Wednesday, 13 November, 2019

Facebook re-labels metrics for transparency

Facebook Simplifies Metrics After Data Reporting Issues Advertiser Confusion Facebook re-labels metrics for transparency
Sandra Phillips | 23 February, 2018, 22:16

While that's not a new concept for marketers, not having the metrics clearly labeled as being estimates has caused confusion, Facebook found.

These metrics provide guidance for outcomes that are hard to precisely quantify.

"We had always talked about reach as estimated, but people didn't know it", he said.

The Button Clicks metric shows the number of times people clicked the call-to-action button on your ad. Button Clicks is redundant because these clicks are also either reflected in the Link Clicks metric or other distinct metrics like the Event Responses metric and the Offers Saved metric. Real-time data is often provided as an estimation based on sampling.

Past year the definition of Facebook's reach metric came under scrutiny when AdNews discovered the estimated reach on Ads Manager was far greater than official population figures in several countries.

Metrics labeled as "in development" are being tested or rolling, which means their results may change as Facebook adjusts the methodologies used in these metrics.

As an example, Facebook will be removing the social reach metric because it is not different enough from the regular reach metric.

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This includes labelling metrics as "estimated" when they are calculated using sampling and modelling and "in development" for metrics that are either new or still in development (see graphic below).

The changes, reported in a blog post, list the removal of roughly 20 reporting metrics that will take place in July 2018.

To round-off this initiative is an education program geared towards both brand and direct response marketers which Facebook has dubbed "Measure What Matters", a scheme that will consist of both live events as well as online tutorials which will kick off in March. The aim is to simplify measurement and focus on more meaningful metrics. Participants can also check it on the Facebook Business site.

"We'd have planning teams are buying teams where we're looking at a particular metric, love that metric or making plans based on that metric".

Discussing how such issues were resolved at council meetings, Gaffney explained how even some of the most informed advertising effectiveness professionals were unclear as to Facebook's measurement offering.

The changes come after the company admitted a series of measurement problems in a span of almost two years and has heard from advertisers that they want more clarity around how its metrics are calculated. "That one thing that got cleared up pretty quick in our heads, but then we're like "okay, so now you have to tell the world".

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