After several counting errors led to misreported campaign metrics, Facebook is trying to regain advertisers’ trust with a series of updates to their measurement tools that will provide a deeper look at campaign and Page data.
Slow-loading websites mean people often change their minds after clicking on an ad, leading to discrepancies between the number of link clicks reported and the number of actual visits. The problem is especially prevalent on mobile, which illustrates the importance of mobile optimization, and Facebook will now provide more accurate data about actual visitors.
Facebook is also helping advertisers better track subjects in the sales funnel. A new feature called “pre-impression activity breakdown” will show whether a person has had any previous experience with the brand, either by having triggered a website pixel or interacting with the brand on Facebook or Instagram.
Until now it has been impossible for owners of Facebook Pages to see where their new followers are coming from or their detailed demographics, but that is also expected to change in a pending update, along with data on Page previews and recommendations. We’ll keep you posted!