Facebook’s push to remove redundancies and confusion from advertising took another big step Wednesday, as the company announced some changes to insights to make them easier to understand.
The company has clearly defined metrics such as people talking about this (PTAT) and virality, and made it much simpler to see how a post is performing. Now, page admins can see not just likes, comments, and shares, but also specifically how many clicks a post received.
Facebook has been trying to find ways to make it easier for page admins to understand when a post is gaining popularity (through highlighting it in the admin panel), but now marketers can see how many times a post has been clicked on, as well as negative engagement such as hides and indications of spam.
Page admins also have deeper insights into the demographic makeup of their Facebook fanbase.
These improvements will start today, but will be gradually rolled out, so not everyone will have these new tools at first.
Facebook explained these changes in a blog post:
Facebook News Feed rewards quality posts with greater reach. One major consideration in gauging post quality is the relationship between positive interactions (likes, comments, shares and clicks) and negative interactions (hide post, hide all posts, report as spam, unlike page). Historically, Page Insights has reported on posts’ performance, reach, and engagement in three distinct places. In the new Page Insights, we aggregate all these metrics into a post-specific score card, so marketers can evaluate positive and negative metrics together. This will help Page admins better identify content people interact with, produce more of it, and enjoy increased reach and impact on Facebook.
Facebook has begun highlighting most engaging posts in the page admin panel. Last updated in March, the page admin panel now marks highly engaged posts in yellow with a star where the post type (photo, link or text) is usually placed.
Facebook have also been notifying users when a post performs better than average, encouraging them to Promote to “get even better results.” It has also been highlighting the Promoted Posts product on page Timelines. The company seems to be making continued attempts to turn page owners into advertisers.
In addition to notifying users about higher performance for particular posts, it has also begun notifying users running Promoted Posts when their campaign’s budget has been exhausted. By notifying users of the end of their spending, Facebook looks to get advertisers to spend more on the promotion if the results have either surpassed or came in under expectations. For example, a page admin may want to continue promoting a post that has received substantial engagement, even after the initial budget has been spent. Consequently, a user may find it helpful to be notified of a disappointing promoted post and choose a different one instead. (more…)
A recent update to Pages Manager for iOS has returned detailed post insights to the product after a version earlier this month was released without them.
Facebook released version 2.0 of its Pages Manager app for iOS in early May to make the app faster and include new features like photo filters. However, it did not include the same level of per-post analytics as previous versions. Page owners could see how many people they reached but when they tapped the area that used to lead to more information, they were instead directed to a screen where they could buy Promoted Posts. Now, the additional metrics have been brought back.
Users can tap the “reach” metric to be taken to a new screen with an additional breakdown of how much of that reach was organic, paid or viral. They can swipe left to see details about engaged users, post clicks, link clicks and stories created. Another swipe will present People Talking About This, likes, comments and shares for the given post.
Page owners can still promote their posts from the app by tapping the “promote” button. Another feature that Facebook removed from Pages Manager a few weeks ago, but hasn’t brought back yet is the option to create an Offer post. Admins have to create those from Facebook.com.
Facebook also made some bug fixes and performance updates in the latest version of Pages Manager released this week.
Social CRM company Nimble this today released a new version of its platform with more features for managing business contacts. A new “Today Screen” is an improved dashboard with a to-do list, milestones and key events among a user’s network. The “Signals Screen” gives users notifications from across their social networks, such as invitations, likes, shares and mentions. Nimble also made updates to its search feature and created a way for users to easily retrieve their last contacted connection. Nimble now connects with more than 100 other platforms so users can bring in all their contacts and audiences.
Toronto-based start-up Crowdbabble today announced its Real-Time Facebook Monitor, a tool for Facebook page admins to monitor their pages and keep track of competitors. Users can get real-time analytics or generate historical reports. It aims to help page owners understand when they should post and how often, along with how well their posts are performing and how they compare to others in the business.
Facebook COO Sheryl Sandberg shared today on the company’s first quarter earnings call that its acquisition of Atlas from Microsoft closed last week and that she welcomed the team to Facebook today.
Atlas Advertiser Suite is a platform that advertisers and agencies use to plan, manage, track and optimize their digital marketing. Facebook agreed to buy the platform and Seattle-based team from Microsoft at the end of February.
Sandberg said Atlas is important for its measurement capabilities, not its potential to power an ad network, which many have speculated about. She said Facebook has “no plans” to create an ad network to serve Facebook ads on third-party sites. Atlas will continue to be a tool for advertisers to measure the effect of their online ads on Facebook and other platforms.
Facebook plans to eliminate the “friends of fans” metric from its page insights product, first reported by Wisemetrics and confirmed to us by Facebook.
The metric shows page owners their estimated total potential audience when counting the friends of users who Like their page, however, it is not very useful. Pages would only be able to reach these people if all of their current fans saw and interacted with a post and then all of the person’s friends saw that story in their feed. With the way Facebook’s News Feed algorithm works, this is just about impossible.
Removing the metric could help page owners focus on the stats that do matter to their Facebook marketing performance.
Facebook said in a statement:
“In an effort to make our Insights products more simple and more actionable, Facebook plans to deprecate the “Friends of Fans” metric in Page Insights, which is listed on the Overview tab of Page Insights. Page admins will still be able to see this number by using the Friends of Fans targeting option in the ad create tool and in the Ads API.”
“Friends of fans” was added to Insights in 2011, the same time as People Talking About This and Reach. Shortly after, Facebook launched the page post ad format. The company was seemingly trying to convey the value of sharing engaging stories, which could be amplified by fans and reach friends of fans. By highlighting this new metric, Facebook could give businesses the impression that their content was reaching more people, or that they could reach this many people if they paid to promote it.
Ultimately, it wasn’t a valuable stat. Page owners and businesses would benefit from a further rethinking of Facebook’s page analytics offering to better address certain components and give more actionable insights.
As of July 10, “friends of fans” will no longer be reported through the Insights dashboard or via the Insights API.
Brand Networks today announced that it has been awarded the Insights badge as part of the Facebook Preferred Marketing Developers program. The announcement coincides with the company’s debut of bn.insights, a dashboard for marketers to monitor and understand their page, apps and ad analytics.
Brand Networks is one of only two companies accredited in all four PMD badges: Ads, Apps, Insights and Pages. Adobe was previously the only company with this status, gaining badges through its acquisition of ads provider Efficient Frontier last year, not long after Efficient Frontier had bought the page management platform Context Optional.
Facebook is testing an update to the page admin panel, which gives more prominence to reach metrics for recent posts and encourages page owners to promote those posts to increase their audience.
Some users are seeing a “Posts” section at the top of pages they have admin rights to, replacing the “Notifications” section, which included recent comments, wall posts and other fan activity. The new section shows the organic and paid reach of each recent post, along with an option to promote the post. Notifications are available from the top menu.
Facebook today revealed that bugs in its page insights product led reach and impressions to be misreported for months. Fixes are being rolled out today and over the weekend, the company says.
Facebook says the bugs only affected reporting, not delivery, so page reach wasn’t actually reduced, it may have just appeared that way from insights data. This was limited to page insights and did not have an impact on ad insights.
The social network says pages will be affected differently depending on their fan based and when and how frequently they post, but overall it expects most pages to see an increase in reach or no change. Pages that ran News Feed ads are likely to see an increase in paid reach. It’s possible some pages could see an increase or decrease in organic reach.
Facebook is now offering developers information on how often users find their app through the search bar on Facebook.com, according to a post on the company’s developer blog.
Canvas developers will find a Search Results tab in their app insights under “Other Features.” This will track both organic and paid clicks. For now, this only includes clicks from the search bar typeahead, not clicks from the search results page or clicks from mobile. However, clicks will be counted from users whether or not they have Graph Search.
This change will help canvas developers understand how often users are coming to their app via search, which could give them a better idea whether or not running Sponsored Results ads would be valuable.
Currently, pages receive data about how many new Likes they got from the search results page, but they can’t see how many times people visited their page after searching for it. If Facebook wants more pages to run Sponsored Results, it will have to offer data that shows how important that channel is for discovery.
Search results data for apps will go back to Jan. 21, 2013.