Facebook Rolling Out Major Update to Ad Analytics With Audience Funnels and Conversion Data
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Some Facebook users are now seeing several changes to Facebook’s advertising analytics tool in what appears to be the start of the roll-out of a major update. The changes to the Ad Manager include the addition of data on ad reach and average frequency (number of times a user has seen the same ad); a funnel showing targets, reached, and social reach; and a line graph of clicks and social actions generated by an ad.
Facebook appears to be refocusing the tool on new, social key performance indicators such as post-impression conversions in the form of Page Likes and app installs, and moving away from older online advertising metrics such as CPM, which isn’t even readily shown in the updated tool.
Those to whom the update has been rolled out are offered a tour of the new features and the option to download