Facebook last week announced that in July 2018 it will removing a number of ads metrics. The social media giant has identified a series of metrics that are either dated or ‘unhelpful’.
In addition to the removals, Facebook are also adding new labels and categories to metrics, with many metrics now set to fit into one of two buckets: ‘estimated' and ‘in development’.
Interested in learning more about this announcement? This is just one of the five stories being covered in this week’s ‘Hello Social Ad-dicts’ podcast episode. ‘Hello Social Ad-dicts’ is our weekly podcast, where we update you every week on the five biggest stories you need to know in the fast moving world of social media advertising.
Why is Facebook doing this?
Facebook is looking to tick a number of boxes by tidying up metrics:
Refocusing on business benefits
Facebook wants to help advertisers ‘refocus’ on driving actual business results.
Getting rid of overlap
Considerable overlap between metrics has creeped in over the years. For example, the Button Clicks metric shows the number of times people clicked the call-to-action button on your ad, but these clicks are also reflected in the Link Clicks or (possibly) Event Responses metrics.
The new labels or ‘categories’ for metrics in ad manager will explicitly tell advertisers whether a specific metric is actually displaying an estimated value (for metrics marked 'estimated'), or whether it is still being tested (for metrics marked 'in development'). ‘Estimated’ metrics are simply designed to provide direction for an advertiser and ‘In development’ metrics are still being refined.
Which metrics are being removed?
Actions, People Taking Action, Cost per Any Action: The ‘Actions’ metric is a grouping-together of other indicators like engagement, clicks and conversions. As more measurable types of ‘actions’ are introduced on Facebook, it’s recommended you start measuring those (or a combination of them) rather than using the ‘Actions’ metric.
Button Clicks: As mentioned above, ‘Button Clicks’ is a metric with significant cross-over with ‘Link Clicks’ and other distinct metrics like ‘Event Responses’ and ‘Offers Saved’. Going forward you'll need to start using one of these other metrics.
Canvas Component Time Percentage: Set up to measure the average percentage of time spent viewing each component of a Facebook canvas, but not a widely used metric. Simplify by using the ‘Canvas View Time’ or ‘Canvas View Percentage’ metrics.
Carousel Card: Facebook have also identified that it hasn’t been popular to get a breakdown of conversion and calculated metrics by carousel card. This is being removed, so check out the ‘Link Clicks’ metric broken down by Carousel Card, for example.
Link Click Destination: Recent mobile OS updates have meant Facebook can no longer effectively track redirects to an app’s deep link to app store (for ads set up with backup link destinations). Advertisers should use ‘Outbound Clicks’ or ‘Landing Page Views’ metrics for now, but Facebook has promised they will continue to explore more granular reporting options.
Mobile App Actions Conversion Value: This metric is a little personalized, giving you the ability to assign a value to an app action when you set up the app event. Since Facebook now has a number of specific app event conversion values available, they recommend you know use one of those (e.g. Mobile App Purchases Conversion Value).
Page Mentions, Cost per Page Mention: Facebook no longer feel ‘Page Mentions’ is a good indicator of positive or negative sentiment towards your business. The ‘Page Likes’ or ‘Page Engagement’ metrics are better indicators of the success of a Page Likes campaign, for example.
Page Tab Views, Cost per Page Tab View: These metrics were set up to measure the number of views of tabs on an advertiser's Facebook page, attributed to their ads. Again, for Page Likes campaigns, Facebook is now recommending using the ‘Page Likes’ or ‘Page Engagement’ metrics, since they will give you a better idea of success.
Social Reach, Social Impressions, Social Clicks (All), Unique Social Clicks (All): These social metrics aren't actionable, showing the number of people who saw an ad when displayed with social information. Use ‘Reach’ instead of ‘Social Reach’ and ‘Impressions’ instead of ‘Social Impressions’.
About Joe Sweeney CMO here at MakeMeReach, Joe is a words guy. Joe's a digital marketer who believes in the power of quality content to start great conversations between consumers and brands. He also hosts our weekly Facebook Live!All posts by Joe Sweeney
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