New Measurement System for Facebook Audience Network
Facebook’s emphasis on measurement was applied to Facebook Audience Network with the introduction of advertiser outcome score.
Facebook’s emphasis on measurement was applied to Facebook Audience Network with the introduction of advertiser outcome score.
The social network said the new measurement system helps advertisers evaluate their efforts by outcomes driven, such as application installs, purchases or registrations. The advertiser outcome score is a measurement of an ad’s post-click performance compared with all Facebook Audience Network placements and with placements in the same formats (banner, interstitial, native).
Facebook said in an email to SocialTimes that Facebook Audience Network advertisers can view their advertiser outcome scores in their dashboards, with one representing the lowest possible score and no high-score limit, although anything eight or above should be considered a strong performance.
The social network added that higher advertiser outcome scores lead to higher costs per thousand impressions, which, in turn, increases potential revenue from each ad served.
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