In-App Event Measurement Added to Atlas Universal Tag

Facebook’s Atlas ad platform announced that its universal tag can now be used to measure in-application events including installs, engagements and purchases.

Facebook’s Atlas ad platform announced that its universal tag can now be used to measure in-application events including installs, engagements and purchases.

Marketing manager Nicole Maraschky wrote in a blog post that the universal tag allows advertisers to attribute website actions, such as page loads and call-to-action clicks, to their campaigns, adding:

Using people-based measurement, Atlas can attribute these in-app events across channels–media served on desktop, mobile web or other mobile apps–and deliver the ability to retarget audiences, as well.

This enhanced functionality gives you the ability to understand how audiences are interacting with your app like never before. For example, you can now see how many people downloaded your app after seeing video ads on a desktop publisher or mobile app install ads on Facebook. This lets you optimize buys across channels and then, using Atlas retargeting, engage with the people who installed your app to drive further interaction.

Readers: What do you think of Atlas’ announcement?

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