Facebook is combining website, app, offline purchase data into one view for advertisers

Facebook will no longer breakout conversion cost metrics by website, app and offline channels. Instead, it will aggregate cost reporting across the channels. As part of this measurement update, Facebook announced it is adding to the list of actions advertisers can track across their websites, apps and offline channels.

Website, app and offline cost metrics now a single data point

Previously, advertisers had three separate data points to analyze cost metrics by channel. For example, Cost per Website Purchase, Cost per Mobile App Purchase and Cost per Offline Purchase are all now aggregated under a single Cost per Purchase metric.

“You can still calculate channel-specific cost per metrics by dividing your total spend by the number of conversions from the channel you’re interested in,” writes Facebook.

New Standard Event actions

Standard Events, which allow advertisers to track actions that happen on their website, app or offline via the Facebook Pixel, the SDK and offline conversion measurement are getting eight new tracking options:

• Contact
• Customize Product
• Donate
• Find Location
• Schedule
• Start Trial
• Submit Application
• Subscribe

“Since people interact differently with a business when shopping for shoes versus when buying a car, we created these new Standard Events to enable more businesses to understand customer engagement both online and offline,” writes Facebook.

According to the announcement, these new events will roll out in the coming weeks.

New app-specific metrics

For developers that have monetized their apps with Facebook ads, Facebook is launching two new app-specific events: Ad Click and Ad Impression.

These metrics will offer insight into how people find the app via Facebook and how they are engaging with the in-app ads.

Facebook is also redesigning the customize column selector in Ads Manager, consolidating website, mobile and offline metrics to reflect the single cost metric instead of the previous three metrics for website, app and offline channels.

Per the announcement, Facebook is also removing other metrics, but didn’t share the full list. We’ve reached out to the company for more details on which metrics are being replaced and will update here if we receive a response.

About The Author

Amy Gesenhues

Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles.