Facebook is combining app, website, offline purchase data into one view for advertisers

The Social media giant, Facebook is about to combine app, website and offline purchase data into one single view for advertisers and marketers.

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In the recent announcement, Facebook said it is adding the list of action marketers can track across their app, offline channels and websites.

Application, website and offline cost metrics now a single data point

Formerly, marketers had three different data points to analyse cost metrics by channel. For example Cost per Mobile App Purchase, Cost per Offline Purchase and Cost per Website Purchase are all now combined under a single Cost per Purchase metric.

Social media giant, Facebook said, “You can still calculate the channel-specific cost per metrics by dividing your total spend by the number of conversions from the channel you’re interested in.”

New Standard Event actions

Standard events are those events which allow advertisers to track actions that happen on their app, offline or website via the Facebook pixel, the SDK and offline conversion measurement are getting eight new tracking options:

  • Donate
  • Start Trial
  • Subscribe
  • Contact
  • Find location
  • Customize Product
  • Submit Application
  • Schedule

Facebook said, “Since people interact differently with a business when shopping for shoes versus when buying a car, we created these new Standard Events to enable more businesses to understand customer engagement both online and offline”

New app-specific metrics

Facebook is launching two new application-specific events: Ad Impression and Ad Click.

In recent times, Facebook is also redesigning the customize column sector consolidating website, Ads manager, offline metrics and mobile to reflects the single data unit of cost metrics instead of the previous three metrics for the app, offline channel and website.

Facebook is also removing some other metrics but didn’t reveal it.

Yash Mandlesha

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