This past March, Facebook changed the layout for personal accounts and business pages to the new “Timeline.” Their goal is to enable pages to be more interactive, encourage sharing and allow people and brands to elaborate on their story. Bottom line: Facebook wants to see an increase in engagement.
Stemming from Facebook’s changes last month, it should be no surprise that the social network is also switching up the advertising metrics used. Marketers who are spending money with Facebook to gain “Likes,” drive website traffic and generate application installs will now receive enhanced metrics with several tracking features. These additional advertising metrics support Facebook’s (you guessed it), commitment to increase interaction!
Being able to monitor ad actions, such as use of an application, share of a page post or claim of an offer, will start to take some focus off clicks and “Likes,” which is a step in the right direction. The right direction in this case is the attribution of social media to customers, brand loyalty and business profits.
With over 150 million Facebook users in the U.S., advertisers are anxious to use Facebook media to their best advantage. It will be exciting to see the new metrics implemented and how brands and companies optimize campaigns from the insights gained and how this will affect advertising budgets.
As the new Facebook advertising metrics begin to roll out, EGC will report back on what this means for retail businesses and how to best be using the data given to develop a more successful paid campaign on Facebook.
If you’re not currently advertising on Facebook, but would like to know how this can benefit your business, contact The EGC Group at contact@egcgroup.com or http://www.egcgroup.com/contact-us.php
Additional information: http://www.adweek.com/news/technology/facebook-beefs-ad-analytics-139677
