The new feature — “Action Measurement” — will appear as a column and pie chart in Facebook’s Ads Manager and will help marketers tailor ads for relevant consumers.
“This isn’t just an analytics feature; it’s an optimization feature,” David Baser, product manager for Facebook’s Page Insights, told Mashable ahead of Wednesday’s announcement.
Traditionally, marketers use Facebook’s Ads Manager to create ads, target them to specific demographics and measure the performance of a campaign. With the new feature, marketers will be able to dive deeper into user-engagement data and go beyond the typical stats regarding inline actions.
The actions that Facebook will measure and that marketers will be able to optimize are:
- People talking about this (includes Page likes, Page post likes, Page post shares, comments, @ mentions, check-ins, photo tags, offers shared, offers claimed)
- App installs
- App used
- Credit spend events (number of times someone uses credits in the app)
- Credit spend amount (value of credits that were spent in the app)
- Number of RSVPs
This mock-up from Facebook shows stats for an ad promoting a Page post. The Actions column lists 257, the number of different behaviors fans performed on the post — not the ad for which promoted the post. On the bottom right, a pie chart shows the top actions and a link is available for marketers to see a full report of all actions.
Take a museum’s brand page, for example. A museum can run a campaign touting its Facebook app tab where people can buy museum tickets. In the past, Baser says, that museum could see how many clicks the ad got, but with the Actions data, the museum will see how many people used the app as well.
Stats about actions will be available for marketers to review in 1-day, 7-day or 28-day increments.
Google on Wednesday also introduced a plan, dubbed Brand Activate, to measure online advertising that it hopes will become the industry standard.
Will this Actions feature be useful for your or your brand? Sound off below.
BONUS: 20 Facebook Page Cover Photos to Inspire Your Brand
Not only has Red Bull taken advantage of Timeline, it has also created a scavenger hunt with prizes to get fans interacting with the company's history.
The New York Times' Timeline, which features its rather large staff as a cover photo, has highlighted moments from more than 160 years in history.
The professional soccer team has also taken advantage of Timeline's biographical features, already filling its page with content from 1908.
The company's fresh-faced models are featured as the cover photo for Dove's brand Page.
"Real women have been our inspiration from the very beginning. Today your photos, stories and memorable moments make up our new timeline," writes the company.
Madonna has switched over to Timeline, and is using her brightly colored album cover as her Facebook cover photo.
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