Facebook Boosts Instant Experience Ads, Updates Ad Metrics

Facebook is rebranded its mobile Canvas ads as full-screen, rich media Instant Experience ads, saying it will offer “new ways for businesses to understand their customer’s progression from seeing an Instant Experience to completing a purchase.” Instant Experience ads come with an Instant Form template making it easy for a visitor engaged with the ad to submit contact information. Other existing templates include Instant Storefront, Instant Lookbook, Instant Customer Acquisition and Instant Storytelling.

Marketing Land reports that, “the Instant Experience Ads will now automatically be attached to Facebook Pixel, making it possible for advertisers who use the Pixel on their website to re-engage with site visitors that interacted with the ads on Facebook.” Advertisers can now also “embed third-party pixels in their Instant Experience ads to track campaign performance and compare against other campaigns using their choice of analytic tools.”

Instant Experience ads, which debuted in 2016 and have more than doubled in number in the last year, “now load 15 times faster when compared to standard websites.” In 2017, Facebook “made the ads easier to create and added new templates.”

SearchEngine Journal reports that Facebook is also “updating its ad metrics to give advertisers a more holistic view of how customers interact with their business across all platforms.” The company will replace “cost metrics that report on interactions on a single channel with a single ‘Cost per Purchase’ metric,” which combines data formerly reported in the Cost per Website Purchase, Cost per Mobile App Purchase and Cost per Offline Purchase metrics.

To calculate “channel specific cost metrics,” advertisers can divide their total spend “by the number of conversions from a single channel.” Facebook also “redesigned the customize column selector in Ads Manager to consolidate website, mobile and offline metrics,” allowing advertisers to get data by selecting a single metric.

“People interact with businesses across different platforms and channels, so it’s important to evaluate ad performance holistically to account for all the ways people may have interacted with your business and the impact those interactions had on your business results,” said Facebook. “That’s why we’re replacing cost metrics that only report on interactions on a single channel with metrics that report on the cost of these actions across web, mobile and offline.”