Facebook Is Rolling Out a Handful of New Measurement Tools for Advertisers

Third-party partnerships help track sales, lift and clicks

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Facebook is rolling out an array of additional measurement products it says will help marketers see how effective cross-channel campaigns are in terms of online and offline return on investment.

Today, the social network announced several partnerships with companies including Nielsen Catalina Solutions, Oracle Data Cloud, Visual IQ and Neustar MarketShare.

According to Facebook, the "people-based measurement" approach using third parties will give brands more accurate results. Brad Smallwood, vp of marketing science at Facebook, said existing measurement tools have often left measurement stuck in silos.

"Measurement is difficult, and one reason is that every vertical thinks about it a little bit differently," Smallwood told Adweek. "Let's say if you're a mobile-game owner, you care about app install and re-engagement. But if you're a [consumer-package-goods] advertiser, you want to know how to allocate media spend and what's the best way of doing that across television and digital and other forms of media."

In the case of CPGs, the partnership with Nielsen Catalina will allow advertisers to see how a campaign affects offline purchases by connecting Nielsen Catalina's purchasing data from retailers with ads data from Facebook and Instagram. The partnership with Oracle Data Cloud will let Oracle-owned Datalogix tap into Facebook's Lift API to test how likely people are to buy products if they have or haven't seen an ad.

Another measurement tool can track which ads deserve credit for purchases. With Visual IQ and Neustar, brands advertising on Facebook will be able to use multitouch attribution to measure the ad impressions that play the biggest role in getting people to become customers.

Mobile app developers will be able get their own focused measurement tool. Facebook's Mobile Measurement Partners—companies like Adways Inc., AppsFlyer, Apsalar and CyberZ—will let app advertisers see which ads people viewed that didn't lead to clicks. That way, if someone downloads the app later, an ad that's viewed but not clicked doesn't get all the credit.

"One of the things that we've heard from advertisers is that they want choices in terms of how they do measurement," Smallwood said.

@martyswant martin.swant@adweek.com Marty Swant is a former technology staff writer for Adweek.