Facebook advertising: a little less conversation, a little more action…
The mighty blue whale of social announced the provision of greater analytics for social ad campaigns this week. The changes are to the analytics that marketers can see when measuring campaigns. Previously, insights showed who had clicked on an ad / liked a page etc. New functionality will show expanded metrics that help comms professionals track how the campaign performed against wider marketing initiatives e.g. Clicked ad, liked page, completed survey, bought product, shared on wall.
This is good news for PR and social media professionals using Facebook advertising to support their campaigns as previously the insights fell short of what clients were used to in terms of delivering a result against a specific call to action. It also lets us see what has been achieved as a result of a paid campaign versus what was happening anyway as a result of ongoing Facebook activity.
From Inside Facebook:
Previously, it had been difficult for marketers to understand what sort of effect their ads had beyond building a fan base since Facebook did not provide information about what users did after they clicked on an ad. This change seems to be part of a continued push to de-emphasize Likes as a campaign goal, and instead encourage marketers to focus on engagement within the platform. Today’s announcement does not affect Facebook’s pricing model. Ads are still sold on a cost-per-click or cost-per-impression basis….
Under the old system advertisers could only get data about the number of people who liked the page as a result of the ad. They could visit a separate page insights dashboard to see the total likes, comments and shares for a post, but there was no way to distinguish which actions came organically versus through paid media.
More meaningful commercial insights? LIKE.