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.
“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.