Facebook has announced several major changes in the last few weeks but the changes to the ad tool are designed to help you better measure success.
The first change is that ads will look more like sponsored stories. The benefit to brands is that they will be able to better integrate brand messaging. But the major complaint of many brands was not being able to accurately measure engagement with their Facebook Ads. The new Insights is designed to fix that problem.
“The new Insights is designed to let administrators of Facebook fan pages see the total audience their content and ads are reaching, going beyond impressions and “Likes.” Four metrics will be presented at the top of the page: Total Likes, which already appears in the existing Insights; Friends of Fans, designed to show the maximum social reach of brands’ content; People Talking About This, tracking the number of users who engaged with a page’s content in the past week – by liking or commenting on content, posting to a page’s wall, or RSVP’ing to an event, for example; and Weekly Total Reach, which shows the total number of Facebook users who have been exposed to both a brand’s organically shared content and its paid media.”
Read more on Ad Age.