Use this lesson to:
- Identify the different points along the measurement journey.
- Explain how the Facebook pixel, SDK for mobile app and Offline Conversions are used for measurement.
The Journey to Better Measurement
Focus on the right metrics
Are your metrics aligned with your true business goals? Or are you looking at proxy metrics?
Example: Andrea wants to track how her Facebook ad campaigns are delivering and performing. She monitors metrics like reach and frequency in Ads Manager reporting.
Understand results Facebook currently drives
Are you generating incremental business outcomes?
Example: Xi wants to know if her Facebook ad campaigns are generating incremental conversions. She can set up her own conversion lift study in the Test and Learn tool in order to determine how many additional conversions occurred specifically because of her Facebook ads.
Optimize Facebook to work harder.
Which Facebook marketing strategy generates the most efficient conversions?
Example: Danny wants to know which version of his holiday ad campaigns generates the lowest cost per conversion. When he sets up his campaign in Ads Manager, he can create a split test to test variables like creative, audience, placement or delivery optimization.
Determine how Facebook fits in the media mix.
How do your business outcomes on Facebook compare to other channels? Which combination of channels generates the most efficient incremental offline sales?
Example: Lillian currently runs ad campaigns both on and off Facebook. She wants to determine how much credit to attribute to each channel and how much marketing spend she should allocate per channel. She can use Facebook Attribution to track conversion credit allocated to each channel and publisher to learn how efficient different channels are at generating conversions. (To use Attribution, she needs to use UTM parameters with her ads and use her existing Facebook pixel, SDK for mobile app or Offline Conversions.)
Inform total media spend with better data.
How much attribution credit does each channel gets? Does your current measurement strategy account for cross-device, cross-channel behavior?
Example: Marco wants to better understand cross-device conversion for campaigns on Facebook, especially around the device types that people use when they see or click his ads, and the device types they use when conversions happen. He can use either Facebook Analytics or Facebook Attribution to answer these questions. With this information, he can allocate more budget to ads for the devices that help generate conversions, rather than the devices where the conversions actually happen.
Review your Data Sources
Before you embark on your measurement journey, make sure you have the appropriate data sources set up so that you can collect the relevant signals you’ll need later to measure your results.
Data sources refer to any of the tools, connections or pieces of code that collect the signals that Facebook uses to measure the results of your ads. Facebook offers different types of data sources.
Note: Our business tools are designed from the bottom up with privacy in mind. We never share information from your website with your competitors or third parties. All information we use is aggregated with millions of other signals before being read by our optimization systems.
Identify Data Sources
Identify each of these scenarios and if they are Facebook pixel, Facebook SDK for mobile app or Offline Conversions.
- You can answer different types of business questions at different stops along the measurement journey.
- Facebook offers 3 types of data sources that collect signals used to measure the results of your ads: the Facebook pixel, SDK for mobile app, and Offline Conversions.