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Facebook Updates – Page Insights, Ad Buying and Reporting

Facebook Page Insights

Following up on its June 2013 Page Insights update, Facebook is making more changes to the tool after gathering intelligence from early users. The latest update adds a few new and much requested features to Page Insights.

The key features added are:

Measurement Metrics

The People Talking About This (PTAT) metric has been broken down into multiple smaller components like Page Likes, People Engaged (number of unique people who have clicked on, liked, commented or shared your posts), Page tags and mentions, Page check-ins and other page interactions.

The Virality metric has also been renamed as ‘Engagement Rate’. It includes clicks as part of its measurements now to help Page admins asses overall post quality.

Tools to Aid Better Content Publishing

Positive (likes, comments, shares and clicks) and negative (hide post, hide all posts, report as spam, unlike page) interaction metrics have been integrated into a post-specific score card that helps marketers gauge positive and negative interaction metrics together for each post.

Insights about People Interacting with Your Page

The new Page Insights lets admins see both who they have reached and also those they have engaged with. This feature can help admins measure how their content has fared with different audiences and make better decisions about Page content and strategy.

Post Reach

Page Insights Export

Page admins can now download the Page Insights report and update their custom reporting template. Also, the old Export option is still available.

Facebook has retained all APIs associated with the old Page Insights. Any changes to these APIs in future will be announced by Facebook. Facebook will also be adding APIs for the new Page Insights metrics as they become available. The PTAT metric is still available through the old exports and API. Facebook has no immediate plans to change it to a public facing metric.

Facebook is continuing to collect feedback and Page admins can give their take on the new Page Insights by selecting the ‘Send Feedback’ option in the top right-hand corner of the interface.

Updates to Ad Buying and Reporting

Facebook is getting straight to business now with its ad buying and reporting tool asking users what they want to achieve through Facebook advertising. The tool will then recommend an ad depending on the objective marketers declare and then help measure how the ad performed against the stated objective.

This objective-based ad buying is part of Facebook’s effort to streamline its ad products, a process which it began in June this year.

Facebook has also listed a few top objectives drawn from its interactions with different marketers:

  • Clicks to Website
  • Website Conversions
  • Page Post Engagement
  • Page Likes
  • App Installs
  • App Engagement
  • In-store Offer claims
  • Event Responses

These objectives will now be the base upon which Facebook will suggest ad types.

Advertising-Objective

Facebook now also gives marketers the option of placing their ad on the mobile News Feed, desktop News Feed and/or in the right-hand column. Marketers can also choose where their ad will appear. For example, marketers with an objective of driving traffic to their website can place a desktop ad with a link to their full desktop site and a separate mobile ad that links to their mobile site.

Measurement

Facebook has also updated its Ads Manager tool to map results directly to the objective they chose when creating the ad. The Ads Manager will now show the objective, the number of times the objective was met and the cost per stated objective.

What are your thoughts about these two Facebook updates?

Team Position²

Position2 is an innovative digital marketing agency that accelerates demand through integrated Content Marketing, Paid Acquisition, and Marketing Technology solutions. Our demand acceleration solutions map the buyer's journey across multiple touch points such as search, social, mobile, media, and email. These integrated campaigns are powered by cutting-edge content creation, digital advertising, web design/development, marketing automation, and analytics. We serve hundreds of clients ranging from VC funded startups to Fortune 500 multinational firms. Our 200-member team is based in Silicon Valley and Bangalore and consists of marketing gurus, engineers, data scientists, writers, and designers. Founded in 2006, Position2 is backed by Accel Partners.