The gist: Facebook is making its cross-platform stats available to all marketers.
More information: “As Facebook continues to grapple with concerns on the part of advertisers that the platform doesn’t provide enough metrics from campaigns, the company is making its sophisticated ‘people-based’ marketing tools available to all marketers,” reported Adweek.
“In November, Facebook started shutting down its Atlas ad-serving platform and folding the team into the social network’s measurement department. That team has now created a measurement dashboard that gives marketers cross-platform stats they can use to analyze their Facebook and Instagram campaigns as well as ads that run on Facebook’s publisher partner sites,” Adweek explained.
“At launch, Facebook is focusing on two types of stats: attribution and reach, with new areas of measurement coming in the future. On the attribution side, advertisers can analyze which ads drive the most traffic to check-out pages on ecommerce sites or home in on specific publishers to see how individual campaigns perform. There are also ways to compare clicks, conversions and impressions to track last-click attribution, for example, which measures ads that lead to conversions,” Adweek added.