Facebook Updates Page Insights, Breaks Out 'PTAT'
Marketers want clearer metrics
Brands evidently haven't been satisfied with Facebook's People Talking About This (PTAT) page engagement metric. So the digital giant, as part an overall revamp of its 3-year-old Page Insights product, is breaking out the catchall stat into a handful of data points, which are rolling out starting today on a limited basis.
While PTAT will continue to be available for those not participating in the initial roll-out, the following parts of that page metric will be offered (to those participating in the preview) separately:
- page likes
- people engaged—or the number of people who have clicked on, liked, commented on or shared a post
- page check-ins
- other page interactions
Also, Facebook says its virality metric—the number of people who have created a so-called story from a post as a percentage of the number of people who have seen it—will now involve clicks and be referred to as an "engagement rate."
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