Facebook is bringing its Atlas cross-platform measurement tools to its business manager platform, which will allow marketers to track people-based metrics across multiple devices and platforms.
Facebook acquired Atlas, an ad tech platform, from Microsoft in 2013. Last November, the social media company switched off the ad server element within Atlas but kept running its measurement and analytics capability.
Now it is starting to fold this capability into business manager with reach and attribution tools to begin with.
Atlas allows marketers to track and measure consumer behaviour across devices, browsers, publishers and channels with first-party data. Effectively, this means that advertisers can monitor, in real-time, how consumers use mobile to interact with brands, which cookie-based ads currently cannot provide.
Facebook says this should allow brands to tie digital ads to in-store sales, closing the loop on mobile devices to provide more accurate metrics on a campaign's success.
“Businesses of all sizes are searching for better insights into how many people they've reached and which publishers deserve credit for outcomes generated from ads,” says Facebook measurement product marketing director Scott Shapiro.
“We're beginning a test of new advanced measurement tools focused on reach and attribution, and to bring people-based measurement to more marketers through Facebook's easy-to-use interfaces.”
Tony Davis, founder and CEO of Jewlr.com says that cross-channel measurement and attribution are among the most important marketing priorities for the online retailer.
“Advanced measurement tools have provided us with a concise and holistic account of our digital media, along with the ability to more easily harness the power of Facebook's people-based marketing. This is a much-welcomed measurement solution both for us and companies like ours,” he adds.
In its measurement blog, Facebook promises its 'advanced measurement' tools will “help all businesses understand how their marketing drives value both on and off Facebook”.
“Our advanced measurement solution will become the central destination for people-based, cross-publisher measurement,” the blog says.
“We’ll also look to integrate additional measurement tools for performance and brand marketers beneath the advanced measurement umbrella.”
Brands that use Atlas will be transitioned advanced measurement products.
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