In their ongoing effort to improve transparency with their ads, Facebook is getting rid of 20 of their older ad metrics. These metrics were said to be either outdated, not actionable, redundant, or rarely used. While most advertisers won’t really notice that they are gone, those who do use them will need to make some adjustments to get things working the way they want.
In addition, they are adding in new metric labels for greater clarity. Some of them, for example, will be labeled as ‘estimated’ to indicate that the numbers aren’t exact. Others will say ‘in development’ to let advertisers know that it isn’t the final version.
Facebook’s blog post on this subject said, “These types of metrics are helpful because they can provide insights for outcomes that may be hard to precisely measure, such as the estimated ad recall lift or the number of unique people your campaign reached. These metrics are meant to provide directional insights into the value of your marketing results and can factor into your businesses’ strategic planning.”
These changes seem to be a welcomed step in the right direction for improving Facebook’s advertising environment. The updates will be rolled out in July for the most part, so marketers have time to prepare and implement any changes that are necessary.