Facebook To Tell Brands If People Clicking On Their Ads Are Making It To Their Sites

Facebook are looking to tell brands that their site loads after people click on their ad. The huge social media site is set to measure how many visitors a brand is receiving purely from their ads.

According to the site itself, in March 2017, it pulls in over 1.94 billion monthly active Facebook users for the month alone. With these staggering figures, the site will start providing advertisers more details about the particular people clicking on their ads to visit the sites. The company announced on Thursday, this is to conduct whether they actually do make it to the site and if they are a first time visitor or not.

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The new metric may seem a little odd, as many people may question: don’t Facebook already tell advertisers this information already? They do indeed already tell advertisers how many times people have clicked on the links in their ads to visit the site, but that link-clicks figure does not tell advertisers how many times people have visited and stayed on the brand’s site.

This is because a visitor may click on a brand’s ad to visit its site but hit the back button too soon and before the site actually loads, especially if the site takes too long to load. So, Facebook’s brand new “landing page views” metric will develop to only reporting the number of times the advertiser’s site actually loaded after someone has clicked on the ad from Facebook. This is more accurate, as the social media site will count the site as having loaded once its own tracking pixel has loaded, according to a Facebook spokesperson.

Advertisers are now looking for people to not only click on their ads but to actually visit their sites, to gain more visitors. This will result in them having the option to tell Facebook to prioritise the “landing page views” metric when buying ads using Facebook’s “traffic” objective.

Facebook are providing marketers with even more new measurements, as they plan to start telling advertisers now how many of those people are new visitors to their sites, also. This new activity breakdown segments how many of the people clicking on the Facebook ad had visited within the most recent 28 days, or had never visited the site or used its app either.

Facebook will rely on its tracking mechanisms that brands opt to embed in their apps and sites so that the social media site can connect someone visiting a site or using an app to their own accounts. This will be to delineate between new and returning visitors, to help the brands, also.

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Going beyond, Facebook are rolling out even more new measurements – again “in the coming weeks” as they start reporting the number of times that its desktops users hover a Page’s name – when it is mentioned in someone’s post or when it is attached to an ad. This is to peek at more information about the Page without having to visit or like the Page itself. They will also report how many times people mention a Page when responding to a friend using Facebook’s Recommendations feature┬áto create suggestions for loyal places to go to, like restaurants.┬áThis measurement will be enabled for marketers who are interested in how people encounter their Pages on the social network.

According to a Facebook spokesperson, they will also give Page owners details about the particular people that do follow a Page, how many likes it receives, how many followers it gains or loses over a period of time. Regarding followers, it will look to see how many were gained through organic posts versus ads and breakdowns of a Page’s followers.

They also stated that some Page owners may have already had access to this, as Facebook have been slowly rolling them out over the past few weeks.