Marketing measurement
Measure and optimize your ad campaign performance across Facebook, Instagram and Audience Network.
Learn MoreHere's what makes Facebook measurement work
Quality data
Use people-based data rooted in the accuracy, depth and scale of our platforms.
Valuable insights
Test ads to understand which tactics deserve performance credit and which don't.
Business impact
Optimize your campaigns to deliver bottom-line impact against your goals.
We're facing a new marketing reality
There are more marketing channels and more ways to measure performance than ever before. As your potential reach grows, it gets harder to understand cross-channel performance. How can marketers attribute conversions and intent to their ads and identify new opportunities for growth?
7.9Bmobile devices are connected globally1
35%of marketers are satisfied with their current approach to measurement2
38%of all global ad spend will be on mobile by 2020 — higher than TV3
It's time for a new marketing strategy: people-based measurement
People browse and buy across devices, browsers, platforms and channels. To get an accurate picture of their paths to purchase, you need to measure their engagement across every touch point, from beginning to end.
This is known as people-based measurement—it helps you understand the big picture of people's purchase journeys, rather than measuring the performance of a single ad or touchpoint. Measuring real people's behavior provides new insights that help you optimize performance, exceed KPIs and maximize your marketing ROI.
What can you do with people-based measurement?
- Connect the dots across all marketing touchpoints
- Use attribution to understand people's paths to conversion
- Improve your targeting
- Grow your ROI
- Optimize your campaigns
- Test your ads in real time
Find the right measurement partner
Facebook teams up with third-party providers to help you find strategies that work for your business. Our partners provide rich data, independent verification, viewability metrics and more. Work with your preferred measurement partners to craft smarter strategies across all your marketing channels.
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The ability to compare results across mediums gives us the intelligence we need to optimize how, where, and when we run our creative for the most effective and efficient campaigns.
Wesley Saraceni
Senior Brand Manager, Sour Patch Kids
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Not only has Facebook driven success in our digital-only campaigns, but it has also proven the platform’s effectiveness and value when paired with other mediums.
Kohposh Kuda
Director Marketing, Sprint
Facebook IQ: See marketing insights
Explore findings about how people behave on our platforms, and learn how measurement helps you drive business value.
Facebook Blueprint: Get marketing training
Take free online courses to better understand the results of your ads.
Stop guessing and start knowing with Facebook measurement
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