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Facebook Wednesday introduced a way for publishers to compare the performance of their Instant Articles with that of the mobile web versions of the same content.
The social network debuted its interactive, feature-rich, fast-loading Instant Articles in May 2015.
Product manager Mona Sarantakos said in a blog post that Facebook teamed up with Nielsen to validate its methodology for determining the traffic lift provided by Instant Articles compared with standard mobile web content, providing this link with more details on metrics and calculation methodologies.
On Wednesday, Facebook began rolling out a tool for publishers that have published enough Instant Articles and mobile web stories to merit comparison, and Sarantakos said more metrics will be added “in the coming months.”