4 Facebook Measurement Tips for Brands During the Holiday Shopping Season

Facebook shared four measurement tips for brands on the social network during the holiday shopping season:

1. Adapt in real-time: Don’t wait until the end of a campaign to assess its effectiveness. Use self-serve measurement solutions like split testing to try out different tactics and experiment with components including audience, delivery and creative. Facebook said a recent analysis of thousands of advertisers found that split tests prompted a 24 percent improvement in cost per acquisition.