The new and improved Page Insights, which have been rolling out slowly to Facebook page admins, are coming to all page owners soon. Facebook announced that all page admins should have the new insights soon, showing data such as performance by post type and deeper demographic data about the fanbase.
Facebook is apparently testing a new way for page owners to keep tabs on competing pages. Some admins are seeing a “Pages to Watch” module in the dashboard, allowing them to select five pages. Facebook will then bookmark these pages in this module, and give updates about like totals over the past week.
Facebook confirmed to Inside Facebook that this is a test.
When an admin selects pages, they can then see how many new fans those pages have added/subtracted over the past week. There are no deeper metrics available right now, beyond likes.
In the middle of the lower part of the dashboard, a prompt shows for a page admin to add pages to watch.
Last month, Facebook announced that it was giving its page insights product a renovation, making it simpler for page admins to figure out how their posts are performing. Social media expert Jon Loomer recently gained access to these insights and gave a detailed tour on his blog.
There is no date yet on when this will be rolled out on a wider scale.
The major change is that Facebook has made page insights much more visual and easier to read. Many page admins just want to know how well their post is doing in terms of engagement and reach, as well as figure out when their fans are online the most. Facebook has answered these questions. It also makes it easier to see which types of post do best in terms of reach and engagement, breaking out numbers for plain-text status updates, links, photos, videos, and offers.
Admins can also discover how well they are reaching not only fans, but non-fans.
Playstation, Samsung Mobile, Intel and others among this week’s top PTAT gainers for product and service pages
Playstation is this week’s top gaining page in the People Talking About This metric for product and service pages. Highlighting its new Playstation 4 console at the Electronic Entertainment Expo last week, the page generated a large buzz from the console gaming community.
This list of top gaining product and service pages is compiled with PageData, which tracks page growth and engagement across Facebook.
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.
Coke has an astronomical annual ad budget and marketing machine.
Being Liberal is just one guy posting content — zero ad budget.
But one of these pages has 800,000 active users. And the other has more than 900,000 active users. Which is which, and how come?
Atlas view tags can now be used to measure Facebook ads targeted to custom audiences, partner categories and lookalike audiences, the social network informed its largest advertisers this week.
Those targeting types are relatively new to Facebook and weren’t previously supported in the Atlas platform, which advertisers and agencies use to plan, manage, track and optimize their digital marketing. Facebook recently bought Atlas from Microsoft. Now, the tool will enable advertisers to track Facebook’s new ad types the same as any other. This gives advertisers better view-through measurement on their campaigns that take advantage of the social network’s latest capabilities.
Custom audiences allows advertisers to retarget consumers by email addresses, phone numbers or user IDs they already have from previous marketing or sales interactions. “Lookalike audiences” helps advertisers target users similar to those in their custom audience databases, using algorithms to identify audience segments with the same customer profiles. Partner categories are audience segments created by third-party data providers that U.S. advertisers can use for targeting via Power Editor or the API. These categories are informed with transactional data, survey information and other online or offline behaviors. Collectively, these represent tremendous new opportunities for advertisers to target Facebook users by first-party or third-party data.
The social network agreed to acquire Atlas from Microsoft in February. The deal closed at the end of April, and the Atlas team in Seattle is now officially part of Facebook. The company says it bought Atlas to improve measurement capabilities for advertising both on Facebook and across other digital platforms. Atlas says it is working to update its user interface to be more intuitive and effective, as well as create “unique differentiators under Facebook.”
Facebook platform industry update: SocialWire joins PMD program, Compass Labs launches conversion tracking tool
Facebook ads provider SocialWire today announced that it has been accepted into the Preferred Marketing Developer program and awarded the Apps badge.
SocialWire provides a platform for advertisers to run self-serve or managed campaigns. It also offers an SDK to help companies integrate with Facebook Open Graph so that their websites are optimized for Facebook and more Sponsored Stories and targeting options are available to them. It’s for this that SocialWire received the Apps badge and gained entry to the PMD program. SocialWire CRO Bob Buch tells us the company is building a few more ads-related features and will be applying for the Ads badge soon.
Social marketing platform Compass Labs today announced a new conversion tracking and measurement tool for businesses to better understand how their Facebook ads are contributing to sales and other important metrics.
Similar Facebook’s conversion tracking tools, Compass Labs’ solution measures conversions based on both impressions and clicks after advertisers attach pixel tags to their ads and pages on their website. The new tracking and measurement system is available to CLIQ Ads Manager customers.
Compass Labs is a PMD with badges in Ads and more recently Insights with the launch of its CLIQ Social Intelligence platform. Last week the company announced that Devavrat Shah, a professor with the department of electrical engineering and computer science at MIT, joined its Advisory Board.
Some Facebook advertisers temporarily saw a new metric called “returned value” in their Ads Manager dashboard. Facebook says the metric was accidentally displayed, and it has since been removed.
Marketing consultant Jon Loomer got a screenshot of the “returned value” metric along with Facebook’s description for the feature. Facebook defined the metric as “all returned value taken by people within 24 hours of viewing and ad or Sponsored Story in this campaign, or within 28 days of clicking on it. You’ll only see data here if you’re promoting a Page, event or app.”
This is likely a feature that will be rolling out to advertisers soon, but was not meant to go live for all users this week.
As Facebook puts more emphasis on monetization and more advertisers are spending on its platform, measurement is increasingly important.
The social network is still so new and comes with unique ad types and its own vocabulary, so many advertisers still aren’t sure how it fits in with the rest of their marketing efforts. The Facebook measurement team is working to put its ads in a more familiar context for advertisers and apply its research findings to offer better ad types and systems.
We spoke to Head of Measurement Research Development and Partnerships Sean Bruich about the questions Facebook is trying to answer, the value of a Like, how Facebook ads compare to more traditional channels and what needs to happen as marketers begin thinking cross-platform instead of in silos.
The following is an edited transcript from that interview.
Tell me more about your role and what your team does.
My team is the research development team, we also work on partnerships with third-party research companies like Nielsen and Datalogix. Our goal is twofold: to help build the right tools to help advertisers buy media to capture the value they’re trying to get, and the second piece to build out the measurement systems that help quantify that value and optimize campaigns, not just for e-commerce transactions, but a broader set of marketing outcomes like offline sales. It’s pretty simple, we’re trying to solve how you value an ad campaign online if one of your objectives is offline sales impact or one your objectives is staying top of mind. And the second piece is how do you translate all of those things that you know about other forms of marketing and understand whether online is accomplishing those same goals and how you would execute against those goals online.
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