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.

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