Facebook Is Giving Brands a Clearer Picture Across Websites, Mobile and Offline

The social network added eight new standard events, consolidated some metrics

New metrics measure the cost of actions across the web, mobile and offline
Sitthiphong/iStock

Facebook announced two updates aimed at giving businesses on its platform more clarity into how people are interacting with their various platforms across the web.

The social network said in a blog post that it added eight new standard events, or actions that happen on websites, in applications or in-person.

Standard events are available to businesses via the Facebook pixel, the social network’s app events software-development kit and its offline conversion data, giving those brands information for ad targeting, optimization and measurement solutions.

The eight new standard events are: Contact, Customize Product, Donate, Find Location, Schedule, Start Trial, Submit Application and Subscribe. Facebook said in its blog post, “Since people interact differently with a business when shopping for shoes vs. when buying a car, we created these new standard events to enable more businesses to understand customer engagement both online and offline.”

The new standard events are available via the web, apps and offline.

The social network also introduced two app-specific events— Ad Click and Ad Impression—giving developers of apps that monetized with ads more understanding of how users are engaging with those apps.

And Facebook announced that it is replacing metrics that report on interactions with single channels with metrics that report on the cost of actions across the web, mobile and offline.

The social network offered the following example: Cost per Website Purchase, Cost per Mobile App Purchase and Cost per Offline Purchase are being replaced by a single Cost per Purchase metric, which will aggregate and collectively report purchases across all three of those channels.

Facebook said in its blog post that channel-specific cost per metrics can still be calculated by dividing total spend by the number of conversions from the channel being analyzed.

Finally, the customize column selector in Ads Manager was redesigned to consolidate website, mobile and offline metrics, allowing users to select one metric rather than having to choose three separate ones.