Facebook began to release a series of reporting metrics that it plans to make available about once a month to provide marketers with greater insight and a deeper understanding of the impact of their Facebook campaigns.
The first set of metrics aims to inform interactions with ads such as landing page views, breakdowns of pre-impression activity, and interactions with Pages such as follows, previews, and recommendations.
Facebook will now give marketers a better sense of to the number of visitors that arrive on a brand's Web site after clicking on a link in an advertisement. The landing page view metrics will marketers get a better understanding of how to optimize content for mobile search and content.
Marketers will have the option to optimize for landing page views when they use the traffic objective, finding more people who arrive on their landing page after clicking on their ad.
Another metric will tell marketers whether someone who clicks on an ad is a new or returning customer. The pre-impression activity breakdown that will roll out during the coming weeks shows the number of people who have previously engaged with an advertiser's Web site or app, compared with new visitors to the site.
Metrics for the pre-impression activity breakdown depend on whether a site fired a pixel or triggered an app event associated with a business in recent weeks.
Facebook said the pre-impression breakdown metric will become helpful for brands running dynamic ads for broad audiences, where the audiences expand beyond their own customers, and where ad creatives are generated dynamically based on associated product recommendations.
Three other reporting metrics to Facebook Page owners will give companies a better understanding of how people learn about -- and interact with --their business. These metrics will roll out to Pages during the coming weeks and can be viewed within the "overview" tab of Page Insights on desktop, per Facebook.
Rather than showing the total number of followers, Facebook will break down the number of follows that a page gains or losses over time. Another set of metrics will begin to show the number of people who saw the Page's information when hovering over the Page's name on a desktop computer. In addition, to build on how people use recommendations, Facebook will begin to show the number of times a Page has been included under someone's recommendations as a suggestion.
All these changes are intended to help companies gain transparency into how people interact with the content and ads on their Facebook pages.