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Facebook calls in big guns to boost metrics

Facebook has announced a range of new products and partnerships designed to give marketers better measurement tools.

Measure twice, post once

Facebook is partnering with companies including Nielsen Catalina Solutions, Visual IQ, and Oracle Data Cloud to beef up its measuring chops.

These third-parties will give more accurate results for marketers, rather than the broader approach currently offered by Insights.

Drill down

To give an example of how it will work, Nielsen Catalina Solutions will measure Facebook and Instagram campaign stats against its own purchasing data from retailers. This will give greater visibility into the number of offline purchases.

While Visual IQ will work on identifying which Facebook ads are most successful at conversions. Mobile app developers also get their own measurement feature.

As Facebook’s advertising rates continue to rise, these partnerships might convince marketers to stay away from rivals such as Pinterest and Snap.

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