May 09, 2018

Facebook Is Removing Few Outdated & Redundant Ad Metrics


Facebook Is Removing Few Outdated & Redundant Ad Metrics

Facebook ad metrics are being removed in order to improve transparency and clarity of admeasurement on the social network. By now there have been many changes relating to how and what advertising metrics it reports in an effort to improve transparency and clear up advertiser confusion. Facebook was facing few measurement problems from the past 2 years and the advertisers were demanding more clarity, due to which Facebook opted to take this action.

Facebook keeps a regular check on all their metrics and how they are used to help out the advertisers and to bring more clarity to their ads. Facebook also look at the metrics that need improvements and metrics that are similar to the other.

The reason why these Facebook ad metrics are removed:

Outdated - Facebook has some metrics that are no longer relevant due to changes in user behavior or advertiser need, or to the product that the metric was associated with.
Redundant - Facebook has few redundant metrics that have somewhat similar or better insights.
Non-Actionable - Facebook has some metrics that don't provide any insights for the advertiser to act on.
Infrequently Used - Facebook has metrics that are not commonly used by the advertisers.


Facebook Ad Metrics To Be Removed:

1. Actions, People Taking Actions, Cost Per Any Action

This ad metric (actions, people taking action, cost per any action) is a composite of various actions and events, such as engagement, clicks or conversions. As their platform introduces more actions that people can take on an ad, this metric becomes more nuanced, and a less relevant signal for measuring business outcomes. Facebook recommends customizing our own composite metric that reflects actions that are meaningful to our business, instead of using actions.


2. Amount Spend Today

Facebook recommends using their dynamic date selector to see results for Today and compare results across different date ranges instead of using the amount spent today metric. Select Today for the date range and use the amount spent metric to see how much money we've spent on our campaign starting at 00:00 (midnight) today.


3. Button Clicks

The button clicks metric of Facebook shows the number of times people clicked the call-to-action button on our ad. Button Clicks is redundant because these clicks are also either reflected in the link clicks metric or other distinct metrics like the event responses metric and the offers saved metric. Facebook recommends using link clicks, event responses or offers saved instead of button clicks.


4. Canvas Component Time Percentage

The canvas component time percentage metric hasn't been a widely used metric. Facebook recommends using the canvas view time metric and the canvas view percentage metric instead of canvas component time percentage.


5. Carousel Card

Facebook is no longer supporting the carousel card breakdown for conversion metrics (e.g. website conversions) and for any calculated metrics such as click-through rate because these insights have been infrequently used. We can still see the link clicks metric broken down by carousel card and see conversion results without the carousel card breakdown.


6. Link Click Destination

After Facebook launched this breakdown in July of 2017, a number of mobile operating system updates that followed began to prevent them from determining whether someone was redirected to an app's deep link or to an app store for ads that were set up with backup link destinations. Advertisers can still use outbound clicks and landing page views metrics to measure which clicks lead people to destinations off Facebook while they continue to explore other ways of providing more granular app deep link or app store destination insights.


7. Mobile App Actions Conversion Value

The mobile app actions conversion value metric is based on the value we assigned to an app action when we set up the app event. Facebook recommends using specific app event conversion values (e.g. mobile app purchases conversion value) instead of mobile app actions conversion value.


8. Page Mentions, Cost Per Page Mention

Page mentions and cost per Page mention are outdated metrics and are not indicative of either positive or negative sentiment towards our brand. Facebook don't recommend using Page mentions to evaluate campaign performance. Instead, it recommends using the Page likes metric or the Page engagement metric, as they're more indicative of the success of a Page likes to campaign.


9. Page Tab Views, Cost Per Page Tab View

The Page tab views and cost per Page tab view metrics measure the number of views of tabs on our Facebook Page that are attributed to our ads. If we're running a Page likes to campaign, Facebook recommends using the Page likes metric or the Page engagement metric, as they're more indicative of the success of a Page likes campaign than Page tab views.


10. Positive Feedback, Negative Feedback

The relevance score metric already uses positive feedback and negative feedback signals as inputs and the granularity provided by breaking out positive and negative feedback create more confusion than useful insights. Facebook recommends using relevance score instead of positive feedback and negative feedback to understand how well a target audience is responding to ads.


11. Social Reach, Social Impressions, Social Clicks (All), Unique Social Clicks (All)

Social metrics (social reach, social impressions, social clicks (all) and unique social clicks (all)) are outdated metrics that show the number of people who saw an ad when displayed with social information. The social reach metric isn't meaningfully different from the reach and impressions metrics and the insights provided aren't actionable, as advertisers don't have control over when ads are/aren't shown with social information. Facebook recommends using reach instead of social reach and using impressions instead of social impressions to evaluate campaign performance.


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