Facebook Updates Ad Metrics to Provide a More Holistic View

Today, people interact with businesses across different platforms and channels—both online and offline. To help businesses better understand the various ways people interact with their business and market accordingly, Facebook has long offered standard events via the Facebook pixel, the Facebook SDK with App Events and the ability to upload offline conversion data. Events are actions that happen on your website, in your app or in person. Standard events are a structured way of communicating these actions to Facebook so they can be used to inform ad targeting, optimization and measurement solutions. Starting today, we’re adding more standard events to serve businesses with various objectives.

Introducing new standard events

In the coming weeks, we’re rolling out more ways to understand the actions people take on your website, in your app or at your store with eight new standard events: Contact, Customize Product, Donate, Find Location, Schedule, Start Trial, Submit Application and Subscribe. Since people interact differently with a business when shopping for shoes vs. when buying a car, we created these new standard events to enable more businesses to understand customer engagement both online and offline. You can learn more about app and pixel events on Facebook Business.

In addition to the new standard events which are available across web, app and offline, we’re introducing two app-specific events: Ad Click and Ad Impression. Ad Click and Ad Impression help apps that monetized with ads understand how people coming to their app from Facebook are engaging in-app.

Updating ad metrics to provide a more holistic view

People interact with businesses across different platforms and channels, so it’s important to evaluate ad performance holistically to account for all the ways people may have interacted with your business and the impact those interactions had on your business results. That’s why we’re replacing cost metrics that only report on interactions on a single channel with metrics that report on the cost of these actions across web, mobile and offline. For example, we’re replacing Cost per Website Purchase, Cost per Mobile App Purchase and Cost per Offline Purchase with a single Cost per Purchase metric. This metric aggregates and collectively reports purchases across all three channels as part of a single, new metric.

You can still calculate channel-specific cost per metrics by dividing your total spend by the number of conversions from the channel you’re interested in. Visit the Advertiser Help Center for a full list of metrics being removed and see what to use in their places.

We also redesigned the customize column selector in Ads Manager to consolidate website, mobile and offline metrics. Previously, you had to select three separate metrics if you wanted a holistic measure of purchases across these channels. Now, you can get this reporting just by selecting one metric.

These improvements are part of our ongoing efforts to build solutions that empower businesses to understand customer interactions and drive better business results.