While Facebook’s IPO put a spotlight on its ability to grow revenue, marketers continue to focus on how to wring better performance out of their advertising there as they are barraged with conflicting data and surveys. In the midst of this, Facebook is making some subtle changes in how marketers can measure actions on the platform that are catching some advertisers and agencies off-guard.
Although under the radar, the new conversion methodology is incredibly important for agencies and advertisers, as it will give them an entirely new way to measure the effectiveness of Facebook initiatives, and possibly eliminate a hyper-focus on outdated metrics such as Likes, CPM, CTR, and clicks. These new advancements are reminiscent of when online display advertising introduced time spent on site, ad engagement metrics, view-through attribution, and other metrics to evaluate the performance of ads that did not immediately convert.
Read more on how Facebook’s new metrics are changing the game for marketers at adage.