Facebook is upgrading its ad metrics to offer advertisers with a more comprehensive view of the way in which customers interact with their business in all platforms. For doing so, Facebook is substituting cost metrics which report on interactions on one channel with a “Cost per Purchase” metric.
Data which was earlier reported in Cost per Mobile App Purchase, Cost per Website Purchase and Cost per Offline metrics will now be merged into a new Cost per Purchase metric. Advertisers who want to compute channel specific cost metrics can still do so by dividing their total expenditure by total number of conversions from one channel. Facebook informs why this change was made:
“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. 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.”
As a part of this new update, Facebook has also redesigned customize column selector in Ads Manager for centralizing mobile, offline and website metrics. Earlier, in case advertisers wanted a comprehensive view of purchases done across all these channels they had to select each individually. But now can access this data in a report by selecting only one metric.