The recent news about errors in Facebook metrics stirred quite a buzz all around the world among the markters. It was surprising news for most of them as marketers depend heavily on the metrics shown by the Facebook instead of depending on any third party tool. Facebook has made improvements to increase the clarity of Facebook ads reporting metrics. Some of the important changes are:
1. New metric tooltips with clarified descriptions: Metric tooltip was not so detailed and was not giving a clear indication of what metric is all about. The new metric tooltips are has more details and it describes related help documents as well.
2. More descriptive metric names: Imagine what was happening with you when you were not able to connect with the heading of the metric you were expecting yo give you a great insight! Facebook is updating some of the metric names now and in the coming months to increase clarity and consistency. If you currently use these metrics within any in-house analytics tools or Excel macros, you may need to update them to use the new names. Check out the updated names:
3. Better categorization in the Customize Column selector: Facebook is improving in Customize Column selector to help make it more intuitive and easier to navigate. Metrics will now be organized into the following categories:
4. Updates to Results and Cost columns for website conversions objective: Facebook is updating the Results and Cost columns for ads that use the website conversions objective to reflect the single conversion event that was selected for optimization in the ad set. Previously, this column showed a sum total of all conversions that occurred on a website using the Facebook pixel. With this change, some advertisers may see what appears to be a drop in conversions and an increase in cost per conversion.