Facebook is introducing “landing page views” and other new metrics for advertisers

Facebook is introducing “landing page views” and other new metrics for advertisers

On Thursday, Facebook announced that they’ll be introducing “landing page views”, a new metric that will enable advertisers to see how many users reach their website after clicking on one of their adverts.

Facebook will also utilise its existing tracking mechanisms to inform advertisers of how many times a user has visited their website, as well as provide new details on how users encounter their brand Page.

For example, Facebook will now report on how many times a desktop user ‘hovers’ over a Page’s name (without clicking), and how many times a Page is mentioned as a recommendation.

Additionally, brands will now be able to measure how many followers their Paige has gained (and lost) over time, and how many of these were gained organically or through paid ads, amongst other useful information.

As Marketing Land explains in their blog, although Facebook already tells advertisers how many times their ads have been clicked, the existing metric doesn’t take into account how many people leave their website before it’s finished loading. According to a Facebook spokesperson, it will look at whether the tracking pixel has loaded on the page to determine whether a webpage has loaded or not.

With the introduction of the new “landing page views” metric, advertisers will also have the option to tell Facebook to prioritise this when buying ads.

According to a Facebook spokesperson, the new metrics are gradually being rolled out, and some users will already have access to them.

The TJM take: When it comes to metrics; the more, the better, and the new information (particularly in terms of whether a user has chosen to follow a Page organically, or due to a paid ad) will be a great addition as you’ll be able to determine where best to place your business’ time and money.

Plus, with the introduction of “landing page views”, not only will you be able to get a more accurate conversion rate (and a better ROI), but it will alert you of issues with your website’s user experience, which you can flag to your developer. This will prevent you from losing more business in the long-run.

We can’t wait to start testing these new metrics for our clients!

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