Facebook Cleans Up Its Ad Metrics

Photo Credit: @touroasda

Facebook is getting a head start on spring-cleaning! The social network is decluttering the Ads Manager in an effort to streamline the way businesses measure their ad campaign performance. Facebook will be removing any metrics they see as redundant, outdated, not actionable, or infrequently used, starting in July of 2018. Doing so will make it easier for businesses to identify the metrics that are best suited for measuring outcomes and providing actionable insights on creative, audience, and optimization strategies.

These are the metrics you can say bye-bye to…

Actions, People Taking Action, Cost per Any Action:

The Actions metric is a combination of varies actions and events, like engagement, clicks or conversations. As Facebook introduces more and more actions that users can take on an ad, this metric becomes less effective in measuring outcomes.

Amount Spent Today:

Now, if you want to see results for the day and compare results across different dates, use the dynamic date selector. Click Today for the date range and use the Amount Spent metric to see how much money you’ve spent starting at 12 AM today.

Button Clicks:

This metric shows the number of times people clicked the Call to Action button on your ad. This metric is redundant because these clicks are also reflected in the Link Clicks metric or in specific metrics like Event Responses or Offers Saved.

Canvas Component Time Percentage:

This metric has never been very popular, but if you did use it, we recommend now using the Canvas View Time and Canvas View Percentage metrics.

Carousel Card:

There will no longer be a breakdown for carousel card conversions. You can still see the Link Clicks metric and see conversion results without this.

Link Click Destination:

Many mobile operating systems prevent Facebook from determining if someone was redirected to an app’s deep link or to an app store. Businesses can still use Outbound Clicks and Landing Page Views to measure, which clicks lead people to off-site destinations.

Mobile App Actions Conversion Value:

This metric is based on the value you assigned to an app action when you set up the app event. Facebook recommends using specific app event conversion values going forward.

Page Mentions, Cost per Page Mention:

This metric is outdate and not indicative or either positive or negative thoughts towards a brand; Facebook doesn’t recommend using Page Mentions to evaluate an ads performance. If you’re running a Page Likes campaign, use the Page Likes or Page Engagement metric to measure success.

Page Tab Views, Cost per Page Tab View:

This metric measures the number of views of tabs on your Facebook Page that are attributed to your ads. If you’re running a Page Likes campaign, use the Page Likes metric or the Page Engagement metric to measure success.

Positive Feedback, Negative Feedback:

Facebook has found this metric causes more confusion than insight. Since the Relevance Score already uses Positive and Negative Feedback as inputs, use this to gauge how well an audience is responding to your ads.

Social Reach, Social Impressions, Social Clicks (All), Unique Social Clicks (All):

Social metrics show the number of people who saw an ad when displayed with social information, but it is now outdated. Social Reach isn’t much different from the Reach and Impressions metrics, and the insights from it aren’t actionable, since businesses don’t have control over when ads are or aren’t shown with social information.


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