From the Lab: New Facebook Landing Page Metrics

Facebook is a behemoth of a platform, especially for marketers and advertisers hoping to utilize all of the great advertising types and targeting available. As we saw last year, they have had their share of blunders when it comes to accurately reporting metrics, but they are now giving us a few other important data points to analyze. These come in the form of landing page metrics.

Facebook is releasing other metrics in the coming months and is improving much more than just their metrics suite.

FACEBOOK LANDING PAGE METRICS

Your landing page is ready and your ads are live, but how effective is it? You could always see how many users click your advertisement and seem to reach the landing page, but how many of those users bow out before actually reaching the page and how many of the users have been to our website before?

With landing page metrics, we’ll be able to find out.

Landing Page Metrics

WHAT ARE THEY?

Landing page metrics encompass a few data points that Facebook is giving users access to. These metrics include ‘landing page views’ which is how many people reach your landing page. You’ll also get a better understanding of whether or not the visitor is aware of you by indicating how many of the users reached visited your website or app previous to clicking on the ad.

Facebook always provided metrics on how many people click your ad, but now they’re going to tell you how many people actually made it to the landing page. This will give us much more insight into how many people abandon the path while the page is loading.

WHY IT’S VALUABLE?

These new metrics are valuable for a few reasons.

(1) It allows for better transparency of the user flow, making it much easier to optimize and alter components of the campaign for performance.

(2) Understanding whether or not someone has been introduced to your website or app previously will give marketers much more insights into targeting performance.

(3) Most importantly, these updates allow marketers to prove when a landing page or ad campaign isn’t performing due to abandonment before reaching the landing page. This could point to site speed issues which are even more important on mobile devices; Google recommends page load speeds of 2-3 seconds or less.

Website speed is an extremely important measurement, especially when discussing mobile. If you view your landing page views and realize there is a statistically significant difference between clicks and landing page views, you likely have a site speed issue.

Landing Page Metrics

If you’re not sure how fast your site is loading, visit Google’s Site Speed Tool here or their Mobile Tool here. With any questions about new metrics, performance, or how to improve site speed, contact us today.

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