By Lisa Lacy
Last month, Facebook announced additional metrics to give advertisers more insight into consumer behavior, including how many visitors come to their websites after clicking on ads and whether those individuals are new or returning visitors…
And as the balance of power between Facebook and advertisers shifts more in favor of the latter, here are the four demands marketers should make in order to glean as much insight as possible:
More Third Party Verification
According to Mike Kisseberth, chief revenue officer at digital publishing and marketplace platform Purch, the key phrase is third party verification. In other words, it’s not that these new metrics aren’t interesting measures marketers will like, but these marketers are still stuck having to simply trust Facebook. Third party verification, on the other hand, would enable marketers to take the data more seriously.
“Third party verification is important because it allows you to trust the numbers there,” Kisseberth said. “As marketers, the responsibility is ultimately on you to know if [ad dollars] are contributing to the revenue of the business…I think there’s a balance point – third party verification is something marketers want, but they also…[need] to figure out if the money they’re spending is actually contributing to sales. You have a third party measuring whether it’s viewable, but did it actually drive performance at a level that is justified given the spend?”