Watch out, Facebook advertisers.
The platform is changing once again.
Even though we’re less than halfway through 2018, the face of Facebook marketing has already changed drastically.
There was the “The Big News Feed Algorithm Change” in January.
Then, the company released 3D Facebook ads that unite users across AR, VR, web, and mobile platforms.
Let’s also not forget when the company took strides to be its own content host and provider:
- Facebook struck a deal with Warner Music Group to let users create custom music experiences across Facebook, Messenger, Instagram, and Oculus.
- It earned exclusive rights with the MLB to stream 25 baseball games on the Facebook Watch platform this season.
So what’s the latest switch-up in the Facebook advertising world you need to know?
The company is removing 20 Facebook ad metrics by July that they consider to be outdated, redundant, or those that brands cannot act on.
Here’s what you need to know about which metrics are being removed and which you should be using to replace them.
We’ll also look at how this affects your Facebook advertising strategy for this year.
The Facebook Metrics Removed from Ads, and Which to Replace Them With
As you consider what the loss of certain Facebook marketing metrics means for your business, let’s take a look at specifically which will no longer exist on the platform.
Let’s also explore what Facebook has to say regarding replacements each of these.
Mobile App Actions Conversion Value
As a Facebook advertising metric that’s based on a value you assign to any given action, this isn’t specific enough.
Instead, Facebook recommends replacing this with a more precise measurement.
For example, this could be “Mobile App Adds to Cart Conversion Value”.
Social Reach, Social Impressions, Social Clicks (All), Unique Social Clicks (All)
These Facebook marketing metrics refer to ads shown with social information: which of your friends engaged with the page or post.
Because these types of ads provide both outdated and information that can’t be acted upon, they should be replaced by “Reach” or “Impressions”.
Amount Spent Today
As a redundant measurement, “Amount Spent Today” is being replaced by the date range selector and “Amount Spent” metric.
Canvas Component Time Percentage
The removal of this Facebook ad metric is purely due to its lack of popularity.
Instead, use “Canvas View Time” or “Canvas View Percentage”.
Actions, People Taking Action, Cost per Any Action
As the ways for how to advertise on Facebook continue to advance and develop, the platform is introducing more diverse ways for people to interact with ads.
As such, “Actions” are no longer relevant.
Facebook suggests customizing a metric around user actions that is more relevant to your business.
Page Tab Views, Cost per Page Tab View
A Facebook Page tab view is too specific a Facebook ad metric to keep.
Don’t bother looking at the number of people who viewed tabs within the page your ad directs them to.
Replace that metric instead with “Page Likes” or “Page Engagement”.
Button Clicks
People clicking the CTA on your Facebook ad is a crucial metric.
However, “Button Clicks” is redundant because the same measurement can be found in “Link Clicks”, “Event Responses”, and “Offers Saved”.
Use one of these metrics just mentioned when “Button Clicks” is no longer an option.
Page Mentions, Cost per Page Mention
Page Mentions offers nothing in terms of understanding if your ad is perceived positively or negatively.
Instead, you should use “Page Likes” or “Page Engagement” if the objective of your Facebook advertising strategy is to achieve more page likes.
Carousel Card
This is another metric that’s suffered from a lack of popularity.
In its place, refer to the “Link Clicks” measurement, which can still be broken down by Carousel Card.
Positive Feedback, Negative Feedback
Any positive and negative feedback on your Facebook ad is already factored into “Relevancy Score”.
Therefore, Facebook is removing Positive and Negative Feedback due to redundancy.
Use “Relevancy Score” in place of them.
Link Click Destination
Operating system updates hindered Facebook’s ability to track users to an app’s deep link or to an app store destination.
As a result, “Link Click Destination” is outdated and can be replaced for now by “Outbound Clicks” or “Landing Page Views”.
Where You Should Direct Your Facebook Advertising Strategy Next
With all of these updates and changes occurring on the platform, it’s important to pivot your Facebook marketing strategy for success this year.
The first step in doing so is to review your Facebook ad metrics.
If you’re using any of the ones mentioned above, switch them out for a recommended replacement.
Don’t wait too long, or you’ll find yourself trying to play catch up on your Facebook marketing when the change-over occurs in July.
Then, consider how to innovate and update your advertising strategy.
As described earlier on in this post, the company is constantly releasing new ad products.
Maybe that means launching your Facebook ads in 3D or on connected TVs.
Or perhaps it means something more simple, like expanding into Facebook video ads.
Whatever you choose, this is the time to optimize and innovate with your Facebook advertising strategy.
This also means keeping in mind the social media trends of 2018.
Understand what your audience wants, and then create a PPC strategy that goes above and beyond their expectations.
Equally important, utilize the tried-and-true ways to improve your Facebook marketing that never get old.
With the right combination of novel and established methods, you can adapt your Facebook advertising for success – no matter what the platform throws at you next.
