Did you know Facebook changed their ad tracking and analytics feature? No? Me neither, until I ran across an article by Dave Williams that appeared on AdAge Digital.
Facebook ads are big business for the company, providing a boatload of revenue for them – but until now, marketers only got murky metrics. With Facebook’s old analytics feature, you couldn’t track online or offline conversions, because Facebook could not provide view-through tracking. This basically means you had to guess whether or not Facebook ads were actually driving people to your Facebook page – and if they spent any time on your page once they arrived.
With Facebook’s newly updated analytics feature, measuring ad effectiveness by counting Likes and clicks should be a thing of the past. Now, you can really drill down and track how users interact with and click on your Facebook ads and content. Here’s what you can do:
1. Specify a single action or multiple actions to be measured for any ad group
2. Track internal page Likes, page post Likes, comments, @ mentions, check-ins, photo tags and page post shares (including how many times an offer is shared)
3. Track an assortment of specific actions, including “claimed your offer,” “answered your question,” “clicked on the Page post link,” “viewed the page post photo,” “viewed the Page post video,” and “viewed a tab on your Page”
4. Track Facebook app statistics, including installs, users and the number of times Facebook credits were spent in the app
5. Keep up-to-date with “yes” and “maybe” RSVPs in Facebook Events
6. View metrics in 4 different ways: 1-day view-throughs and 1-, 7-, and 28-day click-throughs
Williams also speculated that Facebook will integrate the check-in function with RSVPs and coupons, making it possible to measure the impact of your Facebook ad on in-store traffic and sales. If they did this, online and offline would finally bridge that yawning gap between your social graph and word-of-mouth – something that social has yet to master.
If you advertise on Facebook, have you started tweaking your ads based on these new measurement features? Leave a comment below!
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