It’s no surprise to digital marketers ‘all landing page clicks from Facebook are not created equal’. It seems that Facebook is now doing something about this.
To summarise the issue, Facebook traditionally can register a page load even if the someone clicking on the ad uses the back button immediately (meaning the page has not even loaded). This doesn’t really affect most of us as we generally use the metrics from the landing page itself rather than Facebook’s numbers, however, this is a step in the right direction to fix some of the issues we have had with the way Facebook report on data.
Essentially, Facebook is rolling out a new metric in the next few weeks called “Landing Page Views”. This will show advertisers how many actual users made it to your mobile landing page after clicking on an ad. Think of it as a more advanced version of the current click metrics. They will also highlight how many ad clicks have come from new visitors over returning ones.
In addition, Facebook is also rolling out some new Page metrics:
- Exposure to Page information – This is intriguing. Facebook is going to start showing us how many people have hovered over a Page’s name (when mentioned in a post) but did not click through to the link
- Growth and decline in Pages followers – this includes followers gained over time and how many followers have been gained through organic posts versus ads
- Recommendation count – a new metric to show how many times your Page has been mentioned in Facebook’s Recommendations feature (released last October) for local businesses and options.
- As well as some additional demographic breakdowns of Page followers.
In the words of Facebook:
“We’ve heard feedback from businesses that they want more transparency and understanding around their Facebook performance. As part of our commitment to measurement, about every month or so we’ll release new metrics so that businesses have better ways to measure outcomes, all in one place.”