In reaction to claims that the social network hasn’t been sharing enough analytics with advertisers, Facebook’s metrics department is releasing a cross-platform dashboard to do just that.
Know the score
After a three-year run, Facebook is folding Atlas, their in-house ad server, to bring about Advanced Measurement, a more accessible metrics tool for all advertisers.
Until recently, metrics were only made available to Facebook’s largest advertisers.
As companies promote throughout Facebook, Instagram, and affiliated cross-device platforms, campaigns can be more readily analysed.
Monthly reports on attribution and reach
Advertisers can now follow which ads drive the most traffic pertaining to specific sites and publishers, while clicks, conversions, and last-click rates can be quantified and compared.
Advanced Measurement also hones in on specific users, condensing hard numbers on device usage, gender, and age.
This update is Facebook’s push to become more transparent with metrics after the reveal of last year’s bloated numbers pertaining to video ads.
In the wake of cooperating with a Media Rating Council audit, Facebook is looking to re-prove their effectiveness as the world’s largest cross-platform advertisement service.