Facebook Will No Longer Offer Certain Ad Metrics [NEWS RELEASE]

Facebook announced updates to its ad metrics, highlighting that as of April 30, it will no longer offer certain ad metrics such as Mobile App Purchase ROAS and Web Purchase ROAS among other metrics. Please find commentary below from Adlucent's Andrea Barreto, on what these updates will mean for marketers. 

---

---

“These measurement enhancements will have a positive impact for digital advertisers looking to continue embracing the trends we're seeing today in personalization and ad relevance. They will help tell a more detailed story about customers’ behavior and hone in more accurately on business objectives. Three new, more detailed rankings will replace relevance score and lead to better differentiation between new messaging conversations versus returning messaging conversations, as well as more channel-specific ROAS calculations. As a result, brands will be able to optimize their Facebook strategy to capture and react to key customer interactions wherever they take place.

Next steps marketers should take are to redefine the KPIs that apply to them most and see where there are opportunities to take some of these new metrics into consideration. Additionally, brands should work with their partners to implement an action plan and take advantage of these interesting new customer interactions to ensure each user's experience is relevant, personalized, and, most importantly, timely in today's fast-paced, mobile-first world."  –Andrea Barreto, Paid Social Account Supervisor, Adlucent

---