Initially, Facebook’s phrase "removing some metrics" comes off as a bit of a surprise. However, no one should really be alarmed. Yes, they are taking away some metrics, but only ones that are redundant and can still be measured by other metrics remaining in Facebook. Below we will go through each metric Facebook is removing and discuss what alternative we recommend.
Actions, People Taking Action, Cost per Any Action:
The Actions metric is a composite of various actions and events such as engagement, clicks or conversions. Recently, Facebook has been adding more and more actions that people can take on an ad. Therefore, the Actions metric is becoming less relevant. We recommend customizing your own composite metric reflecting actions that are meaningful to your business.
Amount Spent Today:
We recommend using the dynamic date selector on the top right of Ads Manager and Power Editor. You can then click on "Today" and use the Amount Spent metric.
Currently, this metric shows the number of times people clicked the call-to-action button on your ad. These clicks are also reflected in the Link Clicks, Event Responses and Offers Saved metrics.
Canvas Component Time Percentage:
Overall, this metric hasn't been very popular. However, if you do use it, Canvas View Time and Canvas View Percentage metrics can be a helpful alternative.
Now, this one comes as a bit of a surprise. Facebook says "We're no longer supporting the Carousel Card breakdown for conversion metrics (ex: Website Conversions) and for any calculated metrics such as CTR because these insights have been infrequently used." When running a carousel ad, we do like to reflect on which cards are performing better by looking at the highest CTR or most purchases, etc. Facebook is leaving the ability to see Link Clicks by each Carousel Card, and you can still see overall conversion results without the card breakdown.
Link Click Destination:
Facebook has had some trouble with deep links and backup link destinations. Alternatives are Outbound Clicks and Landing Page Views that can measure which clicks lead people to destinations off Facebook. In the future, Facebook plans to explore other ways of providing more granular app deep link or app store destination insights.
Mobile App Actions Conversion Value:
We recommend using specific app event conversion values such as Mobile App Purchase Conversion Value.
Page Mentions, Cost per Page Mention:
Because these metrics are not as relevant anymore, they are not very helpful to understand positive or negative sentiment towards your brand. Alternatives to seeing the success of a Page Likes campaign are Page Likes and Page Engagement.
Page Tab Views, Cost per Page Tab View:
This metric measures the number of views of tabs on your Facebook Page that are attributed to your ads. Similar, to Page Mentions, there is a better way to see success of a Page Likes campaign and that is through Page Likes and Page Engagement.
Positive Feedback, Negative Feedback:
This metric is already incorporated into the Relevance Score metric. Instead of breaking them out positively and negatively, which can sometimes be confusing, Facebook is just sticking with the Relevance Score.
Social Reach, Social Impressions, Social Clicks (All), Unique Social Clicks (All):
These metrics show the number of people who saw an ad when displayed with social information. Facebook has said "The Social Reach metric isn't meaningfully different from the Reach and Impressions metrics and the insights provided aren't actionable, since advertisers don't have control over when ads are/aren't shown with social information." Overall, we’re not losing too much on this one. We recommend forgetting about the social aspect and sticking to Reach and Impressions to evaluate campaign performance.
How do you feel about losing some of these Facebook metrics? Is it just a healthy Facebook update? Or are you dreading the start of July 2018?
Our team at RelayPM understands the impact of this update, especially if you are using these metrics for analysis and reporting.
We are excited to see the forward direction Facebook is moving. “Measure What Matters” is a program Facebook is launching in March to help marketers learn more about measurement principles. One track will offer programming for branding oriented campaigns and another will focus on measurement for direct response campaigns. This program will be offered on the Facebook Business website and on Facebook Live and in-person events.