Business owners and marketing agencies alike have been asking Facebook for more information about how users view and engage with page content and advertising. At last the giant social media platform has agreed, announcing that it will be introducing new metrics and measurement tools for marketers on a monthly basis.
This staged roll out gives marketers time to familiarize themselves with and begin making use of each new tool – a process that might be overwhelming if 10+ tools were released at once. We recommend reviewing new reports as they become available so you can understand how they fit into your decision-making process. As always, if you have any questions about what you’re seeing, don’t hesitate to contact us – we’d be happy to help you understand.
Value Optimization Targeting is Now Available
For some time, Facebook has allowed advertisers to target potential customers based on their plans for an upcoming life event, such as buying a new car, moving to a new house, getting married, or having a baby. A new targeting option makes it possible to further refine your advertising campaign based on anticipated purchasing behavior. While it’s always nice to reach customers in the “Just Looking” stage, Value Optimization allows you to reach customers who are, based on search and social behaviors, at the “Ready to Buy” point.
Value Optimization will impact ad price based on how much a customer is likely to spend with you over the course of a seven-day period. Not every business has access to Value Optimization yet: Facebook will be rolling out the feature for qualified accounts over the course of the next few months.