New tools for Facebook publishers: Interest targeting, post end date, better insights

By Justin Lafferty Comment


Facebook this week introduced some new tools for publishers, including the ability to target posts by interest and have posts disappear after a certain date.

Interest targeting is currently available on all pages that have enabled the targeting and privacy setting, but is only available on desktop currently. This feature is helpful if you’re publishing a post that is most relevant to only a portion of your page’s audience.

The post end date feature is also available now to pages with the targeting and privacy setting enabled, but only on desktop for now. Facebook blogged about this feature:

Post End Date allows Page admins to specify a day and time to stop showing a post in News Feed. This tool prevents people from seeing out-of-date posts in News Feed, but posts will continue to appear on your Page. For instance, a publisher can use this to remove yesterday’s weather report from News Feed.

Another interesting feature offered by Facebook is smart publishing, which surfaces popular stories on the page owner’s website:

Until now, it has been challenging for large publishers to predict which stories will resonate with their audience. Smart Publishing is a new, optional tool that identifies and publishes stories that are popular with people on Facebook.

Once you enable the setting, frequently shared links to your website can appear in News Feed for people who like your Page. Those posts will not appear on your Page, but you’ll have access a new dashboard in Insights to see analytics, moderate comments, and choose which you want to post to your Page.

It is currently only available to select publishers, but could roll out to more pages as time goes on. Page admins can opt into smart publishing from the publisher tools section within page settings.


Facebook also described updates and fixes to the insights section:

We’ve added a new Top URLs section, which displays URL-level reporting and shows when other Pages and influencers share a post you’ve made to Facebook. For example, if a celebrity shares one of your URLs, you’ll know why that URL may have reached more people than other URLs. We also made the interface more intuitive and provide a way to segment data for specific time ranges, including hourly.

We also recently fixed a bug that caused many third-party analytics tools to undercount the percentage of their organic traffic from Facebook. In the past, referrer data was missing from some of our outbound mobile clicks. This issue has been resolved for iOS, with a fix for Android coming soon. Publishers may see an increase in iOS mobile traffic from Facebook and a decrease in undefined sources or direct traffic.