What You Should Know:
- As previously promised, Facebook has introduced new advanced measurement tools with the goal of helping all businesses, regardless of size, get a more complete view of audiences across devices and understand how their marketing is driving value both on and off the platform.
- These tools, previously offered by Atlas, focus on reach and attribution, providing clearer insight into how many users have been reached and which publishers deserve credit for the brand or sales outcomes the ads have generated.
- The new tools are available through Facebook Business Manager and make it easier to compare the effectiveness of Facebook, Instagram, and Audience Network alongside AdWords, Bing, DoubleClick Bid Manager, etc.
Facebook’s view-through and some click-through attribution data was previously only available to a select group of large advertisers using their Atlas ad server. Now, using Facebook’s new Advanced Measurement tools, all Level clients will be able to see cross-channel attribution effects between search, social, and display. As always, Level uses every tool possible to track ROI success, and our team has already been hard at work adding Facebook’s new measurement features into our media buying stack for all clients to drive more value and provide better cross-channel insights.