A little Facebook advertising history: Facebook started driving the “engagement” message when the “People Talking about this” metric was released during Q4 of 2011. The release of Timeline for brand pages, which highlights the page’s content, pushed that message further. Acquiring fans will always be part of the equation, but Facebook’s focus has shifted from simply getting fans to corralling fans who actually engage with the page. With such a focus on engagement, it made perfect sense for Facebook to provide marketers a more precise way to measure this engagement, and they have finally done so.

The next round of updates to reinforce the focus on engagement comes in a change to the reporting and Ad Manager dashboard. The “Connections” metric, which for the most part measured “page likes,” is being replaced by the “Actions” metric, as seen here:

Facebook dashboard with actions

What is an “action,” exactly? In the Ad Manager UI, for ads and sponsored stories directed to fan pages, it is a rolled-up metric that contains the following:

• page likes

• page post likes

• comments on page posts

• @mentions

• check-ins

• photo tags

• page post shares

• offer claims

• answers to a question

• follows on a question

• photo views

• video views

• link clicks

• page tab views

These metrics can be extracted using the “Actions by Impression Time” report type (shown below). The metrics are presented using 4 attribution windows.  The 1st is a 24-hour view-through; the others are 1-, 7-, and 28-day click-through attribution windows:

Facebook action report

 

This change will make it easier for marketers to identify specific user behavior – and thus to determine each ad’s true impact. The new Actions metric will report the type of actions the ad produced and whether the payoff was immediate or delayed, and if it required an impression, click, or both to generate that action. More data, more strategic marketing, more ad spend (presumably)…a good development for all involved, Facebook included.

Clark Sioson, Facebook Account Manager

7 Comments

  1. JaimeTSikora June 27th, 2012

    Facebook introduces “Actions” metric | PPC Associates Blog #ppcchat #facebookadvertising http://t.co/rrCW7TzS

  2. timothyjjensen June 27th, 2012

    RT @JaimeTSikora: Facebook introduces “Actions” metric | PPC Associates Blog #ppcchat #facebookadvertising http://t.co/rrCW7TzS

  3. toddmintz June 27th, 2012

    Facebook introduces “Actions” metric | PPC Associates Blog http://t.co/wBJ3To0n

  4. amvlad June 28th, 2012

    Facebook introduces “Actions” metric http://t.co/fa7aR9qB

  5. kevinpalmer June 29th, 2012

    Facebook introduces “Actions” metric http://t.co/d39tfuDm

  6. JoeSalome June 30th, 2012

    Facebook introduces “Actions” metric | PPC Associates Blog http://t.co/FfpvNteb

  7. LCoates1 June 30th, 2012

    RT @JoeSalome: Facebook introduces “Actions” metric | PPC Associates Blog http://t.co/FfpvNteb

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