Facebook Introduces New Metrics for a Better Marketing Experience

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F acebook Introduces New Metrics for a Better Marketing Experience A social media optimization service can help you implement the right tools and techniques to drive traffic through social media channels. There are many social networking channels today and they have become an important source of information. Earlier, social media was used for communicating with known or unknown people but today it has entered into the world of business professionals. A major advantage of using social media networks is that they help connect with your potential customers and increase the search engine ranking of your website as well as the reputation of your business. Digital marketing services Long Island can help you implement the right tools and techniques to drive traffic through social media channels. Among the many social media networks, Facebook is undoubtedly the leader of the pack and it is turning into a great source for various types of information. There are over 2.38 billion monthly active users (MAU) as of March 31, 2019 which is an 8 percent increase in Facebook. Therefore, businesses use Facebook to increase target audience. It also offers many features that drive more traffic to your Facebook page.


Recently, Facebook announced that it is removing Ad Relevance Score to move towards a more granular and relevant metrics to improve performance. According to Facebook, “we will replace relevance score with three new, more granular ad relevance diagnostics metrics. Similar to relevance score, these ad relevance diagnostics are not factored into an ad's performance in the auction. We think that this level of granularity will offer reporting that's more actionable for businesses." The relevance score was first launched in 2015 with the aim of providing advertisers more insight into their ad performance and what they can expect. The score is calculated on the basis of positive and negative feedback we expect an ad to receive from its target audience. The more the positive interaction the higher the ad’s relevance score will be. It helps advertisers create better ads using Facebook insights. But now Facebook is planning to withdraw this technique and has said that the single metric does not provide enough actionable insight, therefore switching to a more detailed measurement option is more feasible. The new metrics are: Quality ranking: A comparison between your ad’s perceived quality with the ads competing for the same audience. Engagement rate ranking: Comparing your ad’s engagement rate with ads competing for the same audience. Conversion ranking: Comparing your ad’s expected conversion rate with the ads that had the same optimization goal and competed for the same audience. Apart from this, Facebook is also removing six ad metrics and replacing them with more actionable data points. The metrics that are being replaced are: Offers Saved and cost per offer saved: These metrics are now being replaced by Post Saves measures that will provide more inclusive metrics for measuring saved ads. The new metrics Post Saves will save ads as well as provide more overall insights into such responses. Mobile App purchase ROAS and Web Purchase ROAS: Earlier, Facebook’s ROAS (Return on Ad Spend) was channel specific but now the ROAS insights will be aggregated across channels. As the purchasing path becomes a single channel, this will be more beneficial when consolidated into "one, holistic Purchase ROAS metric." Messaging Replies and Cost per Messaging reply: With Facebook’s new metrics

'New

Messaging Connections' and 'Messaging Conversations Started’, businesses can measure replies


within new or existing conversations. New conversations started with people who have never messaged with the business before and conversations that started after a period of inactivity will be the focus of the update data. These new metrics promise to provide more beneficial insights based on feedback from Facebook advertisers and how they are actually using Facebook ads. Developments such as these will be closely followed by Long Island NY SEO services.

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