Facebook has a call crisis. Between the Cambridge Analytica scandal, which weakens users' already shaky confidence, and Elon Musk, who pulls the pages of Tesla and SpaceX, the platform is struggling with a public relations problem that can have far-reaching implications for their business.
But these headlines remain the company's Measure What Matters initiative announced in February to update and refine the platform's ad metrics
The hidden message
By removing a set of metrics that are considered " redundant, outdated, unreachable, or rarely used, "And by counting on an estimate, Facebook suggests that it's more communicative and viable to keep pace with modern consumer trends." Some metrics that brands look at and referencing publishers, but could be harmful in the long run.
For example, the company omits page tab views and instead drives users to page lapses or page metrics metrics to measure the success of campaigns with side-licking.
The page commitment ̵
But these are not (yet) actions that Facebook ad formats allow.
Or, take the company's suggestion to reference impressions instead of social impressions (the number of ads on your screen) to rate campaign performance. We should all know by now that impressions alone are not sufficient and can no longer be equated with success.
What does it really mean when someone scrolls past your ad? In fact, you are not sure whether the message has sunk or not, or how the user feels about the ad (or the company that sells the ad).
This metric cleanup shows that Facebook continues to rely on near-surface performance indicators that do not demonstrate meaningful consumption.
So, if the social network takes big steps to define the most important metrics, it would be wise to have engagements in the first place, make sure companies can digest their meaning.
Is not a lie
Statistics do not lie: interactivity has proven to be more effective in attracting consumer attention. 75 percent of marketing professionals claim that education is the main reason for using interactive content. Therefore, meaningful ad formats are critical to enabling publishers and brands to cut through the noise in an online newsroom that is no longer always truthful, reliable, or secure.
pave the way to engagement
These 20 metrics will be removed in July Although this is an admirable gesture for those who distribute content across the platform, it's not surprising that Facebook sends out mixed signals by being gentle on it Pointing out that engagement is important, but still emphasizing the sole, obsolete metric in the foreground is not meaningful enough for long-term sustainability
As a self-proclaimed publicity agency, the company needs to outline a larger initiative to promote engagement with its advertising tools, since The industry is sure to follow and ultimately trust the platform more with its consumers during a time of uncertainty.
Shachar Orren is chief storytelling officer on Disney-based storytelling platform Playbuzz.