engagement by one further step.
More often than most advertisers like to admit, click engagement gets confusing – and the concept gets shrouded in a vague form. For instance, advertisers assume that a click (i.e. in reference to promoting a link to an external website) means any click to their website, when in fact, a click includes any click on the ad.
To provide some clarity, Facebook separated the clicks into various categories to include All Clicks, Link Clicks and Outbound links – which may be all clicks on the ad, but excluding those not on a linkor all the clicks on the links either including those that lead to endpoints (on Facebook) and those that lead people outside Facebook.
While this was significantly helpful in its own way, advertisers still witnessed a few disparities between the number of people accounted to have visited their website via different routes and outbound clicks. The number isn't likely to match up any time soon and for a few reasonable explanations; for instance, a user can simply choose to abandon a visit before the analytics can record their visit, or they may click the outbound link but never get to the page for a varying number of reasons.
But all it takes to make the difference was perhaps one metric, and so to balance this out, the Landing Page Views metric will not only advertisers how many people attempted to gain entry through the outbound link, but how many people actually made it through to the desired page.
Currently, when using the Traffic objective, you may choose to optimize for link clicks, impressions or Daily Unique Reach
Not only will this give advertisers a broader view of those who saw the page, it will allow them to also address potential issues with regard to loading time of the page and possible optimization for mobile devices.
But besides that, it will allow advertisers to optimize the page itself for a variety of functions, as well as have their links displayed for people who will not only click but are most likely to withstand a little lull to get to the landing page.
And hey, if you have the metrics already who is to say you cannot share what you’ve been getting done – we would love to hear from you!