Facebook rolls out new measurement tools to drive better mobile conversions

Anne Freier

In Mobile Advertising Blog. September 23, 2016

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Facebook has continued to innovate its mobile advertising products and just announced five new measurement tools which have been created to ease the collaboration between marketers and indie third-party vendors and agencies.
Facebook launches new measurement tools
Source: facebook.com
Indeed, measurement is what drives the effectiveness of an advertising campaign. Facebook says that real people are driving digital conversions and hence measurement tools should address people-based performance.
To address the issue, Facebook is partnering up with Nielsen Catalina Solutions to roll out the option to view Facebook and Instagram campaign impact for Consumer Packaged Goods (CPG) companies.
Carl Spaulding, EVP of Product and Strategy, NCS, explains:

“Together, Facebook and Nielsen Catalina Solutions (NCS) are collaborating to offer a new robust sales lift measurement platform for the CPG industry. This solution will help marketers understand the sales impact of their advertising based on the largest and most representative CPG insights.”

In addition, Facebook will tap Oracle’s Lift API integration to allow access to lift measurement campaigns for partners and advertisers. Oracle Data Cloud is the first partner to integrate with the new API and will help marketers measure their campaigns more accurately.
The company also has plans to connect historical data across various channels for businesses to gain a better understanding of their ad choices. Facebook writes in a blog post:

Today, we are making it easier for marketers to bring Facebook, Instagram and Audience Network campaign information into their marketing mix modelling by building integrations with Nielsen, Neustar MarketShare, Analytics Partners and Marketing Evolution.

Last-click attribution for ad campaigns can discredited prior adverts as part of a brand campaign. As such, Facebook’s multi-touch attribution now more evenly credits impressions and clicks in collaboration with Visual IQ and Neustar MarketShare as the first multi-touch attribution providers to integrate with Atlas.
In addition, Facebook has also partnered with mobile measurement firms adjust, Adways Inc., AppsFlyer, Apsalar, CyberZ, Kochava and Localytics to let advertisers assign credit to ads that people viewed but haven’t clicked on if the consumer does download an app. That’s important measurement tool that could add greater transparency to mobile app campaigns.
Facebook writes:

Whether your goal is to drive sales in-store or online, increase app installs or build your brand, it’s important to be confident that your marketing spend is delivering those results. These new tools, along with our ecosystem of over 20 measurement partners, provide those insights.