Technology & Data
- Big Data
- Tech & Innovation
How to Get Your Sales and Marketing Teams to Work in HarmonyContent Marketing for Midsized Companies: Whom to Target, What to CreateAtri Chatterjee of Act-On Software on the New Generation of MarketersMarketing Automation: What It Is and Why You Need to Know
- Social Tools
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Facebook's New Metrics: Connections, Frequency and Reach
Posted on May 26th 2011
Facebook rolled out a new iteration of their ads dashboard yesterday. While it's still no AdWords, it's a step in the right direction. Key takeaways:
Connections: The number of people who liked your Facebook page, RSVPed to your event, or installed your app within 24 hours of seeing this sponsored story or ad.
Connections are essentially what Facebook has called Conversions, but limited to 24 hours post impression. Cost Per Connection now becomes the single most important Facebook metric.
Reach: The number of people who saw your sponsored stories or ads. This is different than impressions, which includes people seeing them multiple times.
Put simply, Reach is unique user impressions.
Social Reach: The number of people who saw your sponsored stories or ads with the names of their friends who liked your page, RSVPed to your event, or used your app.
Frequency: The average number of times each person saw your campaign's sponsored story or ad.
This is a great new metric that Facebook has introduced because it will allow advertisers to gauge when they've saturated their target audience. I assume that over time, Frequency trends will indicate when people are most likely to engage with an ad (i.e. when Frequency is over X, engagement rate steadily declines).
In addition to updated metrics, Facebook has introduced some nice new graphs at the Campaign and Ad levels:
So, what's still missing? Robust demographic reporting, for one. We want to see how our ad variations perform for different, perhaps pre-defined demographic clusters. Also, how about some detailed profile reports? The current profile reporting feature is cumbersome, high-level, and currently broken. C'mon Zuck, you can do better than that.