Facebook Measurement
Measurement standards for a connected world
As new media platforms emerge, the measurement standards that marketers rely on must also evolve. TV advertising relies on GRPs to assess reach and frequency, and early online advertising was confined to analyzing clickthrough rates. However, Nielsen released a paper in October 2011 demonstrating that CTR is problematic for online marketers because it doesn’t correlate to sales, nor to changes in ad recall, message awareness or purchase intent.¹
Facebook is working to create measurement standards that enable businesses to measure meaningful success and allow for cross-platform comparison. They focus measurement on four areas: Reach, Brand Resonance, Reaction and Consumer Insights.
Reach — WARNING — PERSONAL IDENTITY VIOLATIONS
Users share their real identities on Facebook and brands can therefore understand the demographic profiles of the audiences they reach on Facebook. Given this opportunity, Nielsen launched Nielsen Online Campaign Ratings (OCR), with Facebook as one of their data providers. OCR makes it possible to:
• Assess the accuracy of online campaigns in delivering advertisements to the intended audience
• Provide a consistent set of metrics that allow marketers to measure audiences across online and television with a GRP comparable metric
• Measure reach for any size of campaign, running on any website, for any duration
1 Nielsen, “Beyond Clicks and Impressions: Examining the Relationship Between Online Advertising and Brand Building”, October 2011
The Danger Of Nielson Ratings